“Social media numbers matter more than musical skill.”
This startling sentiment — now backed by 61% of emerging DJs surveyed by the Pete Tong DJ Academy — dominated discussions at this year’s International Music Summit (IMS) in Ibiza.
For a scene historically built on underground credibility and musical mastery, the findings are a wake-up call: in today’s electronic music industry, online visibility often outweighs pure artistic ability.
The Power of Perception Over Performance
The survey revealed that a majority of young DJs feel pressured to prioritize their Instagram feeds, TikTok reach, and follower counts over refining their technical skills behind the decks.
In a landscape where brand deals, festival bookings, and club gigs increasingly depend on an artist’s social media engagement, the shift from musical excellence to content creation feels unavoidable.
One emerging DJ candidly shared during IMS:
“You can smash a set and no one notices — or you can post a 10-second clip of yourself smiling at the decks and go viral.”
Industry Icons Push Back
While social media can amplify visibility, several leading voices warn against letting numbers define artistic worth.
Pete Tong himself addressed the issue at IMS, stating:
“Social media is a tool — not the art. True DJing is about connecting with the crowd, telling a story through music, not just capturing attention online.”
Carl Cox has echoed similar concerns in recent interviews, reminding young DJs that while social media can open doors, real longevity comes from authentic artistry and experience.
The New Blueprint: Balance Skill and Strategy
The industry’s expectations have evolved. Today’s successful DJs aren’t just selectors — they’re also personal brands, content strategists, and marketers.
Artists like Amelie Lens, Peggy Gou, and Folamour demonstrate that it’s possible to master both worlds: delivering unforgettable live performances while curating engaging online personas that expand their global reach.
Lucia DeLuca, an expert in entertainment marketing, put it bluntly:
“Master the decks. Master the camera. You need both.”
What the Future Holds
The 61% figure may sound alarming, but it also represents an opportunity: a call for emerging DJs to adapt smartly without sacrificing authenticity.
Building a real career still depends on the same core principles: musical depth, crowd connection, and creative evolution. Social media might boost your profile — but skill, passion, and perseverance are what make legends.