The night of the 2012 summer solstice, June 20, marked a turning point for the electronic dance music scene (EDM). On that night in New York, three of the genre’s biggest celebrities-Steve Aoki and Swedish House Mafia’s Sebastian Ingrosso, with special guest Skrillex-performed some of their most pivotal gigs to date at two different parties. It was a true sign that the genre had reached full commercial viability, not because the artists played to the most packed crowds of their fast-moving careers, but because each was booked by a major brand-Aoki for Kraft’s Trident gum and Ingrosso and Skrillex for Samsung’s Galaxy SIII phone launch.
For Aoki, the Trident “See What Unfolds Live” event and accompanying online campaign with Duran Duran (which was a surprise guest at a June 20 Terminal 5 concert) marked his second tie-in with a blue-chip brand in the past month. In late May, a series of commercials from Beam Global’s Pucker Vodka started airing, featuring a new mix of his single “Ladi Dadi” that is already giving the DJ/producer more exposure than any other song has.
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