By Judy Pak
Daily Bruin Senior Staff
Welcome to the next generation. It is the world of synthetic
intensity,
no-name and no-face groups utilizing sequencers, samples and
technical mumbo jumbo.
It’s the high-volume subculture of the times. And since
computers and the latest technology dominate it, it’s
definitely part of the new millennium. The first time you heard it
could have been while you were watching “The Matrix” or
“Lost in Space” at the theater, or maybe it was in that
funky Volkswagen commercial you flipped by. Or perhaps the first
time you heard the high energy, wall-shaking ambiance of
electronica was in the dressing room of Bloomingdales or Urban
Outfitters.
Wherever it was, chances are you and another million Americans
did hear it, contradicting the concept that radio airplay is key to
success.
There is obviously something new and vibrant happening between
music and technology.
“It appeals to people because it’s new and fresh
sounding,” said Nicholas Bennison, an electronic music
producer and DJ. “The advanced technology of the music
essentially reflects today’s society.”
The Internet, a necessity for survival in today’s
information highway, also plays a significant role in the creation
of electronic music.
“There are a lot of Web sites you can download sounds and
different programs from,” Bennison said. “It’s
very accessible and convenient because instead of going out to buy
it, you can find it in the Internet.”
The brand new sound is not just spontaneously generated, it is a
combination of elements that form new hybrids. Bennison uses a
sampler, sequencer and synthesizers to produce the effects he
wants.
“(I) get sounds and make different sounding sounds and
arrange them as originally as possible,” Bennison said.
With the acceptance of the machine, humanity is not sacrificed
but instead enlivened.
“It’s so strange because it’s something so
technical and mechanical yet it’s magical and
spiritual,” Bennison said. “It’s really deep and
there’s so much in the music that brings out so much
emotion.”
Plastik, a promoter and DJ agreed with Bennison.
“Technological advances with music as far as machines,
keyboards and computers is great for this genre because it allows
the artist to do things they’ve never done before with
music,” Plastik said. “Nowadays all you need is maybe
just a computer and keyboards and the average person can express
themselves as opposed to spending thousands of dollars.”
The imagination and innovation of electronica is expanding the
diversity of its audience as well.
“The great thing is that there are no words or lyrics
telling you how to feel,” Bennison said. “You can
interpret your own meaning from it.
“You hear about the popularity of electronica in the most
random places you really wouldn’t expect,” Bennison
said. “Of course the whole idea behind electronica was to
provide a lyric-free, inspiring soundtrack for the hyper-real,
Warholian dance-till-dawn parties known as raves.”
But things have changed and, like punk-rock movement before it,
electronic music is being exploited by corporations that want to
convert the subculture into mainstream hip.
“It’s inevitable that the underground scene will
come above ground,” said Erin Stephenson, DMC record store
manager and DJ. “I think it’s cool that it’s
getting a lot of exposure for once, maybe getting a little positive
exposure.”
The crush of music heading into the media has changed the
mind-set of new acts hoping to follow the success and break through
in electronic and DJ-oriented genres.
“I heard a statistic that more turntables are being sold
than guitars,” Stephenson said. “It’s like the
guitar for the kids in the 21st century. Everyone wants to be a
DJ.”
The recent exposure of electronica in the media is seeping into
the consciousness of people and boosting its sales.
“DMC is exploding. It’s the second oldest record
store in L. A. but just in the last year we’ve doubled our
size. We started distributing recordings, and our inventory has at
least doubled,” Stephenson said. “Right now electronica
is like the flavor of the month. Like two years ago,
hip hop was the trend.”
The novel-sounding techno music thrives with originality and
adds zest to the present collection of music.
“The real exciting thing is the fact that it’s a
totally new genre,” Stephenson said. “It doesn’t
really steal roots from other music like
rock ‘n’ roll or classical music.”
The whole evolution of electronic music is built around a
collage of artists using the juxtaposition of images, sound and
text to create feelings.
“I don’t consider myself a musician in a traditional
sense but I also don’t consider myself a jukebox,”
Stephenson said. “There is art involved but it’s like
the techniques in DJing are being created by our generation as
opposed to a violinist who is learning from people who died 100
years ago.”
The hippest clubs that define what’s cool in Hollywood
have also been infected with the electronic fever. On the hottest
nights, clubs are thumping the impossibly loud, hypnotic groove of
the underground.
Electronica is the new adopted style of dance music with a
megadose of adrenaline, which induces a release and provokes all
night dancing.
“The clubs are where the people go for good music and a
good time,” said Plastik. “The spontaneity of this
music is what the people enjoy and my priority is to expose them to
it.”
The three dimensional vibrancy of electronica makes the music
stand out despite its anti-corporate underpinnings. No one would
have ever expected KIIS-FM to be a prospect, but now it’s no
surprise to find electronica climbing the charts and finding a seat
next to the Backstreet Boys.
“There is a future for this music everywhere,” said
Bennison. “The more people hear it, the more they will
appreciate it. Electronic music will keep growing.”