It goes without saying that Asia is the land of opportunity — especially for producers who want to branch out in terms of audience.
Last year’s International Music Summit (IMS) valued the electronic music industry at an estimated US$6 billion and with festivals coming back to life now more than ever, it’s on the path to even larger numbers.
Chartmetric — a Music Analytics Tool — published a report that centers on Asia which bears more than 60% of the global population and has become a destination for top EDM festivals such as Ultra and Electric Daisy Carnival.
“As these global festivals bring some of the world’s top electronic music DJs to the main stages, the big bet is on additional acts representing a diversity of EDM genres,” mentions the report.
Asia’s love affair with EDM is no secret — Chartmetric mentions the region has a “voracious appetite for pop music”, meaning massive potential for dance pop which is closely related to EDM.
This theory is strengthened by the fact that EDM heavyweights such as Martin Garrix, Zedd, Afrojack and Marshmello have often been called on as festival headliners in the region.
Check out the chart regarding their Spotify monthly listeners growth below, which showcases noticeable spikes following performances in Asia.
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Though this may be perceived as leaving little room for other genres such as tech house and techno to flourish, Chartmetric states potentially otherwise.
Tech house producers John Summit and Chico Rose were on the line-up for Ultra Beach Bali in September, in which they both saw a rise in Engagement Rank plus audience growth in both global and Asian markets post-festival.
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Another evident fact is that Asia has some of the most social media-savvy and active markets in the world. The report underlines how “artists who can foster audience connection through social media can more successfully convert casual listeners into fans.”
Last year's poll for best festivals in the world by DJ Mag includes 808 Festival in Thailand and Ravolution Music Festival, Vietnam.
The initial challenge has always been getting foothold in those markets, but with more festivals springing up (even EDM-laden ones), it seems like the window of opportunity is opening up even more.
Read the full report on Chartmetric's website here.
Amira Waworuntu is Mixmag Asia’s Managing Editor, follow her on Instagram.