State of Play: DANCE MUSIC UK AND SPAIN 2015 State of Play: DANCE MUSIC UK AND SPAIN 2015 Author Alexandra Penciu Research & Analysis Sophia Rawcliffe & Thomas Rea Editor Tina Mermiri Interviews / Editor Giles Fitzgerald Design Chloe Faram CONTENTS FOREWORD 4 EVOLUTION OF SOUND 8 EXECUTIVE SUMMARY 18 DEMOGRAPHICS & ATTENDANCE 26 PREFERENCES & MOTIVATIONS 46 THE DANCE CULTURE 66 THE LOGISTICS 78 CODE OF CONDUCT 94 BRANDS & SPONSORSHIP 98 CONCLUSION 112 METHODOLOGY 118 3 Foreword 5 FOREW0RD strength. This is actively technology and social FOREWORD: reinforced in this report, marketing. “Thanks to Ticketmas- with fan attendance set to ter, the world’s leading MARK LAWRENCE rise again next year and Dance music is a genre that ticketing agent, we with 80% planning to visit a is constantly pushing back finally have a powerful THE CEO OF THE ASSOCIATION FOR ELECTRONIC MUSIC dance gig in the UK the boundaries that define study of dance music it, and it is this perpetual INTRODUCES THE ‘STATE OF PLAY: DANCE MUSIC’ REPORT and 70% set to flock to culture in the UK and sun kissed beach venues sense of momentum, a Ibiza. The release of in Spain. sense of never standing still, this report is a pivotal of always striving to find Dance music has come a converts to a scene that moment; providing an Mark Lawrence Dance music is no longer the next big sound, that will long way. puts ‘the experience’ on a insight into our com- is Chief Executive simply the underground continue to draw audiences par with the music. With a munity and educating at AFEM, a not- sound of the few; it is a to the clubs, fields and Our beloved genre is now heightened desire among the wider media and for-profit trade global movement, one that beaches for years to come. at the forefront of the music fans for the togetherness, music industry on the association created has levelled the musical industry. It has cemented the atmosphere and the value of, and the to represent the playing field, enabling the Yes, dance music has come its presence at the top of sense of escapism that values within, dance humble bedroom DJ to find a long way and I have a common interests the charts, kicked open the makes a dance event so music culture” an avid audience, thanks to feeling that the best is still of those companies doors of America, India and unique, it is no wonder the rise of advanced music to come. and individuals Asia and placed itself firmly dance music festivals have whose business is on the global stage. grown by some 500%* over Electronic With over 10 million people the last 15 years. Dance Music in the UK and upwards There are those that cite of 15 million in Spain the EDM boom as the dot. having attended at least com era of dance music, one dance music event an unsustainable bubble in the last three years, that may burst at any this State of Play report given moment. Dance brings into sharp focus music is bigger, broader the vast audiences that and bolder than a single dance music is capable of acronym. Founded on the MARK LAWRENCE commanding. A 29% rise in tireless work and creativity CEO, AFEM (ASSOCIATION interest in electronic music of hardened club DJs, FOR ELECTRONIC MUSIC) events amongst those who promoters, managers and frequent UK mainstream producers the world over, festivals highlights the dance music continues continuing draw of new to go from strength to * Dr Geoff Ellis, independent researcher 6 7 Evolution of SOUND 9 EVOLUTION OF SOUND It wasn’t until the, Naturally, the EDM the demographic appeal ARTICLE: somewhat unintentional, phenomenon has both of dance internationally, re-branding of multiple its fans and detractors, subsequently leveraging EVOLUTION OF SOUND dance music genres as with many hardened interest from a steady EDM – a more radio dance fanatics eager to influx of corporate FRUKT’S TRENDS & INSIGHTS EDITOR UNPACKS THE INHERENT friendly, accessible, lifestyle differentiate between the sponsors (MasterCard, VALUE AT THE HEART OF THE RECENT DANCE MUSIC BOOM option for a generation rich subcultural heritage Smirnoff, Bud Light, of experience hungry of dance and its openly T-Mobile, etc) all eager Millennials – that dance commercial counterpart. to embrace – and help Giles Fitzgerald has Unless you’ve been living to both Techno and House finally broke America. There is no doubt that finance – a scene that spent the last decade under a particularly heavy from the impassioned Subsequently, in just half EDM’s success is the encapsulates the very writing extensively rock since the turn of the Detroit and Chicago inner a decade, this simplified result of standing on the essence of creative about the evolving decade, you couldn’t help city club scene – kept dance re-categorisation – led by pioneering, historical expression, freedom role of brands in but notice that dance music firmly underground a clutch of big name DJs shoulders of giants of the and escapism. music, delivering music culture is undergoing and out of the hearts and – took the world by