Just as the Apple brand revolutionized digital music by making it accessible with iTunes and the iPod, it looks like a soft drink company is aiming to do the same thing with electronic dance music. The funny thing is that the soft drink is not even available here in the US yet we get to feel the effects. burn energy drink is full of caffeine and sugar and is a direct competitor to Red Bull around the world. Though based in Sweden, burn is distributed by the Coca Cola company around the world (except in the US.)
In 2010, burn launched burn studios – a cloud based music production suite that encouraged collaboration among different people around the world. At the Amsterdam Dance Event in 2010, minimal techno pioneer Richie Hawtin presented and demonstrated the burn software to a very intrigued audience. I was kind of blown away by both the power and the simplicity of the studio tools. I was able to basic production quite easily – while a friend who is more of an engineer was able to do stuff he normally uses Logic for.
Teaming with David Guetta
From the underground to the commercial, burn also teamed with David Guetta to co-produce a movie about his rise to the top (he is currently the #1 dj in the world according to the DJ Magazine poll) and his life as a DJ/Producer. The film premiered in August 2011 in conjunction with the release of David’s chart-topping CD Nothing But the Bea and features interviews with everyone from David Morales and Norman Cook (Fatboy Slim) to Afrojack and Avicci. A trailer of the film can be found here: bit.ly/guettaburnmovie
W Hotels and burn studios DJ Lab
Winter Music Conference is where the electronic dance music world comes together for their own spring break. W Hotels and burn studios took the opportunity to celebrate their collaborative “DJ Lab,” and announce what the upcoming 2012 program has in store. Launched in 2011 at the burn Hacienda in Ibiza, the W Hotels and burn studios DJ Lab invites up and coming producer/DJs to an intense training program with heavyweights in the EDM world. The 2012 edition will take place in July at the W Retreat & Spa Bali, where eight producer/djs will work with Rob Garza (Thievery Corporation,) Jason Bentley (KCRW,) and Paul Nolan (SAE).
During WMC, a special industry panel titled “In the Mix: The Importance of Mentorship within Music” took place at the Belvedere Lounge at W South Beach. On the standing room only panel around the pool was Jim Tremayne (DJ Times), Maurice Bernstein (Giant Step), George Hess (Strictly Rhythm,) and Jason Bentley (KCRW.)