Identity Fest dubsteps into town Sunday
THE DAYS WHEN cutting-edge DJs played only underground clubs is past. Electronica dance music has blown up in recent years as the music found its way to the radio, and the DJs themselves became more recognizable. A testament to how far the genre has come is the Identity Festival, the first touring, electronic-only music festival to visit major outdoor amphitheaters throughout North America. It hits Philly on Sunday. Identity Festival is a full, rock-style arena tour, with buses transporting stage setups and artists from city to city. The DJs mingle and work with each other. At last year's inaugural festival, headlining electro-house musician Steve Aoki and DJ Kaskade presented back-to-back afternoon sets that were often the highlight of the event.
THE DAYS WHEN cutting-edge DJs played only underground clubs is past. Electronica dance music has blown up in recent years as the music found its way to the radio, and the DJs themselves became more recognizable. A testament to how far the genre has come is the Identity Festival, the first touring, electronic-only music festival to visit major outdoor amphitheaters throughout North America. It hits Philly on Sunday.
Identity Festival is a full, rock-style arena tour, with buses transporting stage setups and artists from city to city. The DJs mingle and work with each other. At last year's inaugural festival, headlining electro-house musician Steve Aoki and DJ Kaskade presented back-to-back afternoon sets that were often the highlight of the event.
Last year's lineup also featured dubsteppers Skrillex and Rusko, as well as jam/electronica band Disco Biscuits. But this year, the organizers are taking the tour even more seriously by bringing more big-name acts to all of the venues. "2012 will be a banner year for Identity," said John Reese, the festival's producer. "We have stepped up the production in a big way. Sales are strong in almost all markets, and we are very excited for attendees to experience year two."
Although the Identity Festival is playing 15 shows this year, compared with 20 last year, its popularity is growing. The New York City show sold out in just 24 hours. Eric Prydz, who hasn't toured the U.S. since 2008, is one of the headliners this year. His name might not be familiar, but his single is. "Call On Me" was everywhere in 2004 and is instantly recognizable with its repetitive "Call on me!" chorus looping over house music.
Other big names on the Philadelphia stop include French electropop DJ Madeon, who made a name for himself last year at just 17 years old with his track "Pop Culture," an irresistible mash-up of 39 pop songs. The final Philly headliner, Canadian DJ Excision, who's known for his free downloads of his set lists at the Canadian electronica Shambhala Music Festival, will represent dubstep, another popular electronic genre. Other talents include DJs Showtek and Wolfgang Gartner, and live acts like Rye Rye and Eva Simons.