A Hard Pill To Swallow
A recent Mixmag article revealed a sobering truth: 61% of emerging DJs believe that their social media numbers are more important than their musical ability when it comes to getting ahead in the industry. As discouraging as that sounds, it reflects the digital culture we now live in—one dominated by consumption, instant gratification, and 30-second clips on TikTok, Instagram, or YouTube.
This is the reality: when short-form content shapes people’s perception of value, it makes sense that DJs think promoters and industry insiders will judge them based on follower counts and likes.
Do Promoters Really Look at Social Media?
Yes—promoters do look at social media. As a promoter myself, I check out an artist’s presence online. But I’m not necessarily looking at how many followers they have. I’m more interested in whether they’re engaging with their community.
Are they replying to comments? Sharing posts about their shows? Supporting the scene online? That’s what I want to see. It’s not about numbers; it’s about effort, personality, and consistency.
What I Look for When Booking DJs
When I book artists, I’m not expecting them to sell tickets or do my job for me. That’s my responsibility as a promoter: to get people into the venue and pair the right artists with the right crowd. But I do appreciate artists who care about their brand and take time to interact with fans online.
If you’re an artist who actively connects with your audience—whether it’s through regular posts, event updates, or meaningful interaction—I notice that. I’m far more likely to book someone with 800 followers and genuine engagement than someone with 3,000 followers and radio silence.
Why? Because enthusiasm is contagious. If you’re active in the community, you’re more likely to bring that energy to a live event—and your audience will follow.
Why This Sucks—But It’s the Truth
I feel for the DJs who are discouraged by this reality. I hate that we’re in an industry that prioritizes visibility over artistry. But until we move away from a society built on dopamine hits and viral videos, this is what we’re stuck with.
The attention span of the average consumer has shrunk dramatically. We live in a culture where people often care more about a 10-second clip than an hour-long set. That’s heartbreaking—for music lovers, DJs, and everyone trying to break into this scene for the right reasons.
The Rise of the Camera and the Fall of Authenticity
Everyone has a camera. Everyone wants to go viral. Everyone wants to be famous.
This obsession has altered rave culture, DJ culture, and even the structure of music production itself. Artists are constantly thinking about how their next track will perform online, rather than how it will move a dancefloor. That’s a bigger issue, and one that I have somewhat addressed just recently.
Final Thoughts
I’m passionate about DJing. I’m hungry for this career. And yeah—I work hard on social media, because I’ve accepted that it’s part of the job. But that doesn’t mean I like it. I just know that in this industry, working your ass off includes being visible online.
This blog post was edited and formatted with the help of AI to improve clarity, grammar, and structure.