The EDM industry is worth how much?!?!

BY CHRIS COPLAN

ON JUNE 24, 2014, 12:30PM

 2 COMMENTS

If you’re inclined to believe rap videosand Forbes lists, then emcees may be the most financially well-off musicians in the world. But whereas Dr. Dre stands as the lone hip-hop billionaire(perhaps until Jay Z’s soda line hits shelves nationwide), there’s another musical force that’s a fiscal heavyweight in its own right: EDM.

With countless EDM and electronic music festivals taking place across the globe, DJs achieving massive popularity both on the chartsand streaming services, and deadmau5 driving tricked-out Ferrari’s, it’s fairly easy to see that EDM is both a cultural and economic juggernaut. But just how much power and influence does the scene have exactly? Try $6.2 billion worth.

According to a recent report issued by the International Music Summit (viaBillboard), that staggering amount is how much the entire global EDM industry is valued at. That includes revenue generated from festivals ($1.03 billion); worldwide club dates ($2.4 billion); streaming/video services ($600 million); Soundcloud streams ($140 million); and the sale of DJ software and hardware ($360 million).

The IMS report also indicates that EDM was the only musical genre to post year-over-year sales gains in 2013. In addition, the top 10 DJs on Forbes’ 2013 Electronic Cash Kings list pulled in a combined $225 million, effectively doubling the earnings posted back in 2010. (Check out a more detailed breakdown below.)

So, the question begs: how do EDM’s counterparts fair? Well, for comparison,last year’s 10 highest-earning musicians pulled in a combined $216,569,875, $10 million less than EDM’s top 10. That means that acts like Madonna, Bruce Springsteen, and Roger Waters were out-earned by the Aviici’s, Zedd’s, and David Guetta’s of the world. No doubt helping the EDM community is a reliance on revenue streams outside the norm. Whereas EDM earned a collective $140 million from Soundcloud, YouTube phenomenon PSY earned just $870,000 from his 1 billion hits. Oh, and if you were wondering, the five wealthiest rappers are valued at a collective $2.07 billion.

As impressive as the $6.2 billion price tag is, some industry insiders think that figure is slightly conservative. During last week’s annual EDMbiz conference in Las Vegas, Kraig Fox, a senior managing partner at the Guggenheim Partners investment firm, said EDM’s advertising potential is vastly unexplored. “The $6.2 billion may be what’s spent on tickets or clubs or drinking, but I view it as the millennial industry in general, and advertising toward that audience. You add that to that $6.2 billion and it’s something much bigger that you’re playing for.”

Of course, so much of the revenue-generating power lies in the makeup of the industry’s core audience. According to EDMbiz, EDM fans are “predominantly millennial, under-25-year-olds who are 50% more likely to buy energy drinks and over-index in their ability to set trends than any other age group.” In addition, they live outside rural areas like New York and Miami; for instance, the sixth largest EDM market is in Asheville, NC, which is a higher index than even Chicago and Los Angeles. The top five is rounded out by Boston, the Bay Area, San Diego, and Denver.

All DJ’s Receiving Secret Mixing Instructions Through Headphones During Sets

 Stu

 

 March 13, 2014

 
It has been sensationally revealed to Wunderground that all DJs are secretly receiving instructions through their headphones while they’re mixing.

Our source claims that a team of highly trained sound engineers in a secret underground bunker relay instructions through the headphones which tell the DJs exactly what to do at all times during their sets.

“No-one is actually a DJ,” explained whistle blower Ben Yorke, who claims he was recruited straight out a Music Technology course to work as a ‘puppeteer’ for some of the world’s most well known DJs like Maya Jane Coles, seen here receiving instructions to ‘twiddle the knobs a bit’. “There’s always someone like me on the other end of the headphone telling the DJ exactly what to do and when to do it.”

“Have you ever noticed when you hear a mistake during a set that the DJ will panic and quickly put an ear to the headphone?” continued Ben. “That’s them quickly getting instructions on how to fix the mistake.”

Ben explained that a typical set for him involves talking the DJ through how to use the mixing desk and reaffirming a promise of riches and fame if they “stay onside” with the conspiracy. “I’ll talk to the DJ once they put the headphones on and, like air traffic control, I’ll guide them safely through the set.”

“I might say something like speed up track 1 or adjust the bass,” explained Ben. “Or I’ll say do a fist bump here, adjust the mid on track 2, things like that.”

Ben said that things have rammed up in recent years to the point where puppeteers like him are telling DJs to interact with the crowd. “I actually invented the heart-hands gesture back in 05. I was guiding Armin Van Buuren through a set in New York when we first used it,” he explained.

“I always thought it was a bit gay, but I just wanted to see if he’d do it because I was quite bored with the set,” claimed Ben. “You’ll usually see DJs doing it because they’re playing quite boring EDM stuff and the puppeteer at the other end of the headphones has decided to just muck about by making them do stupid stuff like heart hands or blow kisses.”

“DJs are just pretty faces that a shadowy international conglomerate of dance music industry heads uses as stooges,” continued Ben who claims he is now in fear for his life. “They do it to keep dance music sounding the way they want it, the way that makes them money. If DJs started playing different genres or doing unsanctioned reggae mixes then those at the top wouldn’t be able to control everything.”

A terrified Ben said he doesn’t know who exactly is behind the conspiracy as he’s only ever met other puppeteers like himself who all used codenames and were contacted through a handler whose identity was also hidden, but that he suspects all the big companies are involved.

