Sell the Feeling, Not the Sex

**dannydance** · 11-23-2011, 05:51 PM

Hi guys, made this into its own vid because I feel the message here is important to get out there. Our music and our culture of course benefits from marketing to mass audiences, but we can't lose sight of what this is all about at the end of the day: dance music.

The feeling has to come first, and we have to start selling that feeling to the new generation of House lovers if this culture is going to survive and evolve. It can't just be about the sex.

People tell me there was a time when the dance was all you needed. Don't tell me that past is gone forever.

Keep Dancing.

**House** · 11-23-2011, 07:09 PM

Amazingly, I like the idea behind this video. However, cant we sell the feeling and the sex. Some of us are numb. Sex awakens us

Keep on dancing

**BigHaus** · 11-25-2011, 12:00 PM

Nice vid, nice vibe.

**dannydance** · 11-25-2011, 12:02 PM

Originally Posted by The Buddy Love Show

Amazingly, I like the idea behind this video. However, cant we sell the feeling and the sex. Some of us are numb. Sex awakens us

Keep on dancing

Glad you like the vid; I hear you on the sex–who doesn't go out at least in part to 'meet n greet' haha?!–but if we can show people that house music isn't about popping bottles or wearing $300 dresses, that the music is trying to tell a story that's deeper than the moment, and that there's a place here for people to dance and forget about their problems for a few hours...then I think it could awaken a whole new generation of House lovers ;)

**dannydance** · 11-25-2011, 12:03 PM

Originally Posted by BigHaus

Nice vid, nice vibe.

Thanks, brother.

**DeesKo** · 11-25-2011, 02:02 PM

Originally Posted by dannydance

Glad you like the vid; I hear you on the sex–who doesn't go out at least in part to 'meet n greet' haha?!–but if we can show people that house music isn't about popping bottles or wearing $300 dresses, that the music is trying to tell a story that's deeper than the moment, and that there's a place here for people to dance and forget about their problems for a few hours...then I think it could awaken a whole new generation of House lovers ;)

Can't see the vid (blocked) but honestly, I don't know if I buy this whole idea of showing people that house is the exact opposite of what's popular in nightlife in order to win them over.

Why not spend more time trying to find effective ways of bridging that gap of the fancy pants bottle service type deal while maintaining the fundamentals of a good house party?

I don't know about anyone else but I wasn't attracted to house because someone told me it was uplifting and happy. I wasn't attracted to house because someone told me the music was trying to tell a deep story. I was attracted too it because it proved to be a wild, interesting night out every time I went out. The music was a bonus, a soundtrack to those nights, one layer of the tapestry so to speak.

Quite frankly, I don't know many 20-somethings that really give a shit about how "deep" their music is when it comes to going out to the club. The appreciation of those things comes along in time (for some, not for all) after being into the music for a while, it's not really a big selling point to the uninitiated IMO. If "deep" music was such a strong selling point jazz, classical, underground hip-hop & house wouldn't be such niche musical genre's amongst the average youngster.

Just my opinion.

Peace

**dannydance** · 11-25-2011, 02:19 PM

Originally Posted by DeesKo

Can't see the vid (blocked) but honestly, I don't know if I buy this whole idea of showing people that house is the exact opposite of what's popular in nightlife in order to win them over.

Why not spend more time trying to find effective ways of bridging that gap of the fancy pants bottle service type deal while maintaining the fundamentals of a good house party?

I don't know about anyone else but I wasn't attracted to house because someone told me it was uplifting and happy. I wasn't attracted to house because someone told me the music was trying to tell a deep story. I was attracted too it because it proved to be a wild, interesting night out every time I went out. The music was a bonus, a soundtrack to those nights, one layer of the tapestry so to speak.

Quite frankly, I don't know many 20-somethings that really give a shit about how "deep" their music is when it comes to going out to the club. The appreciation of those things comes along in time (for some, not for all) after being into the music for a while, it's not really a big selling point to the uninitiated IMO. If "deep" music was such a strong selling point jazz, classical, underground hip-hop & house wouldn't be such niche musical genre's amongst the average youngster.

Just my opinion.

Peace

Thanks for sharing your perspective. The idea I'm trying to convey is more nuanced than that, though I could see how the phrase "sell the feeling, not the sex" makes it sound black-and-white.

The reality is that for many (maybe even most) people, the scenario you presented applies: they go out for the good time and for the experience, not for the music. In time, they may come to enjoy the music, but that wasn't their main goal to begin with. But the market already has you guys covered: "For a good time, come out and enjoy this popular nightlife..." So says the efficient marketing machine that's in place, and it does a great job of it.

What the market generally does a poor job of is covering the other side of the equation: getting the word out to the people for whom the music, or the dancing, or the "feeling" is what would hook them; people like me and the folks that like my kind of music and message.

I discovered House Music in Salt Lake City in 2007 while watching a video on Youtube of a guy dancing to House. It changed my life; I started House Dancing, then DJing, then producing. The way I see it, what the hell kind of random "this thing that changed my life might have never happened had I not come across that video" scenario is that? It begs the question: how many more millions of young people out there won't find this music or this side of the culture simply because this particular message isn't being actively spread/marketed/"sold"? That's something I'm spending my life trying to answer and address.

