Spooky Szn

In lieu of relaying RL’s latest Halloween mix (which is FIRE by the way), this week brings up questions of what’s really scary in EDM: sexism. Here in the bay, the Halloweekend lineup is stacked: with Whethen, RL Grime, Fisher, Vincent, and more, there’s a guaranteed good time. But Fisher himself recently came under fire for posting a video to twitter - since deleted - which was widely regarded as sexist, demeaning, and just plain crude. In the video, he records a female cleaning crew, and drops the “c” word - a word which has a positive connotation when women use it jokingly, but isn’t so funny coming out of someone like Fisher. This latest debacle reignites debates about whether there is room for humor in EDM, and if so, where lines should be drawn.

A New Milestone for Mello

If you listen to EDM - or any music at all, really - you know Marshmello. The DJ, who has collaborated with the likes of Justin Bieber and many more, just recently surpassed 40 million subscribers on YouTube. This makes him the “third-most-subscribed-to-musician,” according to Your EDM. He trails just behind Justin Bieber and Ed Sheeran, with Eminem on his tail. This lineup is interesting, considering that all four of these artists represent very different genres: Bieber is quintessential pop, Sheeran leans into an indie bent, and Eminem is traditional rap. As electronic music grows more and more popular in the mainstream, it’s no surprise that YouTube stats will reflect that trend. One could argue, however, that the rapid blowup of Mello’s channel is due to the variety of videos he showcases, from cooking to gaming. It’s no secret now that in the world of influencers and media, keeping fans interested - capitalizing on the attention economy - is one of the most significant predictors of economic and cultural success. In a modern technological world with so many outlets and artists competing for attention, Mello and his team were able to craft a specific niche, a specialized identity, and a sense of humor-combined-with-skill that make Mello’s content irreplaceable. Another aspect that separates Mello from other DJs is his ability to collaborate with a variety of artists, and thus tap into new audiences: from CHVRCHES to Bastille to Tyga, Mello can hit new demographics and broaden his impact. But this phenomenon isn’t just limited to genre: Mello also has been unique in his ability to capture younger audiences. In the past, EDM has been highly geared towards people over the age of 20 or so, and pop tends to attract the younger crowds. But now with the happy, upbeat melodies Mello uses in his hits, which are more reminiscent of pop iconography, Mello has identified and captivated younger listeners, opening an entirely new market. And he’s an artist that parents can get on board with, as well: positive messages in his songs such as “Happier” and “Alone” make his feel-good music an escape from everyday life. With over 7 billion views on his YouTube channel (and many more streams on music services), it’s clear that Marshmello has cracked the code for success.

ARTIST FEATURE: KADEN

Welcome to a new project at WDW, “Features,” where we’ll be showcasing talented local artists and sharing Q&As to better connect performers and audiences. We’re very excited about our guest this week, a local producer who’s up-and-coming in the Bay Area music scene, and just dropped his second single. Read on to get to know KADEN.

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WDW: When did you start making music?

KD: I started out playing in rock bands during middle school, and then transitioned into music production summer of my senior year of high school.

WDW: That’s awesome. How would you describe or categorize your sound?

KD: I make bouncy and dreamy electronic music that’s infused with R&B.

WDW: What was the inspiration behind this latest track, “By Your Side?”

KD: Originally it was a simple beat I made on an instagram story. A year later, I was looking through some old songs and found the beat. I had forgotten how much the beat slapped, and knew I had to make it a full song. With this song, I wanted to combine silky R&B vocals with a future bass-ish drop. The inspiration from the lyrics came from my homie who was telling me about a girl that was screwing him over. Most of the song came together very quickly.

WDW: Aside from your production, the vocals are great as well. Can you tell us a little more about this collaboration?

KD: My close friend Aaron C Gabriel did the vocals. We have a really good friendship outside of music so making music with him is always fun. We wrote the majority of the vocals the first time I showed him the song.

WDW: Do you have any upcoming shows or projects you’re excited about?

KD: Yes! I’ll be dropping another song in about a month so stay tuned for that!

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Follow KADEN on instagram HERE

Access “By Your Side” on any streaming/download platform HERE

DJ Philanthropy

San Holo has been an immensely respected and beloved producer for some time now, not just because of his emotional and moving music, but also because of his kind and respectful demeanor. The latest in this trend further perpetuates his reputation as one of EDM’s Good Guys: he gifted a beautiful home studio to a disabled Airbnb host. Paul, the host, had to give up DJing due to his mobility issues, and it looks like he’s pretty happy with the results. Check out the original video below:

The 1,000,000,000 Club

Flume was recently awarded an exclusive spot on the Australian Performing Rights Association’s AMSCO 1,000,000,000 List, for artists with over one billion streams. He received this for his 2016 single with Kai “Never Be Like You,” and there are only two other members on the list. His commemoration via this prestigious award pays tribute to the immense impact that Flume has had on the industry in a short period of time, not only for EDM listeners but for music as a whole. Flume’s unique and trademark sound has cemented him as an influencer and tastemaker, connecting people from all parts of the globe and changing the future of music through his creativity.