How Electronic Dance Music Is Changing Contemporary Culture

Electric Daisy Carnival. Ultra. Electric Zoo. These are among the many music festivals where you'll find Millennials as electronic dance music (EDM) has risen in popularity in recent years, sparked by Gen Y's desire to experience events "IRL" (in real life). This genre has exploded lately; in fact, the VMAs added the Best Electronic Dance Music Video category this year and college students are blasting these sounds all over campus. EDM represents a very Millennial mindset of mixing sounds and not being limited to one genre. In many ways, it's changing the culture of music today as YAB member Matt explains.

How Electronic Dance Music Is Changing Contemporary Culture

EDMIt’s been said that Electronic Dance Music (EDM) is taking over the music world.

From Nicki Minaj’s “Starships” to Justin Bieber’s “As Long As You Love Me,” pop music has adopted a different sound thanks to EDM’s rise in popularity among Millennials, particularly college students.

Catchy synthesizers and heavy bass lines have become the trademark sound for the new generation of listeners who look to music for an uplifting shot in the arm. Mix a Calvin Harris or David Guetta beat with pop music’s trademark synthesized vocals and you have an instant radio hit.

Even vocal verses are no longer a necessity for pop listeners, as evidenced by the popularity of Avicii’s “Levels,” which dominated radio airwaves no less than a year ago.

Since Gen Y has unquestionably attached itself to EDM and claimed the genre as its own, it’s easy to forget just how far EDM has come from the days before it dominated Billboard charts. Now merged with the familiar sounds of pop radio, EDM has deviated far from its roots as a genre with an underground cult following in Europe.

An encompassing acronym that includes aspects of house,…

 
 
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Quote of the Day: “In the future, I'd like to pay off my student loans and not starve or get evicted. A stable job would be nice.” –Male, 26, PA

With any large-scale marketing campaign, especially those that encourage consumer participation, brands must prepare for their message to be hijacked. Coke’s #ShareaCoke promotion has gotten the royal hack treatment from Millennials online who are making fun of the names found listed on the bottles (or those that are left out) and filling in their own to create new comic pairings that relate to other memes. (Adweek)

Not all viral sensations make sense at first. Take relatively unknown British teen Tish and the Vine she posted recently. In it, Tish sits in her mom’s car pretending to drive, says “broom broom,” and cuts to her mom’s high pitched voice saying, “Get out me car!” Sounds simple and not all that overwhelming, but since it was posted, the Vine has gone viral, been remixed by fans, and has earned its own #TeamTish hashtag. Tish’s viral potential could be due her monotone voice, silly catch phrase, or quirky mom, but either way, her videos have given teens online someone to root for. (BuzzFeed)

Live-stream gaming service Twitch has grown from 3.2 million users to 50 million users in three years time and its earnings potential has caught the eye of Google, who plans to purchase Twitch and integrate it into YouTube. Watching how others play and strategize “is like catnip” for serious gamers and Twitch makes it easy for gamers to live-stream what they’re playing for audiences to watch, regardless of what console they’re using. (MediaPost)

You may not be the biggest fan of “listicle” editorials pieces, but BuzzFeed, whose traffic is 50% on mobile and 75% referred from social media, makes a strong case for why lists and other themes are important in brand writing for Millennials. Branded quizzes on BuzzFeed have a 96% completion rate, and both lists and quizzes signal to busy readers that there is “finiteness to what they’re getting.” They are also discovering something new about themselves through quizzes, feeding into their Numbers Game desire to use data for self-discovery. (The Drum)

100 fans will earn a seat at The Giver premier in close proximity to the movie’s biggest stars, but this competition isn’t about luck. The Giver Movie Premiere for Good contest is using online activism as its backbone, asking fans to launch fundraising campaigns on Crowdrise and raise money in order to secure their spot. So far around $6,000 has been raised from the more than 400 campaigns with the money going to charities benefitting the arts. (Mashable)

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