Disney has launched a compilation of some of its most memorable songs, remixed by EDM superstars like Skrillex and Daft Punk. Tapping into the enthusiasm of young fans and their appetite for high-intensity, larger-than-life experiences, will DCONSTRUCTED hit the right note?

Valued at $6.2 billion, EDM is no longer simply an acronym for ‘electronic dance music’. For thrill-seeking digital natives, EDM embodies their live-for-the-moment attitude, syncs up with their technology-driven lives, and satisfies their omnivorous approach to sensory experience.

For years ‘authenticity’ was the holy grail of marketers and product innovators worldwide. But now, the Tumblr generation are redefining authenticity. In this mashed-up, copy-morph culture a new generation of consumers are calling bullshit on the old-school authenticity claim. And if ‘authenticity’ is passé, then what does it mean to be ‘genuinely phoney’?

The hipster is defined as the embodiment of Postmodern Irony. But it's not the only group striving for leadership over pop culture; New Sincerity has been singled out as another ideology contender. Is there really a 'battle of the principles'? And how are adverts reflecting this?