Electronic dance music is captivating the attention of Corporate America. The ubiquitous presence of dance music in our generation is booming and brands are eager to connect with millennial consumers. According to a Nielsen report, "For the disillusioned millennial generation, EDM is their defining platform, a passionate channel bursting with contagious, spontaneous energy, and brands that can add tangible value to the experience have much to gain here." Millenials are falling in love with experiences, and dance music events can provide them with one of the most entertaining experiences available.
Tracing back to its roots, house music arrived in Chicago during the 80s with legendary artists like Frankie Knuckles, Larry Heard and Ron Hardy. These architects of sounds attracted mostly black and Latino supporters. Throughout the past three decades, dance music is spreading nationwide and similar trends are happening. Electronic music provides a pertinent and authentic opportunity for brands to connect with Millenials, including Hispanics. According to a press release on Market Wired, “EDM encapsulates the sounds, words, sayings, jokes, expressions, online-offline experience of the Millennials generation. It is a music genre that is captivating this audience broadly, including Hispanic Millennials, the fastest growing multicultural sub-segment in the country.”
Cardenas Marketing Network, a multicultural experiential marketing agency, is actively leveraging the popularity of EDM with all millennial demographics. The company connects consumers and brands through its passion points of music, typically working with EDM artists who have social media popularity with Hispanics.
Aiming for Hispanic Millenial love, Dr. Pepper Snapple Group is aligning with Tiësto for an advertising campaign, featuring concerts that are turned into TV commercials. According to Market Wired, though Tiësto isn’t Hispanic, research showed that he’s by far the most popular EDM artist among Latino audiences.
Mirroring this cross-cultural marketing tactic, MasterCard and SFX Entertainment recently announced a global partnership that will make MasterCard the exclusive financial sponsor of all SFX events and properties beginning in 2015. SFX holds ownership in various festivals including Tomorrowland, Stereosonic, and Electric Zoo.
Nielsen reports 62% of US Millenials, aged 15-24, frequently listened to electronic dance music. Furthermore, 76% listen at parties and 56% at bars/clubs, validating the fact that the genre is best enjoyed in a social and interactive environment. Importantly, this includes 29% of Hispanic Millennials, promising an ideal overall diverse demographic in this musical genre.
Before brands hop on the marketing trend hoping to benefit financially, it is crucial corporations understand EDM’s culture and lifestyle. For instance, Robert Sillerman, CEO of SFX Entertainment, told Billboard “we’re at the table making sure the experience is better for the fans." In any case, the connection between business and EDM is gaining a good deal of attention.
[H/T: Market Wired]
Cover Photo Credit: Rukes