As records, CDs and DVDs became cheaper, the age of the average consumer of pop rock music dropped dramatically. In the early years of recordings, artists like Frank Sinatra sang about affairs, champagne and night clubs; lyrics that appealed to investors, business, and "classy" market.[citation needed] As records became cheaper, teenagers were able to influence the market, especially during the promotion of the worldwide Beatles tours. In recent years, children have become one of the largest music markets, reducing the age of the average consumer of pop music drastically. Young people have always been interested in fashion, and spend their money on new artists. Whereas the previous generation tend to keep to their favorite artists, young people conform more to peer-pressure. This conforming creates waves of commercial support for particular artists, and establishes pop music as an important mediator of youth culture. Because of this, pop music has historically been the source of numerous moral panics; parents viewing explicit and suggestive lyrics as gateways to immorality and blaming pop music for perceived increases in objectionable behavior within youth culture.