The Effects of Characters in the EDM Industry in the Digital Age

Abstract

Because of the increasing downloading possibilities, Electronic Dance Music (EDM) artists are trying new initiatives to increase sales, one of these creative initiatives is the addition of a character to a musical artist in order to increase attention, which is part of long-term strategy. The goal of this article is to analyze the effects of characters in the EDM industry by providing a theoretical framework supported with a quantitative research with elements from an experiment (n=180). Three video clips were developed and tested. The videos clips are identical to each other, only the character is the variable. The results indicated that closed and abstract characters have multiple effects in the EDM industry and can bring both positive as negative results for musical artists.