Last Wednesday September 19th I attended the EDM Roundtable Discussion organized by Sound CTRL, sponsored by Trident at WIP(Work In Progress). . The panelists gathered by Sound CTRL: left to right (Jacob Schulman Senior Editor of Dancing Astronaut, Junior Sanchez Producer/DJ, Lainie Copicotto CEO of Aurelia Entertainment, Sarah Polonsky Senior Editor Vibe Magazine, Lawrence Lui Senior Director of Marketing at Astralwerks & Rob Principe Founder & CEO Scratch Music Group)
The topics ranged from mainstreamaztion of EDM, creating, reaching and maintaining your fanbase in the new digital frontier and why EDM has grown in America as well as its future in the new world. The presence of panelists who had been in the industry for a long time allowed for a different perspective. A perspective that those new to EDM or unlearned wouldn’t grasp alone. Panelists payed tribute to the roots of electronica, referring to artists such as depeche mode, chemical brothers, prodigy, moby, fatboy slim, NIN etc. a time before electronic music had broken into mainstream America. Lawrence, Rob & Junior cited the lack of an already established image from which they could spread their music as one of the reason electronica did not break out as much in 90s-2000s. They mentioned the recently controversial David Guetta as the catalyst for why we are where we are.(it’s pretty much true even if you don’t want to admit it)
As all the panelists were either CEOs, directors, executives and label managers, business was well represented. The youngest speaker was Jacob Schulman Senior of Dancing Astronaut, a leading EDM blog. His ability to speak up for the new Dance Generation truly resonated with todays young audience and is demonstrated by the growth of his company, seen at all major electronic music events. The mistakes of the industry the OLD and established if you will, who refuse to understand their public and only understand the current cash flow. The fans in the digital age and clearly the EDM genre leads by example that the record industry will never make money like it used too. “You can’t control the wind, but you can adjust your sails” As a good friend of mine said.
The presence of Sarah Polonsky represented the old gaurds. A last ditched attempt to avoid the obvious fact that We, “Generation Dance” are moving forward. Magazines to digitalism, embracing the new and respecting the roots from which EDM came from is the only way to keep operating above the red line and Lainie was a perfect example of such a person. Coming from a Ministry of Sound background she clearly sees what happened in Britain and worked to fit her business around the emerging million dollar market in the USA. What stunned me was the true statement that in the last 4years this music grew in the US with no regulation. The old ways of getting email lists and obtaining all the info from your fans was forgotten. Maybe it was all because we partied for the love of music and the people who started throwing these parties were kids themselves not from the old gaurd. Now, as Lainie said everyone recognizes that you need to get the fans to stick, get them to identify with a DJ truly and with their help grow them as a brand. Investing and profits are now back in the game! Especially since this last year more money has been made from live events then music sales. This is visibly by the amount of festivals and their sizes.
Afterwards I was able to have a talk with both Junior Sanchez & Jacob Schulman about what was a big topic in the EDM community a while back. Hardwell Trilogy Bootleg pack giveaway. If your not familiar click here to check out the back and forth twit war with SHM. Junior Sanchez as a musician himself having worked on many tracks and collaborated on even more was on the side of mashup/bootleg giveaways because to him it was where this current scene came from and sharing has always been in EDMs blood. No one likes their music to be stolen, but mashups and bootlegs have always been known to bring both the original artists and the one who did the mixing even more public attention and one that does not cost the original artist any money Free advertising if you will. Jacob who had recently had the opportunity to speak with Kaskade felt the same way, if one is doing this just for the fun and joy of making music there should be no big deal especially when both parties win.
Overall it was a great meet up of very involved people in the EDM world. Many new insights and ideas have been swirling around my head ever since and many more such EDM News posts to come so stay tuned!
Big thx to Sound Ctrl & Trident
Pam for all the great pics check her blog http://blog.cinderellasclosetnyc.com/
Enjoy this great track by Junior Sanchez Below