Chair: Carlo Nardi
The Wiggles: Australia’s most popular unpopular musical export. Liz Giuffre (Macquarie University, Australia)
Children’s songwriters, musicians and performers The Wiggles have regularly appeared on the Business Review Weekly (BRW)’s list of highest paid entertainers in Australia, and have also become an unlikely embodiment of Australian success internationally. This paper argues that The Wiggles produce undoubtedly popular music for their target market, but given that this demographic is almost exclusively children (particularly those of pre-school age), they have been overlooked by the popular music academy. This omission reignites questions of exactly what is popular music, but also draws on cross-discipline arguments such as those in television studies which challenge how we gauge ‘quality entertainment’ and its audience. Children (particularly those of pre-school age) are not a demographic that is often considered in examinations of popular music or media (beyond studies of educational impact or narratives of children’s relative vulnerability to exposure to certain ideas or concepts), however I will show how the niche marketing and success of this band and their broader music and media work functions in much the same way as other popular music subgenres. I will show that The Wiggles remain unpopular with scholars and researchers because of the band (and wider franchise’s) continued focus on its core, preschool market.