hollywood billionaire

Chapter 156 The Electronic Music Dynasty

Lists are not charity.

From its inception, the list has been a business.

This point is vividly reflected in the annual top [-] DJ list organized by DJ Mag.

If you want to get a place on the list, you have to exchange money.

How to do it?
In order to ensure the credibility of the list at the social level, overly obvious ranking transactions will naturally not work.Therefore, the monetization method of DJ Mag is to sell their promotional resource packs to the DJs participating in the list competition.

Official website banner, sub-station banner, social media streaming, responsive banner...

Are these promotional columns actually useful?

of course not.

DJ Mag team members will not visit their official website.

As for DJ Mag's social media account, the only time it gets any traffic is when the annual ranking is announced every October.

But according to the official statement, as long as you purchase enough promotional resource packs, a large number of fans who don't know you will vote for you directly, helping you to be on the list.

For those who have not purchased promotional resource packs, even if you are as famous as Calvin Harris or Zedd, you can only hang in the [-] or [-] positions on the list, and be a mascot for recharge customers for comparison.

Human beings always like to compete with each other and distinguish the superior.In the early years, most people flocked to DJ Mag's list, and nightclubs in most parts of the world also made offers and booked DJs in order of ranking.At a stage when electronic music is in the ascendant and has not yet entered the public eye, DJ Mag is indeed one of the few exposure channels for electronic music producers and DJs.

However, with the continuous development and improvement of the European and American electronic music markets, there are more and more ways for DJs to enhance their commercial value and brand awareness. The increasing appetite of DJ Mag has also begun to disgust many artists.At the beginning, the ranking can be done with 10,000 to 2015 pounds, but later it needs 1+ pounds to get a chance to hang at the bottom of the list.If you still want to move forward, you will inevitably have to pay a protection fee of hundreds of thousands of pounds. The No.[-] Dimitri Vegas & Like Mike in DJ Mag Top [-] in [-] is said to have cost a huge seven-figure promotion fee.

The greed of DJ Mag has been widely reported in the past few years. Whether in Europe or North America, the attitude of electronic music lovers towards the DJ Mag list has changed from curiosity and respect to contempt and ridicule.As a result, a large number of DJs who can increase their status through other methods began to choose to break away from DJ Mag. Avicii, Calvin Harris, Zedd, The Chainsmokers, Diplo, DJ Snake, Kygo, Marshmello, most of the electronic music producers/DJs who can gain loyal fans and generous royalties from music releases have stopped recharging DJ Mag .

However, there are still some DJs whose main or even sole source of income is performances. In order to continue to cooperate deeply with DJ Mag in order to continue to pay attention to the major emerging markets, especially the Asian market, which still pay attention to the list. Dimitri Vegas & Like Mike, W&W, and the Australian sister flower NERVO sitting in front of Han and Yi are the representatives.

In the 2015 DJ Mag ranking, NERVO ranked 24th, the former one was KSHMR, and the latter one was Deadmau5.

Regardless of the number of their social media fans or the number of music plays, NERVO's ranking is like a castle in the air without a foundation.

In order to maintain this ranking, they bought four top-level promotional bags last year, with a total price of 44 pounds.

Converted to dollars, that's nearly $55.

Of course, you can earn so much, but it is still a lot of financial pressure for NERVO to take it out at one time.

This is why, in 2016, they chose to pay less protection fees, and the ranking plummeted 12 places within 21 months.

"So, you mean..."

Olivia Nevo asked tentatively.

"If we sign a contract, 100% of the publicity expenses will be paid by the management company?"

"Ladies, have you ever had a record deal before?"

"We have a joint venture with Virgin EMI," Olivia replied.

"Very well, then, the DJ Mag promotion fee we paid as the management company, you can also understand it as the advance payment in the record agreement." Han Yi patiently explained in a gentle tone, "Mom will advance the funds first, and then through the performance After 100% of the fee is recovered first, we will share it according to the agreed manager share... 20%, or 80%."

"You don't have to worry about the cost of living." Kevin Kusatsu took over the conversation, "We will provide you with an additional US$10 artist advance payment to cover your expenses before the promotional expenses are recovered."

"Sounds like an attractive proposition."

The Nevo sisters looked at each other, and at the same time saw a trace of surprise in each other's eyes.

