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Jimmy Buffett Opts to Stay in SC and Surf Hurricane Florence

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I know Jimmy Buffett is considered old white guy music. Ten years ago or so, when Barstool was still just in Boston, we had an outdoor party overlooking Charlestown harbor and took shit from some Stoolies even then for planning a party around Geezer Rock. I get it. He’s not necessarily for everyone. I’ve got buddies who live for his concerts every year. I’ve got at least one who thinks he’s no more talented than the DJs we used to see play Happy Hours at the bars on Cape Cod. Personally, I listen to him only at the appropriate times, such as on someone’s boat or hanging by the pool pounding beers. He’s seasonal. Like Christmas music.

But love him or hate him, you have to give him his due. There is no better businessman in the entire music industry. The man has had one charted hit song in his entire career. “Margaritaville.” In 1976. And he’s created an escapist entertainment and lifestyle empire that generates hundreds of millions of dollars every year. His live tours. His liquor brand. Chain restaurants. Frozen foods. A new retirement community he’s building. He’s tapped into the psyche of people who live the Rat Race, work to hard, hate the shitty weather they have to endure half the year, and he sold them on this idealized life of hedonism. It’s genius.

And so what do you do when the Storm of the Century is headed your way? Oops. Pardon me. Based on the news coverage, I’m legally obligated to say Florence “is barreling toward the coast.” So what do you do? You post pictures of you getting ready to ride the waves. Like a rapidly aging, Baby Boomer Bodhi chasing the 50 Year Storm. Because if you want the ultimate, you’ve got to be willing to pay the ultimate price. It’s not tragic to die doing what you love.  100 percent pure adrenaline.

Just because Buffett is in his 70s, openly admits he doesn’t live the beach bum/party boy lifestyle his brand promotes, he’s just a businessman and no doubt wasn’t within 500 miles of Folly Beach when Florence made landfall is no reason not appreciate his game. This is masters level marketing. You don’t have to love the music to respect the man.