In the ever-evolving realm of DJ culture, the prominence of videos capturing the climactic moments of a set has become a defining aspect of the scene. Gear Guide Music engaged with key figures in the industry to dissect the advantages and drawbacks of this growing trend.
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Certainly, you've found yourself amid the ongoing debates, both in the digital domain and the real world, concerning the impact of social media on club music, with a specific focus on the rise of "drop videos." These videos aim to encapsulate the zenith of a DJ's performance, showcasing the crowd at the pinnacle of excitement, subsequently shared on the artist's profile.
Speculations abound that the intense focus on these pivotal moments might be reshaping the nature of dance floor experiences, potentially influencing the music played at events. Simultaneously, the demand for adept videographers and social media managers is on a constant upswing. Love it or loathe it, drop videos undeniably stand as an integral facet of DJ culture.
Unsurprisingly, the notion of "social media as your CV" doesn't sit well with everyone. Many DJs express dismay over social media's influence as a tool for music discovery, bookings, and marketing, contending that it has encroached upon the artistry of their craft.
Considering these perspectives, we set out to survey the landscape, delving into the dual facets of this ongoing debate. We conversed with various industry figures, ranging from managers and publicists to A&Rs, striving to unravel what has become an integral part of the daily life of DJs.
Backtrack to the early days of social media in club settings, which emerged in the 2010s. Live videos and recordings facilitated a more seamless translation of the club experience onto social media platforms, offering revelers a glimpse behind the scenes. Scott Paterson, founder of Ecce artist management, reminisces about being an early adopter of Facebook Live during his work behind the scenes of the UK artist Scuba’s residency at the London club XOYO in 2016:
“We used to get a Gorilla Clip and put it behind the booth and go on Facebook Live,” Scott said. “Scuba maybe had 150,000 people on his Facebook and so when we put that out, people were like, ‘What’s this?’, and then realized it was live from the club. It was literally just via my iPhone on a Gorilla Clip up there streaming on the page. You’d see comments and engagement, and for 45 minutes I could go and have fun and come back.”
Thomas Coxhead, Director of Digital and Media at Defected Records, also recalls the early days of using social media during events:
“I was the first person to be doing social media for Defected at events,” said Thomas, referring to the label’s debut festival in Croatia in 2016. “I was walking around on my phone on my own doing Facebook Lives because it had just launched and that was the first time where I felt like it was becoming a thing, filming those DJs and getting those ‘moments,’ so to speak.”
Fast forward to the present, and nearly every artist, label, and brand exists in some capacity on social media. For Defected Records, the primary goal of sharing videos of DJs playing records is to direct audiences to consume the music on various platforms.
Engagement is the key motivator for artists posting on social media, serving as a means to promote themselves and the events they're part of, according to Chanel Kadir, director of Dawn Creative Agency.
However, the role of drop videos is not without its controversies. The individuals we spoke to had differing opinions on the impact of these videos on DJ culture. While the videos serve as a valuable tool for artist discovery, particularly for A&Rs seeking new talent, they also present challenges. The pressure to capture these "big moments" and the potential distortion of an artist's set to fit into a 30-second video frame are concerns expressed by industry professionals.
Moreover, the increasing prevalence of social media as a DJ's modern-day CV has led to changes in behavior. Artists are increasingly bringing videographers or social media personnel to capture these moments, going to greater lengths to produce attention-grabbing content. This shift has prompted discussions about whether the pursuit of social media success is influencing the artistic integrity of DJs and their sets.
However, the downside of this trend is not limited to artistic concerns. Social media's impact on the career of a DJ, the pressure for constant content creation, and the potential exhaustion of artists have all been subjects of discussion within the industry. There's a recognition that social media success can directly affect a DJ's bookings, creating a dynamic where popularity often outweighs artistic quality.
Furthermore, the difference in reactions to male and female DJs in social media comments has raised concerns about gender bias within the industry. The commentary on videos featuring female DJs can be more critical and less supportive than those featuring male counterparts, a disparity that demands ongoing discussion and awareness.
In terms of audience expectations, the rapid success of drop videos on social media can influence the atmosphere at live events. Certain artists, propelled by their social media growth, may attract crowds expecting big, familiar moments and drops from the outset, influencing the DJ's set and the overall experience.
As social media continues to shape the landscape of DJ culture, the debate surrounding drop videos persists. The increasing reliance on social media for information has led to shifts in audience expectations, with some attendees seeking those "Instagrammable" moments at larger venues and festivals. This evolving dynamic may result in a generational gap, with different scenes and crowds aligning with distinct mentalities regarding the role of social media in shaping their music experiences.
In conclusion, while drop videos have undeniably become a central aspect of DJ culture, their impact on the artistry of the craft and the industry's dynamics remains a subject of ongoing discussion and scrutiny. The intersection of social media, artistic integrity, and audience expectations will likely continue to shape the evolving landscape of DJ culture in the digital age.
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