Fifteen years ago when electronic dance music (EDM) was a distant European fad blowing up across the ocean, Ultra Music Festival creators Russel Faibisch and Alex Omes were brainstorming ideas on how to cultivate a domestic EDM following. They decided to throw a one-day concert coinciding with the annual Winter Music Conference, a Miami EDM expo which invites industry insiders and rising DJs for a month of workshops, concerts and roundtables. The result was the first Ultra Music Festival - your average daytime rave taking place on the beautiful sands of South Beach.