Tuned In to Children’s Music

The high-profile status of children’s music began in the mid-’80s with the Big Three from Canada: Raffi, the Sharon, Lois and Bram trio and Fred Penner.

Soft-spoken, guitar-toting, one-name Raffi came first and still reigns supreme. He’s been referred to as both the Bruce Springsteen and the Elvis of the preschool set, thanks to the ardor of his young fans, who roar their approval at concerts and shower him with crayoned expressions of affection.

Like many of his fellow artists, he mixes participatory action songs with lullabyes and global messages. His “Baby Beluga” song featured prominently in a recent episode of ABC’s “Full House.” His style is personal simplicity, complemented by musical sophistication, echoed by his back-up Rise and Shine Band.

A&M; Records was the first major lable to promote individual children’s artists. Since signing with the company in 1984, Raffi’s combined album sales have reached 4 million in the U.S. A&M;’s other children’s artists’ sales are helped by the Nickelodeon cable station. Sharon, Lois and Bram’s “Elephant Show” began airing three years ago on Nickelodeon; Fred Penner is now seen regularly on the station in “Fred Penner’s Place.”

Tom Chapin, an actor and folk-oriented singer, was the first U.S. children’s artist to be signed by A&M; Records and is its fourth big seller, trailed by brand-new A&M; signees Linda Arnold and Frank Cappelli.