OneBeat, a company that calls itself the "voice of electronic dance music" (EDM), is releasing an app on Tuesday for Xbox Live, which will house 11 new original shows focused on EDM culture, showcasing the DJS, festivals and party-goers that make up the scene.
In addition to the shows, the app will eventually include live performances, an events calendar and ticket sales, according to the company. OneBeat also plans to incorporate second-screen features around the content in another iteration of the app.
The shows are relatively short, running between three- and 11-minutes in length. But OneBeat CEO Mikhail Lapushner emphasized that storytelling is a key part of the content.
One of the shows, Road Trippin, will highlight top music festivals from around the world. Another show, You Should Know Me By Now, profiles the industry's budding collection of stars.
The new programming, while focused on the world of EDM, "is not just music-based, it's content with music as the context," Lapushner said.
And demographically, Xbox Live offers an opportunity to reach millennials involved in the EDM world. Lapushner said the app will allow users to participate in the content and share it on social networks.
Several companies are making a big bet on EDM's potential on the Web. At the Digital Content NewFronts last month, the EDM community got plenty of focus, with Microsoft and Machinima announcing new shows with an EDM theme.