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Who sets the beat in the electronic music industry?

Apr 11, 2019 1:09:28 PM

The music industry generates an increasingly fruitful business, partly thanks to technology. The most innovative companies are already benefiting from the technological possibilities: creating more personalized strategies to increase engagement with the fans of the artists, discovering new talents or even related brands with which to create profitable partnerships. Audience intelligence, big data or AI are transforming many sectors, and music is no exception.

Rob Stringer, Sony Music CEO, said: “All our business units must now leverage data and analytics in innovative ways to dig deeper than ever for new talent. The modern-day talent-spotter must have both an artistic ear and analytical eyes.

As we have said repeatedly, consumer insights allow us to move from assumptions and subjective criteria to accurate data and facts. Now, for example, in the A&R (Artists and Repertoire) departments decision-making no longer depends (only) on someone having a "good ear", but the data that can be accessed at present provides truthful and concrete information about, for example, the tastes of the consumers by certain artists.

However, this is not only useful for the divisions responsible for discovering new talent and developing the careers of these artists, but these consumer insights open a whole world of possibilities to develop data-based marketing strategies: from the selection of locations for events and tours, to the choice of brands for sponsors or influencers with whom to collaborate. The possibilities are (almost) unlimited, you just have to choose the audience of your interest and get the insights about those individuals.

Some of us here at Audiense have a certain predilection for electronic music, and as the arrival of spring in the northern hemisphere opens the high season for festivals and concerts, we have created a report on the audience of the EDM industry to find new DJs, producers, labels and events that during the next few months will make us dance and joyful until our bodies can’t take anymore... 

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Identifying the audience of the EDM industry

To identify the audience of the electronic music industry, as a starting point, we are using the ranking of the 100 best record labels of the sector, in 2017, according to the specialised site Resident Advisor. From there, we looked for and identified profiles of individuals that contain in their bio the name of any of these record labels and after the validation of the audience, we obtained more than 2600 profiles of professionals from within the sector: labels, producers, DJs, and other professionals who work in these organizations.

What are the characteristics of the people in the electronic music industry?

Audiense Insights - Electronic Music Industry - Full Audience Persona

It is a mainly male industry (75%), with the United Kingdom and the USA as the main countries, followed by the Netherlands, Germany and Spain. London, Los Angeles and Amsterdam are the cities that mainly host this industry.

Audiense Insights - Electronic Music Industry - Location

Compared to the rest of the population, could their interests with the highest values have been anything other than Radio, Music, Dance and Events (Festivals and Concerts)?

Audiense Insights - Electronic Music Industry - Interests - Radio 

Audiense Insights - Electronic Music Industry - Interests - Music

Audiense Insights - Electronic Music Industry - Interests - Events

On social they share content related to the music industry, of which around 30% of the publications are links to music content in both audio and video formats.

If you have any doubts about their favorite social media platforms, we can assure you that you will find them on SoundCloud (it is 20 times more likely that you will find these individuals on Soundcloud). And it makes sense that the days that they spend less time online are Saturdays and Sundays because... when are the dance floors overcrowded?

Audiense Insights - Electronic Music Industry - Online Habits - Social Media Presence 

Who is the most influential for the EDM industry?

After identifying who are the most influential profiles for the audience that we determined as the electronic music industry (those more than 2600 profiles), we have created several rankings in different categories, taking as a criteria the "uniqueness" of each person / brand to the analyzed audience compared to a concrete baseline (in our case, the global population). Do you want to know who are the top DJs, producers, festivals and favourite clubs in the sector? Continue reading...

Top 10 influencers for the EDM industry

This first is the general ranking with the top 10, without separating by categories.

Audiense Insights - Electronic Music Industry - Top 10 Influencers

Top 30 DJs / producers / artists

  1. Deadmau5
  2. Skrillex
  3. Hardwell
  4. Tiësto
  5. Martin Garrix
  6. Carl Cox
  7. Pete Tong MBE
  8. Zedd
  9. Diplo
  10. Nicky Romero
  11. Axwell
  12. Dillon Francis
  13. Steve Aoki
  14. Afrojack
  15. Calvin Harris
  16. Alesso
  17. Knife Party
  18. Steve Angello
  19. Sebastian Ingrosso
  20. Richie Hawtin
  21. Laidback Luke
  22. Porter Robinson
  23. Armin van Buuren
  24. Green Velvet
  25. Hot Since 82
  26. Mark Knight
  27. Adam Beyer
  28. W&W
  29. Eric Prydz
  30. Kaskade

Top 20 record labels

  1. Monstercat
  2. Spinnin' Records
  3. Ultra Music
  4. Armada Music
  5. Defected Records
  6. Toolroom
  7. OWSLA
  8. Revealed Recordings
  9. Dirtybird Records
  10. Ministry of Sound
  11. Get Physical Music
  12. Drumcode Records
  13. Hot Creations
  14. MAD DECENT
  15. Warp Records
  16. Suara
  17. Crosstown Rebels
  18. Musical Freedom
  19. Protocol Recordings
  20. Anjunabeats

Top music platforms

  1. SoundCloud
  2. Mixcloud
  3. Spotify

Top 10 festivals / events

  1. Ultra Music Festival
  2. BOILER ROOM
  3. Tomorrowland
  4. Amsterdam Dance Event
  5. EDC Las Vegas
  6. Red Bull Music Academy
  7. The Warehouse Project
  8. The BPM Festival
  9. Sónar Festival
  10. elrow

Top 10 clubs

  1. Fabric London
  2. Ministry of Sound
  3. Space Ibiza
  4. Pacha
  5. Amnesia Ibiza
  6. Berghain
  7. Ushuaïa Beach Hotel
  8. Sankeys Ibiza
  9. Cafe Mambo Ibiza
  10. Circoloco Ibiza

Top 3 radios and 3 radio shows

  1. BBC Radio 1
  2. Rinse FM
  3. Ibiza Sonica
  1. essential mix
  2. A State of Trance
  3. R1Dance

Top 10 media / online communities

  1. MixMag
  2. DJ Mag
  3. Resident Advisor
  4. Dancing Astronaut
  5. XLR8R
  6. FACT
  7. BE-AT.TV
  8. THUMP (Vice)
  9. Pitchfork
  10. Your EDM

If you are interested in the electronic music industry and want to get more insights about this audience, access the report that was generated to inspire this article by clicking here.

Picture by Aditya Chinchure on Unsplash.

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