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-- Targeting Upmarket Aging Ravers?

Targeting Upmarket Ageing Ravers?

came across this today and I thought there were some interesting comments, including from Millsy himself.
Funny to hear Pacha in Ibiza being compared to Studio 54.

Defected Chase Upmarket Ageing Ravers

Text by Jonty Skrufff (Skrufff.com)

Defected Records chief Simon Dunmore unveiled details of his label's new Ibiza themed In The House compilation Eivissa 2006 this week and admitted that his label is now actively targeting affluent, mature clubbers.

"Generally the output of Defected is aimed at an older, more sophisticated demographic' and I think that's been true of house music and disco throughout the ages," he suggested.

"If you look at classic clubs like Studio 54, if you look at the pictures, they weren't kids in those clubs; they are models, artists and people at the top of their tree, and a little bit older."

"Pacha (Ibiza) is the equivalent of Studio 54 because you will see the paparazzi there trying to hook up with Elle McPherson, a grand prix driver, or some pretty wealthy people that frequent the place," the UK label boss continued, "So musically the album reflects that."

His decision to target mature clubbers struck a chord with the views of Detroit techno pioneer Jeff Mills who two years ago urged techno labels to release music 'targeted to an older generation' in the face of less artistically inclined younger clubbers.

"I think that the older generations are quicker to recognise the higher artistic forms. As a DJ today, when I play for an older crowd, I can play a more diverse, progressive set, I can play older classics and a wider range of music," the Axis Records chief told Skrufff.

"In the context of what's happening these days it's wiser to look at the generations that started electronic music; they're the ones who probably understand it the most, they're the ones who grew up with it and made it all happen. If they had an interest in it before, then they probably still have one now," he added.

"I think it's questionable, this general thinking within the music industry that dance music is only for young people."

Defected In The House: Eivissa 2006 is out on July 6

Re: Targeting Upmarket Ageing Ravers?

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Originally posted by Kate Manus "Pacha (Ibiza) is the equivalent of Studio 54 because you will see the paparazzi there trying to hook up with Elle McPherson, a grand prix driver, or some pretty wealthy people that frequent the place," the UK label boss continued, "So musically the album reflects that."

So, in other words, the album will be over hyped/fake and attempt to impress based on status, not substance.

Re: Re: Targeting Upmarket Ageing Ravers?

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Originally posted by Swamper So, in other words, the album will be over hyped/fake and attempt to impress based on status, not substance.

ohhhh ice burn

Re: Targeting Upmarket Ageing Ravers?

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Originally posted by Kate Manus "I think that the older generations are quicker to recognise the higher artistic forms. As a DJ today, when I play for an older crowd, I can play a more diverse, progressive set, I can play older classics and a wider range of music," the Axis Records chief told Skrufff.

I don't agree. I've met many younger music enthusiasts who are extremely well versed in both old & new music and have a keen ear for talent (versus simply following the masses). Conversely, a majority of the older generations are stuck in the music genre they grew up with and haven't evolved at all. They aren't open to nor are interested in today's dance music and are more than happy listening to retro sets for the rest of their days!

quote:

Originally posted by Kate Manus "I think it's questionable, this general thinking within the music industry that dance music is only for young people."

Dance music is for the young AT HEART... chrononlogical age is irrelevant.

Re: Re: Targeting Upmarket Ageing Ravers?

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Originally posted by CandyGirl I don't agree. I've met many younger music enthusiasts who are extremely well versed in both old & new music and have a keen ear for talent (versus simply following the masses). Conversely, a majority of the older generations are stuck in the music genre they grew up with and haven't evolved at all. They aren't open to nor are interested in today's dance music and are more than happy listening to retro sets for the rest of their days!

I think by older crowd, it is referring to the older crowd of electronic music lovers.

Re: Re: Targeting Upmarket Ageing Ravers?

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Originally posted by CandyGirl Conversely, a majority of the older generations are stuck in the music genre they grew up with and haven't evolved at all. They aren't open to nor are interested in today's dance music and are more than happy listening to retro sets for the rest of their days!

Slightly disagree. They still love dance music, it's that... dance music has evolved. PPL who Danced to 70s disco are still loving EDM today and still enjoy z103.5. Breakdancers of the early 80s are still loving hip-hop today and can still out-pop, out-lock out-uprock and out-dance the b-boys of today.

Older than that, there were no synthesizers, so yeah, EDM is foreign. My dad once told me the music he listenned to as a teenager, and rebelled against his parents with was Jazz. It drove my grandparents crazy he says.

Looking forward 20 years from now when we have kids... what will THEY listen to and what will they think of ours? Hmmm....

quote:

Dance music is for the young AT HEART... chrononlogical age is irrelevant.

Awesome quote, thousand thumbs up!

to a certain degree i agree but i also disagree on some points. yes its true that the " older " person who has been in the scene for 15 or 20 years will appreciate the music more comapred to a 19 yr old who just started listening 6 months ago but at same time its the younger crowd that has to keep the scene alive for the times ahead. without one you cant have the other and both are equally important to each other. there are tons of sophisticated young ppl out there who love the music and understand it and appreciate it. as mentioned above the word " older " has to be defined properly to see exactly what they mean.

Re: Re: Targeting Upmarket Ageing Ravers?

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Originally posted by CandyGirl Dance music is for the young AT HEART... chrononlogical age is irrelevant.

Couldn't agree with you more. When people ever ask me about the age of the people I hang out with it varies SO much. I'm 22 and I hang out with people who are 19 to in their 30s and age has never once been brought up.

Re: Re: Re: Targeting Upmarket Ageing Ravers?

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Originally posted by *~LiSa-LoO~* Couldn't agree with you more. When people ever ask me about the age of the people I hang out with it varies SO much. I'm 22 and I hang out with people who are 19 to in their 30s and age has never once been brought up.

Exactly!

My mom is the best example I can think of. She's 45, when people ask her how old she is when she says she listens to dance music, they think " wow, that's awesome".

Re: Re: Re: Targeting Upmarket Ageing Ravers?

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Originally posted by Skipper I think by older crowd, it is referring to the older crowd of electronic music lovers.

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Originally posted by Abercrombie Slightly disagree. They still love dance music, it's that... dance music has evolved. PPL who Danced to 70s disco are still loving EDM today and still enjoy z103.5. Breakdancers of the early 80s are still loving hip-hop today and can still out-pop, out-lock out-uprock and out-dance the b-boys of today.

If they are referring to older EDM lovers, then yes, I would say they do know their music... although this only represents a tiny percentage of the population. It's suprising to me how many of my peers (i.e. 35 to 45) have zero appreciation for EDM whatsoever although it's been around for decades. If I had a dime for every time I heard the expression "I think your CD is skipping" or "is this entire CD one track?" I would be seriously rich!

Sadly, they have no idea what they are missing...

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