The rise of B2B artists; is losing its unique experience.

Ultra Miami dropped its final line up yesterday, with some of the world biggest names on the list. And for once, it’s not the artist announcement I want to talk about. Recently, we are discovering that more often than not, the rising popularity of B2B sets, where once they used to be a very special event with often 2 big names coming together for a very special show.

Now, before I get going, I have to disclaimer that I know why labels and festivals are doing it. They only have so much time and money, and they want to showcase as many artists as possible with what they have. If I was a label owner and I just paid a fortune to host a stage for the day, I sure as hell would be having B2B2B2B2B haha. I also see it from the side of the festivals who want to appeal to the masses and sell tickets so they can continue to do what they do.

But what is the cost of doing this?

In 2019 we saw a sharp rise in B2B sets, with Martin Garrix’s label STMPD being a standout culprit of this, and in 2020 nothing has changed; in fact more labels seem to be following suit.

Revealed Recordings have announced their artists for their 10 year anniversary special at Ultra Miami, half the line up performing B2B, including Sick Individuals B2B Dannic, KAAZE B2B Maddix and BassJackers B2B Dr. Phunk. STMPD are still pushing the B2B sets hard with Dubvision B2B Matisse & Sadko and Brooks B2B Julian Jordan, and that is just to name a few of the 20 B2B sets that will be held over the upcoming Ultra weekend.

Keeping in mind that this is only phase 2 we still have all the supporting acts to come, which is sure to be stacked with B2B sets.

B2B used to be a special moment, I remember watching Eric Prdyz and Deadmau5 go B2B for the first time at Tomorrowland and WOW! 2 absolute legends coming together, it was incredible. Now it seems like they are becoming the norm; a place for labels to just stick some acts together in hopes they will become more a draw together than alone. You only have to look back at Tomorrowland 2019 on the STMPD stage, it was B2B all day (except for Garrix himself) and I had never heard so many mistakes in so many sets. It was clear that the acts had been told to play together, but did not get much time to prepare and play together.

Personally, I would much rather see a stand-alone act. We need to stop trying to water down the music and the brands of DJs because our attention span is too short to look up from our phones to appreciate the craft the person on stage has dedicated their whole life to. However, it does not look like slowing down any time soon, and I think we are going to keep seeing B2B sets rise and rise.

I would love to know what you think of the rise of B2B!