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Dick Clark Productions, the producer of the Golden Globes, is looking to cash in on rising ratings and advertiser demand for TiVo-proof TV events with a first-of-its-kind awards show to celebrate vinyl-spinning DJs, The Post has learned.
DJs including DeadMau5, David Guetta and Swedish House Mafia have made electronic dance music, or EDM, one of the fastest-growing music genres around. Billboard began tracking sales as a separate category at the start of the year.
The company, whose awards shows also include the American Music Awards and the Academy of Country Music Awards, is in talks to line up a TV partner to air the broadcast, sources said.
Dick Clark Productions, which was acquired by investment firm Guggenheim Partners last year, is on a ratings roll.
In January, NBC’s broadcast of the Golden Globes drew 19.7 million viewers, up 17 percent over the previous telecast.
On Sunday night, the Academy of Country Music Awards on CBS scored its biggest ratings since 2001. The show also surpassed ABC’s rival Country Music Awards, which aired in November.
Dick Clark CEO Allen Shapiro is moving swiftly to grow the live events business, which fits into an overall strategy for Guggenheim Partners to own DVR-proof programming such as live events and sports. In addition to acquiring Dick Clark, Guggenheim was part of a group that bought the LA Dodgers for $2.15 billion in March 2012.
Shapiro declined to comment on plans for the new EDM show.
However, he said the other shows were doing well in part because producers picked hosts with good chemistry: Blake Shelton and Luke Bryan fronted the ACMAs, while Tina Fey and Amy Poehler hosted the Globes.
“They [marketers] want to be associated with live events, with a young audience and that interests us as well,” Shapiro said.