Launch parties used to mean an open bar and a few words from a VP. This year, HBO, Spotify and LinkedIn traded that format for dark rooms, DJs and guest lists pulled from streaming data. The Wall Street Journal looked at the trend on October 5 and asked what marketers get back from a rave. For the people who actually go to them, the better question is which brands have earned the right to be there, and dance music already has a long list of them to compare against.
Office raves, arcade raves and a McDonald’s dance floor
HBO’s version landed on January 29, when it teamed up with Boiler Room to promote season…
