EDM (or, as non-Americans call it, dance music) is in the grip of a tremendous gold rush as the US finally embraces it and its repetitive beats. Miller is joining the charge by creating the Miller SoundClash talent search for new talent, with shortlisted DJs getting to perform at the finals in Las Vegas. The ultimate winner will get to play at the Marquee Club in the city. The digital side of it comes in the form of a Mixcloud partnership where entrants upload their mixes (between 15 and 30 minutes in length) to the Mixcloud site and they will be judged by writers from DJ magazine. Entrants must get at least 100 plays of their mix and initial entries will be judged not just on technical and musical merit but also total number of plays, favourites and listener feedback. “Battle of the band” competitions were all the rage (and inevitably sponsored by mobile companies) a decade ago so it is interesting to see how this marketing mechanic has come back with new sponsor categories and moved into a different genre.

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