Gen X ravers, German DJs, club kids posing as party promoters and other nocturnal creatures blinked at the South Beach sunshine for the 24th year this week to kick off the Winter Music Conference (WMC). They come to network, party and worship at the altar of cutting-edge dance music. They lounge in French swimwear, earbuds in place, sipping champagne as night bleeds into morning over the course of the weekend. They are the target audience for Be At TV, a virtual clubbing site, because, let’s face it, they’re not all really jet setting and constantly fabulous. Whether it’s because of kids, an empty wallet or flagging stamina (36% of 2008 attendees were aged 36 to 45), music lovers just can’t be everywhere at once.
Check back next week to hear from the Be At TV founders and for feedback on the site from the people who live it (and hopefully some dirty snippets from behind the velvet rope).