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Believe Entertainment Group plans series on Twitter
MUMBAI: New York-based independent digital studio Believe Entertainment Group (BE Group) has announced plans for ‘EpicEDM’, a new, ongoing original content series featuring electronic dance music (EDM) artists, festivals and clubs worldwide that will be the first studio originated content series designed specifically for the Twitter platform.
Financed by Believe Entertainment Group and executive produced by studio co-founders Dan Goodman and William H. Masterson III, EpicEDM is slated to premiere in late 2012 on social media platform Twitter.
EpicEDM will be the inside source for all things EDM, from the artists and tours to the world’s most exclusive nightclubs and biggest music festivals. The new series will live at @EpicEDM along with a range of new content providing 24/7 EDM insider access.
To host this new worldwide hub for EDM and premiere this original content series, Believe Entertainment Group will utilise Twitter’s entire Promoted Suite of products, including Twitter’s latest innovations, such as interest and geo targeting, allowing EpicEDM to showcase the best content and enable real-time conversations among EDM fans.
Believe Entertainment Group co-founder Dan Goodman said, “The social media space is at the heart of this massive, global movement, so it made sense to us to curate an EDM series on the same social media platform that continues to fuel its growth. Our approach with Twitter is to own the social engagement around this movement.”
Believe Entertainment Group co-founder William H. Masterson III said, “We’re building where the EDM community and DJs already intersect to amplify what’s happening. The goal is to create a unifying platform for the artists, fans and everyone involved in the EDM explosion that serves as a dedicated place to share the best things happening anywhere, at any given time in the EDM world.”
A network of official partners, unofficial friends and user Tweets curated by EpicEDM will bring always-on programming including weekly in-studio video updates and exclusive artist interviews with some of the biggest DJs and producers in the world, access to pre and post-events, contests and ticket giveaways, daily news Tweets, video blogs, photos and more.
Believe Entertainment Group will finance and sell EpicEDM. Additional details on advertiser partnerships for EpicEDM will be announced soon.
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With 57 per cent single new users, Ashley Madison rebrands as discreet dating platform
Platform says majority of new members now identify as single
INDIA: Ashley Madison is shedding the “married-dating” label that defined it for two decades, repositioning itself as a platform for discreet dating in what it calls the post-social media age.
The rebrand, unveiled in India on 27 February, 2026, marks a structural shift in business model and identity. Once synonymous with married dating, the company now describes itself as the “premier destination for discreet dating” under a new tagline: Where Desire Meets Discretion.
The pivot is data-driven. Internal figures show that 57 per cent of global sign-ups between 1 January and 31 December, 2025 identified as single: a notable departure from the platform’s married core. The company argues that its community has already evolved beyond its original positioning.
“In an age where our lives have been constantly put on public display, privacy has become the new luxury,” said Ashley Madison chief strategy officer Paul Keable. He framed the platform’s offering as “ethical discretion” for singles, separated, divorced and non-monogamous users seeking private connections.
The shift also taps into wider digital fatigue. A global survey conducted by YouGov for Ashley Madison, covering 13,071 adults across Australia, Brazil, Canada, Germany, India, Italy, Mexico, Spain, Switzerland, the UK and the US, found mounting discomfort with hyper-public online lives.
Among dating app users, 30 per cent cited constant swiping and messaging as a source of fatigue, while 24 per cent pointed to pressure to curate public-facing profiles and early personal disclosure. Some 27 per cent said fears of screenshots or information being shared contributed to exhaustion; an equal share cited unwanted attention.
The retreat from oversharing appears broader. According to the survey, 46 per cent of adults actively try to keep most aspects of their life private online. Only 8 per cent feel comfortable sharing most aspects publicly, while 35 per cent say they are becoming more selective about what they disclose.
Ashley Madison is betting that this cultural recalibration towards controlled visibility can be monetised. By doubling down on privacy infrastructure and reframing itself around discretion rather than infidelity, the company is attempting to convert reputational baggage into a premium proposition.
