We had the same problem when we started out in Brighton. Techno was assumed to be panel-beating music for crusties and knuckleheads and house was like, Eric Morillo or Judge Jules or something.
Seven years on, and we run four super succesful club nights, all of which have some basis in techno, and now everyone in town is going on about how great minimal is. All the breakbeat, drum n bass and funky house crews are now playing it. We made a point of not calling it techno for a long time and it worked. Some suggestions:
'Cutting-edge club grooves'
'hyper-cool electronic dance music'
'forward-thinking club music from Europe's hottest labels' etc.
Cheesy, I know, but as I say, if you can lead em gently you could well end up with a really decent scene. Good luck!
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I think I've avoided shows due to labels like that.leeism wrote: 'Cutting-edge club grooves'
'hyper-cool electronic dance music'
'forward-thinking club music from Europe's hottest labels' etc.
I mean how different is "forward-thinking club music" or "cutting-edge club grooves" from "idm" or "progressive house"? Nothing wrong with those genres, but the certainly implies what you think about other "club music." That kind of implication would keep me from going. Me and my non-"forward-thinking" taste would obviously get looked down on. Granted, I'm not that far from your techno crowd stereotype.
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