O'Reilly logo

YouthNation: Building Remarkable Brands in a Youth-Driven Culture by Matt Britton

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Chapter 3The Rise of Electronic Dance Music

The shift from stuff to experiences has had a profound impact on the soundtrack of YouthNation, as the popular center of gravity has seemingly shifted. Hip-hop, largely focused on messages of affluence and excess, is giving way to tech-fueled electronic dance music (EDM) largely rooted in experiences, love, and relationships—in some ways coming full circle to the sixties generation but with a much different look and sound .

The obsession with experiences and the recent explosion of EDM is driving an unprecedented proliferation of DJ-fueled outdoor festivals in the United States. In 2014 EDM festivals topped $1 billion in revenue for the first time while the EDM industry as a whole has now skyrocketed to over $6 billion in revenue. Festivals are now a rite of passage for YouthNation who willingly empties their wallets and braves the crowds with a constant finger on the Instagram trigger. What started with the Lollapalooza festival in the nineties is now an explosion of massive events creating the ultimate experiences for an audience with a thirst for bigger, brighter, and louder happenings. Below is a rundown on a few of the most popular festivals today.

Everything You Wanted to Know about Today's Festival Scene but Were Afraid to Ask

  1. The Electronic Daisy Carnival (EDC): Occurring annually in Las Vegas, the EDM-centric Electronic Daisy Carnival, (pictured in Figure 3.1) is currently the largest festival in the U.S. In 2014, EDC Las ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required