Up & Up: The EDM Pulse at Michigan State University
Electronic dance music, commonly known as EDM, is rapidly gaining traction across the United States, carving out a significant space in the cultural landscape, especially within college communities. At Michigan State University (MSU), a student club named Up & Up is playing a vital role in amplifying this momentum and bringing the vibrant world of EDM right to the campus. Partnered with Monster Energy, Up & Up facilitates a dynamic platform where students can connect over shared musical interests, drive community engagement, and most importantly, invite top-tier EDM artists to perform.
A Competition of Sound and Spirit
Each semester, the Up & Up chapters mobilize across various colleges in a contest designed to become the hub for leading EDM performances. The challenge is simple yet exhilarating: within a 48-hour time frame, chapters rally their campus communities to register for pre-sale tickets. This semester, MSU’s Up & Up chapter made a notable achievement by landing in the top 10 among over 100 participating schools—a remarkable feat considering they competed against several West Coast institutions with long-standing EDM legacies.
Co-president Ryah Dewey expressed the pride felt by the chapter, noting, “We haven’t placed in the top 10 in two years, which is amazing. I think what really set us apart was that we did really well on our social media this year.” This growth was evidenced by their impressive increase of more than 600 Instagram followers in just a few weeks leading up to the pre-sale competition.
Engaging the Broader Student Community
One of the keys to their success was a strategic approach, targeting not just the intrinsic EDM fan base but the entire MSU student body. By fostering partnerships with other campus organizations like the Spartan Ski Club, Up & Up was able to provide discount codes and host collaborative events, creating even broader engagement. The result? A rush when pre-sale tickets became available, with the first 100 free tickets selling out in under 10 minutes.
Despite the club not securing the headlining artist, Dewey emphasized the importance of their placement, explaining, “Even though we didn’t win, it’s just really good to be in the top 10. It shows people, ‘Oh, MSU is really big in this.’”
A Gateway to Industry Experience
However, Up & Up is not solely focused on festivals and artists; it serves as an invaluable launchpad for students looking to explore careers in the music industry. The club’s 13-member team takes on various responsibilities, from marketing and social media management to event planning and venue bookings. Dewey highlighted the organization’s role in jumpstarting students’ careers, especially for those aspiring to be DJs or work in event management.
One member, journalism junior Kayla Gardner, manages public relations and immerses herself in social engagements. Her experience with Up & Up has been pivotal in enhancing her communication skills, which align with her ambition to become a sideline reporter. “I’ll have to go up to strangers and tell them all about Up & Up. It has definitely made it easier to talk to people that I don’t know,” Gardner shared.
Finance junior Evan Mills, also a co-president, echoed similar sentiments about personal growth and confidence. Active in DJing, Mills remarked, “It has helped me with just growing confidence as a DJ and an artist,” adding that his involvement has equipped him with the skills necessary to perform in front of crowds without experiencing stage fright.
Looking Ahead: Events and Engaging the Community
As the fall pre-sale competition came to a close, Up & Up is keen to maintain its momentum through the winter months with a slate of engaging activities including pop-up events, tabling on campus, and potentially organizing Boiler Room-style parties. With a fresh spring pre-sale competition on the horizon, the club aims to continue its efforts in bringing major EDM artists to campus, working tirelessly while fostering an inclusive community spirit.
Dewey encapsulated the club’s ethos perfectly: “Although we do compete, we’re still just a fun EDM group that wants to have fun. We just want to share this community.”
Through Up & Up, students at MSU are not only experiencing the electrifying world of EDM but are also gaining invaluable skills and connections in an ever-evolving industry, creating a vibrant thread in the university’s cultural fabric.
