House Music History
  > Electronic Music History > House Music History
    ELECTRONIC MUSIC                
    > Late 19th cent. early 
    20th cent.
    > 1940s to 1950s
    > 1960s to late 1970s
    > Late 1970s to late
    > 1980s to early 2000s
  During this time many individuals and particularly corporations realized that house music could be extremely lucrative and much of the 1990s saw the rise of sponsorship deals and other industry practices common in other genres.  
  To develop successful hit singles, some argued that the record industry developed "handbag house": throwaway pop songs with a retro disco beat. Underground house DJs were reluctant to play this style, so a new generation of DJs were created from record company staff, and new clubs like Cream and the Ministry of Sound were opened to provide a venue for more commercial sounds.  
    By 1996 Pete Tong had a major role in the playlist of BBC Radio 1, and every record he released seemed to be guaranteed airplay. Major record companies began to open "superclubs" promoting their own acts, forcing many independent clubs and labels out of business. These superclubs entered into sponsorship deals initially with fast food, soft drinks, and clothing companies and later with banks and insurance brokers. Flyers in clubs in Ibiza often sported many corporate logos.  
    > Post-rave fusions
    > Growing commercial
  Many UK clubs were playing much the same music as the commercial dance shows, as were many bars, supermarkets, and television advertisements. Dance music was perceived by many young people as being increasingly outmoded. Many older DJs seemed to be playing year after year, leading to the term "Dad house". House music became racially segregated, in contrast to its inclusive beginnings; some major UK clubs were reportedly refusing to book black DJs. MDMA became less popular than cocaine but created an entirely different atmosphere. Ketamine and GHB also appeared on the club scene during this time.  
    > Styles of ambient :
   * Organic ambient music
   * Nature inspired
     ambient music
   * Isolationist ambient
   * Ambient electronic
   * Ambient dub
   * Ambient groove
  As of 2003, a new generation of DJs and promoters were emerging, determined to kickstart a more underground scene and there were signs of a renaissance in Philadelphia, Atlanta, Chicago and other racially-mixed cities, as well as in Canada, Scandinavia, Scotland and Germany. The key to house music was re-invention. A willingness to steal or develop new styles and a low cost of entry encouraged innovation.  
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         HOUSE MUSIC      
    > Late 1960s to early
    > Early 1980s-Late
    1980s : Chicago years
    > Late 1980s-Early
    1990s : British
    > Social aspects of
    > Late 1980s to early
    1990s : United States
    > Early 1990s to mid
    1990s : " Summer Love"
    > Mid-1990s & beyond
    > The rise of the UK


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    > Musicology
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