Yahoo's Marissa Mayer says she's a fan of electronic dance music. She once spent a summer in Zurich where dance DJs rule and the world-famous Street Parade techno festival takes place. So, when Simon Cowell came to her at last year's Cannes Lions festival with an idea for the Ultimate DJ competition, Mayer was game.
As brands struggle to reach millennials, they're turning to a once-underground genre of music that is managing to capture a large, social media-savvy audience: electronic dance music, or EDM.
Makeup guru Michelle Phan, one of YouTube's most popular publishers with over 6.7 million subscribers, may have the vast influence that can give brands the exposure they crave.
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.