Do EDM Blogs Serve a Purpose?

A Brief Examination of EDM Blogging
Editorial by Ravi Bayanker, Brand Manager – Glow Washington DC

Are you in it to help spread the music? Or is it about all access comps and Facebook pics of you and your favorite DJ? This is my challenge to the ‘EDM’ media. Be honest. Be original. It’s about the scene… not about being seen.

What is the purpose of music entertainment media? Announcing concert tours? Spreading badass tunes to the masses? Providing a behind the scenes look at your favorite artists? What about informing people of juicy gossip and major happenings on the business end?

We are humans living in the age of information. The world is at our fingertips and the speed at which news spreads gets faster by the minute. We’re also an opinionated species. Translation? We cannot shut up. Internet blogs have given everyone the ability to spread their thoughts. 5% of these thoughts are of value. 95% are diarrhea. This article is thoughtful diarrhea.

There are a lot of great things that result from covering the music industry. But the days of William Miller going on tour with Stillwater are over. It feels like all I see these days (in the EDM world) are 12,000 recycled festival flyers, the latest release on Spinnin’ Records and fluffy reviews of Tiesto shows.

It was the late 00’s and early 10’s when our beloved ‘EDM’ found its way into the mainstream. And so the EDM blogging subculture was born. It’s that subculture – its purpose, relevance and the people fueling it that I’m here to examine.

Who are EDM Bloggers?

Some of them are aspiring industry professionals, others college students, while other EDM bloggers are just people who absolutely love dance music.

Many people who run blogs and online magazines find the term ‘blogger’ offensive. They prefer to be called ‘journalists.’

A ‘journalist’ is defined by merriam-webster.com as “a writer who aims at a mass audience.” A ‘reporter’ is defined as “a person who is employed by a newspaper, magazine, or television company to gather and report news. A person who broadcasts news.”

Anyone can write something and aim it at a mass audience. It’s whether or not they hit their target after pressing the red button that matters. There’s a word in that second definition which peaks my interest… ‘news.’

News can be defined several ways:

1. A report of recent events
2. Previously unknown information
3. Something having a specified influence or effect
4. Newly received or noteworthy information, esp. about recent or important events

For this article I’ll use the term ‘news’ loosely, like how TMZ, The National Enquirer, People Magazine or Daniel Tosh would use it.

For me it’s all about relevance and transparency. But ya know what really grinds my gears? ‘Journalists’ with sneaky agendas.

What sort of content can you find on an EDM Blog?

Generally you find things like new music, event reviews, industry gossip, artist interviews, after movies, event photos and occasionally, original content. What do I mean by original content? It sounds kind of douchey, but this editorial is a great example. I picked a topic that no one else is talking about (publicly, at least), did some research and presented my findings.

The Loophole:

It can be rather accommodating to blog about ‘EDM’ or ‘house music’ in a general sense. It gives people the opportunity to hustle their way in anywhere. It also waters down your blog as far as I’m concerned. If you cover just trance, just techno, just moombahton or just deep house, cool. You can really target a niche. If you cover everything I just assume you’re trend-jumping to get media creds at the club.

People claim to be journalists when in reality they’re sneaky fans that found a loophole. They cover all dance music, as opposed to specific sub-genres. They expect event comps and backstage passes in exchange for positive event reviews. I know this because I’ve been promised great reviews in exchange for press. I’m not knocking their hustle. I just think someone needs to (publicly) call it what it is.

Break Time:

Here, take a break from reading and watch Tosh interview Sweet Brown

The Illusion of Exposure:

When it comes to event coverage, it’s impossible to tell who provides adequate exposure and who is along for the free ride. If your blog has a page rank of 2 and your Facebook page has 3,000 likes and 174 people talking about it, what value does it provide?

I believe a good EDM blog not only provides useful information to consumers, but also unique content from an educated perspective. A music media outlet should publicize artists, events, people and above all else, music. It should be interesting, engaging and most importantly, relevant. Event coverage, in the end, should result in ticket sales, right?

I appreciate all the ‘journalists’ who have provided Glow with pre and post-event coverage. But who is consuming this media? And how many consumers are there?

