Rant: Electronic Dance Music’s Break Into US Mainstream Media
Usually when an idea becomes popular there is a valid reason why. When something mainstreams, that means it’s been accepted and the masses agree with the minority. It also means some variety of hard work has paid off. So, how do we feel about the underground leveling up with the day-walkers?
Personally I *hate* sharing. I like my underground, tight nit group of ravers, ragers, candy kids, festival goers and EDM personalities. When it’s a secret club, I’m all about it. We participate in the song and dance of give and take, everyday. We immerse ourselves in our click, our underground club, and you gotta be cool to join. It’s about interpersonal relations. Our undercover niche that is intimately connected. But now our tight nit group is exploding with new comers. People who love the music and want in. So…do you find something new to love, or do we embrace change?
Europe has been doing this for years now. Raves, festivals and club nights all monopolized by electronic dance music. So why now? Why the sudden burst of attention to electronic music, now coined as EDM by the US? We’ve known how great this music is for years, now with an influx of youth, times are changing and so are our collective tastes. Electronic music is the future and they all want in, even the mainstreamers dead set on cultivating the popularity for marketing and advertising binges.
We mixjunkies have taken a couple case studies of commercials that use electronic dance music as a way to sell their products.Is it a sell out? Or have the artists maintained their “cool”. You be the judge.
Diplo Blackberry Commercial
It seems to me like one of those collared dudes got their hands on Diplo’s Android and/or Iphone and threw it in the Hudson whilst whispering promises of explosive fame, more fortune and free BlackBerrys for the family. After watching it a couple dozen times, I think Diplo steered clear of the jaws of life and has maintained his composure with all this exposure. He’s awesome and this ad campaign can’t take away from that.
Massive Attack Lincoln Commercial
Additionally, the British electronic/trip-hop duo, Massive Attack, used their worldly influence and seductive electronic sounds to unite EDM with mainstream media successfully. They teamed up recently with Lincoln for a commercial featuring their song ‘Paradise Circus’ from the album Heligoland. They promptly donated all the $$$ to the Gulf clean up. See? It’s all about tact. Plus, I can’t blame Lincoln for wanting dibs on Massive Attack’s track. Those beats sound killer in my old Camry, so in a Lincoln 2011 MKZ Hybrid, the possibilities seem more fruitful. Not to mention the genius in having John Slattery as the sexy spokesperson.
Swedish House Mafia -Absolut Greyhound
This triple whammy is probably what worries the people who are concerned about our EDM stronghold becoming watered down. I’m not saying that Swedish House Mafia is not as cool as they think they are, they make amazing music, this track being one of them. But do we need a 3 minute commercial letting everyone know? Pocket watches, spiked punch and electronic dogs from the future? They cashed in, got some vodka but didn’t shove it all in our faces, we can respect that.
A-Trak Chery Noir Grey Goose Commercial
Here , we see one fantasy that could be found at the bottom of any Grey Goose bottle: Red lips, chiseled jawlines, curves in all the right places and smooth groovin’. A-Trak’s ’Cherry Noir’ just sounds like it belongs in every sexy lounge worldwide, as illustrated in the clip. This commercial realistically glorifies that sliver of the scene, while maintaining the Artist’s integrity by keeping the general public as naive as possible during each slo-mo cameo.
Mord Fustang Weetabix Chocolate Spoonsize
Question, why 30 identical dancing teddy bears? If they wanted to do this right it would’ve been dancing dinos or robots instead. The only good thing about this union of mass media and EDM is the girl’s shoulder pop once it was over. Mord Fustang’s word choice for the title of the featured song ‘A New World’, was very apropos. It lends some insight into what’s happening here…apparently 7 year olds are the new world of EDM. The future of our culture targeted in a bowl of soggy Weetabix.
Anyway way you slice it EDM is here to stay. Love it or hate it, electronic music will continue to make its way into mainstream society. It’s up to the artists to keep true to their musical roots and not sell out to the man. The second musical freedom gets trumped by selling products is the moment we loose what is most important….the music.