The emerging market is made up of 20 to 40 year olds. We were weaned on indie rock and electronic music, dance and otherwise. If we want the industry to attract the younger listeners we have to play their music and not just so called "classy" genres. What do you think Dead Can Dance is? A string quartet?
I'm in charge of choosing our selections at shows. My mindset is to thresh out how the systems are used at home because that is what dictates what music is being played at home. As such there's mellow music and serious music for "alone time" and fun music for "entertaining/party time". A good system should be able to conform to the owner's behavior patterns and not the other way around. We've had young couples actually dancing with matching fist pumping in our room playing Armin Van Buuren and Tiesto one year and Dash Berlin and Emma Hewwitt the year after. The challenge is timing what to play when all you have is a few seconds to "read" the makeup of people in the room at any particular time. Making transitions from chamber to something hard requires the person to do a quick spiel to warn some in the room. Do it with good humor and you'd be surprised how many older 'philes actually stay and enjoy. Perhaps not the music played but I mean who doesn't like seeing pretty ladies dancing? I don't care how old you are!
We advise those that like to listen softly and listen to more intimate material to come in the mornings when the crowds are thin and all the other rooms quiet. We're SRO most of the afternoons and sometimes past closing. We take these opportunities to talk softly with the showgoers and schedule visits to the showrooms. For our own sanity we play as wide a selection of music as possible.
One tip for show participants I will share is the power of the volume control. If you want the crowd to be quiet, turn down the volume instead of trying to play music over their noise. It works every single time.
Congratulations to all the NY show participants, may all of you made more sales, more friends and hopefully expanded the hobby's base! Cheers!