Tuesday, November 10, 2009

QUESTION OF THE DAY - Is Electronica the Next Big Music Genre? - November 10, 2009


Electronic Dance Music

Jose Garcia asks:

Electronica has been gaining a lot of popularity these days. I've been a fan of electronica and its different varieties of genres such as, Trance, Techno, House, and Hardstyle. What I see these days, is that they are only a few "big" stars in this genre only, Tiesto, and Armin Van Buuren. Both have millions upon millions of views on youtube, and thousands flock to there rave/concerts. My question is if there is a future where a huge star would rise? Mainly because these are two of the most popular Electronic Dance Music DJ's/producers.

Hartmann responds:

Electronic music has been around for decades. The great artist, musician and record producer Leon Russel created an all electronic album back in the early sixties called "The Underground 12." Since then there have been many thousands of recordings made that feature electronic sounds to compose orchestral music. In the past decade the audience for electronic dance music has grown considerably. This music appeals to our primordial need to get up on our feet and move to the beat. Until a superstar emerges who demonstrates the style through original songs the movement is likely to remain dormant gliding below the surface of ubiquitous popularity.

The formula that is presently employed by the DJs who promote this genre does not rely on original material. The DJ is acting as a delivery system to present a collection of songs he feels is an entertaining package to an audience interested more in dancing than listening to lyrics. Lady Ga Ga with her hybrid style of electronic-pop has created the most success so far. She has produced a good body of material well produced and she is the only new artist with a Platinum album on the charts.

The object of personal management is to build duration into the act. It remains to be seen if Lady G2 will be around in ten or twenty years. To accomplish long term survival an artist must come with consistently evolving, high quality material, over an extended series of recordings. If the act can develop a loyal fan base and continue to please their live audiences they can survive. The artist who can continuously add new fans to their core following can grow beyond the survival level and enjoy wider popularity. This can develop into a solid business enterprise that has the potential to turn into fame and fortune.

The next great music wave could come from electronica but it doesn't have to emanate from that source. It could evolve from a dormant, established genre or from a new musical style. These movements always emerge when least expected and usually from one or more acts gaining a following in a given community. There is a prevailing surge toward folk rock and singer/songwriter bands emerging on the Internet and in the live arena. When a great attraction, with strong songs, evolved performing skills, charisma and sex appeal arrives, they will find an eager public ready to participate. Such an act could start a whole new movement that many will be sure to follow.

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