OneBeat, the leader in exclusive original content celebrating the electronic dance music phenomenon, announced today the launch of OneBeat Labs, a cultural immersion program designed to educate brand and marketing executives on the global trend of electronic dance music (EDM). Showcasing how leading brands are embracing the EDM movement to connect with the largest generation of influencers in the market today, the inaugural OneBeat Labs experience will take place at this month’s New York Newfronts, hosted by Microsoft. The immersion comes on the heels of the brand’s recent collaboration with Microsoft to create an exclusive EDM app for Xbox Live, launching this May.
Designed to pull back the curtain on the multi-billion dollar EDM phenomenon ““ the fastest growing category of music according to Nielsen ““ OneBeat Labs fills a void in the industry, connecting brands directly to the powerful trends driving the momentum behind EDM while exposing potential marketing opportunities that exist within the space. Participants will gain firsthand insight into the artists, music, fans and cultural themes unifying the global EDM community and have a chance to network with the tastemakers driving EDM’s growth. Following the NewFronts, OneBeat Labs will live on as an ongoing experience that brands can tap for educational daylong excursions to experience the EDM lifestyle as only insiders can.
“OneBeat is at the head of a revolution in the EDM space, changing the way this multi-billion dollar movement is presented and connected to fans. Trends this powerful are incredible when harnessed effectively,” said Mikhail Lapushner, CEO of OneBeat. “With OneBeat Labs, we’re creating an informative and fun experience that will demystify the space and help participants understand how to leverage EDM to help drive the relevance and preference for the brands they represent. That could mean developing partnerships with DJs or festivals, creating licensing deals with EDM publishers or finding imaginative ways to leverage EDM music and culture to achieve greater impact with marketing campaigns.”
OneBeat Labs will launch at Microsoft’s NewFronts event on Monday, April 29 th and will be by invite only. OneBeat will produce a curated experience for Microsoft and act as one of the lead content presenters during the event.