Series 6: Drum and Bass
Audience verticals are crucial in music marketing as they allow artists & labels to tailor their promotional efforts to specific groups of listeners who share common characteristics, interests, and preferences. By understanding the distinct tastes and behaviours of different audience segments, music marketers can create targeted strategies that resonate more effectively.
This approach enhances engagement, increases the likelihood of converting listeners into fans, and maximises the impact of marketing campaigns.
The main aesthetics of Drum and Bass include underground dance communities, festivals and producers.
Vertical: Underground Dance
VERTICAL: Underground Dance, here’s how Drum and Bass music might intersect.
Cross-Promotion:
D&B artists and DJs may promote underground dance events and vice versa, leading to a cross-pollination of audiences. This can introduce fans of one art form to the other.
D&B Tracks for Dance Battles:
In underground dance battles and competitions, D&B tracks are frequently chosen as the music backdrop. The intense, high-energy nature of D&B makes it ideal for showcasing dancers’ skills and agility. Dancers may even select specific D&B songs known for their breakbeat patterns to enhance their performances.
Underground Culture:
Both D&B and underground dance have roots in underground subcultures. They share a similar ethos of self-expression, creativity, and authenticity. Many dancers and D&B enthusiasts appreciate the underground nature of their respective scenes and the freedom to explore and innovate.
Collaborations:
Dancers and D&B producers sometimes collaborate to create music videos or live performances that combine the art forms. These collaborations can introduce D&B music to a broader audience within the dance community and vice versa.
D&B Events and Dance Battles:
D&B events and clubs often host dance battles or have dedicated dance floors where breakdancers and underground dancers can showcase their skills. This creates a natural meeting point for both communities and fosters a sense of camaraderie.
Musical Inspiration:
D&B music often incorporates elements of funk, soul, and jazz, which are also influential in underground dance styles like locking and popping. Dancers may find inspiration in the musical elements of D&B tracks and incorporate them into their routines.
Vertical: Festivals
VERTICAL: Festivals, here’s how Drum and Bass Music might intersect.
D&B Stages:
Many music festivals feature dedicated stages or areas specifically for electronic dance music, including D&B. These stages often host renowned D&B DJs and artists, drawing fans of the genre to the festival.
Festival Diversity:
Music festivals often aim to provide a diverse range of musical experiences to cater to various tastes. D&B’s versatility allows it to appeal to a broad spectrum of festival-goers who appreciate electronic dance music, ranging from those who enjoy fast-paced, energetic sets to those who prefer more melodic and liquid DnB tracks.
Daytime and Nighttime Sets:
D&B can be played during both daytime and nighttime festival slots. Upbeat D&B sets with heavy basslines are ideal for nighttime, while lighter and more melodic D&B can work well during the day. This flexibility allows festivals to incorporate D&B into their schedules throughout the event.
Diverse Subgenres:
D&B encompasses a wide range of subgenres, including jungle, liquid, neurofunk, and more. Festivals often curate lineups that showcase this diversity, attracting fans of various D&B styles.
International Appeal:
D&B has a global following, and festivals often feature international D&B artists. This can draw fans from different countries to attend the festival, contributing to its diversity and international atmosphere.
D&B Culture and Community:
D&B has a passionate and dedicated fan base. Festivals that include D&B on their lineups create a space for the D&B community to come together, connect, and celebrate their shared love for the genre.
Live Acts and Collaborations:
Some D&B artists incorporate live elements into their performances, such as live vocals or instrumentals. These unique live acts can be a major draw for festival attendees.
Cross-Promotion:
D&B artists and festivals often cross-promote their events. Artists may use festival appearances as opportunities to showcase their music to a broader audience, while festivals can attract D&B fans by featuring well-known artists.
Festival Campgrounds:
Festival campgrounds provide additional opportunities for D&B fans to connect and share their love for the music. Impromptu DJ sets, drum circles, and jam sessions often happen in these communal spaces.
Vertical: Producer
VERTICAL: Producer, here’s how Drum and Bass music might interact.
Inspiration and Education:
D&B audiences are often inspired by the music they love. Many aspiring producers within the D&B community cite their favourite D&B tracks and artists as their primary sources of inspiration. They listen to D&B music to learn about production techniques, sound design, and arrangement.
Online Communities and Forums:
D&B fans and producers frequently interact on online forums, social media groups, and production communities. These platforms provide a space for enthusiasts to discuss music, share tips, exchange production resources, and collaborate on projects.
Demos and Feedback:
Established D&B producers may listen to demos from up-and-coming artists and offer feedback. This mentoring process helps aspiring producers improve their skills and gain valuable insights into the industry.
Remix Opportunities:
D&B producers often release stems (individual tracks or components of a song) for remixing. This encourages emerging producers to remix established tracks and gain exposure within the D&B community.
Sound Design and Production Techniques:
D&B enthusiasts who become producers are often drawn to the genre’s complex drum patterns, basslines, and intricate sound design. They may experiment with synthesisers, samplers, and drum machines to replicate these elements.
Community Collaborations:
D&B producers and fans often collaborate on tracks or projects. This collaboration can lead to the creation of new music and provide a platform for emerging artists to showcase their work.
Local Events and Workshops:
D&B events, workshops, and production classes offer opportunities for producers to network, learn from industry professionals, and showcase their skills to a live audience.
Feedback from the Dance Floor:
D&B producers often test their tracks in club environments. They use audience feedback to refine their music and ensure it resonates with the dance floor.
Label Showcases:
Some D&B labels organise showcases or competitions for emerging producers. These events allow producers to gain exposure and potentially get signed to the label.
In summary, audience verticals are essential for effective marketing, engagement, and success in the music industry. By identifying and catering to different segments of your fanbase, you can create meaningful connections, increase your impact, and build a sustainable and rewarding career in music.
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