Tiësto comments on brand endorsements and the destruction of the term ‘EDM’
As both an iconic figure to the newer commercial audience of “EDM” and simultaneously a time-honored veteran that once pioneered and dominated the realm of electronic music, Tiësto’s influence still remains undeniable. Whether it’s selling products, inking brand endorsements or launching new careers, the Dutch legend’s say in dance music is widely respected. Tijs’s latest interview with Billboard explores all facets of the superstar DJ’s career, beginning with his choices to partner with brands like 7UP and his newest headphone collaboration with Audiofly:
“Last year, for example, I signed seven new DJs — seven guys who, in one year, became a lot bigger because of [7UP’s] support. I think that’s where brands have a real potential to build something lasting. When I think about the Club Life brand, that’s how I think about it. It’s more than a label, it represents a lifestyle, my lifestyle on the club circuit.”
Going on to list Oliver Heldens, MOTi, and a new artist named Lucky Charmes as his current inspirations, he continued on to explore his perspective on the future of EDM. When asked about what he foresaw as the “next big subgenre,” he shared his clairvoyant, albeit somewhat vexing perspective on EDM gained from a lifetime helping to build the genre of electronic music.
“It’s hard to predict, and I try not to bother. What can you do? What do those genres even mean? EDM used to be a term for all of electronic dance music, but now it just means all the music that you’re not supposed to play. It became the new trance. It got popular, so now we’re all into deep house. And soon we’ll be over that. You can’t win. I wish we could have just stuck with EDM, honestly, because we finally had a term that captured everything in one big family, like jazz. But, no. We had to be hip.”