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Is India the next EDM hub


credit - indiatimes.com

The Times of India

 In the last couple of years, the world's greatest and highest-paid deejays have played to packed houses on our shores. Kasmin Fernandes lends a ear to the rise of the thumping beats...

 


 


Across Europe, UK and the US, EDM (electronic dance music) artistes are performing at venues meant for rock 'n' roll bands. Tickets to their live sets are sold out within days. Eager fans gather in thousands to watch their "heroes" hold the spotlight with their own brand of EDM, backed by cutting-edge light shows, stage sets and pyrotechnics.


 


That all of the above artistes have visited India recently to play at packed gigs is cause for cheer. Until a couple of years ago, watching foreign acts like Swedish House Mafia, Calvin Harris, Afrojack, Kaskade and Eddie Hardwell "live", was a distant dream for the average EDM lover. Today, not a month goes by without a top-billed international act flying down to our shores for a concert.


 


Explains 18-year-old business administration student Dhananjay Khanna, "It's a high to watch the musicians — whose tracks are part of the regular playlist at clubs — live." After attending Tiesto and Steve Aoki's gigs, Khanna is now hopeful to see other EDM icons like Zedd and Wolfgang Gartner.


 


Exploding nightlife a boost for EDM


Arjun Vagale from Indian EDM act Jalebee Cartel believes the timing is perfect for EDM becoming mainstream in India. He recalls how, as a resident DJ at various clubs in Delhi, he wasn't allowed to play more than 20 minutes of electronica. "Today, we have clubs dedicated to the genre; most of them have dedicated EDM nights," he says. These days, Vagale also doubles up as a DJ promoter. His breed has realised the potential of EDM.Another reason for the rise of EDM is the exploding nightlife in Indian metros. Nightclubs are packed with teenagers, who are eager to be a part of the music craze. Sunburn music festival inceptor Shailendra Singh had said recently, "There are 600 billion young people below the age of 25. It's not a joke." Khanna, explaining the rage of EDM among youngsters, recalls how he was one of the 'older' fans at the packed Tiesto concert. "Everyone was 17 and below. It didn't come as a surprise since most of my friends who are crazy about EDM are younger than me," he says.


 


Rock's for loyalists; EDM, for everyone


The shift towards EDM is also a sign of the times we live in, believes Teemeer Chimulkar, who used to be an extreme metal fan till he became an EDM convert. The vocalist for acoustic band Cirkles, says, "Rock was all about angst and expressing individuality, which the youth stood for in the past four decades. But the new generation is different. They do not feel the extreme need to rebel or stand out. They like 'chilling out', dancing in a group to thumping beats. That's why they are moving away from the violence and aggression of hard rock to the trippy, happy feel of electronica genres like psytrance, chillout and ambient music."


Visual artist Kanika Nagpal, 29, says, "Electronica has become popular because it's so vast a genre that it makes space for every kind of music and artiste — from the mainstream David Guetta and Avicii to alternative acts like Shpongle, Infected Mushroom and Hallucinogen." These and other acts like world-famous live trance band Hilight Tribe, have toured Indian cities on multiple occasions. As Khanna says, "My rocker friends are particular about the band they are paying to watch; EDM fans are more flexible. Rock is for loyalists, EDM is for everyone."


 


Music festival boost


The mushrooming of rock and dance music festivals, attended by well-travelled, upwardly mobile Indians, is another reason for electronica's popularity over the past few years. After a recent gig in Mumbai, Israeli house music producer Guy J said, "I'm happy that I'm coming to India more often at this stage. I notice the difference in the crowds each time; people seem to be getting more involved."


 


In an online interview, DJ Rob da Bank, organiser of UK's famous Bestival festival, said, "The NH7 festival in Bangalore surprised me. The crowd was clued in. I went with an open mind about what sort of music they might be into, or how much they would know; but they were bang on the money. It felt like an EDM festival back in Britain!"


 


Global platform


It's not just international artistes who are visiting India; Indian DJs are also attending top EDM festivals and conventions. Last year's 5th International Music Summit (IMS) in clubbing hub Ibiza, was another catalyst in presenting India globally. Middle East-based DJ Matthew Charles decided to visit the Indian shores at the behest of British producer and record label owner Simon Dunmore, a regular performer on the Indian EDM circuit, and Indian DJ Nikhil Chinappa, who was also present at the summit. Charles was convinced of India's potential as a serious EDM hub when he played at the MTV bloc party in Mumbai this January.


 


Since India has a huge population, even if a small percentage embraces dance music, it will be a huge market. Dunmore, in an interview to a website, said, "Initially a couple of hundred people attended. Now, it's around 40,000-50,000 at least in one concert! Indians are also travelling all over the world. Now, we can see the whole movement take effect as they spread the word."


 


EDM deejays seem to be the new gods of guitar!


 


THEY WERE HERE!


 



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