ANAHEIM, Calif. -- Mention barbershop quartets and you're bound to conjure images of men in striped vests and bowlers belting in unison about their high-school sweethearts who are invariably named Adelaide or Rose.

Old stereotypes die hard but even the most stubborn of them fade away eventually. In fact, if you look hard enough, you can make out a smattering of young, smooth-faced barbershoppers in designer threads taking their place among the crowd of silver-haired crooners.

Though it is one of the most tradition-bound of musical genres, barbershop is experiencing a rejuvenation that some are hoping will help change public perception for good. Quartets and choruses around the country are actively courting young singers and promoting them as the art form's bright new hope.

"It's not that we don't like the traditional stuff, but we want to make barbershop appeal to new audiences," said Sean Devine, a member of OC Times, a Southern California quartet whose members are in their 20s and early 30s.

"We want to push the envelope. We're interested in performing songs from the '50s and '60s and all the way up to the present, which for barbershop is pretty revolutionary."

The Barbershop Harmony Society, a national organization that promotes a cappella four-part harmony, is actively pushing such quartets as the OC Times and the Crush by posting video footage of performances on YouTube, engaging potential fans via Facebook and tweeting about upcoming concerts.

But changing people's perceptions is an uphill battle. The United States has about 2,000 active barbershop quartets and 800 choruses. The median age is 66, and 40 percent of barbershoppers are 70 and older.

"It's going to take a lot of time. You don't change people's opinions overnight," said Todd Wilson, marketing director of the Barbershop Harmony Society. "But we're trying to re-position ourselves in people's eyes."

One hopeful statistic: The average age of new recruits has dropped to 46.5 since January 2008, a sign that barbershop is starting to skew in a more youthful direction. "The future of our organization is focusing on younger people," said Mr. Wilson.

Recruiting new singers can be a challenge since barbershop lacks the mass appeal of pop music. Many singers performed in a cappella groups in college or were part of a local church choir before joining a barbershop chorus, which can include up to 150 men.

Most groups approach their singing with an almost zealous level of devotion. "It's a hobby that can get competitive and even obsessive," said Paul Tabone of the Crush quartet. "You're there to entertain, but what's tough is when you get caught up in the rankings."

The time commitment going into competitions can be taxing on singers since barbershop is an entirely amateur pursuit. These weekend warriors usually hold full-time jobs (or are full-time students) and often spend their weekends flying to various competitions and events.

Organizers hope that they will see a bump in recruitment thanks to the ongoing popularity of "American Idol" and "America's Got Talent."

For the youngest singers, being a minority in a sea of gray hair has its advantages.

"I think there's a retro coolness that other young people can appreciate," said Shawn York of the OC Times. "Everyone's searching for some kind of originality in our consumer culture, and that's why I think barbershop can be so appealing. It's the best hobby in the world."