Sneak's music is ace even if he does occasionally like the sound of his own typeface.. Dance music desperately people like him to occasionally tell some 'home truths' and cut through the PR bullshit
Luke Solomon had something to say about Ibiza last week as well:
So heres the thing. Modern DJ culture is pretty much built around "Shock and Awe" tactics. Sadly, these tactics are applied to PR and not ability. I was faced with a dilemma last night of taking a photo and posting it online, something I have never been great at tbh - but it got me thinking. Ibiza is the place where DJ's build their foundations for another years gigging. For a whole season, DJ's and their "teams," work together to build a portfolio of AWESOMENESS. Most of that AWESOMENESS is based on photos of:
1. Crowds with arms in air
2. DJ with another famous DJ
3. DJ B2B with another famous DJ
4. AWESOMENESS
5. Tweet about how"excited" they are.
6. Picture of food in expensive restaurant
7. After party pics
The saddest part of all of this is that it is "spin" (see what I did there.) With an incredible team, you can create an entire career and sustain it - much like politicians have been doing for years. So - to summarise
99 percent PR - 1 percent music
The music has become such a secondary part of the majority of these careers, mostly without the DJ's even being aware of it.
I have played some of my best DJ sets to a handful of people in a room. I have witnessed other DJ's do the same.
Derrick Carter and Ron Trent playing to 60 people at Bar Rumba on a Wednesday night still sticks with me to this very day. And so I say the biggest party doesn't always have to be the best party.
DJ's and their "teams" should stop assuming that their audience are not clever enough to accept a little honesty. If you have a bad gig - why not own up to it. If you played to 8 people in a room - but it was awesome - let people know.
If you wore the wrong shade of black to the party - post a picture.
Ultimately, let your hair down and take that pointy thing/PR team - out of your backside.
With that in mind, here's a picture of me DJing to 8 people in Ibiza last night. I was awesome obvs
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