So my point is that to reach all the potential listeners out there, there should be a two-pronged approach: the pop/nightlife/sex side of things is perfect for reaching one set of people while the deep/meaning/house is a feeling-ish side of things will reach another set of folks. And of course there's some overlap.

As for your point about niches, I think nicheness is a byproduct of an insufficient level of investment in marketing and awareness, rather than an insufficient level of interest. People can't know what they're missing if they're not exposed to it.

**DaBownca** · 11-25-2011, 02:44 PM

Ok first cool video Danny. Here is my take: I am not so sure that this would be an effective marketing tool. Even someone who would be attracted to your concept may not be drawn in for two reasons. There is only you dancing ( people need to get that "Oh I can/want to do that!" accomplish
ed more easily by more than one dancer), that track isn't quite a banger IMO (which would make people ask "where do I go to hear that?"). I also think you might want to edit out the point where you are just walking around. Anyone who is not already a dancer might not recognize it for what it is.

**blackwax** · 11-25-2011, 03:35 PM

Originally Posted by dannydance

People tell me there was a time when the dance was all you needed. Don't tell me that past is gone forever.

They lied, night-life has always been a combination of many things dance just being one, sex being another.
In fact one might argue that sex played an even bigger part in days gone by.

Try telling a teenager this is about a story or deep journey they will laugh and ask what the girls are like.
If you want to try and open up House to new people start a party and build something that people want to go too.

**DaveR** · 11-25-2011, 03:45 PM

Originally Posted by dannydance

The feeling has to come first, and we have to start selling that feeling ...

Put me on the Guestlist ... minus 1

**El Mayimbe** · 11-25-2011, 04:51 PM

Originally Posted by DaveR

Put me on the Guestlist ... minus 1

**El Mayimbe** · 11-25-2011, 04:53 PM

Originally Posted by blackwax

They lied, night-life has always been a combination of many things dance just being one, sex being another.
In fact one might argue that sex played an even bigger part in days gone by.

correct me if uim wrong but wasnt house music founded by gay black men?
of course sex has a big thing to do with this

**JMJ** · 11-25-2011, 05:50 PM

Originally Posted by blackwax

They lied, night-life has always been a combination of many things dance just being one, sex being another.
In fact one might argue that sex played an even bigger part in days gone by.

Nothing to argue - the music, the dancing and the culture were all about sex when house music came about. Granted, that was almost 30 years ago, but it wasn't about "feeling" or PLUR or any of that other BS that house music clams to be about. It was dark, dirty, and raw (at least it was in my world), and somewhere along the way it got pussified.

As long as clubs and bar receipts are involved, "feeling" will continue to be a loser.

If you want "feeling" and dance to be the focal point, you've got to get that type of party OUT of a real club environment. It simply doesn't pay the bills.....JMJ

**The Crazy Life That Is Alarick T** · 11-25-2011, 05:53 PM

Why we got to eliminate the sex yo? Da hell..

**DJ_Poet** · 11-25-2011, 05:55 PM

Of course you are preaching to the choir and I totally get it. Unfortunately, the current generation was raised by the medias-at-large and are reluctant to have anything to do with a message of love, peace, respect, and understanding (even if there are copious amounts of sex thrown in).

I am of a mind that this music we share has already entered niche status and very few of the 20 somethings will find deep soulful house music interesting enough to get into it since the material world has them hook, line and sinker.

House Music was never about money, haters and conspicuous consumption.

**DaveR** · 11-25-2011, 06:01 PM

Originally Posted by The Crazy Life That Is Alarick T

Why we got to eliminate the sex yo? Da hell..

**JMJ** · 11-25-2011, 06:36 PM

Originally Posted by DJ_Poet

Of course you are preaching to the choir and I totally get it. Unfortunately, the current generation was raised by the medias-at-large and are reluctant to have anything to do with a message of love, peace, respect, and understanding (even if there are copious amounts of sex thrown in).

House Music was never about money, haters and conspicuous consumption.

1. That message of love, peace, respect, and understanding? Didn't hold water 25 years ago much less now. Kids didn't buy into it then and they don't want to hear it today.

2. Your second statement about what House music was never about is a falsehood. While the music itself isn't about money, haters, etc., those elements have been there since the beginning.

I don't believe in unicorns either......JMJ

**TAC** · 11-25-2011, 09:53 PM

What kindda stupid sh8t is this? Re-read JMJ's post...

**TAC** · 11-25-2011, 09:55 PM

Better yet, release the hounds and get in!!!!!

**DaveR** · 11-25-2011, 10:27 PM

Originally Posted by TAC

Better yet, release the hounds and get in!!!!!

Oh Shit

**BrazenMuse** · 11-25-2011, 11:16 PM

waggling the reproductive organs will lead the mind to sex.

and, frankly, I think that's cool. Everybody's sexy is different and house has room for that where certain other forms that are popular in clubs seem, to my eyes, to sell only one particular brand of sexy. One I don't much like. It's a strait jacket.
Nice vid!