Techno Music & Anti Consumerism
George Orwell 's
Techno rave nights end the same way: on a cold April day, the dancers leave the club at 1:00 PM after a long night. At the time, Orwell warned a world cursed by surveillance. Today, techno dancers are seeking refuge one by one.
To be clear, techno as defined is not the Calvin Harris or Diplo you hear on the radio. Instead of being melodic, techno sounds too mechanical, cold and emotional. Techno has no harmony, no predictable drops, no verses, no choruses, no solos.
Techno tracks have no beginning and no end. Bass stays strong until lights out at 9am.
It wasn't that long ago that techno was a fringe movement that could only be found in the fringes of Detroit and Berlin. Today, you can experience techno in underground clubs and art galleries in almost every major city. So techno attracts a lot of people in Las Vegas, unlike the Calvin Harris types.
To understand the anti-consumerism of techno, one must understand the new motivation for psychological freedom in the digital world. Techno has more power in consumers' minds than foot traffic, and it's thanks to digital FOMO.
As Orwell predicted, the world is very safe. However, techno today offers a very rare experience: freedom. Freedom not only from information control, but also from the social conflict that dominates social networks.
The user's digital world is personalized with algorithms, highly intelligent facial recognition software and browser cookies. The purpose of the above is to anticipate the needs of each consumer even before feeling the slightest desire. However, in some way, shape or form, consumer accounts come back in the server room.
Much of consumers' willingness to share information is driven by the desire to share and connect through social apps. And it comes from a natural motivation - to communicate with someone. If consumers can't use social apps, they're missing out.
Fear of missing out, FOMO, It appears in the brain Instead of going to a party with colleagues, you decide to visit friends. Or watch your neighbors drive to the vineyard the next time another neighbor shows off their new Audi. You've seen how much fun they're having on Instagram and you're bummed you're missing out .
FOMO is such a powerful force that consumers naturally start looking for things that can bring them joy and satisfaction. Cognitive psychologists call this delusional thinking. You love burgers, but a little part of you thinks you should order a steak. And this mindset quickly turns into FOMO when it comes into contact with the social world. You might enjoy an afternoon stroll, but the moment you see your friends boating without you? Suddenly your high road doesn't look so good. Everything is good until it is compared to what could have been.
This is a very common problem. So for some there is a solution: visit your nearest technobunker. Techno clubs allow listeners to enjoy jomo, the joy of being lost .
Techno is known as single, minimal and non-rhythmic, but techno is loved by ravers and ravers alike. Surrounding culture provides a way out of the FOMO trap, digital wealth and social conflict.
Unlike Top 40 dancing, there's no formal dance style that curbs the urge for FOMO-based social conflict. Also, the dress code is against the standards of Las Vegas clubs. If you try to wear fashionable button-up shoes, you won't be able to fit in. Cocktail dresses and heels are strictly prohibited. Also, dimly lit rooms make changing clothes much easier.
Well, what about the bottle service? no
Clubs like Berghain, Berlin's most hidden techno club and hardest to get into, strictly forbid photography by sticking camera stickers. The Munich Blitz strictly forbids smartphones. This is the key to trading: leave the virtual world of likes and followers and live in the real world where intimacy, empathy, creativity and good music coexist.
Techno can also be called Tech-NO!
The world of techno is designed to be enjoyed without comparison: the music is on and the FOMO is off.
Whether today's consumers rely on Instagram likes, filtered selfies or live tweets, the sanctity of privacy-focused, smartphone-free technology lives up to its name.
In 2018, Berlin's 280 clubs generated more than $1.6 billion in revenue. More than 3 million tourists visit Berlin's residents alone.
With techno music being Beatport's best-selling genre, the electronic dance music streaming service and its cultural evolution (from cult following to attracting millions of visitors) have become popular with brands. It attracts customers
Many commercials are filled with techno music. For example, the new Porsche Macan ad features fun beats by Dutch DJ and producer Bekermaat. Travel search engine Kayak introduces London-based DJ duo Turtle and Fur. The car rental and mobile app show used the powerful beat of Alison Wonderland's Australian song "Here 4 U" for its 2019 Super Bowl ad.
Brands try, but techno is not the same in the mainstream. Techno has no "stars". Many techno producers seem content with anonymity, and are fighting for it. Producers work together in different constellations, often change nicknames and do not publish photos and details about themselves.
Thanks to techno, consumers can experience anti-consumerism and eliminate the pressures of FOMO in their daily lives. The information path can be stopped at the entrance of the room. If you can't watch Big Brother's every move in the techno bunkers, you can bet that today's Orwell would have some really great dance moves. See you at thirteen!