![[Column] The dance music revolution brought about by the internet](/../assets/images/column-the-lost-era-of-bloghouse.webp)
What was Bloghouse?
| Text: mmr | Theme: The history of the birth and disappearance of “Bloghouse” in the late 2000s, when blogs and MySpace changed club culture around the world. |
A new club culture created by the internet
In the mid-2000s, the distribution structure of club music was undergoing major changes. In addition to traditional dissemination channels centered on record shops and the DJ community, the Internet, especially music blogs, began to become a new base for dissemination.
The music style that emerged during this period was the culture that later became known as ““Bloghouse.’’ Bloghouse is not a strict musical genre, but rather a movement closely tied to Internet culture.
Features include the following elements:
- Aggressive sound based on electro house
- Fusion with indie rock elements
- Distribution of unofficial remixes and bootlegs
- Spread by MP3 Blog
- Artist communication centered on MySpace
In other words, Bloghouse was not so much a music genre as a club culture born as a byproduct of the distribution revolution.
At the time, music blogs played the role of introducing new music sources. Many sites listed the MP3s as direct downloads, allowing readers to get the latest tracks for free. This system created a unique distribution network that was not mediated by record company promotions.
Looking back at the history of club culture, the way music is spread varies greatly depending on the media. Radio popularized rock music, record stores created house music, and blogs created Bloghouse.
Bloghouse was a testing ground for club culture created by music distribution in the Internet era.
Background of the birth of Bloghouse
Evolution from Electroclash
One of Bloghouse’s direct roots is the electroclash of the early 2000s.
Electroclash is a type of club music that references synth pop and electro in the 1980s, and spread mainly in the art scene of New York and Europe. In this vein, a sound characterized by synth bass and distorted drum machines was established.
In the mid-2000s, the electroclash style evolved in a harder direction. A new club sound was formed by mixing French house, indie dance, and techno.
This change is also linked to the club scene of the same period. Electro house quickly gained popularity in Europe, where more aggressive bass lines and distorted synth sounds began to become mainstream.
The sound had an energy closer to rock than traditional house music. Therefore, it naturally overlaps with the indie rock fan base.
Bloghouse was born at the intersection of these two cultures.
The distance between club music and indie rock is shrinking, and the line between DJ and band is becoming blurred. The Internet supported this fusion.
Bloghouse was born as a result of the fusion of electroclash genes and indie rock enthusiasm.
MP3 Blog Revolution
The blog that was the center of music discovery
In the mid-2000s, streaming services like Spotify and Apple Music didn’t yet exist. The main ways to discover music were:
- music magazine
- Radio
- record shop -MySpace
- Music blog
Of particular importance was the MP3 blog.
The music blog was a site where the administrator introduced the music he liked. The article was accompanied by an MP3 file that readers could download directly.
These sites existed in the thousands and were linked together to form a network.
The feature of this system was the speed of promotion.
It was not uncommon for the sound source to be posted on blogs before the record was released, and spread to DJs around the world within a few days.
Even more important was the explosion of remix culture.
Many of Bloghouse’s releases were bootlegs and unofficial remixes rather than official releases. A song by a famous indie band that has been adapted into an electro house song spreads through blogs and becomes a club hit.
Thus, the cycle of music production and dissemination rapidly accelerated.
MP3 blogs functioned as a faster music distribution system than record companies.
MySpace and the Rise of the Artist
DIY star created by SNS
MySpace played a pivotal role in Bloghouse’s expansion.
MySpace was a social networking service launched in 2003 that included the ability to embed a music player into your profile. This allowed artists to release their songs directly without going through a record company.
This trend has led many artists to move from online to the club scene.
What makes them unique is their backgrounds, which are different from traditional club DJs.
- From indie rock
- Graphic designer
- student
- DIY producer
In other words, Bloghouse was a movement that symbolized the democratization of club culture.
The spread of music production software also supported this trend. DAWs such as Ableton Live became popular, and it became possible to create club tracks at home.
With the influx of new artists from outside the club, the sound became freer and more experimental.
MySpace has brought a lot of DIY artists to the club scene.
Features of Bloghouse sound
Distorted bass and rock energy
Bloghouse’s sound was distinctly different from traditional house music.
The main features are as follows.
- distorted synth bass
- Electro house kick
- rock energy
- bold sampling
- Short song structure
Particularly symbolic was the extensive use of distortion.