storm. genre. However, EDM’s insight for some of something of a renaissance. minds of the American Love it or loathe it, dance ability to catapult dance All of which puts dance the world’s most Legions of frenzied fans are music consuming masses music culture would be music onto the global stage music firmly back on successful companies clambering over each other for decades. It dabbled, forever changed. similarly cannot be denied. the agenda. (including Coca-Cola, in a bid to acquire tickets certainly, but never truly Nor can its ability to bolster MasterCard, to sought after live events committed to the evolving McDonald’s & Nike) and multi-day festivals. genres it nurtured. A DJs dominate the airwaves side-lining effect that and, once again, command was directly at odds with a godlike presence at the dance music’s widespread helm of clubs, venues and appeal, revered status and festivals the world over. progressive traction across With EDM’s estimated the UK and Europe, serving global value in the region of to effectively stunt its global $6.9B*, to say dance music crossover potential well is ‘booming’ is something into the new Millennium. GILES FITZGERALD of an understatement. While the European creative TRENDS & INSIGHTS melting pot pioneered EDITOR, FRUKT But it wasn’t always scene after scene, from this way. Rave to Trance, in the America, that somewhat US it simply simmered, forgotten bastion of dance encroaching on the charts music – despite giving birth only fleetingly. * IMS Business Report 10 11 EVOLUTION OF SOUND EVOLUTION OF SOUND EDM, of course, only Dance music has a rich that binds it all together or solitary listener. If there keeps dropping and they powers the engine of scratches the commercial and varied heritage that is the passion that the is one defining value, one can be immersed in the a scene that will – no surface of dance music, a spans the full gamut of scene evokes. That integral element, that unites vibrant community that matter how the genre culture that has its roots the early days of Disco to passion is in no clearer the underground scene and sits at the very core of evolves and reinvents itself firmly in the basements, sell out mega festivals like evidence than when the more commercialised the scene. – always be guaranteed bedrooms, warehouses Electric Daisy Carnival, and at the epicentre of a over ground, it’s that an audience of fiercely and underground club everything in between. From live event. Whether it’s dance music has to be Dance music is inherently committed fans. scene. Cut open dance Techno, House and Trance, the hedonism of Ibiza experienced live. social and deeply music and you will find (like to Dubstep, Hardstyle club culture, a Kandi passionate, and it’s this age-defining tree rings) and Trap, dance music coloured multi-day So, while some quibble focus on the raw emotion of the raw cultural expression is constantly, organically, festival, or a one-night- over the merits of dance a live moment shared that of numerous preceding reinventing and redefining only Boiler Room event, music’s evolution and generations compressed itself as each new dance music at its commercialisation, fans, into its form. It is, and generation – spurred on by beating heart is crafted well, they simply don’t care. ‘The one constant that binds dance always will be, the sum of the proliferation of easily with a shared, euphoric Whether its alternative music genres together is the passion its many historical parts. accessible music creation and deeply resonant underground clubs or loud, that the scene evokes. That passion Attempting to hold back its technology – stamps its experience in mind. brash festival culture, the fans all find their niche – is in no clearer evidence than when evolution is somewhat futile. unique personality on the This is not a genre for at the epicentre of a live event’ music. The one constant the sedentary, casual just as long as the beat 12 13 INTERVIEW: JAMES BARTON INTERVIEW: JAMES BARTON and I can hear the music. A Q: The EDM festival Standing in front of a INTERVIEW: lot of people say ‘oh, it’s not market has grown stage, in the rain, listening as good as it used to be,’ exponentially over the to a rock or pop band is JAMES BARTON but it actually is! If you’re last few years. What is it not enough. There has 20 years of age today that has driven such a got to be more going on and you’ve got access to passionate groundswell around that, there’s got LIVE NATION’S PRESIDENT OF ELECTRONIC MUSIC CHARTS Creamfields, Electric Daisy of interest over the more to be much more on offer THE EVOLUTION OF AN UNSTOPPABLE GENRE Carnival, Hard Fest, these traditional festival route? to get kids excited and incredible shows – which get them to come back JB: First and foremost these Q: How do you feel the but the experience and in some cases are costing to your show year-on- Consistently name- festivals are just much live audience has evolved consumption habits have tens of millions to produce year.