It is rare for an artist management company to pay an artist an advance.In the traditional structure of the music industry in Europe and America, music managers don't get much share, so they have very little financial responsibility.Usually, they only need to provide consulting, consulting and planning services for musicians, and any actual expenses and expenses are borne by the artists themselves.

Some managers who are more picky and searched have to keep stubs for every taxi fare related to the artist's performing arts career and reimburse them regularly.

Those who are a little more generous, that is, like Ben Mosen, pay Dua Lipa a monthly salary.

Like Han Yi, he can make a check of hundreds of thousands of pounds to help artists buy charts, and then give one hundred thousand dollars as pocket money... At least in the electronic music circle, it is unheard of.

No wonder Diplo is willing to work for him.

This is... really rich!
"The most important thing is that our help to artists is not limited to providing them with funds and gaining a gradually rising ranking in the charts. We will ensure that every contracted customer is fully integrated into the future career of HMG and Mad Decent in the layout."

"...Look, Nicky, we're about to do something big that will take Mad Decent to unprecedented heights, something that will completely change the electronic music landscape in the world."

When the negotiating partner turned out to be Nicky Romero, who often appeared together at electronic music festivals and Las Vegas nightclubs, Diplo was logically the one to dominate the conversation.

Starting with the electronic classic "Toulouse" released on Spinnin in 2012, Nicky Romero has gradually become one of the most outstanding house music producers of this era."Like Home" with NERVO, "I Could Be the One" with Avicii, and a series of singles with Hardwell, Vicetone and Krewella have further cemented his leading position in the electronic music industry.

As the 2015th in DJ Mag's Top 18 list in [-], Nicki can't say that he has a wide audience in the mainstream music scene, but at least in the house music circle, he is one of the most popular artist options for fans and organizers.

Although the contract amount is far less attractive than Diplo, Nicky Romero is also a top DJ with resident status at the Hakkasan nightclub group at Caesars Palace in Las Vegas.It will take more than the promise of an upfront payment to entice him to fire his current management company, Get Real, and join Mad Ones Management.

Demonstrating the comprehensive layout of MOM, Mad Decent and the parent company Han Music Group in the electronic music sector, and making Nicky Romero believe that he will become a core figure in a fast-rising powerful force is what prompted the Dutch to nod best method.

"Change the pattern of electronic music in the world?"

"That's right. The first thing is to start by creating a big event that no one else has ever heard of. You know, in the field of electronic music, no matter how many amazing things you have planned behind the scenes, in the end you need a top-notch music festival with sound and light. to present."

Diplo raised his head and took a big gulp of lager, hiccupped before continuing.

"We made a plan called Mad Winter Electronic Music Festival. It's literally crazy winter...because it will be held in early March of 2017."

"Oh, so it's really winter?"

Nicky Romero took off his sunglasses, rubbed his temples, and wondered if he heard it wrong.Unlike Southern California, which can maintain a temperature of around [-] degrees Celsius throughout the year, the weather in Europe, especially most cities in developed countries in Western Europe, belongs to the maritime climate in the Köppen climate classification.

Summer is cool, the average temperature at the hottest time is between 20-24 degrees, and winter can be cold until May without taking off the cotton coat.There are more cloudy days than sunny days.

In this land where every household has to be heated every winter, winter is obviously quite unsuitable for outdoor music festival activities.Leaving aside several super-large music festivals such as Tomorrowland, Ultra and Mysteryland, those small and medium-sized chamber music festivals and warehouse parties have to wait until the spring blossoms to ensure sufficient attendance.

This is why the Top 9 DJs seldom stay in Europe from September to May of the following year.Whether it’s going to Asia or North America, even spending time in Dubai is fine, but I won’t perform in Europe.

Because there really isn't anything worth mentioning about the winter techno scene.

This situation will not change slightly until the 2019 Tomorrowland Music Festival announces the opening of the winter special in the Alps.

Now that time travels to three years before the official birth of Tomorrowland Winter, Han Yi can only say sorry to the organizer ID&T.

The head incense of the winter electronic music festival must be lit by him.

"That's right, it's really winter."

Diplo put his arm around Han Yi's shoulder with an eager tone.

"In our boss's family office, there is an investment manager named Antoine Gachet, the former CEO of the Edmond Rothschild estate... Do you know what that means, Nicky?"

It is a communication strategy that Han Yi and Diplo have discussed a long time ago to reveal some irrelevant details to Nicky Romero.

"Not sure." Nicky Romero, who is also a Dutchman like Sam Felt, was even more succinct in terms of language expression, "I usually don't read financial news."

