With EDM now a booming $4.5 billion business, and all eyes focusing in on the Florida coast for Miami Music Week and the Ultra Music Festival, brands are moving in en masse in a bid to leverage an audience that spans an increasingly diverse audience of social media over sharers.
Straddling the often-delicate line between mainstream and niche, the ‘acronym that ate the US’ is something of a conversation catalyst. Around 40% of social conversations between EDM fans are about their undying love of the lifestyle associated with the genre, with conversations that centre directly on music 52% higher than the average music fan.
With this in mind, we took to the beaches of Miami to see which brands are making social waves during one of the year’s most passionate excursions for EDM fanatics.
RED BULL - BRINGS THE ENERGY TO MIAMI
THE BUILD UP
Fresh from running its Sound Select program at SXSW, Red Bull shows everyone how to throw down an essential EDM centric event on South Beach.
The Red Bull Guest House, held at the Gale Hotel (complete with its own pool), served up an eclectic mix of acts from eight essential dance labels, including Skrillex, Tensnake, Giorgio Moroder, Jack Beats and Zeds Dead (among many others), with RBMA Radio streaming live from the four day event. Sean ‘Diddy’ Combs even dropped by the House to preview '11 11', his new 11-track EDM collaboration with Israeli-born electronic producer Guy Gerber.
Another in a long-line of slick productions from Red Bull as it facilitates a must attend happening during Miami Music Week, curating a stellar line up of talent that ensures it is one of the most talked about destinations pre, during and post event. This is where a committed and consistent strategy in music really pays off. Red Bull has paid its dues in dance music culture through its Red Bull Music Academy program, garnering the brand a certain level of credibility and authenticity and thereby earning it a revered place amongst EDM fans.
HEINENKEN - PUTS EDM FANS CENTRE STAGE
THE BUILD UP
Marking its seventh year at the event, offical partner Heineken set up shop in Bayfront Park in Miami, delivering unparalleled views of the Worldwide Stage from two elevated platforms. With VP viewing something of a well-trodden and predictable path at festivals, Heineken flipped the concept on its head, converting the platforms into stages with live sets from Justin Oh and DJ Koo.
Flexing its social media muscle the brand also developed ‘FestivalFamous’, encouraging fans to get up close and personal with as many DJs as possible. These die hard fans were invited to tag their photo bomb evidence with #heinekenhouse in order to win actual stage time alongside a DJ during their live set.
With EDM fans clamouring for ownable status updates, Heineken's Instagram focused competition honed in on an obsessive desire to be at the forefront of the action, as it sought to uncover the most avid and daring fans in Miami. A smart move that sees fans positioning Heineken alongside a range of DJs in their personal snap shots, boosting the brands social traction and artist alignment value.
BRP – JETS IN WITH AN EXCLUSIVE LIVE MUSIC EVENT
THE BUILD UP
The global power sports company teamed up with everyone’s favourite rodent during Miami Music Week, in order to promote its 2014 See-Doo Spark PWC (Personal Water Craft), as it sought to align the hedonistic lifestyle with its range of jet skis.
The ‘Spark Some Fun Miami’ product launch offered up the once-in-a-lifetime chance for 500 Deadmau5 fans to attend an intimate live concert experience on Fontainebleau Miami Beach. In order to get hold of a pair of sought after tickets fans had to post photos via Twitter and Instagram with the hastag #SparkSomeFun as part of an online sweepstakes.
The campaign also featured Jet ski riders wearing the famous Mouse head, a dedicated street team, test drives, and an accompanying art exhibition featuring bespoke street murals.
A smart tie-up by the brand that aligns the hedonistic lifestyle of EDM with the brand’s "most fun you can have on water" positioning, using the artist’s iconic imagery to full effect and actively encourging social photo sharing. The promo is further bolstered by the fact that Deadmau5 is a genuine fan of the brand, turning up in Miami towing a See-Doo on the back of his (somewhat less than inconspicuous) Ferrari 458 Spider.
G-STAR RAW - FOCUSES ITS EDM COLLABORATION ON SALES
THE BUILD UP
The fashion brand unveiled its second capsule collection created in tandem with Dutch music producer and DJ Afrojack during Miami Music Week, tying in with the artist's forthcoming album release.
The collection was revealed to the EDM loving masses for the first time at the Miami G-Star Raw Store, with Afrojack on hand to sign product and gift the first 250 making a purchase with tickets to his exclusive 'Forget The World' album launch party at the W Hotel.
Although this is a relatively simple artist creative collaboration, it is one that understands and feeds directly into its intended EDM audience (as did the brand’s previous collaboration with Skrillex)., enabling fans to own a slice of the lifestyle. The campaign also makes good use of Afrojack’s own social media, with the artist shouting out the signing event to his 1.06M followers.