The Rolling Stones know what you want, and nowadays, that’s an annuity

So it’s come to this: surgical procedure, deferred annuities and rock ‘n’ roll.

The Rolling Stones, the dangerous boys of rock within the 1960s and ’70s, are exhibiting their age. In April, the band postponed the beginning of its North American tour so Mick Jagger may have surgical procedure, reportedly to exchange a broken coronary heart valve. Now, he’s prancing onstage once more, and the band’s three-month tour is off to a rollicking begin.

I’d prefer to consider that the Stones are as ageless as Peter Pan. However it seems that the band selected, as its sole tour sponsor, the Alliance for Lifetime Earnings — a commerce affiliation that promotes the sale of annuities. But getting ready for retirement isn’t what (I Can’t Get No) Satisfaction is all about.

Maybe none of this must be shocking. The Stones began performing in 1962, and all 4 present members are older than 70. They aren’t actually immortal, and neither am I (or so I’m informed).

And but, as a Stones fan because the 1960s, I by no means anticipated to see this phrase: “You will get what you want, when you’ve gotten an annuity.”


To be honest, Keith Richards and Mick Jagger didn’t alter their traditional hit, You Can’t At all times Get What You Need. The alliance did. The group adjusted the phrases on its web site, which is supposed to coach folks concerning the significance of “lowering danger” of their lives, because the surviving Stones could also be doing to outlive for so long as they’ve.

Adverts for cigarettes, alcohol and quick automobiles are what I might have anticipated from the Stones’ model a decade in the past. Sorry: Twenty years in the past. Perhaps three or 4 and even 5 many years.

However not in 2019. The band’s demographic has aged, and that has business penalties.

“When followers transfer with the musicians, there’s no cause that promoting shouldn’t transfer with them,” mentioned John Covach, a Rolling Stones scholar and professor of music concept who directs the College of Rochester’s Institute for Standard Music.

Concertgoers for Stones live shows, right here on the ‘No Filter’ tour in Chicago June 21, are typically 45- to 72-year-olds with investable belongings between $75,000 and $2 million.

Daniel Acker / Reuters

The Stones’ viewers is ideal for the Alliance for Lifetime Earnings, mentioned Jean Statler, govt director of the annuities group, a nonprofit with 24 monetary service corporations as members. They embody AIG, Allianz, Axa, Goldman Sachs, Prudential, State Road and TIAA.

She mentioned individuals who attend the band’s exhibits are “our goal demographic: 45- to 72-year-olds with investable belongings between $75,000 and $2 million.”

Such individuals are “not large buyers with actually some huge cash; they’re the center class,” Statler mentioned. “They’re individuals who have labored laborious and amassed some financial savings and should benefit from residing longer than they’d ever deliberate, and notice they could not have sufficient financial savings to final that life span.”

The thousands and thousands of people that belong to this group — and I’m one in all them — could by no means have imagined, once they had been youngsters, that anybody would ever join the Stones and annuities. I didn’t. I had no thought what an annuity was.

No downside. It’s a monetary instrument that gives an everyday earnings stream in alternate for an funding. Or, because the alliance places it, an annuity “can provide you earnings that’s protected and which you can rely on to final the remainder of your life.”

Shopping for an annuity could also be an affordable selection, if it’s low cost sufficient, however you’ll be able to’t at all times get what you need.

Charlie Watts, left, Ronnie Woods and Keith Richards at Soldier Area in Chicago.

Daniel Acker / Reuters

As a result of I’m a Stones fan proper within the centre of the goal demographic, lively on Twitter and in addition curious about annuities (if just for journalistic causes), I began to see a stream of promotional messages from the alliance concerning the Stones, and annuities, on-line. They’re enjoyable, however startling, juxtaposing the band and its lascivious tongue-and-lips emblem, with severe messages about monetary planning.

I’ve began to really feel as if I wandered into a wierd zone — a 2019 model of the leisure and promoting geared towards a geriatric crowd, just like the previous Lawrence Welk TV present.

Welk’s sponsors included Geritol, a vitamin concoction that promised to energise folks with “iron-poor blood.” He carried out beloved music from one other period — I believed it was hokey — however he was my grandmother’s favorite simply as I used to be changing into infatuated with the Stones.

Covach, who teaches a free Stones course on the web site Coursera, empathized.

“I believe you’re making an attempt to deal with the truth that a bunch we understood to be about youth and revolt — and intercourse and medicines and all that — has primarily became a bunch of individuals endorsing retirement plans. And what does that imply concerning the finish of life for all of us in that era?”

He shuddered: “Think about for the following tour: The Stones might be sponsored by undertakers or morticians or a co-op for cemetery plots. Is that this the place we’re heading?”

We’re not there but. The Stones are nonetheless rolling, however time shouldn’t be on our facet.

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