Shortly after all these sub-genre movements were fully developed, around the late 1990’s and early 2000’s, E.D.M. began emerging as a “blanket” genre covering all of these smaller more precise types of music. The image of the European club music scene was beginning to be marketed in the U.S.A. and certain famous European DJs such as, The Chemical Brothers, Fatboy Slim were considered to be part of something known at the time as the “American Electronica Revolution”. By the mid-2000’s this movement had progressed and moved up as a full branch of the music industry. E.D.M. gained much more momentum by the quick abundance of live events and show promoters increasing the media coverage and publicity of the whole culture.