quoted 8 lines Date: Fri, 03 Jan 2003 18:11:38 +0000
> Date: Fri, 03 Jan 2003 18:11:38 +0000
> To: idm@hyperreal.org
> From: "cath animon" <cathanimon@hotmail.com>
> Subject: RE: [idm] idm = braindance
> Message-ID: <F96xbxfiIBFdtaFcFzr00024153@hotmail.com>
>
> what's wrong with the term 'electronica'? it's a simpler, more ambiguous
> title that doesn't come with any of the pretension that 'IDM' does...
electronica is what it was/is called in the uk by the people that started it
since about 91. what happened is that the american music marketing machine
caught on to dance music rather late in the day (I know it's a big country
but we are talking about 10 years after the fact) and lazily appropriated
the term to tag white stadium pop/dance crossover like utah saints, prodigy,
chems, fatboy etc.
so the problem for a label now is that if they describe their output more
correctly as electronica, it gets put in the wrong part of the shop,
reviewed in the wrong part of the magazine etc. if the world is describing
it as idm and people who who want to buy your kind of music are looking in
the idm section in the store then you are kind of stuck with it - unless you
have a huge marketing budget. or alternatively re-educate music journos,
shops etc and reclaim electronica - an uphill battle as it's not news. but
braindance sounds contrived to me - it's the i in idm that everyone hates so
why talk about brains? (way too slimy and visceral for music also imo) I
like the pythonesque logo tho and the fact that they refuse to bow to the
might of US cultural imperialism ;)
--
ed
@
http://www.noiseloop.com
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