Case-Study:

I once had a manager ask me to coordinate a video interview with his artist and an outside media outlet. I made it happen. 6 months later the interview still had less than 1,000 views on YouTube. Later on, a different artist’s managemer asked me to set something up with the same outlet. I told them it was a waste of time. Why? Because it didn’t provide exposure to a new audience.

I was once denied an interview at Electric Zoo by an artist we’ve booked several times. At first I was offended. I represent Glow. We are a consistent revenue stream! We need this interview to sell tickets! I then came to find said artist was only doing interviews with hip-hop magazines. I realized my coverage was augmenting, as opposed to building. The hip-hop interview would expose the artist to new fans (and possibly bring us new fans the next time we book him). My interview was merely padding an already-solidified market.

At the end of the day, if a media outlet isn’t increasing the exposure of an artist, event or piece of music, then why should they be granted extra privileges? Where is the value?

As an event producer, I’m looking for reporters to help us reach fans that will actually come out.

Localization:

Where are these blogs based? What about their readers?

Are you looking for track lists from other cities? Are you from a small-market that doesn’t get the big names? Did you want to know how dance music’s debut at MSG went? Those are all valid reasons a reader would have for reading an out of town event review.

From what I read about the MSG show, it was an epic event where people jumped up and down and felt inspired by house music. I’m not saying there’s anything wrong with that. What I am saying is that I could have written that review from my couch.

It feels like most blogs only want in if it’s NY, LA, Vegas and Miami. Every review I read is about Steve Aoki on an inflatable raft or some girl showing her vagina to Diplo. That is not reporting. That is star fucking.

I think the opening of Echostage is newsworthy for several reasons. The most important being it’s the first large-scale, EDM-specific DC venue since Nation.

But please, journalists – don’t treat me like a fool. You’re not doing me a favor by covering Echostage events unless you’re doing one of two things:

1. Exposing the product to a new audience
2. Galvanizing the local community

If you’re not a source (Billboard, Rolling Stone, etc.) then what value are you really providing?

I reached out to the Washington Post to cover Porter Robinson. They are local, have a wide distribution and can expose us to a new audience. The reporter informed me that he had planned on just buying a ticket and showing up. We helped arrange a short interview. I asked the reporter if he wanted to hang out backstage and get drinks. He told me he prefers the crowd. The action. The experience. He came to write a story about the party. He didn’t come to be seen.

He wasn’t hung up on tweeting pictures of himself backstage. He was there for a relevant, local story. He also didn’t need to be coddled.

Credit Where Credit’s Due

There are definitely some great EDM journalists out there. One had a Skype interview with Al Walsler days after that curious Grammy nomination. Another moved from one very reputable outlet to Billboard. Others have been able to parlay their success into media sponsorship at high profile WMC events. There are also blogs who get love from the artists and at times, are asked to break new music, mixes, etc. Some are making money.

I just think the sheer number of EDM Blogs makes it hard to find the good ones. There are so many self-proclaimed ‘experts’ out there. There are also so many new artists popping up that the music is starting to get watered down. But that’s a story for a different article.

The Final Straw

This guy gets it. Take notice at 2:21

Those who claim to be in it for the music but then expect +1s, back stage passes and artist access under the guise of providing exposure… you are my inspiration for this piece.

I had one kid ask for a press pass to Tiesto. He showed up and badgered me to bring him backstage for a chat with the tour manager. He kept telling me he knew him. They supposedly did shots in Miami. Meanwhile I’m thinking to myself, “So text the guy yourself. What do you need me for?”

This ‘journalist’ wrote his review 3 weeks later and backdated it on his website. He referred to Tiesto’s remix of Silence as Tiesto – Delirium. It’s just like… come on bro. You are the reason

I’d like to issue a challenge to anyone who writes on EDM:

Go outside the box. Make us think. Be original. Give press to those who are building. Whether it’s up and coming artists, innovative industry vets, major happenings on the business end, unique aspects of the various scenes, whatever.

Also, be more focused. Stick to a couple genres and then dig. Stick to your city and then dig. Don’t hold back negative comments based on fear of losing your ‘EDM social status.’ Constructive criticism is fine. Trollish rants are not. It’s simple.

In the immortal words of Gus Haynes (The Wire, City Desk Editor – Baltimore Sun):
 

“Some shameful shit going on here.”