Ultra Fest set to begin with Swedish House Mafia
FILE - In a Feb. 10, 2013 file photo, Swedish House Mafia, from left, Axwell, Steve, Sebastian Ingrosso, and Steve Angello arrive at the 55th annual Grammy Awards, in Los Angeles. This year's Ultra Music Festival, which begins Friday, March 15, 2013, will feature the final performance of the Swedish House Mafia. (Photo by Jordan Strauss/Invision/AP, File)
MIAMI (AP) — Stars are born at Ultra Music Festival.
The electronic dance music festival that begins Friday will draw internationally renowned disc jockeys, producers and tens of thousands of revelers as one of the largest dance music gatherings in the world super-sizes to two weekends. It also will draw the expanding genre's great unknowns, the next big acts who catch the attention of the 330,000 revelers expected to attend.
"Ultra Fest is important because a lot of kids who go there don't even know who's playing," said the producer Diplo, who will be performing with his group Major Lazer. "Two years ago Skrillex went and played for free. He just wanted to be part of that lineup, part of the Ultra thing. Then next year he headlined. That's how big you can get in the DJ world within a year."
This year's festival attracts most of the genres top names, including Swedish House Mafia, which will be playing its final show as a trio Friday night three years after making their North American debut at the festival. David Guetta, DeadMau5, Afrojack, Avicii and scores more were scheduled to perform — though preparation of the festival's main stage remained incomplete following an accident Thursday that injured three workers.
The festival is now in its 15th year, but has gained rapidly in prominence as EDM has flourished. Long popular in Europe, house music has taken root in popular music in the U.S., climbing into top 40 radio and propelling DJs, once faceless figures behind the turntables, center stage. Pop artists like Rihanna, Pitbull and Lady Gaga have found enormous success incorporating the electronic sound into their music.
The proliferation of hits has changed the way some artists present their music at Ultra, said Chad Cisneros of Tritonal. DJs still come to the event to showcase new tracks, but more frequently they play sets their fans already know well.
FILE - In a Feb. 7, 2013 file photo, DJ and music producer Diplo poses for a portrait at the Mad Decent Studios, in Los Angeles. Diplo is performing with his group Major Lazer at the Ultra Music Festival in Miami, which begins Friday, March 15, 2013. (Photo by Dan Steinberg/Invision/AP)
"It's changed from a technology and a fan perspective," Cisneros said. "They know what to expect. And they know what tracks they want to hear."
Ultra has served as a taste-making force during EDM's ascent into the popular consciousness.