How E.D.M Infiltrated Pop Culture
It was back in the late 80s and 90s when rave culture amongst youth really kicked off in the global club scenes. With the likes of Underworld, Inner City, New Order and The Chemical Brothers creeping their way onto the dance floors it appeared that the euphoric sounds of house, disco, dub-step, techno, and drum ‘n’ bass to name a few, had officially lifted its head in the collective form of E.D.M (Electronic Dance Music.) Having grown from an underground, drug infused, warehouse phenomenon, this new breed of music has now found its place as one of the most influential genres in the industry today.
In a new age of technology, artists are going further than before, producing new sounds, wanting to push the boundaries of what music is now and transforming it into something futuristic, drawing bigger audiences and a wider presence. Countless pop sensations such as Kanye West, Nicki Minaj, The Black Eyed Peas, Lady Gaga, and Rhianna have teamed up with electronic whirlwinds like David Guetta, RedOne, Skrillex, and Zedd to produce award winning records that head straight to the top of the charts.
This tidal wave of experimental music that has found its way in amidst a predominant landscape of rock n roll and indie is arguably the result of how easy it has become to actually produce high quality music from home and upload it onto well-known social media sites such as YouTube and Twitter. The French electro-house artist Madeon achieved international stardom by publishing his video mash-up “Pop Culture” onto the media sharing site which then attracted over 14 million views. This in itself is a revolutionary innovation in how pop music and technology have merged over the years, creating unique sounds and interactive opportunities in order to connect with an audience and thus form a relationship between the artist and the fans.
The surge in popularity for E.D.M has sent ripples overseas and artists and DJs such as Deadmau5 and Swedish House Mafia are now appearing as headline acts at big name festivals and venues including the likes of Madison Square Garden, Lollapalooza Festival, and Coachella, attracting screaming, sweating crowds prepared to fist pump and dance until the adrenaline has ceased to course through their veins.
Where will this new innovation take us and to what heights? This new genre has been successful in generating a buzz in creativity not just in artists but in designers, producers and technicians, which is a testament to just how far the music industry and pop culture has come from all those years ago.