Keep on Raving in the Free World!


tomorrowland-logo-2013-hd-wallpaper1

Earlier this month, MTV and Tomorrowland announced a deal for the Viacom owned channel to air the Electronic Dance Music (EDM) festival live from Belgium for the Global Stage audience. This is great news for those who like EDM, and cultural diplomacy types.

What does this have to do with International Relations and [Strategic Communication (Cultural Diplomacy)]? 3 things.

1) The international reach of counter-cultures can provide great opportunities for cultural diplomacy.
2) Cultural diplomats should be always looking out for the evolutionary process within subcultures.
3) A strategic impact means understanding the demographics.

Let’s hastily break these down.Untitled2

1) The international reach of counter-cultures can provide great opportunities for cultural diplomacy.

According to DJ Aoki, in the Tomorrowland Official Aftermovie, there were over 214 countries represented at this music festival at the US Tomorrowland 2013. This is simply impressive. (From my experience as a promoter, I know people always lie about event turnout numbers. So to the degree of accuracy in this number is questionable.) However, the video speaks for itself. The crowd is huge, MTV is live broadcasting, and its people from all around the world coming together to share in one massive celebration.

2) Cultural diplomats should be always looking out for the evolutionary process within subcultures, as a means to help build these international connections.

Sure, you have heard of SXSW, but what do you know about Tomorrowland, Winter Music Confrence, or Electronic Daisy Carnival? How about ASP World Surfing, Street League Skateboarding, or Formula Drift? Sure they aren’t the Grammy’s or the Olympics, but they are activities that once belonged to the “underground” and have had a lasting impact on popular culture.Untitled

3) A strategic impact means understanding the demographics.

If it is going to be plain as day to see that in today’s world of virility, a global thirst for good times, and a desire for individuality (including all the social phenomena that come along with that), then it should be a priority to explore who makes up these
audiences.

While you won’t be able to get tickets to the Belgium event, you can still get yours for the Atlanta event.

Visit TomorrowLand’s webpage for more details here: http://www.tomorrowland.com/global-splash/

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