What is ELECTRONICA??

[lowden2000]

Hey there,

So, there is one genre that still confuses me every time I consider submitting to a listing: Electronica.
It seems to span everything from, what I would consider "All-out-Pop" (e.g. Kesha Tik-Tok), to Rave/Techno (e.g. DJ Tiesto), to subtle/ more delicate chill-out productions like Enigma etc.
So especially when there is no artist referenced in the listing, I often end up not submitting (true to my mantra of submitting CAREFULLY) because I really feel like I got no clue what the screeners are looking for.
There was a listing like this yesterday - it expired, but it went something like:
"West-coast based music publisher who works with companies such as Clorox, Microsoft, etc. is looking for Contemporary Electronica tracks" ...
What is a "contemporary" electronica artist that Clorox would be looking for?? Like Kesha?

Thanks for your help!

Best,
Dirk

[llama]

Hi Dirk,

Yep, electronica covers a huge range like you said. In the case of the listing you mentioned it seemed that they were wanting to hear almost anything and hence were intentionally vague. If you have a question about a listing you can always contact Taxi and ask for clarification. I've done this a few times. The Taxi team is very responsive and may be able to offer some more insight. HTH.

Derek

[davewalton]

It's never easy is it?

As you mentioned there's lots of different sub-genres and it's usually those sub-genres that help define what we're supposed to be doing for those listings. This was was particularly vague listing but I guess the listing party just wanted the widest variety of things to choose from. They didn't even say whether they wanted uptempo or not. So... anything that was remotely related to "electonica" probably had a good a chance as any.

[mazz]

One could always watch TV and pay attention to the commercials for the companies mentioned in the listing, and also keep an ear open for commercials that use electronica in general. Those of us that write for commercials actually have to watch them every once in a while. Heard around my house every now and then: "Honey, step away from that Tivo remote!!"

Just another idea.

Mazz

[lowden2000]

Thanks for your help Guys!
That does give me some pointers.

Best,
Dirk

[Len911]

To me it would mean synthesizer keys and synth drums etc. Kraftwerk comes to my mind, but I think a lot of what they call urban is probably more contemporary "electronica".