The Role of the DJ: How to Break Boundaries in Electronic Dance Music

The popularization of electronic dance music and DJing in the past decade raises questions about music and culture. Today’s music scene is increasingly linked with technology in all facets of production, performance, and promotion. Technology and the internet create unprecedented challenges and opportunities for musicians. The role of the DJ is a controversial topic in online communities today. The role of the DJ is unique and constantly changing.

What is a DJ’s Role in Today’s Dance Music Festivals?
https://thump.vice.com/en_us/article/what-is-a-djs-role-in-todays-dance-music-festivals

Michelle Lhooq’s article about the the role of the DJ in festivals raises a number of important questions about electronic dance music performance. An increasing number of artists in the past decade have approached their careers as a persona rather than a musician. This is directly related to the commercialization of electronic dance music.

I would like to respond by opening a discussion about ways to be the best DJ, performer, and musician that you can be. There is a wide spectrum of DJs and different philosophies about DJing. I’ve spent time at Northwestern University studying music and learning from DJs in the Chicago area. I am still trying to wrap my head around this constantly evolving art. 

Everyone has their own definition of a DJ and their own priorities as a performer. DJs have unprecedented material at their disposal. And they have unprecedented flexibility as a performer. The one thing that really stands out and draws me to DJing is the fact that you have so much flexibility. You can play any music you want. This has not been possible to the same extent prior to the internet. 

When I started DJing, my mentors emphasized mixing different material and formats. Ryan Keesling (Searchl1te) and Madrid Perry (DJ Madrid) taught me that it is our duty as a DJ to bring together unexpected and otherwise unrelated styles of music. This advice resonated with me over the years. 

I hope that budding DJs, big name artists, and music enthusiasts alike think more critically about music. And the social and cultural implications of music. Recognize different priorities of performers, audiences, and venues. Find new ways to explore space and time. And experiment with the unfamiliar. At the end of the day, your music is your craft. It really shows when you stay true to yourself. 

Lucas Messore is a music producer, guitarist, and DJ from Miami. He is currently a senior at the Northwestern University Bienen School of Music. Lucas is involved in Street Beat - the electronic and hip/hop radio show on 89.3 FM WNUR. 
www.soundcloud.com/anelu
www.wnurstreetbeat.org

Festival Producers: 3 Things to Remember About Social Media

Electronic dance music has seen a sharp rise in popularity and now, festivals look to social media to stay innovative and relevant to festival-goers. I am an undergraduate economics student at Northwestern University with a certificate in integrated marketing, and I have found two articles that stress how important social media is for festival producers to stay ahead of the game.

The Atlantic recently published an article titled How Fashion Co-Opted Coachella by Alexandra Cheney detailing how fashion houses are attracting followers away from the festival grounds and to private parties. The 16-year-old music festival has developed a cult following of sorts. In the days leading up to this festival, fans document their journey to Coachella Valley all over social media, tweeting about who they can’t wait to see to what outfits they plan on wearing. Looks are becoming more important then the actual music being played. Luxury and commercial brands aggressively spend to attract influencers, consumers and “fashionistas” to invite-only pool parties and tented fashion shows. A new trend in festivals is the creation of external parties like these designer house pool parties that add an air of exclusivity that everyone wants a piece of. In fact, many festival-goers go to established events outside of the festival grounds. “No-Chella” has taken over Coachella – being seen and getting that exclusive party-invite can be more important than what is happening on the festival grounds.

http://electronicmidwest.com/wp-content/uploads/2013/04/coach.jpg

Electronic dance music has been dubbed the music of the millennial generation. We thrive on connectivity. Phil Hudson’s article in the Atlanta Business Chronicle titled TomorrowWorld parent studies EDM fans examines how EDM is becoming a culture and lifestyle for fans. Electronic music thrives on connectivity and fans enhance their experience by sharing their experiences all over social media. Chatter about EDM, music festivals and fan preferences take place on the Internet. With so many festivals emerging across the country, the only way festivals can differentiate themselves is either by bringing in an impressive lineup or by doing something no festival has done before. Electronic music is here to stay and the challenge is in figuring out how to capitalize on the music festival industry.

There are three action points any festival producer should consider.

1. Go Social – The most successful festivals have highly active social accounts with a combination of user-generated content, popular hashtags and festival announcements.

2. Listen Online – With the majority of festival goers online, social listening helps you stay in touch with your fans and hear what they like and dislike.

3. Music First – There’s a reason why they’re called “music festivals” and not “fashion festivals”. Don’t sacrifice your sound for the extra fashion show!

Electronic dance music and the festival culture have taken over the millennial generation. To succeed in the festival industry, producers need to think of ways to stay innovative and relevant in the music scene but without compromising the music. Social listening and paying heavy attention to social media has become a necessity rather than an after-thought for any serious festival producer.

About the Author

I am a Northwestern senior majoring in Economics, minoring in Asian American Studies and completing my certificate in the Integrated Marketing Communications program. I am currently still seeking a post-graduate job in the marketing industry, ideally looking to work in the music festival scene. Feel free to reach out to me via Twitter or drop me a message at katherinekim2015@u.northwestern.edu. I would love to talk more about the changing music scene!