“This goes all the way to the top,” he cried. “Beatport, SFX, Native Instruments, they’re all in on it! They control all dance music and want to keep it that way by controlling what DJs play. The world needs to know!”

Ben says that he wants to blow the lid on it because he’s “become bored with dance music” and also because he feels that the shadow masters are starting to control too much of DJs lives, detailing how “all DJs who don’t use headphones have forgone independent thought and have had a microchip embedded into their heads that allows for a constant relay of instructions to be delivered to them about how to carry him or herself through every aspect of their lives.”

Before Ben had to be whisked to a safe house at an undisclosed location he warned all up and coming DJs to be extremely careful of what headphones they use and to play what they want to play, not what they’re told to.

Dancing Astronaut’s Guide to Movement Festival

By Fred Hwang

May 20, 2014

This weekend, Detroit will be home to Movement Festival, a 3 day celebration of house and techno music in one of the birthplaces of modern dance music. Residing in the historic Hart Plaza for over a decade, the festival has grown into a mecca for old school dance music fans with over 100,000 attending the festival last year. Though many deem it underground, this brand of music is slowly expanding into the mainstream, standing its own against the commercial fare at Mysteryland and EDC New York.

Here, we take a look at the top acts to see this weekend at the festival.

Friday: Top Scheduling Dilemma:

The 9 PM slot on this day is endlessly frustrating. Tale of Us, Green Velvet, and Chris Liebing share the same slot, all bringing their different musical tastes to this Saturday evening. The lesser-known Berlin-based duo of Carmine Conte and Matteo Milleri released a strong EP at the end of 2013, and their mastery of gorgeous sets are matched by Liebing’s legendary ones. Here at Movement, Liebing is poised for a complete three hour affair, one of the few at the festival. Meanwhile, Green Velvet’s album late last year has been on our radar and music library rotation for half a year now. His performance at the same time caps a painful decision on Day 1.

Editor’s Pick:

Stacey Pullen: under the tutelage of Derrick May, this Detroit native has developed into his own brand of techno. His fusion of garage and house music has captivated listeners this past decade, and hisperformance at last year’s festival was nothing short of spectacular. You never pass up a chance to see an artist perform in his hometown, which seals this decision for me.

Underrated Act to See:

Benoit and Sergio: Sliding into the 4:30 slot, this duo production team crafts sets of gorgeous melodies sweeping over luscious sensual beats. At their set time, Benoit and Sergio may be overlooked by attendees for the more popular Justin Martin, but fans should make an effort to stumble over and see this live show. If the set below is any indication, I promise you will not be disappointed.

 

Saturday:

Top Scheduling Dilemma:

Dixon vs. Marco Carola vs. Shaun Reeves. Shaun Reeves’ subtle musicality and sound is unlike any other – placing heavy bass drops only in the most strategic of locations, his sets are true shows of musicianship on display at Hart Plaza. However, he gets the unfortunate time slot against Marco Carola and his ‘Music On’ brand. With residencies abroad in Ibiza, Carola’s intoxicating sets (this is a sample of his genius) were built for warm summer evenings. Not to be forgotten, Dixon is flat out incredible. While another legend Eric Prydz won the coveted Essential Mix of the Year title, Dixon’s masterpiece flew under the radar, a shame considering it was potentially just as good, if not better.

Dixon - Essential Mix (2013-09-14)

Editor’s Pick: Maceo Plex.

Yes, we know that Richie Hawtin and John Digweed are both playing. But off the main stage, Maceo Plex’s deep house melodies will drift into the night immediately following Dixon’s show. HIs neat collection of tracks within his sets fit like intricate puzzle pieces. You need to listen to the complete set in full to appreciate his work. The longer and more intricate it is, the more lush the experience becomes. While the Red Bull main stage has a lineup that simply amazes, don’t forget the Beatport one. Especially at 9 PM.

Maceo Plex Full Set @ Mixmag Live 14-12-2013

Underrated Act to See:

Jimmy Edgar: Another one of Detroit’s own, Jimmy Edgar does not have the recognition as many of his hometown contemporaries, but those well-versed in the scene all identify him as a special talent. A reputed photographer as well, Edgar has a true eye for experimental concepts, and his sets reflect his love for the arts. We are so impressed that featured him on an Axis mix – take a listen to judge for yourself.

 

Monday:

Top Scheduling Dilemma: In the early evening, Jamie Jones, Pete Tong, Bonobo, and Kevin Saunderson will battle for festival attendees’ attention, While the first two are household names, Kevin Saunderson presents the most unique show, with his second half highlighted by a special b2b set with fellow veteran Seth Troxler. Together, they may very well spin one of the more unforgettable sets of the year.

Bonobo deserves a special mention. Not your usual dance music act (think Photek and Four Tet more than Loco Dice), the British Simon Green stands alone in his sound, though he opens for DJ Snake and Flosstradamus, a curious booking decision. With his album The North Borders last year, Bonobo showcased his brilliance as a producer and ear for the most subtle nuances in modern production. How does he fare as a DJ? His Essential Mix should answer those questions.

Essential Mix - BBC Radio 1

Editor’s Pick: Boys Noize. I raved about his two show performance last year, and look forward to his sets again. How many artists can play on Ultra mainstage and at Movement? It’s a handful, and an enviable status. Don’t miss it.

Underrated Act to See: Moon Boots will represent the indie dance movement well at the festival. A part of the prolific and respected French Express entourage, he gets a chance to shine early in the afternoon. With his trademark bouncy tunes and penchant for delivering the perfect balance of house and pop, Moon Boots is worth getting to the festival early to see.