Electric Holiday_2

The Pulse of EDM

Making Magic with Medalla

With big name headliners including Skrillex, Tiesto and Zedd, Electric Holiday is one the biggest annual events in Puerto Rico. For two days over the Christmas and Three Kings holidays, the Puerto Rico Convention Centre in San Juan turned into a giant rave.

On Jan 5, 2015, PixMob worked with promoter Buena Vibra and local beer Medalla to create a magical moment. 22,000 EDM fans received PixMob wristbands as they entered the festival. In keeping with Medalla’s branding we used our single-colour LITE wristbands with yellow LEDs.

After American low-end crew Nadastrom finished their set, and as anticipation built for French DJ Tchami, the crowd was brought to the next level. As Tiesto’s hit track Wasted reached the chorus, all 22,000 wristbands lit up in bright yellow, bringing the crowd from loud to LOUD.

The energy in the room stayed high, with the crowd pulsing with the music for the rest of the night.

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Boots and Pants and Boots and Pants

While traditional Puerto Rican and music such as Bomba and Salsa is based on clave rhythms, Four-on-the-Floor beats are captivating the eardrums of a generation. From disco to house to trance, EDM is enjoying huge popularity on the isla del encanto.

Giorgio Moroder describes the connection we feel to these rhythms on his Collaborator’s interview for Daft Punk’s 2014 album Random Access Memories. The pulse of EDM, especially around 120 BPM, resonates with the rhythm of our heartbeat. Musically, this lays a foundation to layer other rhythms using synths, bass, vocals and other musical elements.

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