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.