In a continuation of the homogenising of electronic dance music (EDM to the commercial lane), Ultra Music and the Ultra Music Festival have announced a ‘global alliance’.

The global alliance sees Ultra Music bring their sturdy roster constructed of Above & Beyond, Benny Benassi,  Calvin Harris, Deadmau5, Kaskade and more as they join Ultra music Festival and their sizeable event brand (six festivals worldwide).

By combining their operated businesses the two will form one of the most powerful independent entities in electronic dance music and fashion a full service festival/live events, record label, film/video productions, live streams, original online TV programming and plenty more.

Ultra Music President Patrick Moxey told Billboard  “I think we’ve both come to a realization that a stronger link between different music areas make the combined Ultra brand even stronger,” adding “We have various new CDs and DVDs which will be coming out to support the expansion of the live music experience that [UMF co-founder and CEO] Russell [Faibisch] is setting up around the world. We have many new technology ideas we are discussing, but certainly we want to innovate to bridge the gap between the live experience and the recorded music experience around electronic dance music.”

Thankfully this isn’t the monstrous land grab that has seen Live Nation acquire UK Festival brand Cream and LA event promoter HARD Events although most people are watching this as “a time when corporations are aggressively buying their way into our scene “brand by brand,” UMF co-founder Faibisch said. “And we choose not to sell out, but instead are coming together to strengthen one another.”

What do you make of this?