The New EDM is ‘Deep House’
Businessmen’s bible the Wall Street Journal (WSJ) labeled ‘deep house’ ‘the next big trend in Electronic Music’ this week, claiming US ravers are finally getting bored of ‘predictable ‘Big Room’ EDM.
Singling out even blander pop-lite productions including Klingande’s Jubel and Mr Probz – Waves (Robin Schulz/Lyrics) as definitive ‘deep house’ anthems, however, the WSJ also noted several key difference between the two uber-populist styles.
“Deep house tracks tend to move at a slower tempo, and give off a more casual, feel-good vibe,” said WSJ, “Most importantly, there is no drop,” they said.
The US business newspaper was one of the first US mainstream titles to embrace EDM, introducing Paul Oakenfold to their readers in 2010 with a suitably euphoric article about an upcoming set he was due to play at Pacha New York.
“Mr. Oakenfold has been a world-class DJ and producer for nearly 20 years,” the paper revealed, “and in the worlds of electronica and dance music, his appearance at a club is cause for celebration.” (The Wall Street Journal)
Two years later they were already worried about EDM being not underground enough (‘there’s a fear that hitting the mainstream will have a corrupting effect on EDM’ said Jim Fusilli) though Avicii insisted they shouldn’t be concerned.
“I feel pretty free, but I want to cater to everyone. I can’t play house for two hours,” he confessed (Wall Street Journal; http://on.wsj.com/L98ivG ) 2012
Mixmag: STOP CALLING IT DEEP HOUSE! (2013): http://bit.ly/1lKPJ55
Jonty Skrufff: https://twitter.com/djjontyskrufff
