The large and growing EDM genre has officially arrived: it has its own white paper. "The EDM Guide: Technology, Culture, Curation" is not just a white paper, it's a brand created to create an ongoing discussion about the economic and cultural impacts of EDM.
“I felt there was an opportunity to tell a past, present and future account of EDM during a time when the music is at its global peak in history,” said Robby Towns, founder of NestaMusic and EDMTCC, in a statement. “It is my hope that this research will serve as a catalyst for a dialogue on these areas in new and interesting ways."
Along with the white paper, Towns has created a website and will present EDMTCC at Electronic Music Conference (EMC) in Sydney, Australia on December 4, 2014. Portions of the research will also be available through video (YouTube), photo (Instagram) and audio (SoundCloud) in coming weeks.
Paper highlights include:
-- EDM and digital do hand in hand. EDM has had the highest proportion of digital album sales in the US since 2006. This includes albums that aren't associated with EDM -- a Lady Gaga remix album, for example -- but the numbers make clear EDM fans were early to purchase digital downloaders.
-- EDM has grown to account for 15 percent to 20 percent of the year-end Billboard Hot 100 charts in 2012 and 2013 (which measures the popularity of tracks only in the United States). EDM was a scarcity on the Hot 100 in the '90s. L.A. Style's "James Brown is Dead" peaked at #59 on the Hot 100 and #4 on the Hot Dance Club Songs. The genre became more common in the 2000s as tracks produced by Timbaland and David Guetta helped pushed EDM into the mainstream.
-- EDM is an international phenomenon. EDMTCC highlights the example of the Netherlands, a small country that's home to some of EDM's biggest names. The top four Dutch EDM artists grossed $75 million in 2013, according to Forbes, and helped drive a 20-percent growth in the country's domestic and international EDM revenues. It's a lesson to DJs and producers around the world: EDM is a global genre with global opportunities.
Portions of the research will also be available through YouTube and SoundCloud.