How important is image in dance music

However often weathered, artsy producers claim "It's all about the music, maaan!"   They can't deny that some of the biggest acts in dance music spend just as much time on their style as they do on their sequencing.

Let's take a look at some of the biggest case studies in the scene and try to understand the reasoning behind their attention-grabbing looks...


Deadmau5

Let's start relatively small - Deadmau5 has become one of the biggest electro house producers in the world in a matter of months thanks to some incredible production and heavy internet hype.   His first performance was in front of thousands of people, but to really make himself stand out he equips himself with an oversized dead mouse head mask (stylised to match the one on his music artwork).

It doesn't stop there though - flashing eyes and who knows what else on the mask itself render it as a memorable prop that gives fans something to latch on to - something to doodle absent-mindedly when they find themselves humming "Ghosts n stuff" with a pen in their hand.

Deadmau5 teaches us that having an image that's simple but strong is vital.


Daft Punk

Deadmau5 wasn't the first dance artist to wear a mask - Daft Punk have been donning robot masks and gloves for years, accompanying the image with the backstory that at 9:09 on September 9th, 1999, they were working with their sampler when it exploded, turning them into robots.

While they may not be convincing backstory writers, their music speaks for itself.   Literally - in a robotic, synthesised voice.   Its robotic sound is reflected perfectly in the image, making the whole Daft Punk entity that much more powerful and enticing.   After all - who wouldn't want to see robot DJs spinning future-funk?

Their music videos are similarly mysterious, with most of them being a continuation of an anime storyline.   Japanese cartoons instantly spark images of robots fighting, so there, once again, is a tie-in with there music.

In interviews they have mentioned that the masks also have the convenient side effect of avoiding the stardom conventionally found with world famous musicians.

Daft Punk teaches us that reflecting the music in the image is a powerful idea.   Also, if you don't fancy being stopped in the streets as a result of your beats, masking your real image is an ideal way to avoid it.


Lady Gaga

Let's jump straight in at the deep end here.   You'd be hard pressed to find an act who has as diverse a fashion sense as Ms. Gaga.

Leaping from one outfit to the next, her performances are as much fashion shows as music shows.   From cool, collected and fashionable to shocking and sexy to downright hilarious (post-it note dresses are clearly in), she knows that fashion is a vital ingredient when enticing large crowds.

Her music is undeniably dancey (Incidentally, she produced or co-produced every track on her debut "The Fame") and yet it has hit the mainstream pop charts hard, in no small part to her extravagant and eclectic image.

Gaga teaches us that if you're always willing to push the boundaries of what's acceptable, people will pay attention.   Whether that's fashion or lifestyle (or in this case, both) - it all attributes to the image people associate with the music.


Benny Benassi

...and if you don't happen to be a hot chick, don't worry.   Benny Benassi's (totally original) idea of recruiting a bunch of models to wear skimpy clothes and move provocatively in music videos has certainly served him well.

Reflecting the lyrical content of his songs such as "Satisfaction" and "Who's your daddy", his image pretty much revolves around releasing images that are as close to pornography as possible, clearly getting the male audience to take an interest in his productions.

Benassi teaches us that you don't have to rely on your own image to sell your music!   Also, if you didn't realise by now, sex sells.   Especially when the basslines are as sexy as the women moving provocatively in time with them.


So there we have a few choice case studies that prove how image is just as vital as music.   So how will you stand out amongst the crowds of producers, performers and DJs vying for attention?