Opinions expressed are solely these of the writer and don’t mirror the views of Rolling Stone editors or publishers.
Dance music (DM), or digital music, has a substantial following, with over 1.5 billion folks listening to it usually, in response to numbers from IMS Enterprise Report 2019.
The DM fan group has all the time been regarded as an area the place followers of various backgrounds are welcomed and accepted. This facet of DM tradition is especially evident at occasions reminiscent of raves and festivals, which give the chance for followers and group members to collect and have a good time their shared ardour for the style. The experiences depart many followers with a way of unity and belonging. It was exactly most of these gatherings, nonetheless, that had been threatened with the beginning of the Covid-19 pandemic.
This spurred my firm’s curiosity in exploring the pandemic’s affect on the group. We mixed qualitative and quantitative analysis strategies, each offline and on-line, to achieve an entire understanding of what characterizes dance music tradition, together with the group’s traits, habits and any adjustments endured because of the Covid-19 pandemic. We uncovered invaluable insights relating to adjustments of their habits. Because the onset of the pandemic made attendance at in-person occasions tough or unimaginable, livestreams turned a necessary facet of their routines.
Inside “InsomniacTV,” a preferred platform used to stream DM and have interaction with different members of the DM group, my firm’s analysis findings uncovered that customers spent a mean of 13-16 hours per day interacting with one another. They typically listened to 24/7 livestreams whereas finishing up their each day actions and used the chat to find new music and socialize with different customers. Within the uncertainty and chaos of the pandemic, DM followers sought refuge of their on-line communities.
In response to a bit from Monetary Instances (paywall), festivals largely turned to web-based companies and different applied sciences to maintain getting into 2020. Throughout the pandemic, musicians, DJs and organizers have seized on companies reminiscent of Mixcloud and on-line radio stations, as they’ve tried to duplicate the joys — and at the least among the income — of stay occasions. That has been tough, however artists say they worth the prospect to carry out.
DM tradition has additionally permeated different on-line areas in the course of the pandemic, permitting followers to proceed having fun with and sharing music, interacting with others and remaining up to date on occasion info. Followers’ elevated curiosity in gaming, streaming and clubbing actions has triggered digital golf equipment, on-line occasions and DJ stay units to develop in recognition. DM venues have emerged on on-line platforms, permitting followers to regain a way of belonging by interacting with one another throughout digital experiences.
Many dance music followers additionally uncover new music by way of music streaming platforms (Spotify, SoundCloud and Apple Music) and video streaming platforms (YouTube and Twitch) as they advocate songs outdoors of customers’ typical playlists. In response to IMS Enterprise Report 2020, streaming accounted for roughly 90 % of dance music consumption final yr.
The DM group has tailored and thrived regardless of the challenges it has confronted amidst the pandemic, and the group’s rising numbers have resulted in elevated consideration from corporations and advertisers looking for to achieve this viewers. Creating sponsorships, partnerships and different collaborations might enable enterprise leaders to advertise their merchandise/companies whereas additionally elevating consciousness of their manufacturers.
There are important alternatives for manufacturers to attach with DM followers. Nevertheless, since this viewers has an aversion to over-commercialization, it requires greater than conventional advertising efforts: Methods needs to be considerate and intentional, as DM followers typically pleasure themselves on their underground and cultural origins.
One potential manner to hook up with these customers is thru livestreams. Livestream chats enable customers to debate their ideas on stay/pre-recorded performances, offering a chance for direct advertising efforts. Along with 24/7 livestreams, partnering with or internet hosting one-time digital rave occasions can enable companies to attraction to the DM group the place they congregate naturally.
One other option to efficiently attain out to DM followers is on the intersection of gaming and music. This can be a pure intersection to discover additional due to the excessive variety of gaming followers focused on DM; followers are drawn to platforms the place they will work together with the group in actual time. This has led to the popularization of online game live shows.
Though the dance music followers’ connection to the scene has shifted because the onset of the pandemic, there are nonetheless many alternatives for manufacturers to attach with them. Nevertheless, the continual monitoring of followers’ on-line habits is required to grasp and leverage the group’s pursuits and uncover one of the best alternatives to attach with them.