One EDM Nation, Under Vidiam, Indivisible

Poised to revamp the way you listen to and engage with electronic dance music, the media platform Vidiam aims to make a branded digital and mobile experience out of the online traffic that artists create while promoting their albums, podcasts, videos and tracks. Think of it as a cross between YouTube, SoundCloud and Pandora, where fans play and download audio, video and photos of their favorite artists. The content is free, but Vidiam distinguishes itself by removing interrupting advertisements. Rather, its revenue structure is modeled after sites such as Facebook and Google, and its founders plan to use artist-approved, branded sponsorships to subtly wrap their players.

To market Vidiam to advertisers and keep the content free to consumers, Vidiam monitors artist’s engagement levels as they promote their media. Vidiam CEO Alec Marshall explains that, EDM artists make the majority of their income by playing live. “The royalties from songs are minimal for most artists comparatively, and making music can also be viewed as marketing expense to secure gigs,” he says. “What we do is make sure everything they do can be capitalized and optimized for promotion or sponsorship, and give the artists a piece.”

Nine artists, including Steve Angello, Borgore, Gareth Emery, Cedric Gervais, Trevor Simpson, K Theory, Ashley Walbridge and The Crystal Method, have already signed up to take part in Vidiam pilot launch on May 17, but this is just the beginning. Marshall confirms that nearly 40 percent of the world’s Top 100 EDM acts will come on board when the site launches in full during Electric Daisy Carnival Las Vegas.

“Vidiam will also afford young, up-and-coming artists a platform to upload their music, and allow labels and promoters to monitor the engagement of artists who are often outside of their visibility,” Marshall says. We’ll be watching.