Changes in DJ Promotion with the use of social media
Evermix is a new digital music platform that has created not only a platform but also a small recording device called a Mixbox. Still in Beta mode, it has a consumer app pending that enables fans to connect directly with their friends and DJs, reliving their nights over an over at the touch of their fingertips. Not only this but currently we have key founder members who are pioneers in getting our name known within the DJ scene – members such as Doorly, Graeme Park, Gorgon City just to name a few.
My role within Evermix is what we refer to as ‘Community Coordinator’ – I run the social channels and speak daily to renowned DJs from all over the globe to create their accounts. Additionally I act as artist liaison for the nights they are playing at and sets they want to record using our system. On top of this I also write blogs for Evermix, and continue to learn and develop my skills within design & marketing.
Eight years ago, I was sat on Limewire downloading the latest mixes from my favourite DJs of the time; Chase & Status, Rusko and Shy FX. Who would have thought years later that I’d be able listen to all of their tracks by simply streaming them from my iPhone or my Mac? I can connect with them, follow them and generally keep tabs on whatever they’re doing at the touch of my fingertips. The current boom of social media in 2015 has escalated rapidly. Streaming tracks is now over half of the digital revenue Universal Music Group receives and the sale of CDs is dwindling before our eyes. No longer do you have to buy your favourite mixes, or kill your computer with bugs from illegal downloads. Everything is at your disposal.
All this is thanks to how the internet has evolved. Take this as an example: I wanted to do a blog all about how social media is essential for the DJ of today. I dropped a message to Ben Pearce, one of my favourite DJs when I was at University. He’s in Australia: I’m in the UK and within an hour I had answers and opinions from the man himself. Without social media this would never have happened. Working within the dance music scene you start to understand the importance of all social channels for a DJ. No longer is it just how good their mix is on the night, it’s about reliving that mix over and over again. It’s about interacting with their fans; promoting themselves as a brand not just a DJ. Social media is one of the most important tools in the society we live in today. We, as a community, are obsessed with being the first to hear or see the news our idols are posting as well as creating a platform for ourselves.
Ben explained “It’s becoming more and more essential each month. It’s the instant way to connect with your fans, it used to be either having to go to record signings or meet them after shows but now you can have conversations, jokes and updates immediately around the world. Targeted posts can reach fans specifically in an area where you may be playing soon or where your music is going well. It’s a way to be consistently active and on people’s minds. It’s also a way to show your personality and build your brand around that as well as everything else.” Unlike before DJs are constantly interacting with their fans, potential managers, promoters and their friends and other DJs alike.
A key point Ben mentions is the comparison of how of a DJ used to reach their fans to now. After gigs you are now able to speak to your fans directly, rather than a
quick meet and greet where you don’t remember the last person from the next. Looking at the DJs I follow, the ones that appeal to me the most are those DJs who may be exhausted from constant tweets/mentions/retweets/snapchats from their adoring fans. But these DJs are the ones who succeed the most. They capture the community and make you feel closer to them like never before. I’m able to talk with my favourite artists through the power of social media, where only five years ago I would never have thought this would be possible. Something outstanding to really note is recently when Ben released a new remix on Facebook it reached 69,000 people. Ben stated “That’s just impossible from any other medium, that wouldn’t cost millions, you think of TV advertising or billboards for example and even that is quite static.” Social media allows you to directly reach your target audience, making it critical for a DJ to use this as an advantage to hone in on their target demographic.
But it’s not all business. DJs are able to show their personality, like Ben enjoying his funny Drake videos, and planning a Booze Advent Calendar with Evermix. Another DJ I particularly love is Seth Troxler. He never fails to make me laugh and it makes you want to see them play more. He makes you more inclined to take that trip down to London to see him or even plan a trip when he’s next in Ibiza. Social channels have this effect on you, if used correctly a DJ can be as successful as they choose, providing they are using it in the correct way. I’ll leave you with a quote from Ben. ‘Social media is a transparent news platform, you can get access to information that may not be transmitted on the news or anywhere else’.
Social media is power. It’s something DJs are right at the forefront of. Can you see the potential?
By Jessyca Baker, social media apprentice at The Juice Academy