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,…

 
 
Ask Millennials some questions.
Log in to get started...

Want to talk to us about the article
or dive into a custom study?


Millennial News Feed

Quote of the Day: “I'm trying to save roughly $5,000 to buy a vehicle. It will take me another 6 months or so.” –Male, 16, NC

The year started with a report that teens are leaving Facebook, and it’s ending the same way. A report this week showed that 88% of 13-17-year-olds were using the network in 2014, a drop from 94% in 2013. We’ve looked at the reasons that teens just aren’t as interested in Facebook before, and Ypulse’s latest social media tracker survey actually showed that currently only 63% of 13-17-year-olds say they use Facebook. (Mashable)

Millennial tastes are shaping the future of fast food, and majorly impacting longstanding brands. But what chains are keeping them happy now? YouGov BrandIndex ranked the restaurant chains that 18-33-year-olds would consider going to again to gauge their current brand loyalty. Gourmet sandwich chain Jimmy John’s topped the list, with 83% saying they would return. Chipotle, Chick-fil-A, Whataburger, and Subway made up the rest of the top five, in that order. (Business Insider)

Video sharing competition is heating up. Former Hulu CEO Jason Kilar has launched Vessel, his new subscription video service, which has been predicted to be a YouTube competitor. To entice creators to post content, they’re being offered $50 for every thousand views in the first three days they are posted, ifthey are only posted on Vessel. After a “72-hour exclusive window” the content can be shared on other sites. Currently Vessel is only open to creators, and a consumer launch “is pending.” (StreamDaily)

Kids are often shielded from adult content, usually because it is deemed too violent. But in reality, their bright cartoons might feature more carnage than grown-up fare. A recent study looked at the biggest children’s and adult movie hits in the same year and found that “two thirds of the 45 highest grossing children’s animated films feature an onscreen death of a major character” compared to half of the top “non-kid” films. “Death and destruction” are just a regular part of your average animated classic. (NYMag)

‘Tis the season for gift swaps, including the sinister favorite White Elephant—also known as Yankee Swap and Nasty Christmas. Old Navy is featuring the game in their holiday Vine campaign. Each day a video reveals gifts, from a high-end trip to a pogo stick, that will be given out, and every person who re-Vines or likes the clips is entered to win. The brand has also tapped 12 popular Viners to create their own clips in which they steal a previously opened gift or stay with the gift of the day. (Old Navy)

That image at the bottom of our newsletter is a gateway to insights and expert commentary on current and future Millennial trends. Clicking on it takes readers to our daily insights article, available to Silver and Gold tier subscribers, which illuminates a facet of Millennial culture and helps subscribers to understand the "why" behind the "what." Drawing from our ongoing collection of proprietary data, our deep-dive desk research, and our 10-year history of studying this generation, we figure out what it all means for brands and marketers. (Ypulse)

Sign Up Now

Subscribe for premium access to our content, data, and tools.

Already a subscriber? Sign in.

Upgrade Now

Upgrade for full access to the best marketing tools for understanding the next generation.

View our Client Case Studies