MoroccanEDM

SFX Entertainment Inc. released a report  that found that millennials don’t see electronic dance music (EDM) simply as a music genre. To them, it’s a culture and a way of life.

The New York-based parent company of Georgia’s TomorrowWorld (NASDAQ:SFXE) created Audience Insights Group, to study electronic dance music (EDM) fans and understand their interests, attitudes and behavior, while providing marketers with ideas about how to connect with this audience.

Click the photo to the right to view a SLIDESHOW from TomorrowWorld 2014.

The group’s first study “The Electronic Music, Technology and Youth Culture Study" asked Beatport users to share their thoughts and feelings about EDM, technology, festivals and brands.

“The SFX Audience Insights Group’s work has provided SFX with a wealth of new insights into what makes EDM the music of the millennial generation. The creation of this group is a strategic tool that will help our brand partners reach our audience,” Greg Consiglio, president and chief operating officer of of SFX Entertainment, said in a statement.

Key findings of the survey include:

When Beatport users were asked how they felt about EDM, nearly 50 percent said “it’s a way of life!” and 95 percent agreed that “it has created a culture that’s bigger than music itself.” Similarly, 93 percent agreed that “it’s a defining aspect of my generation.”

EMC also thrives on connectivity. Those surveyed enhanced their experiences with their smartphones and social media, as 79 percent said they took photos or videos at events. Another 51% said they sought information about artists or songs on their smartphones while at events, and 50% said they use social media to post about festivals while they are there, with Facebook and Instagram being the most popular.

Speaking about the music, 66 percent said they listened mostly to House, with 55 percent listening to Deep House and 53 percent listening to Electro. They were the most popular of the 19 subgenres mentioned in the survey.

Brands stand to gain affinity by aligning with EMC, according to the survey, with 93 percent of Beatport users saying they “appreciate when brands help bring them great events,” and 87 percent saying they have a “more positive perception of a brand knowing that it’s associated with electronic music.

Via SFX Entertainment Inc.& bizjournals , Photo by Rukes