When a Sub-Culture Goes Mainstream: The Disneyification of EDM
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Of course EDM (Electronic Dance Music) has become one of the most popular music genres for Millennials in the last couple of years and has permeated modern culture everywhere. From Daft Punk's Album of the Year Grammy for Random Access Memories to the Skrillex inspired dub step track in seemingly every advertisement on television, EDM has hit prime time in ways that makes the original fans of EDM mostly uncomfortable.
So perhaps it's no surprise then that even Disney is jumping on the EDM bandwagon.
Instagram Video: Disney DCONSTRUCTED
Disney Music is releasing a new album called DCONSTRUCTED on April 22nd. Featuring some of Disney's biggest songs from their hit musical films, DCONSTRUCTED will feature remakes by EDM artists such as Avicii, U.N.K.L.E., Armin Van Buuren, and Kaskade. Disney hasn't announced which songs will be featured on the release, but I'm afraid for parents of 8 year old girls everywhere if one of them is Frozen's 'Let It Go'.
The impact of EDM on Millennials, and now the next generation of kids, is significant as the genre represents a lifestyle reflected in the fashion and even outlook of kids who aspire to EDM culture. Although I don't think we'll see little girls everywhere suddenly dressed as bohemian princesses in Grecian-inspired maxi dresses because of Disney's move into the space, it certainly speaks to the pervasiveness of this aspect of pop culture with kids and the importance of brand collaborations to create content that stays relevant to youth. PLUR.