Updated: Sep 22
EDM has taken Asia by storm and shows no signs of stopping. The best is yet to come and here’s why.
EDM isn’t a new music genre to many, given its popularization starting in the mid-2000s from the US. Eventually more European EDM musicians such as David Guetta, Bob Sinclar, Aviicii and Swedish House Mafia crossed over to further popularized the genre. YouTube and Soundcloud increased accessibility to EDM, thus further fueling interest in the genre. By 2013, Billboard had a dedicated chart, tracking top songs based on sales, radio airplay, club play and online streaming.
While Asia has always been a part of this "new rave generation”, now more than ever, Asian artists are incorporating more EDM elements within their music. And here are the top three reasons why we think this mishmash could turn out to be a success.
1. Music festivals are infiltrating Asia:
From the expansion of ZoukOut to Boracay and Hong Kong, the inaugural EDM festival, Spectrum by SM Entertainment to the arrival of ULTRA Music Festival in 5 Asian countries. These festivals will only become more rampant in this region. And the reason? Concerts and festivals are the best way to earn the fast buck in the music business today. Live music create an exhilarating fan experience which leads to brand sponsorship and merchandise opportunities galore. Now when can we expect Tomorrowland? 2. Discovering new Asian talent:
Linying from Singapore, had her vocals first featured in EDM tracks by European house producers KRONO and Felix Jaehn, but has since found her footing in the music scene, releasing her latest folk pop song, “Paris 12”.
If you’re an EDM listener in Asia, especially Korea, you must have heard of DJ Soda. Her signature moves, skills in deejay mixing recorded music with an attractive appearance to match, shot her to international stardom. To date, she has more than 1.2M followers on Instagram and 9.4M views on her official YouTube channel.
3. A new type of Creativity:
EDM music collaborations with Kpop artists aren’t a new concept. We’ve seen “Dirty Vibe” by Skrillex with CL & G-Dragon back in 2014. With SM Entertainment’s launch of ScreaM Records earlier this year, we’ve since heard more collaborations between world renown DJs and music producers with SM artists singing in Korean. “Wave” was an example where R3hab met f(x)’s Luna and Amber. BoA’s latest collaboration with Korean rapper, Beenzino in “No Matter What” had elements of house and electronica, which are likely ingredients for today’s pop music success.
With so much exploration in this genre, this only bodes exciting times for the EDM music scene in Asia. Let’s wait and see what comes next!