On Sunday morning I left my comfy hotel room and headed once again to the M3 tent. After my breakfast of Vitamin water (the best), I journeyed in to the speaking hall for round two of speakers. First up was the Mobile Music to the Rescue panel, which featured representatives from (a market research & strategy company) began the segment by explaining the importance of ring tones and how they are not highly bootlegged. Polyphonic ring tones are the newest wave of ringers for your cell and they are being downloaded at a rate of 2:1 over monophonic ringers. Also detailed was that with mobile music, artists have more control over their distribution and more chances at earning revenue. The reoccurring topic of discussion was that downloading ring tones and other forms of mobile media will enable young people to show their lifestyle preferences with their mobile phone. It is quite a large market that is in its infancy, and dance music should be at its forefront.
After a quick break and another trip to the Technics booth (I have GOT to get one of their new CD players), I found my seat and settled in for another session. This panel dealt with the marketing of dance music in America. The panelists included Adam Shore from Vice Records, Steve Beckett of Warp Records, Dahlia Ambach-Caplin of Verve Records, among others from both management firms and record labels. The discussion began with Michael Paoletta from Billboard magazine explaining that most clubgoers see the music as a sort of "musical wallpaper" and that the "Superclub" is now becoming a dying breed. Also discussed is the ongoing trend that DJs and dance music artists are becoming less concerned with signing to a major label. As usual, the word "hip-hop" reared its head into the conversation. This time it was in a positive light. The reality is that dance music is going to have to "ride the coattails of the booming hip-hop market."
Wrapping up was the discussion of digital media and where it is going. It was unanimous among the panelists that the CD is a dying format and everything is leaning toward the DVD market, just like when people left cassettes and went to CDs. The theory is that CDs will disappear in the next 3 to 5 years.
After soaking up all that information, my pass and I were off to the Surfcomber Hotel for the M3 Sunset Sessions. The Sunset Sessions was a three day (even though the Summit was only two) event for M3 pass holders showcasing some of the biggest names in dance and underground hip-hop. They erected an enormous stage on the sand for the patrons and proceeded to fire the place up with an funky set from Krafty Kuts & A. Skills with vocals provided by the legendary Kurtis Blow. They took it back for a minute with Kurtis doing his own version of "Rapper's Delight" and battling a participant from the crowd (who was quite talented himself).
After reminiscing about the good old days of hip-hop it was time for the controversial Danger Mouse to take the stage and perform his monumental achievement, "The Grey Album." This remix project is one of the most amazing things I have ever heard. He spun tracks from the Beatles "White Album" with vocals from the Jay-Z finale "The Black Album". What ensued was an eclectic hour of the most talked-about remixes in the country. This seemed to be a look into the future of dance music and DJing altogether.
After the jaw-dropping performance by Danger Mouse, it was time for the Little Ginger Club Kid or, as he is more popularly known, Tim Deluxe, to take it home with some funky house music. Tim Deluxe is responsible for a string of floor-filling house hits that are heavily Latin-inspired and quite funky. The newest hit "Less Talk More Action" has been played everywhere from the radio to the club and the Ibiza smash from 2003 "It Just Wont Do" cemented his place in the dance music world. Tim was nice enough to come down from his booth and snap a couple of photos with my partner and I. We also talked about what he was playing and how Miami was treating him.
The one week that devoted to Winter Music Conference is one of the few chances you will ever have to be up close and personal with some of your favorite DJs. It provides an intimate setting to meet and see people that would normally require lots of traveling and appointment times. My M3 press pass was the gateway into all things dance music and I took it off shortly after leaving the Sunset Session. The knowledge that I gained from the small, blue pass is immeasurable and I can't wait to get mine for next year.
