SFX Partner With Clear Channel And Announce Plans For A DJ Contest And Top 20 Radio Show
by Mikey Lavery
SFX have started 2014 the same way they spent most of 2013, by continuing their plan for global domination in the dance music industry with the company announcing that they have teamed up with Clear Channel.
News broke yesterday of the two powerhouses joining forces in a deal which will see at least three new products branded by Beatport (which is owned by SFX), including a national DJ contest, a live event series and a Top 20 Countdown show.
Speaking to Billboard, John Sykes, Clear Channel's president of entertainment enterprises, said the partnership, "came together rather quickly." and that dance music "is the fastest-growing music genre in America and is moving rapidly from the alternative to the mainstream." Going on to talk about the plans between Clear Channel and Beatport, he said, "We've been aware of Beatport's power and credibility not only within the EDM world, but also as an audience leader across genres.' He explained more, "Forty million unique users per year is the gold standard for what's happening in EDM, and makes them a perfect companion for our other countdown shows like Ryan Seacrest, which give an accurate read of what's trending in America."
Clear Channel are no strangers to the dance music scene. Their radio show, Evolution--as well as other EDM based shows on iHeartRadio--is hugely popular within the clubbing community and they have the platform already in place to move forward with the plans.
Although both parties held their cards tight to their chests, they did speak about the DJ talent show and live event series that were part of the deal. SFX owner, Robert Sillerman, said, "Having been an owner of "American Idol" and seeing the power of letting people select winners--we'd always get more votes in presidential election years than who voted for the President--there's a major difference here, but one that speaks to the power of Clear Channel as a terrestrial and digital powerhouse that's just simply putting it all out there, not for the purpose of creating great TV; this is about the music pure and simple. I think it's going to be pretty powerful."
Of course, the goal for both parties is to make money and that comes in the form of advertising, something that John Skyes is well aware of, "Already the relationship between sponsors and EDM brands has been growing exponentially because it's no longer a side business; it's a mainstream pop culture phenomenon. With that comes huge young audience, and with that comes advertisers."
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