It's unstoppable at this point. Through fall and the windfall of the holiday music-buying season, you'll be seeing a lot of electronic-influenced pop, because E is the flavor of the moment. On the Black Eyed Peas' fifth studio long-player, The E.N.D., " the stylistic undercurrent on the album is electronic dance music," writes the California Chronicle. Christina Aguilera, meanwhile, has reportedly added Le Tigre to her list of studio collaborators for a forthcoming album, due in fall. She appears to be trying to out Gaga Gaga, according to Entertainment Weekly. Even Paul McCartney (yeah, that guy) says he wants to lay down beats in the studio with MGMT. Leat it beat.
There's good and bad here for the EDM community. Sure, we're the cool kids again. But here's the flip side: For big pop acts like B.E.P. and Aguilera, electronic is just a flavor du jour, an outfit to wear at an awards show while they look for the next thing to keep them fresh. And when major pop acts soak up the attention and sales aimed at the electronic flavorings, it means that doors are shut for true talents that have always been electronic and deserve some of that spotlight too. B.E.P. is doing stuff Spank Rock did three, four years ago. Aguilera is likely doing stuff that Goldfrapp and Sam Sparro have already done too. So when it's time to collect the check, longtime EDM musicians are elbowed out by gluttonous pop stars. Celebs such as Danny Masterson are even DJing (so forget getting that gig in favor of him, even if you've been spinning three times as long). For this wave to truly make a splash, true EDM musicians need to ascend alongside these trend surfers.