Head of Content
Remember this time last year, when Guetta's only problem was a ill-judged horse?
So it begins. With little remaining doubt that EDM's popularity in the American market is waning, the procession of DJs jumping ship onto the next hype begins in earnest.
And as usual, if there's a bandwagon to be jumped on, you can rest assured our man, F*ck Me I'm Fickle, will be front of the queue. What a difference a year makes though, whereas in 2015 most big room DJs were towing the party line of "this will be a genre forever", 2016's more like the final scenes of Titanic, with DJs scrambling over each other to reach the remaining lifeboats, it just so happens the only two left are marked 'future house' and 'techno'.
With Tiesto pushing the capacity of the good ship future house to breaking point, Guetta has no choice but to don all black and try to blag his way onto the techno raft before he gets pulled under.
To be fair to Guetta he's had a rough couple of weeks. First, his chance at becoming a French national treasure was dashed by allegations of plagiarism, then Diplo and DJ Snake ganged up on him, with the latter unleashing a veritable mic drop of a put down on Twitter.
But even 100 DJ Snakes couldn't match the damage that his latest track "The Death of EDM" is sure to reap. In a move no doubt intended to rebrand the EDM elder statesman for the Marco Carola crowd, the new single is a euro saver techno banger that's already drawing comparisons to fellow countryman Gesaffelstein's "Purist".
You can compare the two tracks above, but to be honest that would be completely missing the point.
The more pressing issue is that the lyrics - "EDM is dead / And I be killing it / And I be killing it" - are sung without the merest hint of irony or self-awareness. If you're the kind of person who wears all black everything, I might start thinking about a new wardrobe, because if this is a sign of things to come, it won't just be EDM snuffing it.
Matt will be tweeting these lyrics throughout today, follow him here