Tecktonik
Since I live in the UK, I’ve always tried to keep in touch with all the pop culture stuff happening in France and especially in the youth culture. This is partly the reason why I started this humorous blog: Socio-Stail (which I actually haven’t updated for ages!). But don’t worry, you Socio-Stail lovers I am thinking of launching a 2.0 version as a Facebook group… Will keep you posted on this.Anyway, the aim of today’s post is to enable my readers from all over the world (!) to catch up with one of the most discussed and popular subject in France these days: La Tecktonik!Before starting, here is Wikipedia’s definition for Tecktonik:“Tecktonik (also known as “tck”, “Milky Way”) is a form of dance based on a blend of hip hop and techno styles. It originated in Paris and has grown in popularity through word-of-mouth and video sharing sites. Tecktonik was featured prominently at the 2007 Paris Techno Parade.”
This phenomenon has actually gone way beyond a new form of dance and could be analysed from a cultural, sociological, digital, herdy and marketing points of view.
This is very interesting indeed to obverse how this movement have gone from a bunch of persons inventing a new kind of dance to one of the most discussed and debated subject in French pop culture.
One of the first reasons for this success is the importance of digital. To become famous through social media, la Tecktonik has started what Nancy White calls a blog centric community. (Read the full article here)
The blog Dance Generation has been organically used as a hub. As this blog has been created on Skyblog, (considered as a French MySpace) it has enable the community to grow and structure itself more easily.
Secondly, the main Tecktonik dancers have uploaded their videos to sites like YouTube and Dailymotion. (Have a look to the videos below)
Not only has it allowed la Tecktonik to spread virally by its spectacular nature but it has also enabled wannabe Tecktonik dancers to learn the basic steps before going to the main Tecktonik clubs. A kind of Tecktonik school of the web really!
Then the next stage has been to organise events in the main French cities. Again the Internet played an essential role to regulate and organise these events.
In terms of marketing, the real name of the dance isn’t actually Tecktonik but Electro-dance. Tecktonik being only the brand that sells clothes, CD’s and organises parties. They have the exclusivity for the management of the Tecktonik brand. Anyway only very few people will understand you if you mention Electro-Dance instead of Tecktonik… the role of marketing as been well crafted here.
Another interesting thing to analyse is people’s reaction outside the Tecktonik community. A hater community has been growing rapidly on Facebook. (Examples here, here and here)
There is I think, a sociological answer to these distinctions as Facebook audience is mainly Upper and Upper-middle class in France VS Middle class for the Tecktonik dancers.
Well this is just an assumption, as I don’t have any valid figures to prove this point. The only thing I am sure of however is that la Tecktonik is actually dividing France and that the haters are just reinforcing the community!
[Pic via]
Great story to exemplify how the blogs support the emergent community. Thanks for sharing the story. I’ve tagged it on my growing list of “blog_community” examples.
Hi,
thank you very much for commenting on my blog. I agree ‘la Tecktonik’ is a very interesting story to look at how blogs play a capital role in the community building process.
Cheers
OF
Hi!
Thanks for the post, I haven’t been following what’s going on in France since I left, so it’s cool to have the quirky news. Not really my cup of tea this new trend, I prefer acid or hard techno music, one of my friend’s page for example: http://www.myspace.com/9mm5ound6tem
Hi Corentin. I’m convinced that the economic malaise in France is creating a vibrant arts and expressive community or ‘wave’
Just like Punk emerged from in the 70’s.
What do yout think?
Hi Charles,
This is a very interesting question. Although I can’t obviously give THE answer! I will give you my opinion on this!
I don’t know if there are any underground movements apart from Rap trying to contest things and to raise the voice of people having difficult times in France… I’d love to discover such a movement! However you won’t find this in Tecktonik I am afraid!
Tecktonik is actually quite representative of a generation just trying to have fun and not being really concerned by society issues (Carpe diem). The society and the youth aren’t as involved and protesting as they used to do! Even if you look at the famous strikes, they are more of a tradition these days with only 8% of the French being a union member. Rebellion doesn’t seem to be way to follow these days; indeed 75% of the youth want to work as a civil servant because you can’t really get fired… I am not saying this is a bad thing to become a civil servant, however it shows that they just want to be part of the society in a secure way but not to contest it.
thanks for using my photo
visit my blog here : http://absolutely.awesome.online.fr