I personally can’t wait for the Beyonce techno mashup by Seth troxler or Richie Hawtin or by some other “famously underground” DJ. It would be my big middle finger to all those die hard “I hate pop music and EDM” guys that have been so loyal to the scene, only having to realize what they’ve done to themselves. They’ve popularized the music they love so much it became a part of the next mainstream movement, yet again. In NYC you hear it everywhere, Brooklyn clubs like Output have spawned a swarm of young, techno newcomers with fresh claims for the love of the underground, and instead of EDC / EZOO they prefer a night at Cityfox. Instead of Hardwell’s podcast you catch their attention has swayed to a boiler room live mix. So trendy and yet all so…repetitive.

If you have any sense of American music history circa 1990–present you will soon recognize that this is history repeating itself in a different form.

Remember those days when Johnathan peters and Danny Tenaglia played live techno sets on NYC radio, showcasing their fresh remixes released by some of the worlds BIGGEST labels? No techno fan ever batted an eye or complained the music they mixed was too commercial or poppy, it was just great mixing and good music. The crowds didn’t complain when they dropped a Madonna main room tribal edit…in 2000 no one was asking these pioneers to keep it real and not make commercial remixes.

I can almost guarantee Spinnin records will get their hands on some great techno DJs, brainwash them, bath them in money and endorsements, idolize them and milk the scene just like history has shown us in the past. A lot of the fans are going to hate it, but the Carl cox Feat. Rihanna remix is coming soon. Real soon bruv.

My point is this. What we know as EDM has died a long time ago, the next pop culture EDM-esque revolution will most likely be surrounding techno and island music. (Ref: beatport charts) HOWEVER all you underground guys will eventually HAVE to give in and choose a select few DJs to represent, commercialize and monetize off of the sound while the rest of you fools complain about how the music and art has “changed” and how techno has become commercialized. Get ready for some “good old days” complaining…Lol

I’m really not writing this to spite the underground scene, I love the underground, but I feel I must remind everyone that ALL music cannot be judged by its authenticity or street credibility anymore. Cross-over music is at level 1000 now….NO genre is left sacred and if history repeats itself, my theory will hold true. Don’t get so hung up on music that’s commercial or not commercial because music was always meant to evolve and breathe in its own ways. Stay impartial my friends and enjoy everything for what it is, being a genre hater will most likely make you look silly in front of true music lovers.

-Samu

I do this thing called DJ-ing on a full time basis. As an entrepreneur that is proud and grateful for the privilege of being able to do what I love in exchange for praise and money, I feel what most people don’t understand is that a DJ is just not what the term refers to anymore. We are not just “disc jockeys” playing music on turntables, fashionably rocking a pair of fancy headphones. At least that is not how I classify my job description. There is SO much more to doing this full time than playing a few records, and that is what confuses a whole lot of people about this career path, or whether it IS a career path for that matter.

The journey and the first steps to become a full time DJ is never easy. It takes a lot of courage and most of all it takes alot of WORK, usually this work is behind the scenes, preparing for our short lived shows, that seem so fun and effortless when we are on stage or in the dj booth, making it all seem so easy that everyone thinks that they can do it. But then they figure out they can’t, and here are some of the reasons WHY:

