How The Major Labels Sold 'Electronica' To America

How The Major Labels Sold 'Electronica' To America

How do you sell an enigma? In the 1990s, American rave was a big but scattered subculture. Packaging its fleeting tunes and site-specific good times for mainstream consumption would take some doing. When rock and hip-hop began show signs of weakness mid-decade, a handful of true believers, funded by major-label money, would make their move.

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