EDM Fans: The Breakdown
The third annual EDMbiz Conference & Expo had industry insiders buzzing about dance music’s latest movers, shakers and trends, but no topic grabbed their attention more than a poignant presentation by Tatiana Simonian, of audience measurement company Nielsen (the people behind the TV ratings). In her presentation, Simonian revealed the results of Nielsen’s first Electronic Music: Nielsen Audience Insights Report, which focused on fans of EDM. That means you.
The study surveyed thousands of people, and the results revealed a lot about who y’all are, what you like, what you don’t like, what you want more of, and what you couldn’t care less about. While the full study is not yet available to the public, we got the inside scoop. This is some of what we learned:
You are hella diverse.
EDM has the highest number of Hispanic fans outside any other music genre. The scene also boasts a far more ethnically eclectic fanbase than most other musical genres. Yay for us!
You don’t make a ton of money, but only because you’re so young.
The study found that a huge number of EDM fans make under $25,000 a year. The reason for this is that EDM fans are largely millennials, many of whom are still in school or have just graduated.
You millennials dominate the scene.
Most EDM fans are likely to be under the age of 25.
You hate fake.
EDM audiences have a very strong BS detector, and thus only want to be marketed and sold things that feel authentic. (Time and time again during the two-day conference, authenticity was deemed to be the most important factor to the success of an artist or brand. You have no patience for poseurs.)
You are considered cool as f*ck.
EDM fans, more than fans of any other genre of music, are considered to be trendsetting influencers.
You are mad sugar hounds.
EDM listeners love sugary drinks and treats and are 50 percent more likely to purchase energy drinks than fans in other genres.
You started this musical revolution in 2011.
The study cites 2011 as the explosion of electronic music in modern American society. It is the year when the genre reached critical mass and crossed over into pop music, as well as the mainstream festival space. (To wit, 2011 is the year Swedish House Mafia sold out Madison Square Garden and Spin declared the start of a “new rave generation” by giving Skrillex his first magazine cover.)
You love live shows, and you spend a lot of your money on them.
The biggest portion of your music-related spending is on live events like festivals and concerts. Music festivals are extremely popular among EDM fans (duh).
You go digital.
EDM fans are more likely to find artists through iTunes and other streaming services than fans of any other genre. And you adore your devices.
You may be surprised by the top US markets for EDM. They are:
New York, NY
The San Francisco Bay Area
San Diego, CA
Los Angeles, CA