This week, we’ve been at International Music Summit (IMS) Ibiza, looking into the dance music industry in depth. One of the subjects we focused on during our time there was the influence of new technology.
Virtual reality has been playing a huge part in the industry, with Boiler Room & Google creating the VR ‘Techno In Berlin‘ experience, as well as Sony & The Chainsmokers collaborating on the ‘Lost in Music‘ VR festival. Virtual reality’s influence has enabled fans to experience dance music in a unique way, from the comfort of their own homes.
Live streaming has also played a much bigger part in the industry recently, with Facebook making live streaming more quickly accessible. It has been key for not only giving fans an insight into the studio, but also for festivals like EDC to release their lineups in a more exciting format than ever. YouTube livestreaming also continues to play a huge part in the scene, with Hardwell‘s Ultra set being streamed in 360-degree footage live from Miami, inviting fans to experience his set like never before.
Netflix has also been a huge force in the industry, releasing two originals based around the dance music scene. The first was Steve Aoki‘s ‘I’ll Sleep When I’m Dead‘, and the second was Netflix original film ‘XOXO‘, both of which put dance music onto the world stage in spectacular style.
Chatbots have become hugely popular, with artists using them to strengthen the bond between them and their audience. Artists such as Hardwell & Axwell /\ Ingrosso have been using chatbots to send direct updates to fans as well as answer questions about upcoming performances and releases. Chatbots are an ideal marketing tool, as they not only deliver an artist’s message straight to their fans’ inbox, they also react to the information given in order to respond to fans, providing a highly interactive experience.
Technology within the dance music scene is certainly adapting at speed, developing and changing every single day. It has a huge impact on artists’ relationships with their audience, and their ability to market themselves. It will be interesting to see how technology will develop in the future, and how this will affect the dance music scene in years to come.