"This means that we can lease the assets owned by the Rothschild family in the Alps at a very favorable price."

Diplo opened the picture saved in the phone, turned over the screen, and showed it to Nicky.

"This is the venue for the music festival in March next year, the Four Seasons Hotel in Megève, France. This entire snow field can be used by us."

"Wow."

Nicky Romero, who was gradually zooming in on the photo with his index finger and thumb hanging over the screen, exclaimed.

"It's really beautiful."

"Isn't it? What we want to do, is create a three-day electronic music festival in this winter wonderland, from Friday to Sunday, covering a variety of electronic music genres and artists. We will set up several Stages with different themes, showcasing international and French musical talents. The main stage will be performed by you, Martin Garrix, David Guetta and other top musicians."

"Providing participants with a unique and unforgettable immersive experience is also one of the goals we want to achieve." Han Yi added, "Combine the magic of winter with the passion of electronic music. More importantly, the The purchasing power of ski players and electronic music players combined."

Ski lovers and electronic music lovers are indeed two groups with higher consumption levels in the world.If you want to have fun at the ski resorts in the Alps, you need to spend about 400 euros a day. For an electronic music festival, from tickets to hotels to catering and transportation, [-] euros can only be regarded as basic expenses.

"Attract two groups at the same time, provide two services in the venue at the same time, and earn money from two types of players at the same time. It also allows consumers to combine two different entertainment activities into one, helping them save some money." Han Yi Spreading his hands, he said with a smile, "This is an out-and-out win-win situation."

First win once, and then win once with the sugar-coated, so-called double experience combination of great value for money... a win-win situation.

"Megevo... If I remember correctly, it's on the border between Italy and France, right?"

Twenty minutes after Nikki Romero saw the picture, Diplo's phone was in his other hand.

Tropical House producer from Brussels, Belgium, Felix Draer, stage name Lost Frequencies.

"That's Geneva?"

"That's right. At the junction of the three countries, the transportation is very convenient, and it can attract electronic music lovers from Western Europe and Southern Europe at the same time."

"I know this place, I went there once when I was a child." Felix returned the phone to Diplo, and smiled shyly, "If you can play a music festival like this in the Alps, it will definitely be a career-defining event." Significant event, but..."

"but……"

Kevin Kusat Suping raised his right hand and drew circles in the air.

"You can communicate with us if you have any ideas, Felix, this is the responsibility we want to take on."

"Now, though, I'm actually more focused on the music production side... Guys, don't get me wrong, live performances are definitely a big source of income, everyone has to admit that. But I feel like I have a lot of money right now. More novel ideas can be sent to the pop music scene, and they can enter the charts of various countries, especially the Billboard in the United States, which is the goal I most want to accomplish at this stage.”

"I hope that the management company I signed will be able to help me with this."

Hearing the plan of Lost Frequencies, Han Yi and Diplo met eyes tacitly and smiled at each other.

From Jonas Bleu, who was the first to meet them, to Felix Draai, who is sitting opposite them at this moment, from daylight to dusk, in three or four hours, each DJ has a great understanding of the manager. All have different demands.

Need for music resources—desire for more performances—expect financial security—consider comprehensive strength, and finally return to Lost Frequencies, and the support of music production has become a decisive factor.

Full circle.

It cannot be said which artist is short-sighted and which artist is more far-sighted. Everyone has different career goals and stages of career development. It is normal to have different demands.

This is the opportunity and challenge of the management company, and it is also the necessity of the existence of music managers.

"What you said is exactly our strength."

With Han Yi spending a lot of money in the past three months and the abundant resources brought in by staking the land, Kevin Kusatsu seemed very confident when he brought up the topic of music production and music promotion.

“You have to know that the parent company of Mad Ones Management, HMG, now owns more than Diplo, and our coverage is not limited to electric voice coils. Lana Del Rey, Elle Goulding, Horshey, all of them They are our artists, and they are also partners within your reach."

"It is the fundamental strategy of the company since its establishment to allow its musicians to collide with creative sparks and achieve better rankings on the rankings."

"Actually... listen to this, Felix."

Kevin Cousatsu sent Felix Draai a private link to Soudcloud from an Instagram private message.

"It's Major Lazer's new single with Justin Bieber and Madison Beal, 'Cold Water'."

"If there is a chance, I hope your name can appear in the remix special of this single."

(End of this chapter)