Music Events in electronic dance music as an importable / exportable brand.

Music Events, which become successful in their originating city, become ‘regionally’ (locally) known. They face one aim; to become acclaimed, popular, prosperous, and eventually “industry”: legends, icons, movements.

Some are destined for world domination; a webbed network of instantly recognisable influence. Household names. Just how does their destiny get shaped? Look to or ask the organiser for how they do it what’s their secret formula for success. How are they such a Houdini. Is it Maybelline or are they just born with it?

Once successful, (time will tell) these event series start to claim a fame. The eventuality is, with all successful concepts; *They Become a Brand*. Now from here, if that brand will remain local to its origins, or if it will take on a new life of its own, exported outward to other geographies in the world, is what remains to be seen. Perhaps as a copy concept of a ‘franchise’ is in question. The definition of this f word is as follows;

“Franchising’ is based on a marketing concept which can be adopted by an organization as a strategy for business expansion. Where implemented, a franchiser licenses its know-how, procedures, intellectual property, use of its business model, brand, and rights to sell its branded products and services to a franchisee. In return the franchisee pays certain fees and agrees to comply with certain obligations, typically set out in a Franchise Agreement.” source: Wikipedia.

The dance event, in its day or night, beach, club, recreation lawn, pool format conceptually, complete with the key word here; a Logo. Then vibe. Residents, and style of venue, not least the demographic of crowd it attracts, music policy et al, is to be determined by the original visioneer. – *Flicks hair with abandon* “I’m not a music organiser / promoter, I’m a “Visioneer”! The brand instigator to what its future distribution power will or won’t become. In a lot of ways the public decides. Or does the creator? Popular is as popular does. Popular is some inherent luck that strikes a comfort zone in its audience, where people feel magnetised, feel at one, even subconsciously unaware as to why, but thus are inherently devoutly and loyally attracted and in alignment with its subject.

This dance business. What are we selling. Apart from a dance. On a floor. We are selling a tune, sure. Hit records. But really what are we selling on this night? What are we conjuring in pre-selling admissions tix to lure you in to buy in to that night? All Le bums on seats. To select with certainty that yes this is where you want to be? Is it not like selling perfume in a bottle with an accompanying ad campaign telling the story? A lingering wonderful smell? But similarly though, you are selling a period in time, a series of memories, fun to be had, entertainment. Complete and brought on further with a themed decor, flowers, pink lights, the skillful selection of venue, the flyer setting the tones, telling the story, the nuances, hint, cues, clues.

When you are coming from a more international context, perhaps from a city where there are more are ‘expats’ to begin with. Many different nationalities with lots of influx in and out, like explorers or trader types; those who journey quite a lot, will start collecting their favourites from these regional dance brands which they find from their travels. Like chic snobs, they know their designer labels.

The more international the person, the more they know about a variety of dance event brands, that the less travelled know not of.

This is different from tours. Like the ‘circus comes to town’ variety. No, this is more events that are created in a city. The city then creates back. Like a mutual love for each other, built up and embraced with heart. Where people let their hair down like no other. Members and fans of the night, they talk and swoon the next days, and spread the word how fabulous the last one was are you going to the next one? You must. And if you know where the cool events going on in (any given) town, not least your own, you are a connoisseur. In the know.

Is the name of the event funny? Is the name of the event naughty? Is the name of the event dreamy? Is the name of the event tasty?

This. Is the vibe am trying to describe, the phenomenon, the X Factor of what makes a ‘dance brand’ successful.

What is a brand? Well if you attended any kind of advertising studies you would find this exercise done in class like a round robin: professor asks; “if this brand were a person, what person would they be? What shoe would it be? What drink would it be? what car would it be?.” Same applies here.

Dance brands are no different. It just comes down to deciding is this one going to be a local hero or a jet set full flanked regal? Respect either way. Relevant to your location, each level has their place in the dance music space in our souls.