From Vinyl to Viral: The New Rules of Electronic Music Success

Hey Friends,

Without wanting to sound like an old man shouting at clouds...

Just last week I was chatting with an artist I coach about breaking through as a DJ in 2025, when it hit me just how far we've come since I started DJing in the late 90s.

Remember Brazilian DJ Mochakk's meteoric rise to fame from a viral TikTok video in 2023? One 30-second clip changed everything for him Meanwhile, it took me a couple of years to get a chance to play in one of the best beach bars in the world back in 2004.

There's now a very real possibility that one viral TikTok video can be the difference between major international DJ success and being stuck playing the sweaty backrooms of your local country town's club.

@mochakk

We Can Role Play, Anything goes...

So what exactly has changed from when I began my DJ career in the late 90s to present day? And what fundamentally hasn't?

Here's what I've learned along the way that could still work today – and what I'd do differently if I started over.

The Great Gatekeeper Switch

Then: Record label A&Rs, radio DJs, record shop buyers, club promoters
Now: Algorithms, playlist curators, influencers, social media metrics

Truth bomb: We just traded human gatekeepers for digital ones.

Back in the 90s, getting your first break meant a whole lot of physical legwork. I remember wanting to go from playing backyard house parties to DJing in clubs – it involved pounding pavements, late sleepless nights, and freezing cold mornings hanging outside clubs trying to meet Mr or Mrs X. Loads of small talk at the after-hours if you got invited, and a solid level of confidence plus the skill of self-promotion.

It was very much an interpersonal, social experience. Contacts were made, friendships evolved, trust and bonds developed.

Okay, so here's where it gets interesting...

Take that and compare it with present day, where you can be sat behind a keyboard with the world at your fingertips. A few relevant social media accounts and a smartphone can catapult you all the way to the very top – possibly before you've even pressed play, anyone has seen you DJ, or an in-person conversation has been had. Crazy!

If you're a natural on social media, love being behind a camera, are funny, charismatic and have a great story to tell, you could be crushing it in no time.

The part nobody talks about: But what if you're not? You're a shy introvert, your values don't align with constant self-promotion, or your access to this world is restricted – do you stand a chance?

Here's my take from firsthand experience: Despite what seems like "easy discovery mode ON," there's now a whole lot of ghosting, emails that remain unanswered, addresses that bounce back, DMs going unanswered. The gatekeepers – label owners, bookers, promoters – simply couldn't cope with the crazy daily amounts of noise and requests. So they naturally disappeared into the ether and adopted a "don't call us, we'll call you" strategy.

Two steps forward, one step back.

The Lost Art of Record Shop Relationships

I can remember as clear as yesterday the day I discovered this track for the first time... M.A.N.D.Y vs Booka Shade - Body Language.

What it felt like to buy and play that copy and watch people discover that music for the first time! Back in the early 2000s, all the vinyl shops in Ibiza had records 6 months before anywhere else in the world. DJs would come here with empty record bags to fill up and take back to their home countries, to get an advantage over the local DJs.

I met my mate Olly from Norway in a record shop – he was one of these DJs buying the latest tunes to take home. Needless to say, a friendship was formed over music, and I went on to play several times in his country!

We lost the ritual of record shopping. The scarcity that made discoveries special. We lost the friendships and bonds formed over shared musical taste, hanging out in record shops with DJs and music crews.

We gained the whole world but lost the deep dive.

Plot Twist: Relationships Still Rule Everything

Here's what I believe hasn't changed since the 90s and still matters today: It's still WHO you know – whether reaching them digitally over DMs versus meeting in clubs, record shops, dance floors and after parties back in the day.

The medium changed, but relationship-building is still everything.

Let me tell you about one of the biggest breakthroughs of my DJ career...

I spent a couple of years having friendly chats about music with the resident DJ of Bora Bora Ibiza. During which time I never mentioned that I DJ’ed myself until the moment when I thought the timing was right and my DJ game was ready. This wasn't conscious tactics – it happened organically. By luck rather than design, by the time we started talking about my own DJing, the bond and friendship were already established. I believe I was respected for waiting two years before bringing this up.

Which led to me eventually receiving a phone call that would change my life: "Would you like to come down to Bora Bora Ibiza and play one Saturday afternoon mid-summer?"

Simple answer: HELL YES.

That relationship led to me becoming a resident DJ there for 10 years.

The point I'm making: this was relationship building face-to-face versus DMs and virtual chats. And the kicker – I believe this still matters today as much as it did 10 years ago.

What Actually Hasn't Changed

• Good music still rises to the top (eventually)

• Relationships and networking remain crucial

• Consistency and persistence still matter

• Authenticity vs. hype – still the eternal battle

• The feeling when you hear that perfect track

• The energy of a great DJ set

• The community around shared musical experiences

"Persistence beats talent, then and now."

The Reality Check for 2025

Here's the truth: Social media has become essential. Discovery has gone digital. SoundCloud and social platforms, especially TikTok, are driving genre trends. Labels and promoters are literally scouting talent through social platforms now.

But here's the thing everyone gets wrong: We gained the ability to reach global audiences instantly, but we lost deep connection and exchanged it for shallow, surface-level attention. A dog-eat-dog competitive world with everyone screaming from the rooftops, "Look at me!"

There's Hope for the Underground

If you're not into the mainstream approach, try building relationships with underground promoters who value skill over followers. Small, underground spaces are flourishing by doubling down on curation, collectives, resident nights, and stripped-back experiences.

Some successful DJs are building careers through:

• Resident nights at quality venues

• Collective-based bookings and word-of-mouth

• Focus on pure musical curation over online presence

• Building relationships with underground promoters who value skill over followers

The Realistic Middle Ground

You probably need SOME social media presence, but you don't have to be a full-time content creator. Here's what I've learned works:

1. Maintain basic presence on key platforms without obsessing over viral content

2. Focus on quality over quantity – post consistently but authentically

3. Use social media as a tool, not the destination – drive people to your mixes, releases, and live shows

4. Build genuine connections with other artists, promoters, and fans

5. Let your music quality carry the weight while social media amplifies it

Bottom Line

While you can build a career without heavy social media focus (especially in underground scenes), you'll be swimming against the current. Most successful DJs in 2025 treat social media as a necessary tool rather than their primary focus – they use it strategically to amplify their musical talents rather than replacing them.

"The artists who adapt the medium but keep their message win."

The key is finding the balance that works for your goals and values while acknowledging the reality of how the industry operates today.

"The tools changed, but the fundamentals didn't."

For DJs, staying relevant in 2025 is a whole lot less about digging through crates and more about being in tune with what's trending digitally. But the magic moments – discovering that perfect track, delivering an incredible set, building genuine community around shared musical experiences – those haven't changed one bit.

Tell me I'm wrong in the comments...

Keep on Creating,
Heath