Being a DJ, producer or concert promoter can be exhausting. Preparing an event for thousands of fans, or constant touring, can lead to stress, anxiety and burnout. Not cool especially when dance music is really about having fun. There’s probably no better way to get real about why you’re doing what you do, than to relax and have fun with it. For DJ and Fool’s Gold label owner, A-Trak, the solution was simple: free house parties.
“The customer is always right” isn’t really an outdated customer service trope. The music industry lives and dies on the experiences of its fans.
When you think of EDM branding only one name should come to mind, Deadmau5. His rise to the top of the DJ charts was due to a combination of great production, a unique approach to live performance, and of course the mouse head. Throw the goofy looking mouse head on a t-shirt and most people under the age of 30 will make the connection. That’s pretty impressive branding, especially when you consider that EDM was widely considered a niche genre when Deadmau5 released his debut studio album in 2007.
Peter Drucker once said “An innovation, to be effective, has to be simple and it has to be focused. It should do only one thing, otherwise, it confuses. If it is not simple it won’t work.”
Music is by definition pretty abstract stuff, but EDM has been devastatingly effective at getting people to feel energetic enough to dance. Not only is the music great to dance to, it’s also increasingly accessible thanks to free mixes, tracks, podcasts and remix contests. Which in turn gets more people dancing. Pick a target, flatten the learning curve, and test it on your mother and father. If they’re dancing, then you might be on to something.
At the end of the day EDM is about enjoying music with other people. Research conducted in 2012 by TicketFly showed that most EDM event attendees purchased just one ticket. Either because they go alone, or meet their friends at events. This sense of community allows fans to enjoy the music in the company of strangers. Ask any EDM veteran and they will tell you that there is always a bond that exists between the people you meet at festivals and clubs. You can call this the “I was there” connection.
Now, imagine your startup was capable of creating the same associations. That’s pretty powerful marketing especially for a company fighting every day to acquire new users and generate real revenue. A startup that has community built into its backbone is already richer than one that doesn’t. Having a strong social media presence, as well as attending industry conferences and hosting events is great way to gain new users and find your next rock star employee. Plan to hire a Community Manager early.