Here's how the "Branding Name Game" Works, at least partially...

I market brands all day long, wanna know a secret?

Names mean a LOT to people, especially YOUR audience. 

One truth is, while the market does tend to hype the new and undiscovered at least 50% of the time (they HAVE to, that's part of their job.), people don't tend to gravitate towards new and unknown, or "young names" with little experience. That's just not how it works. You're not going to get to the top of the world with a new name. You "get there" with an old established one. The older a name gets in media, the more famous, "valuable" and recognized it gets. Most people don't remember a name they have just heard. But they sure as hell remember that name if it's been around for 5 to 15 years. Who hasn't?

Why? Look in the psychology of names and words.

People associate old with "established, valued, important, trustworthy and wise" Why do you think Jesus and the Buddha are so popular. Jesus' very death is the starting point of the Roman Calendar and pretty much all mainstream calendars in general. Why is this? Cuz Jesus is old.

Bottom line? Age accumulates respect, not just value. New is unpredictable. People don't know what they're getting from new. It hasn't been around long enough to prove itself the masses, to prove PEOPLE, wrong OR right. This applies to names as much as life stories. Right Adam Yauch?

HEY  LOOK! I DID A SHOUTOUT! Now you can write your little SHITTY HEADLINES NOW! AFTER THE FUCKING FACT. FAGGOTS!

I dun get PAID! Therefore I ain't going to feed that machine. I got better things to do than pretend to be hip with the music nowadays like the journalists who DIDN'T report on that (i.e. EVERYBODY), but you sure as hell can bet if I said that name sooner, people would have. Behold my power.