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Seems Like Yesterday

2001 already? Must be time for '90s nostalgia...and we were barely over the '80s!

This story appears in the July 2001 issue of Entrepreneur. Subscribe »

It may be 2001, but are you really ready to dust off those old Vanilla Ice records? The 1990s were a mishmash of so many different things-from Starbucks and Yahoo! to grunge clothes and the "Rachel" haircut. When will Americans feel the pangs of '90s nostalgia-and when will you be able to make bucks off it?

"It's not going to be like 1960s or '70s [nostalgia]," says Robert Thompson, past president of the International Popular Culture Association and a professor of media and popular culture at Syracuse University in Syracuse, New York. Because the '90s were a jumble of old and new, a sort of post-modern montage, the nostalgia will be more subtle-not the in-your-face style of the '70s. Even so, Thompson says, "Go for the stuff that nobody was paying attention to but that was right in front of our faces." The sequence of noises from logging on to the Internet, for example-look for that to show up on a "Sounds of the '90s" CD, predicts Thompson.

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