According to Forbes, Millennials were so desperate for their own genre of music that they had to create one in EDM:
Millennials grew up in the emerging age of social media and they live online and they live online, as does EDM, which enables Millennials to consume EDM content via media platforms they are already passionate about. Due to the computerized nature of electronic dance music, the easy ability to share new music from artist to fan and fan to fan is one of the main reasons EDM and Millennials go hand in hand.
Never fear, can use EDM and it’s underlying culture to reach Millennials to further your brand:
“Brands can participate in this movement by aligning with the EDM culture, not exploiting it. If brands can stir up the emotions naturally generated by EDM, then they have the best chance of succeeding. For instance, the campaign Heineken did with Armin van Buuren to encourage responsible drinking worked on multiple levels – it was organic, reflected a sensible alignment, and had a positive message. Other brands that gratuitously feature an EDM artist in a TV spot without any rhyme or reason, are missing the mark.”
Read full article on Forbes.com