SFX Entertainment, the parent company behind Tomorrowland, TomorrowWorld & more, released a report that concluded millennials don’t see EDM as a music genre but as a way of life.

SFX created an Audience Insights Group to study how EDM fans interacted with the genre of music and what it meant to them. While the study was mainly meant for marketers to better understand their audience, several new insights were discovered that surprised everyone:

“The SFX Audience Insights Group’s work has provided SFX with a wealth of new insights into what makes EDM the music of the millennial generation. The creation of this group is a strategic tool that will help our brand partners reach our audience,” -Greg Consiglio

Using data from TomorrowWorld, Beatport and several other of their brands, SFX was able to narrow down the report to several key points:

1.) When Beatport users were asked how they felt about EDM, nearly 50 percent said “it’s a way of life!” and 95 percent agreed that “it has created a culture that’s bigger than music itself.” Similarly, 93 percent agreed that “it’s a defining aspect of my generation.”

2.) EMC also thrives on connectivity. Those surveyed enhanced their experiences with their smartphones and social media, as 79 percent said they took photos or videos at events. Another 51% said they sought information about artists or songs on their smartphones while at events, and 50% said they use social media to post about festivals while they are there, with Facebook and Instagram being the most popular.

3.) Speaking about the music, 66 percent said they listened mostly to House, with 55 percent listening to Deep House and 53 percent listening to Electro. They were the most popular of the 19 subgenres mentioned in the survey.

4.) Brands stand to gain affinity by aligning with EMC, according to the survey, with 93 percent of Beatport users saying they “appreciate when brands help bring them great events,” and 87 percent saying they have a “more positive perception of a brand knowing that it’s associated with electronic music.”

You can read the full story on the Bizjournal.

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