And a few of its innovative acts are beginning to bubble up into the mainstream.Īctually, in 1991, when rave parties came to America from England, the major record labels made a halfhearted attempt to exploit the music.
It offers as many different styles as pop itself (from easy listening to world music to extreme noise). It is also an obvious candidate for next big thing because, in a downbeat music industry grasping at straws, electronica is just about the most exhilarating current in music right now. Call it whatever you like, but it is a progressive form of dance-based music made mostly with electronic instruments. The music in question goes by many names and encompasses many genres: techno, electronica, drum-and-bass, jungle, breakbeat, ambient, trip-hop, rave, trance, hardcore. After all, everyone wants to be ahead of the next curve, even on a road like that of pop culture, where there are hundreds of forking paths. On the other hand, they could just as easily create the-next-big-thing-that-never-was, or the next joke.Įither way, the music will affect in some degree not just what you hear on the radio and see in record stores, and not just the way some of your favorite artists (and some you've never heard of before) make their music it will also reach into the worlds of advertising, fashion, art, film, dance, theater, computer programming, night life and design. In an opportunity that comes along only twice in a decade, musicians and record labels have a chance to turn one of the most fertile and creative pockets of the underground into that nebulous pop phenomenon known as the next big thing - a tag that has been attached to styles as varied as alternative-rock and disco. FOR MUSIC FANS, POP-TREND watchers and record-industry observers, the next year is going to be an exciting time.
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