One of the stereotypes we hear about Norwegians is that they are shy, introvert, or cold-hearted people.
Jonas Aden is a perfect example of how much these canonical and textbook beliefs may be wrong.
The real protagonist of this year’s ADE has been this crazy yet marvellous personality, who played in front of thousands of people wearing some SpongeBob pants, after having lost a challenge. I admit it, that was extremely funny!
After a few successful remixes (“Lean On“, for example), Aden began publishing his own future house tunes on renowned labels like Hexagon, MF and FHM. His discography’s schemes are catchy, following the genre’s boundaries but never predictable. On a musical point of view, Jonas Aden managed to catch my attention most of the times, with quality works that don’t exceed with risky choices, either boring.
The idiosyncratic social marketing strategy of Jonas Aden is what really caught me here. The friendly, funny, warm personality works amazingly, clashing in the right way with the serious, humdrum producers we are used to see. I dislike many artists on social media because of their insipid posts and stories (notorious examples being “new music!“, “music soon“, “I’m in Asia“), posted every day for the umpteenth time.
Aden mixes weekly uploads on his YouTube channel, where he speaks about his past, checks demos, makes inventive producing challenges with enjoyable posts full of sense of humour! He even goes to the extent of providing free professional mastering to random producers following his channel, showing his devotion towards the fan-base. Even his music videos are quirky and amusing. In one of his latest creation, Jonas almost got injured with some fire!
However, the margin of these off-the-wall ideas employed by him doesn’t pose to be irrational. Unlike other preposterous motives in this industry, say Ganacci, Jonas Aden is building his image without ludicrous dance moves, but with a mature yet irreverent approach towards the “EDM Rules” per se.
I have worked and interacted with some creators in the past, and they were always scared to post a funny story or a caption. “This is not professional“. My advice to them is: be more like Jonas Aden. The world could do with more smiles and positivity.
What do you think?
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