Is a clothing, music & video distributor branching into radio and television programs and is often confused with merely the name of the first decade of the 21st century. For instance, radio stations introduce their programming along the lines of Music from the 80s, 90s and today. A possible replacement or nomenclature for "today" is the Naughty Aughties and can be attached to a host of retail items. Why Naughty Aughties? First, from a marketing standpoint, when promoting such items as music compilations, "Music from the 00s" does NOT work. We need an identifier. Not many people can pinpoint the actual years of Generation x & Generation Y. Naughty Aughties leaves no doubt as "naught" & "aught" both mean zero. "Naught" is jazzed up to "Naughty" and combined with "Aughties", it inadvertantly describes the tone of the decade including the years 2000-2009.
I just bought a new CD to replace my "Rockin' Fifties" collection. It's called "Music from the Naughty Aughties" and features artists of the decade that released these new songs during the years 2000-2009.