Dance music traces its roots in underground warehouse parties that date back decades into history, and as the venues, people, and even the music itself changes, one aspect about the culture remains the same: the thriving sense of community lives on, and, arguably, has even grown stronger in the modern age of instant connections and social media.
Online ticketing service Eventbrite conducted the EDM Audience Analysis, a research study to provide further insight into the dance music community in comparison to other sub-genres of music while also evaluating and understanding the “unique behavioral tendencies and topics of conversation” among dance music fans. Eventbrite hoped to uncover beneficial information to more effectively cater to the dance music pool for purchasing tickets and merchandise purposes.
After sampling from 1,000 representative dance music fans – of which included aficionados of a variety of popular sub-genres such as trance and progressive house – the company compared conversational trends in behavior and actionable insights to 1,000 fans of other ten other genres of music. The results from Classical, Rock, Jazz, Reggae, Indie, Hip-Hop, Folk, Country, R&B and Pop music paled in comparison to dance music enthusiasts in several different categories: Dance music Twitter users talked about music through their social outlets four times more than General Music Twitter users, referencing concerts and events 30% more often, and also had an average of 1 out of every 3 tweets referencing music and the culture of dance music (52% more than the General Music pool).
Statistics aside, the results of the EDM Audience Analysis are far from surprising as much of the new-age dance music fanatics are compromised of young adults and teens, or members of the Millennial and Internet Age. “EDM fans are hyper-active in their social media usage,” the study begins. “They talk more about music compared to General Music Fans … underscoring the intense levels of fandom. Beyond sheer volume of conversation, these individuals actively engaged within the EDM subculture.”
The study cited terms like PLUR and Kandi as subculture hot words and explored different aspects of conversation related to dance music such as users tweeting about listening to a DJ podcast or mix or creating a discussion forum to develop dance routines together.
For marketing purposes, Eventbrite discovered that “EDM fans are social media exhibitionists,” and “have highly actionable entertainment behaviors, allowing for many opportunities for brand engagement.” The study’s findings encourage brands to take advantage of several opportune moments in the natural flow of the dance music community, notably referencing Twitter as a central tool in intercepting fans and utilizing visual trends in parallel to heavy visual decorations and production elements of electronic festivals and shows.
To those reading between the lines of the various statistics and branding goals of the study, the message is obvious: Dance music and the fans are a force that has made a heavy impact on the modern music industry, and are far from a drop off. Passion about the music, in the form of culture, events, fan groups, and even so much as a tweet, have caught the attention of businesses all around the world.
Between concluding paragraphs of several newly discovered potential branding opportunities, the EDM Audience Analysis included a short and curious insert that explains, “Affinity, where individuals begin to fall in love with various EDM artists and genres, is the single largest phase within the EDM decision journey, accounting for 40% of all discussion.”
Read the entire Eventbrite ‘EDM Audience Analysis’ here.