Billboard spoke with Tina Wells, CEO of teen marketing/consulting firm Buzz Marketing Group, about how Girl Authority has managed to far outsell the tween marketed rivals Slumber Party Girls despite not having a Saturday morning television show nor a major label backing them. “People think exposure is king,” Wells explained. “But it’s about the connection. Girls must relate to the members of the group — of the tribe — otherwise there is a disconnect. How good is the music? Too many people equate tweens with gimmicky. Don’t underestimate the smarts of this demographic. You can’t take anything for granted with this age group.”
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