It is hallmarked partly by the fact that it has been created using computer software, but also by a consistency of style, which is identifiable to aficionados. Despite its growing popularity, electronic music has been practically ignored by mainstream record labels and radio stations, which are just beginning to catch on. Internet radio stations are discovering that the genre can be lucrative however. AminoRadio is The Eclectic Radio Company's answer to the huge demand for techno electronic music that is not being provided by any other form of broadcast media. The lack of electronic music's traditional radio play is possibly due to the unusual format of the songs, which have erratic lengths.
Some tracks are ten seconds long, while the majority are at least seven minutes long.
This does not fit well with the traditional radio format of three and four minute songs. With virtually no radio play, record labels do not want to risk the investment of producing electronic artists' music. The record stores are supplied by small record labels, which have grown out of the success of certain artists. Whether we are prepared to admit it or not, technology has always defined popular music. From the development of the microphone that allowed Bing Crosby and Frank Sinatra to croon softly on top of a big band to Keith Richards' discovery of the pleasures of an overdriven guitar amplifier, the excitement generated by pop music is often the thrill of exploration and the sense of possibility provided by the use and misuse of new technology.