On the first day of the IMS conference this year, I sat down to watch Greg Consiglio from SFX give a keynote address outlining the companies plans. Put simply: electronic music domination.
The slide that caught my attention featured a simple graphic that appeared to be the combination of an analog levels display and the the “up and to the right” graph you expect to see on a financial report.
On the slide were two acronyms – EDM on the left. – EMC on the right.
As he explained the two terms the concept really clicked. EDM is of course Electronic Dance Music. The term is well known but comes with an aftertaste.
EMC – the new term for Beatport’s target audience – is Electronic Music Culture.
When describing Chew to mentors or while networking in the past few months it seems that DJing is very quickly linked with EDM in the minds of many.
What captures my imagination about the term EMC is simply the word culture. We grew up with Electronic music as our own as we did with the internet and connected technology. Electronic music isn’t a genre, it’s the dominant force in music today. Electronic music isn’t just a collections of aggressive synth with heavy bass lines, it’s every track in the charts today that’s been produced by an invisible producer behind the scenes with a copy of Ableton or Logic.
Electronic music isn’t the underground. It’s part of popular culture.