The EDM Genre Continues To Win Big In Las Vegas By Christopher G. Axelrod August 15, 2014 at 10:21 am EDM is the acronym for Electronic Dance Music, the fastest-growing type of music in the nation. Michael Rapino, CEO of Live Nation, has called it the “new rock and roll genre”. Robert F. X. Sillerman, the SFX Entertainment founder, pledged a billion dollars of investments in EDM-related properties in 2012. Whatever your personal view about the longevity of this digital genre, it is now a significant nightclub revenue stream and global tourism attraction for Las Vegas, and for any serious destination resort casino that offers entertainment. Meet the Millennial’s new boss; he’s not the same as the old boss. EDM includes trance, techno, club, acid house, dubstep, and countless other subgenres, all founded on the pulsating frequencies of neuro-rythmic electronic stimulations. EDM is reflective of a modern digital lifestyle, designed and performed by colorful global DJ’s. These DJ’s earn six-figure performance salaries for generating four hours of non-stop sensory intensity. They are the today’s digital rock stars, consistently drawing from a viral fan base that supports them by paying premium prices for covers, bottles, and drinks. Every generation defines its own culture. Enterprises that embrace new cultures are smart businesses. Global EDM festivals are thriving, and Las Vegas is well on the way to being the music festival capital of the USA. (Disclosure: I love EDM and its frenetic dance aspect, even though I don’t do drugs. EDM is intoxicating as well as an exhilarating dance workout.) Las Vegas knows the value of this young market and already has the EDM club experience woven into their casinos. The new SLS will offer two significant clubs. XS at the Encore is known for their top level DJ talents and their exclusive celeb guest list. Inspired by the sexy curves of the human, XS is setting sales records, with more than $90 million in annual gross sales. It continues to offer a Five Star designer rare cognac cocktail priced at five thousand dollars. And no, you don’t get to keep the glass. EDM clubs are successful. They draw well-dressed clubbers (and their associated drugs), who express themselves to the feverish music without defined dance partners. I recently heard one BBC journalist remark, “Why do I want to pay all that money at every club juncture to merely watch an entertainer do his ironing under theatrical lighting and effects?” The millennials think otherwise. The club experience is what matters. In the casinos, to gain access to these popular clubs you must pass through rows of attractive gaming options. The latest slots tower high, with popular themes, bold lighting, and alerting audio. They usually have no appeal to this over-stimulated young generation. Security, line stanchions, and check points are proliferating, keeping young club patrons in line for admission processing. Eyeing other sexy patrons is the start of possibly winning a great prize for the evening. This type of social investment has better odds than monetary games of chance. The EDM genre is likely to dominate the music, festival, and club industries far longer than the disco craze of the 70’s. EDM aligns with the lifestyle of tens of millions of younger people. It’s the soundtrack to modern digital living. It’s not affiliated with a specific fashion or attitude. Wildly successful global record labels like Ultra Music are the home of scores of EDM DJ’s and related events. 24 year-old Matt Williams of the band Day Method, a popular young EDM dubstep trio of brothers, proclaims “Anything electronic resonates with our daily metabolism. That’s our world. We just keep adding new faces, emotions and sounds with more of a full band and stage performance to capture greater attention. It is all still about people and lifestyles projected in entertainment.” In Las Vegas, EDM might very soon be the acronym for Entertainment Delivers More.