The Null Device
The soundtrack of hypercapitalism
A report in The Verge from a conference in Las Vegas about the business side of electronic dance music (EDM)
. EDM is not to be confused with the electronic dance music that older readers will remember; the 303-heavy acid-house played in underground clubs in Chicago and New York in the 1980s, the rave-techno that crusties dropped E to in illegal (and definitely undermonetised) raves during the Second Summer of Love, or even the glossier house/trance that superclubs played in the 1990s and 00s, but is a new phenomenon, as different as rock'n'roll was from jump blues. Having moved to Las Vegas, cut its name down, Diddy-fashion, to three VIP-worthy letters, and replaced the loved-up Goa-beach hippyisms with some high-octane all-American shock-and-awe, EDM has had an extreme makeover, and in doing so, not so much sold out as absorbed the whole concept of commercialism and monetisation and become one with it. The fans, apparently, couldn't be happier with it (or so the boosters of the brand synergies say, of course); on some level, being part of a super-hot marketing demographic is this generation's equivalent of the distinctly shabbier solidarity of being a Mod or a punk or whatever your grandparents did because there was nobody around to sell them energy drinks or LED jewellery.
Not surprisingly, people who love electronic music also love electronics. They have "a high propensity to purchase high-tech devices versus other genres, making them ideal for partnerships in the mobile and tech space," Simonian said. They’re more likely than other music listeners to purchase songs after hearing them in an ad. They’re also 50 percent more likely to buy energy drinks and 18 percent less likely to buy diet soda — presumably because they spend too much time dancing to worry about calories, Simonian joked. They spend more of their music money on live events, and they’re trendsetters — EDM listeners are generally regarded as "key influencers" among their peers.
Festivals also offer fertile ground for millennials, a generation entirely unfamiliar with the concept of selling out, to engage in "brand immersion." Swedish House Mafia pioneered the trend when they partnered with Absolut in 2012, releasing a single called "Greyhound" — named after the popular combination of vodka and grapefruit juice — that featured the trio behind a roboticized race dog on its cover. The move successfully cast the cocktail as an EDM staple, and the band incorporated the digital dog into its visuals for an Absolut-sponsored tour. Simonian says Nielsen’s research has revealed that electronic music fans "want brands to sponsor artists." If this concept sounds like "selling out" to you, your problem might be that you were born before 1990, or that you were raised on some form of punk rock ethos that requires strict division between creativity and capital (I’m guilty of both). Selling out is an alien concept in the EDM market — when Simonian says that fans want brands to sponsor artists, it might just mean that fans are happy to see their favorite producers making a decent wage to create amazing music.
So when I hear Skrillex in a Best Buy commercial, hear Calvin Harris teaming up with Rihanna, or a mediocre deadmau5 rip-off while I’m browsing through the underwear section of Target, I can only smile contentedly: finally, the sound I wanted to hear everywhere when I was growing up is actually everywhere. EDM has become the first "voice of a generation" that openly accepts a partner all other types of music bristled at: unabashed capitalism.
Well, there was such a thing as “commercial dance” in the 1990s, but the word “commercial” in that case cast it as a lesser form of dance music; something churned out by hacks in Germany and the Benelux countries to sell to mobile-phone ringtone companies, undiscerning preteens and those too hammered on flavoured vodka to know the difference. In this case, though, the big, well-hyped megastar DJs are the hypercommercial players, and the pervasive commerciality of EDM goes unremarked; the phrase “commercial EDM” would, indeed, sound awkward and ungainly, like “water fish” or something.
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