Electronic dance in the mid 1990's was a strong musical presence, with a vibrant image and dedicated fan base. Many record companies recognized the significance of this movement and tried to jump aboard the band wagon, but the market leaders such as Ultra Records had an edge, and finger firmly pressed to the pulse of the current and relevant musical trends of that time.
Electronic dance music had started to pack nightclubs and be featured more and more at festivals as the 1990s progressed. Some of dances biggest selling artists at that time were starting to make major waves on a global scale, and the importance of dance remained intrinsic to the social landscape of many cities around the world.
Rock music suffered some major blows in the 90s; tragic circumstances had ensured the careers of some of the best bands in the world had come to a premature end. While the fans of this genre reeled in shock from the awful events that had transpired, dance music continued to evolve and claim more and more fans worldwide.
The British genre of 'Brit-pop' had started to make some real waves on the scene in the mid 90s. This and dance music becoming the only real competitors on the table for the accolade of most popular style of music in Britain. In many cases fans favoring each style equally and attendance at these gigs was consistently on the up.
With the Millennium approaching it really did seem that the only way was truly up for electronic dance music. The popularity of 'Brit-pop' had begun to decline but on the flip side dance music appeared to thunder on relentlessly, still rightfully earning the popularity it had acquired by staying strong in the public eye.
The music festival circuit was also undergoing change. The variety of different genres represented on the rosters of some music events around the world had become more diverse than ever, with dance associated acts gaining more headlining slots than ever before. The technology used to create the stage shows was also developing at a fast rate, ensuring some of music's most memorable performances ever.
From the perspective of an industry professional, electronic music can be a good option if you've got the right artists to write the material. Ultra Records seemed to be among the labels that understood this. When the market is saturated with a particular genre the only way to stand out is by presenting the best talent in the world to be the spokespeople for a musical style and movement.
Electronic dance music had started to pack nightclubs and be featured more and more at festivals as the 1990s progressed. Some of dances biggest selling artists at that time were starting to make major waves on a global scale, and the importance of dance remained intrinsic to the social landscape of many cities around the world.
Rock music suffered some major blows in the 90s; tragic circumstances had ensured the careers of some of the best bands in the world had come to a premature end. While the fans of this genre reeled in shock from the awful events that had transpired, dance music continued to evolve and claim more and more fans worldwide.
The British genre of 'Brit-pop' had started to make some real waves on the scene in the mid 90s. This and dance music becoming the only real competitors on the table for the accolade of most popular style of music in Britain. In many cases fans favoring each style equally and attendance at these gigs was consistently on the up.
With the Millennium approaching it really did seem that the only way was truly up for electronic dance music. The popularity of 'Brit-pop' had begun to decline but on the flip side dance music appeared to thunder on relentlessly, still rightfully earning the popularity it had acquired by staying strong in the public eye.
The music festival circuit was also undergoing change. The variety of different genres represented on the rosters of some music events around the world had become more diverse than ever, with dance associated acts gaining more headlining slots than ever before. The technology used to create the stage shows was also developing at a fast rate, ensuring some of music's most memorable performances ever.
From the perspective of an industry professional, electronic music can be a good option if you've got the right artists to write the material. Ultra Records seemed to be among the labels that understood this. When the market is saturated with a particular genre the only way to stand out is by presenting the best talent in the world to be the spokespeople for a musical style and movement.
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