Ultra 2013 Starts Now! And EDM Has Conquered Miami, America, the World
|Photo by George Martinez|
|Ultra Music Festival cofounder Russell Faibisch.|
Electronic dance music has conquered Miami. And America. And the world.
For more than three decades, it had remained a mostly underground phenomenon, epitomized by illegal raves held beneath highway overpasses in the UK or after-hours parties thrown in downtown Detroit's abandoned warehouses. But over the past few years, EDM has exploded, morphing into a massive, worldwide pop-culture movement that's seeped into every nook of Internet-connected civilization, from Bayfront Park to Boise, Idaho, to South Korea.
-Ultra 2013: Ten Acts We're Excited to See
-Ten Best EDM Cruises During WMC and MMW 2013
-Ten Best Pool Parties During WMC and MMW 2013
-Twenty Best Club Parties During WMC and MMW 2013
-Ten Best Free Parties During WMC and MMW 2013
-Ultra Music Festival 2013's Lineup and Set Times
In some ways, the genre's mainstream exposure, especially in the States, has been steadily increasing since the mid- to late '90s, when crossover electronic acts such as Prodigy (1996's "Firestarter"), the Chemical Brothers (1997's "Block Rockin' Beats"), Daft Punk (1999's "Around the World"), and Moby (1999's "Natural Blues") began scoring prominent movie-soundtrack spots and seizing serious video play on MTV.
However, the genre's sudden 2010s surge in popular influence can probably be more directly attributed to big-budget, chart-topping collaborations between DJs like David "F*** Me I'm Famous" Guetta and Top 40 outfits like the Black Eyed Peas, whose 2009 megahit "I Gotta Feeling" slayed the Billboard charts, turned millions of tweens onto dance pop, and even snagged a Grammy.
The immediate aftereffect: a thousand other celebrity-jock-meets-pop-star tracks, from Rihanna hooking up with Calvin Harris to Pitbull and Afrojack demanding "Give Me Everything." And soon DJs were the new rock stars.
|Photo by Ian Witlen|
|Check out Crossfade's 43-photo slideshow, "15 Years of Ultra Music Festival."|
In just the past 12 months, Deadmau5 has gotten his masked mug splashed across the covers of Rolling Stone and Vibe, while also finding the time to meet, woo, and propose marriage (via Twitter) to reality-TV star Kat Von D. Also, Tiësto landed a job with Guess designing "NytLyf" gear for the mall set, Avicii inked an endorsement deal with Ralph Lauren, and DJ Pauly D launched Remix Cocktails, his very own ready-to-drink "pre-gaming" beverage.
In fact, the whole so-called EDM industry has become so heavily hyped and surprisingly profitable that even Forbes (a publication whose motto is "The Capitalist Tool") has begun tracking its billion-dollar profits.