Is Electronic Dance Music The Ticket To Reach Millennials?

Being in my forties, I can’t say I have a favorite DJ. I still think of music as something coming out of a guitar. But being in marketing, I can’t ignore the ferocious upswell in popularity of this little thing called “electronic dance music” (EDM). It’s the fastest growing genre of music, leaving hip-hop and rock in the dust. I had read that Millennials are driving the EDM surge and, let’s face it, Millennials are an important nut to crack from a marketing standpoint. So I contacted an acquaintance, Joshua Erenstein, who I remembered was in the EDM space from his response to a previous Forbes article I wrote. Joshua is the Co-founder and CEO of LEDM Group, a new agency of sorts organized to help brands navigate the EDM space. I sent a few questions to Joshua and his partner, Matthew Spitz, Co-founder and COO, to help me (and hopefully you) better understand the EDM phenomena and, more to the point, perhaps unlock a new channel to the elusive Millennial audience. What is “electronic dance music” and how is it different technically and musically from other genres? LEDM: “Electronic dance music is a genre of music generally created on computers using production software and comprises many sub-genres ranging from the slow and soulful to the fast and heavy. Technically speaking, regarding creation of the music, other genres of music like hip-hop and rock use similar computer production software and studio tools to make segments of songs or tinker with their music whereas EDM producers use computers to create a song from inception to completion. ​ Although the term ‘DJ’ is usually the descriptor for EDM artists, the artists in this space are both DJs and producers. Due to the computer generation of music, the number of songs released by EDM acts in a given year tends to be much higher than the number released by artists in other genres. In their own mixes, both on the radio and live, EDM artists play each other’s music, thus filling these mixes with unexpected content and bringing novelty to performances not seen in other genres. As for live performances, electronic dance music artists perform live by deejaying, playing their own songs and, again, the songs of other artists, at a range of events held at stadiums or clubs around the world. They are not playing an instrument or singing a song, but instead controlling the crowd’s emotions through expert song selection and sound mixing.” Why is EDM so popular with Millennials? Read the full article here: http://www.forbes.com/sites/willburns/2014/05/26/is-electronic-dance-music-the-ticket-to-reach-millennials/

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