Everyone knows the DJs and producers in EDM culture, but behind the bright lights, blaring music and confetti cannons, there are teams of equally talented people running the record labels, representing the artists, promoting the shows and just getting it done.
These people may not get the shine of an Avicii or Tiesto, but they work just as hard making sure the parties are packed, the music is perfect, and that the artists are where they need to be. We’ve decided to highlight the behind the scenes movers and shakers that are helping you making you move and shake.
MAGNETIC RECOMMENDS:Industry Focus- Barak Schurr, Founder Of Wantickets
This is Magnetic’s Industry Focus- Today, we highlight Adéllyn Polomski, the Program Director for Evolution, the “All Things Dance” station for iHeartRadio, and the Director of EDM Initiatives for Clear Channel. She oversees Evolution’s programming and promotions, connects artists with broadcast and digital radio audiences, and syndicates EDM talent. She transitioned Evolution’s digital platform into broadcast radio brands, and books prominent EDM artists for events including iHeartRadio Music Festival.
How did you start your career in the electronic music business?
I hosted a dance music show on my college’s radio station in Leeds, U.K. – the city has a thriving electronic music community, so it was great to share a variety of tracks with other students. After graduation, I began working at Premiere Networks, a Clear Channel subsidiary that syndicates on-air talent across the country. My boss knew I had a passion for dance music and eventually she helped me to transition into programming EDM stations on iHeartRadio. After the digital stations’ success, I helped to develop Evolution, the “all things dance” brand for iHeartRadio, and it’s been growing ever since!
What is the best part of the business?
One of the best parts of my job is that our side of the business is full of inspirational people. Evolution works with world-class artists and industry icons every day – from syndicating Pete Tong and Diplo to our EDM-only broadcast stations in Miami and Boston, and everything in between. I don’t take it for granted!
Another fun part of the business is helping to break EDM songs on Top 40 Radio so that more listeners can fall in love with artists like Calvin Harris, Krewella and Armin van Buuren. I’m grateful that we continuously work to connect artists, who traditionally would have had a niche audience, with a wider group of listeners who are big fans of the music.
What are the biggest challenges?
There are so many great artists out there who produce amazing dance music, so it’s challenging to choose the tracks that receive airtime on Evolution. I also wish I was able to attend more shows, because it’s so important to connect with artists and their fans while experiencing the music.
What career advice would you recommend to someone just starting off?
This is a great time to enter the dance music business because it’s growing rapidly in every direction. My advice is to work hard and be committed; you can’t fake dedication because the dance music community is tight-knit and passionate. Hard workers are also more likely to find mentors, which are important in a competitive environment to give advice and support career goals.
Most importantly, be respectful to everyone you meet; the music business has many moving parts, and we rely on each other’s success to move the industry forward.
As the EDM industry continues to grow, what do you think the secrets to longevity in this business will be?
The industry’s longevity depends on dance music artists and business people working together for success. We already know that dance music isn’t a fad; as more and more artists break into Top 40 radio stations like Z100 in NYC and KIIS-FM in LA, electronic music solidifies its place among traditional music formats.
At the same time, the underground scene will continue to thrive because it’s the lifeblood of electronic music’s creativity, culture and future. Ultimately, the longevity of the business is linked to the success of the music.
What does electronic music mean to you?
My entire life is revolves around electronic music. From work and free time to friends and family, I’m enveloped by dance music culture and I don’t know where I would be without its supportive community and exciting music.
What cities/regions do you think electronic dance music is best thriving?
You can find dance music lovers everywhere, but recently I’ve noticed that LA has been a hot spot for the genre. We setup the Evolution With Diplo and Friends radio show on KYSR-FM because of his large and growing fan base in LA. The city has also seen an influx of EDM industry professionals, including Pete Tong who moved there from the U.K. to focus on his All Gone Pete Tong radio show on Evolution.