REFLECTIONS – LONG LIVE MARKETING?

MY (SUTIL) EDITORIAL

It's common knowledge that DJs have been using marketing for many years to promote everything related to them. In other words, these days, if a DJ isn't marketing their own work, it's as if they're missing something. Of course, this strategy isn't as necessary if they've already established a professional reputation through their work itself, whether through highly successful releases—multiple of them over several consecutive years—residencies at major venues, events, or clubs recognized worldwide, or appearances on globally popular radio programs, among other things. In these cases, due to the constraints of the current market system, marketing adapts to the artist's specific priorities, intentionally highlighting and reminding listeners of all their successes at a particular point in their career (David Guetta, for example).

However, it is observed that a large part of DJs live to establish themselves by 'doing whatever it takes', and others, whom we call newcomers - a concept without a literal translation into Spanish, and which could be interpreted as 'those who have made noise lately or those who have just arrived…' - are more focused on having a good presence in different media, whether Newsletters, Blogs, Myspace, Facebook, Magazines, etc… worrying more about 'the photo', or the 'track that the 'buddy' of the moment made for me', or that 'who I paid money to do a production for me putting my name on it', than on building a career on the right path, the one that leads us to the obligation of combining real work with a good Marketing campaign, to reap the rewards when the time comes, if it ever does.

As in the headline of this issue, I've put the word 'Marketing' in quotation marks several times, because, in this sense, you can't compare what a David Guetta (whom I've already labeled a 'Pop Deejay' because he's known even by the masses who listen to Pop, or those who are in touch with mainstream music) can do with what an enthusiastic young talent does, copying what he sees around him to 'move up'. The latter is a testament to the attitude of some adults he observes, who, in turn, remain more obsessed with promoting their meager artistic value—setting up shady deals to get gigs, often through exchanges and somewhat dubious acts—than with working on their professionalism and improving it every day. I, too, have been a newcomer, and, like everyone else, I still struggle to shine, or to keep shining, if I ever do…

I believe that the arrival of strong, healthy new figures who bring something new to the table—think Deadmou5—is part of the natural evolution. And this is possible on a small scale. How many artists shine as newcomers every year in different areas and at different levels! But in all these cases, leaving aside any marketing involved, there's a very solid and real element: there's a genuine artist, or one on the verge of emerging, and therefore, marketing becomes a complement, not a double-edged sword. So I beg that my words not be misinterpreted by those who consider themselves newcomers, since it is never good to generalize, although a simple glance at MySpace is enough to confirm the bad habits that, perhaps, a few 'established' artists have passed on to new generations - and I say 'we' so that it cannot be said that I may have been equally responsible - influenced by unrestrained self-promotion, often done in an inelegant manner, if not outright shoddy.

Obviously, Deejaymags are not the sole reason for this article, as marketing efforts are not simply about an awards ceremony and the ability to garner votes. It's about a fundamental attitude, a starting point, an initial philosophy. I have always championed Deejaymags, setting aside my personal opinion on the matter, which isn't relevant here, since they are a promotional platform for ALL of us who are DJs and/or promoters, producers, performers, etc. Furthermore, it's worth noting that similar awards exist in all countries with a 'developed' club scene. That's not the point. I would like to highlight the paradox between the little importance I believe is given to the artist, to their talent as such, compared to the value placed on their marketing skills. I remember perfectly the Deejaymags press conference in Barcelona in 2007. At the SGAE headquarters, Julio Navas and David Amo commented that '…we see that there are more people concerned with getting votes for the Deejaymags than with receiving them for their talent and work.' I still agree with that statement.

I think those of us who consider ourselves 'veterans' in the industry would like to see younger generations, or our own or older ones, express their opinions—with the option of being published in such a prestigious medium as this—about whether they dislike the rules of the game. Because if all that's needed in this profession is good marketing to make a living, then we might as well give up. There would be no need for me, or anyone else, to write anything else in this or any other publication or communication channel. 'And since I couldn't believe it, I didn't believe it,' said that fantastic Frenadol TV commercial….

That's why I look forward to your comments, constructive, respectful and sincere.
We must continue to create a debate rich in content!