"We finally had a term that captured everything. ... But, no. We had to be hip."
In his new interview with Billboard, Tiesto made some interesting statements that aren't likely to sit well with electronic music purists. He reveals that perhaps we've all become too critical for our own good, and there's more to what some might call selling out than there appears. AGH!
Dancing Astronaut was first to report on the Billboard interview revealing Tiesto's perspective on his fame and the future of music. From Dancing Astronaut:
Last year, for example, I signed seven new DJs — seven guys who, in one year, became a lot bigger because of [7UP's] support. I think that’s where brands have a real potential to build something lasting. When I think about the Club Life brand, that’s how I think about it. It’s more than a label, it represents a lifestyle, my lifestyle on the club circuit.”
Going on to list Oliver Heldens, MOTi, and a new artist named Lucky Charmes as his current inspirations, he continued on to explore his perspective on the future of EDM. When asked about what he foresaw as the “next big subgenre,” he shared his clairvoyant, albeit somewhat vexing perspective on EDM gained from a lifetime helping to build the genre of electronic music.
“It’s hard to predict, and I try not to bother. What can you do? What do those genres even mean? EDM used to be a term for all of electronic dance music, but now it just means all the music that you’re not supposed to play. It became the new trance. It got popular, so now we’re all into deep house. And soon we’ll be over that. You can’t win. I wish we could have just stuck with EDM, honestly, because we finally had a term that captured everything in one big family, like jazz. But, no. We had to be hip.”
It's easy to bash Tiesto for his deal with 7Up and it's easy to suggest that he's changed his style merely to appeal to more people in order to stay relevant. It's harder though to put the blame on ourselves and our addiction to cake-throwing and fireworks. Had Tiesto never changed his style, the majority of people would probably have thought he was just boring. Maybe that's better for purists, but does it make Tiesto a sell out? As he told Billboard:
"I always, always look to the younger generation. They're eager to check out new music and have fresh ideas. And, you know, for whatever reason it seems like some older generation artists can be jaded, or just not as open minded."
This culture has blown up so big, so fast, that there's a lot of people who aren't informed and don't appreciate real DJing. There is no doubt about that. But is Tiesto just chasing trends, or is he evolving with the culture and using his fame as springboard for new talent? Should we quit concerning ourselves with labels and just go with the music? You can read the full interview on Billboard.com.