Living Room Raving All the Rage

Miami Music Week draws hundreds of thousands of eager dance music enthusiasts to club, pool and yacht parties to celebrate dance music and everything it represents. And that’s just the first few days leading up to the main event, Ultra Music Festival.

Miami Music Week

Since it’s inception in 1999, Ultra Music Festival has been a dominant and influential power in the electronic music industry. Due to its unique positioning so early in the year, UMF attendees were the very first to hear the latest and greatest tunes that are sure to continue rocking festival stages and dance floors for the rest of the year. That is, until UMFtv broke onto the scene.

Beginning in 2012, the Ultra livestream has quickly boomed from a casual, under promoted fling to a full blown rave-from-your-couch event. My friends and I actually schedule parties around the livestream.

Flash forward to 2015, and Ultra Music Festival officials decided to change the streaming platform from YouTube to a platform called, exclusively. Twitch has been expanding in growth and popularity recently due to the rise of eSports streaming, which is what the platform was created for in the first place.

According to an interview with BusinessWire, Adam Russakoff, Director of Business Affairs for Ultra said, “We are always pushing the envelope, working with the most innovative companies to stay ahead of the curve and offer our fans as much value as possible.” In an interview with Billboard, Colin Carrier, CSO and Head of Music at Twitch claimed “…being able to host the Ultra Music Festival on our platform with sponsorship from a brand like 7UP is testament to the power of live social video.”

Now, with the entire world glued to their preferred media streaming device, UMFtv broadcasts DJs and other tastemakers showing us the direction that they believe the “in” sound is going. Not to the surprise of anyone, they’re fairly accurate.

In order to demonstrate the magnitude of Ultra’s influence on the dance music scene, a simple search on the electronic music bazaar Beatport is all that is needed.

Considered by some to be the “Biggest Track of Ultra Music Festival 2015,” Valentino Khan’s “Deep Down Low” was officially released on March 17th, 2015 on Grammy award winner Skrillex’s record label, OWSLA. Despite wearing the impressive moniker that is OWSLA, the track initially did not see impressive sales. But when it came time for the headlining acts to take the mainstage at Ultra, “Deep Down Low” became the star of the show. As of February 2016, “Deep Down Low” was the number one most downloaded OWSLA track on Beatport.

With the electronic music industry only seeing continued growth, I don’t think we’ll see the influence of Miami Music Week diminishing anytime soon. Many critics and skeptics point at the electronic music “bubble” popping at any moment due to the amount of corporate money that has been put into the industry, but that certainly will not stop the creatives from putting their passion and energy into doing what they love most. See you all at my Ultra 2016 livestream party!

Cal Gruening

2 thoughts on “Living Room Raving All the Rage

  1. There’s no way the EDM bubble will ever pop; it’ll just continue to grow. We know this because of the growth we’ve seen in the past 5 years of EDM in the United States. 5 years ago you would’ve never heard an EDM track on the radio, but now you turn on the radio and can’t get away from tracks from Martin Garrix, DJ Snake, Dillon Francis, Diplo, Skrillex (with Justin Bieber), and many more. Although this genre is not new to the world, it is definitely fresh to a lot of people in the United States who still might think of EDM as beep beep boop bop music or the sound you used to hear back in the day of dial-up internet. The growing popularity of EDM in conjunction with the ability to stream their favorite festivals presents itself as an awesome opportunity for marketers looking to profit from living room festival goers.

  2. I am actually surprised by the popularity of watching streamed festivals. When I think of music festivals, I think of hundreds, even thousands of people gathered together for a common cause– to share this festival-going experience. Festivals are fun because you’re singing, dancing and sweating with other people. To bring this experience into a living room seems counter intuitive. Do people still wear flower headbands? Get dehydrated? Take drugs from strangers?? It seems like the experience is completely stripped.

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