Until earlier this morning, the electronic dance music scene lacked synergy.
In a joint statement released by both parties, Ultra Music Festival and Ultra Music (a pair of entirely independent EDM superpowers, despite their near-identitical names) just announced that they've "joined forces" to form ULTRA.
The plan: Become "The Worldwide EDM Authority" and "entrench itself as the undisputed driving force behind the international electronic dance music community."
Like Syrian rebel forces, consider it an uprising ... ULTRA's taking over EDM.
Of course, Ultra Music Festival is among the largest and most successful electronic dance music events in the country, even the world. Every year, its flagship beat-freaking weekend in Downtown Miami attracts 200-plus big-name DJs and bands (not to mention 200,000 party people) over three days.
Moreover, the Ultra Fest empire includes UMF Worldwide (a four-continent megaconcert tour that travels to Argentina, Ibiza, Poland, Korea, and Brazil) as well as a multimedia production division that's already spawned UMF Films and UMF TV.
Likewise, Ultra Records has got its own impressive EDM empire whose citizens (i.e. label signees) include famous DJs and superproducers like Kaskade, Deadmau5, Sharam, Wolfgang Gartner, Tiësto, Above & Beyond, Markus Schulz, Benny Benassi, Ferry Corsten, David Guetta, Fedde Le Grand, and so many uhntz-uhntz-ing others. Oh, and did we mention our homeboy Pitbull?
Yeah, seriously ... So while it might seem like hyperbole when Ultra Music Festival and Ultra Records' PR reps insist that "no other global brand can offer the experience and service to the EDM international fan as these two can," they probably aren't exaggerating.
"We are very excited about this new stage of collaboration between Ultra Music and Ultra Music Festival," Moxey said in the statement. "Russell and his team are setting new high standards for live electronic music experiences with their festivals and we are proud to work with them with Ultra Music and our roster of electronic artists."
The partnership's goal is to build Ultra as the "essential global lifestyle brand" within the EDM community, according to Faibisch. And it's the second big announcement for Ultra Music Festival in that many months.
In July, when Faibisch launched UMF TV, an "online TV channel dedicated to bringing you the very best videos of electronic music featuring original and unique content," he gushed: "This is just the beginning! We have a lot more surprises lined up for our fans!"
Now we know what the Ultra empire's chief mastermind was trying to tell us.