The sound of heavily distorted synth bass gave club music a punk-like aggressiveness. This style would also influence later EDM sounds.
Another feature of Bloghouse is its remix culture.
Many DJs reworked existing songs to create new dancefloor versions. These were not official releases and were often distributed for free on blogs.
This culture brought a new sense of speed to club music.
Bloghouse was a sound that combined rock impulses with electro-house beats.
Golden Age of Bloghouse
2006-2009 Explosion
Bloghouse’s popularity peaked between 2006 and 2009.
During this period, indie dance parties proliferated in the club scene, and Bloghouse became the mainstay.
Club events of this era had a different atmosphere than traditional house parties.
- Band T-shirt
- neon colors
- Internet culture
- DIY art
In other words, Bloghouse was both a music genre and a culture that included fashion and aesthetics.
As indie rock fans flow into clubs, the clientele of club culture changes as well. The boundaries between DJs and bands became blurred, and events that included live performances and DJ sets began to increase.
This new club culture quickly spread throughout the world.
2006 to 2009 was a time when Bloghouse was at the center of club culture.
Why did Bloghouse disappear?
The advent of streaming era
Bloghouse quickly became a huge movement, but it didn’t have a long lifespan.
There are several reasons for the decline.
First, there is a decline in MP3 blogs. Around 2010, copyright issues became more serious, and many blogs stopped distributing MP3s.
Second, there are changes in music distribution.
In the 2010s, streaming services such as Spotify and SoundCloud emerged, shifting the focus of music discovery from blogs to platforms.
Thirdly, there is the rise of EDM.
The sound of the club scene was changing as big festival electronic music gained popularity.
Bloghouse’s DIY culture is gradually being overshadowed by the huge festival culture.
Bloghouse’s demise was closely tied to changes in internet music distribution.
Legacy of Bloghouse
Influence on contemporary club music
Bloghouse was short-lived, but its influence is still felt today.
The following are the main legacies:
- Establishment of indie dance
- Expansion of remix culture
- Increase in DIY producers
- Internet-driven music discovery
Additionally, the current TikTok and SoundCloud cultures have a structure similar to the Internet diffusion model of the Bloghouse era.
The system of spreading music through the community was already established during the Bloghouse era.
If you look at the history of club culture, these movements come and go in short cycles. However, its influence is passed on to the next generation of music.
Bloghouse is also one of the important footprints left behind by the internet culture of the 2000s.
Bloghouse is not a genre that has disappeared, but rather a legacy that has blended into modern music culture.
Explore more like this
Sharooz Presents Monofonic – The Masterblaster EP
Sharooz Raoofi, also known as Principleasure, is a musician. He has also released under the names 40khz, Monofonic, and Vails.
Alter Ego – Rocker
Alter Ego is a German electronic music duo formed in 1992 by Roman Flügel and Jörn Elling Wuttke.
Thugfucker – Disco V / Knight Rider
Thugfucker started in 2004 as a duo between US DJ/producer Greg Oreck and Irish-born New York-based DJ Holmar Filipsson, but later became Greg Oreck’s solo project.
Olav Basoski – Water Fire Rhythm Love EP1
Olav Basoski is a leading figure in Holland House, active since the late 1990s.
Brian Cross – Sunny Rain
Brian Cross (Brian Fortuny Cruz) is a Spanish DJ/producer.
Dino – King Kong Five
Dino Lenny, also known as Dino, is an Italian DJ/producer who has been active in the dance music scene for over 30 years.
Benjamin Theves – Texas
Benjamin Theves is an electronic artist/producer from France.
Tepr – En Direct De La Côte
Tanguy Destable, also known as Tepr, is a French musician, composer, and artistic director.
Space Cowboy – Running Away
Nicolas Jean-Pierre Patrick Dresti, also known as Space Cowboy, is a French-British DJ, singer-songwriter, and producer. He has released under various names such as DJ Apex, DJ Supreme, and Kings...
Tignino & Leo Feat. Mark Kerr – How Can You Feel
An electro house track by Italian DJ/producer Daniele Tignino and Sicilian musician Ottavio Leo, featuring Mark Kerr, brother of Scottish rock band Simple Minds frontman Jim Kerr.
The Huggy Factor – Ass Jam
The Huggy Factor is a unit of Carl Finlow and Paul Huggett, who also work under the names Silicon Scally, Random Factor, Voice Stealer, Il.Ek.Tro, and Scarletron, and are co-founders...
