Tiesto has long been a citizen of the world, traveling constantly, making his way through the night club circuit, and of course doing his festival season rounds. He's been in the scene since his early days of trance to his now more pop infused electro house transformation.
During his journey through EDM, Tiesto realized that the music is more than just music, it can be a brand. His ‘Club Life' mentality has lead to countless endorsements, deals, and branding opportunities that have expanded the way we think about EDM, ‘When I think about the Club Life brand, that's how I think about it. It's more than a label, it represents a lifestyle, my lifestyle on the club circuit'.
With the growing popularity of dance music, ‘EDM' is becoming the term we use to to talk about all the commercialized, overplayed songs that we're tired of hearing. Tiesto has long been one of the main artists who helps set music trends over the years. Many fans were left disappointed when the DJ made the switch from trance to electro, but he has a valid point by claiming EDM is the new trance. When asked if he could predict what the next big subgenre would be he stated,
It's hard to predict, and I try not to bother. What can you do? What do those genres even mean? EDM used to be a term for all of electronic dance music, but now it just means all the music that you're not supposed to play. It became the new trance. It got popular, so now we're all into deep house. And soon we'll be over that. You can't win.
The popularity of genres within dance music are always changing. One minute trance was the crowd favorite, next was big room, and now deep house may be our future. But one thing's for sure, Tiesto has made it clear he will continue to follow the trends to further stake his claim in the “EDM” community.
Read the full Billboard interview with Tiesto here.