1. They don’t LIVE FOR THIS SHIT: 24 hours a day, 7 days a week. I don’t play around. My mind revolves around this shit. If I’m not scouring the internet listening and downloading music, I’m writing an Event Production proposal for a corporate client, I’m learning about new gear, I’m learning about new editing software, new VST plug-ins. Audio Visual Solutions for Mobile DJ Set-ups, Watching hours of Tutorials for 3-d Projection mapping. I’m inventing Promotional strategies, I’m re-branding, Buying out ads, Buying Promotional products, making flyers. Editing Videos from the night before to get it on social before it’s irrelevant. All the while we still have to find time to find new artistic and cultural scenes, discover new and aspiring DJs and artists, network with club owners/managers, corporate execs, shamelessly promote to club/festival-goers about your efforts. So, I guess what I want to say is, LIVE FOR THIS SHIT OR DON’T BOTHER.
2. They Don’t WORK HARD: Hardworking DJs will find that they are the technological handy-men of today. We know Photoshop, We make music and podcasts on ableton, we are audio engineers, we spent years learning the art of scratching, watching those “Shure- Turntablism 101” VHS tapes for DAYS. We are our own videographers and editors, and we know how to fly speakers onto 30 foot high ceilings when the occasion arrises. We strive to LEARN EVERYTHING about our craft and we take pride in the product that comes out. Because most of the time, guess what? We put all that shit together DOLO. Whether you want to specialize in a certain genre of music or sector in the industry, a real DJ knows another real DJ when they speak to one, and they are usually eager to LEARN about each others knowledge and share each others experience, because there is just so much to LEARN. Prepare to spend a life time broadening your knowledge and technical abilities in order to succeed. I am aware with full certainty that I may not be able to know everything I would like to in this lifetime, but at least try?
3. They are in it for the wrong reasons. DO NOT DO IT FOR THE MONEY: You will be dissappointed. The first thing newcomers need to understand is that there is ABSOLUTELY, POSITIVELY, not one Top 100 DJ dude that has ever said something along the lines of: “I want to spend 200 plus hours a day for the next 5 years on my computer learning how to design my kick drums and sidechain my vocals to absolute perfection so I can become rich and famous!” There is also not one Mobile DJ dude saying “I’m going to make sure I prepare all the K-pop and Arabic music for my next mixed culture wedding event so I can become rich!” We do it because we love this shit. Doesn’t matter whether you are a producer, remixer, audio engineer, or mobile DJ, there is something indescribably inate in us all. My best word to attempt to define this is “PASSION”. You either got it or you don’t. Let’s not even mention them feels I get when I know the smiles on peoples faces are directly through my efforts. This is what brought me here and keeps me here working hard everyday, fighting for the next gig. It’s not the paycheck. The paychecks are not good. In fact for the majority of the DJ community, the money is pretty terrible. Across the board and at every pay-scale, the most of us have become “human slave jukeboxes” (I’m copywriting this term). Statistics can probably show that for every 10 of us there is 5 newcomers ready to rock a show for free and probably doing a better job at marketing than you. Don’t be foolish. Keep your priorities in place and have a full assessment and understanding as to why you want to get into this. When you get good, follow up with clients, treat fellow DJs right, treat your team right, curb your ego to the side at all times, and then the money may just come. Just don’t expect it to come like…right now. You gotta pay your dues and get respect on these streets.
4. They still think EDM is dope, and want to be like Martin Garrix. Sorry bro, That fist bumping, Steve Aoki cake throwing HOLY sh!p has long sailed my friend. We need to MORE CREATIVE today in our industry. More ideas. More ORIGINALITY. The world is tired of that same old, same old. Would you like to shake it up and bring something new to the table? I hope so.
5. They are NOT LIKE-ABLE. This industry is heavily reliant on YOU being a pleasant person to be around. I’m not telling anyone to practice to be a super charming, social climbing mastermind… Just don’t be an asshole / D-bag. I can’t begin to tell you how many TALENTED AF DJs I see lose out to work and million dollar opportunities, just because a client / club owner / record label exec / OR EVEN FELLOW DJ just get a better vibe from some other mediocre DJ that knows how to maintain diplomacy and get along with everyone. As a matter of fact I should have put this up as point #1. Don’t be a dick. It’s probably for your own good.
6. They Drink too Much or Do Too many Drugs. No need for explanation here.
7. They are in it for the wrong reasons Part 2: No you won’t get famous once you start. No you won’t get women all over you, women could care less that you know how to play records or use sidechain compression. Put the work in, practice being great at your craft and the recognition and the notoriety will come later. Don’t ever forget, DJs are the event coordinators, we are the first ones in the venue and the last ones out. We usually spend 3–4 hours to set-up, breakdown, pack and transport a shitload of equipment for mobile gigs. It’s not an easy career when you face these realities. But by far it has got to be some of the most mentally and emotionally fulfilling work one can do. And I personally would not trade my job for the world.

Thanks for reading my first rant, Something I’ve been meaning to share and hope a-lot of other fellow hungry / hustling entrepreneurs can relate to this, even though they may not be in the same field. One Love and Happy Holidays.

Samu — Throw a party with me (Shameless Plug) www.houseofsamu.com

“Follow These Rules and have mad bread to break up, If not, 24 years, on the wake up” — Notorious B.I.G.