Dance music conglomerate SFX Entertainment has announced the findings of its new study The Electronic Music, Technology and Youth Culture Study, put together by the Audience Insights group. The directive of the group is to study EDM fans and understand their attitudes, interests and behaviors at live events and beyond, while giving marketers a better awareness of how to connect with them.
The sample was made up of 437 Beatport users, ages 18-34. This is faulty for a couple reasons including the sample size is a small number and it only includes Beatport users, which excludes fans that don't buy music or use other portals like iTunes, Traxsource, Juno Download or streaming services to listen to electronic music.
Looking beyond the obvious faults in this survey, it comes up with some interesting conclusions. Based on its own data of those who listen to music, 66 percent said they listen mostly to house, 53 percent listen to electro and the newly mainstream deep house got 55 percent support.
Those surveyed agreed that electronic music was more than a genre, as it meant more to them. 50 percent said it was a way of life and 95 percent agreed, "it has created a culture that's bigger than music itself. 93 percent believe "it's a defining aspect of my generation."
The most useful piece of information is how EDM is positively connected to brands.
93 percent of Beatport users "appreciate when brands help bring them great events" and even more significant, 87 percent have a "more positive perception of a brand knowing that's associated with electronic music."
Even if this is not the most scientific survey and it was paid for by SFX -- which leaves a lot of room for skepticism -- that last bit of information should have brands running to sponsor events, even though the risks can be great at times. As the old adage says, high risks, high rewards -- it applies to brands and EDM.
"What this means is that brands need to understand this audience, not try to control it," said Matt Britton, founder and CEO of MRY and author of YouthNation: Building Remarkable Brands in a Youth-Driven Culture. "The SFX Audience Insights Group is well positioned to help brands and agencies alike navigate this largely misunderstood and explosive culture, so they can enhance the fan experience with their participation, rather than distract from it."
