‘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.
did it hurt? when you aged out of the youth radio station
— triple j (@triplej) August 31, 2021
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.
I understand what you were trying to do with this tweet but that doesn't make it any less insulting to a huge section of your listeners. I have listened to triple j for 33 years now. This won't stop me listening. But I will know now I am unappreciated as a listener so it hurts
— Jane (@ozcushions) September 1, 2021
did it hurt? when you insulted your audience in the midst of a pandemic https://t.co/WMFa0iSPIk
— Simon Anicich (@simonanicich) August 31, 2021
Triple J’s social team woke up this morning and chose violence against Gen X and Y https://t.co/txyKLbvPWk
— keegs (@Keegs_Scilini) August 31, 2021
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.
As a female artist who stopped getting played on rotation when I hit my 30s, I finally feel seen 😉 https://t.co/fVuzkMzd7f
— Ainslie Wills (@ainsliewills) August 31, 2021
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.
that's no way to talk to your employees https://t.co/Bnx0X3Zal1
— Dave Krantz (@weskrantz) August 31, 2021
Dude you’re 43 https://t.co/F25zDH8U8e
— jimibeavis (@jimibeavis) August 31, 2021
The youth radio station still plays guitar music which I am the youngest person to give a shit about at age 30. https://t.co/FYYewWxYI0
— General Secretary Jack Simpson (@SnitchinOrwell) August 31, 2021
It doesn’t actually hurt knowing your demographic… pic.twitter.com/sc6N78pcDg
— Shotgun Mistress (@ShotgunMistress) August 31, 2021
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.