‘Ageism is alive and well’: Triple J lampooned for ‘insulting’ tweet

It is always dangerous when you make fun of someone’s age – doubly so, perhaps, when you are a radio station dependent on a supporting audience.

So when Triple J’s Twitter account fired off a tweet on Tuesday having a crack at its older critics, it was unsurprising that there was a backlash.

What was surprising was the extent of the feeling it generated, with listeners tweeting back – as well as Australian musicians.

“Did it hurt? When you aged out of the youth radio station,” the national youth broadcaster tweeted.

It was a riff on the age-old pick-up line, which has become a viral joke template on the platform. But while it was aimed at the much-maligned genre of older listeners who complain that “Triple J used to be better” back when they were in its target market, the tweet was quickly lampooned by some who felt it was tone-deaf, ageist and – for older listeners – insulting.

The tweet didn’t go down well with some musicians either – particularly those who believe the station stopped playing them once they themselves aged out.

Triple J is the only national youth broadcaster in Australia, and being playlisted – or not – can make or break a young career.

“As a female artist who stopped getting played on rotation when I hit my 30s, I finally feel seen,” wrote Victorian singer-songwriter Ainslie Wills.

In an opinion piece for the Industry Observer, managing editor of the Brag Media, Poppy Reid, wrote that the tweet pointed to a more systemic problem in the industry: that women are more likely to age out earlier than men.

Related: 'A generational shift': what the Triple J overhaul means for its audience

“This industry tells female artists over a certain age that they no longer have anything to offer young music fans, but that an all-male band who are pushing 35 are worthy of coveted career signposts like Feature Album, a record deal, or a support slot with a global artist,” Reid wrote. “Women must constantly ‘reinvent’ themselves – their sound, their image, their message. Men, not so much – and certainly not at the pace we expect from women.”

Sydney musician Jack Colwell said that he was just 25 when he was told his community station hit Don’t Cry Those Tears was “too old” for Triple J, and better suited to Double J, the digital-only sister station aimed at an older audience, which has a significantly lower market reach.

“I am grateful for any support I’ve had, but ageism is alive and well at that station,” he wrote.

“Gatekeeping and ageism is real in this industry. When you actually try to make something artistic and different you will be shut out for someone’s (poor) taste.”

Triple J were approached for comment but had not done so before publication.

It’s not the first time Triple J have come under fire for their programming, which is informed by a national mandate to target 18 to 24-year-olds.

Audience statistics, however, show a slightly older listenership, with the lion’s share aged between 25 and 39.

In recent times, the broadcaster has tried to appeal to a new generation of listeners. Late 2019 saw a shake-up of its presenter line-up, introducing a selection of younger hosts to replace long-time stalwarts in a move that was described as a “generational shift” by the station at the time.