OneBeat has teamed up with Microsoft and officially announced the launch of OneBeat Labs, a cultural immersion program designed to educate brand and marketing executives on the electronic dance music industry. Their program will showcase how leading brands are embracing the EDM movement to connect with the largest generation of influencers in the market today.
You could have probably guessed that this program is designed to “pull back the curtain on the multi-billion dollar EDM phenomenon.” Our “scene” is the fastest growing category of music. But no matter how you refer to the EDM community, at the end of the day we are label as a industry and big companies will do whatever they can to profit.
The first OneBeat Labs program will take place at this month’s New York Newfronts, which is hosted by Microsoft. This project comes fresh off of the heels of the brand’s recent collaboration with Microsoft – the creation of an exclusive EDM app for Xbox Live, launching this May. Following the NewFronts event, OneBeat Labs will continue on as an ongoing experience that brands can use for educational daylong excursions to experience the “EDM lifestyle” like a regular fan.
Here is what said Mikhail Lapushner, the CEO of OneBeat, had to say in the press release:
OneBeat is at the head of a revolution in the EDM space, changing the way this multi-billion dollar movement is presented and connected to fans. Trends this powerful are incredible when harnessed effectively. With OneBeat Labs, we’re creating an informative and fun experience that will demystify the space and help participants understand how to leverage EDM to help drive the relevance and preference for the brands they represent. That could mean developing partnerships with DJs or festivals, creating licensing deals with EDM publishers or finding imaginative ways to leverage EDM music and culture to achieve greater impact with marketing campaigns.”
As previously mentioned, OneBeat Labs will launch at Microsoft’s NewFronts event on Monday, April 29th and will be by invite only.
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