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Electronic music: The genre of a generation

Amsterdam Dance Event (ADE) director Mariana Sanchotene comments on electronic music’s rise to the top and the natural connection between the genre and technology

13 Sep 2019

Electronic music: the genre of a generation

The electronic music boom occurred between 2012 and 2015. Electronic music was suddenly very accessible and became the favourite genre of a generation. This same audience is now growing its interest and knowledge in music, developing a more diverse taste and exploring more underground acts.

A lot of the relatively new-found popularity of electronic music has to do with how easy it is to access music nowadays. Streaming platforms make the musical discovery process very easy and music is shared all over the world via social media.

It is also interesting to see how many people want to try and be a producer or DJ. Gear companies are releasing equipment aimed at the B2C market, therefore the price of equipment has become more accessible. Fans are now able to buy good sound systems and decks and create their own music. In this way, the musical process is playing a much bigger role in people’s lives and really becoming a part of who they are.

The spread of electronic music is worldwide. At ADE, we are receiving more and more delegates from Asia and Latin America – a strong sign that the genre is growing in these markets.

The potential for collaboration between electronic music and technology is massive

Festival line-ups in general are becoming more diverse. More and more often, electronic acts are programmed for the late-night slots at festivals with a mostly pop- or rock-heavy billing. In the same way, many electronic-focused festivals are putting on more hip-hop artists and live bands. There is a wider appreciation of different musical styles all round.

As this growth of electronic music continues, I hope to see a closer interaction with technology.

Technology gives so many opportunities to create and experience differently, incorporating different media such as video mapping and visual arts. Video games are becoming an increasingly popular way to distribute music, and artificial intelligence is being used to create music, as well as to predict popular acts from an A&R perspective.

Making electronic music involves the same kind of modular thinking often used by those working in technology. It’s all the same mindset, so the potential for collaboration between these two worlds really is massive.

Amsterdam Dance Event is taking place from 16 to 20 October.


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