A new force is shaping not just how we discover tracks, but how they're created in the first place. We're not just talking about streaming platform algorithms anymore – social media, particularly TikTok, is now playing a massive role in the fight for attention and discovery.
The Streaming Dilemma
Streaming platforms have revolutionized music consumption, offering unparalleled convenience and access. However, this comes at a cost. The personalisation algorithms that power these services often create echo chambers, serving up variations of what we already know and like. For DJs and producers, this can lead to a narrowing of influences and a homogenisation of sound.
While the ease of discovery is undeniable, it's crucial to actively seek out diverse influences to keep our creative edge sharp. But the challenge doesn't stop at music streaming platforms.
Social Media: The New Battleground for Discovery
The influence of social media algorithms, especially on platforms like TikTok and Instagram, is reshaping the very nature of music creation. These platforms aren't just changing how we discover music – they're changing how it's made.
The TikTok Effect: TikTok's algorithm favours short, catchy snippets that can loop endlessly. This has led to a trend of producers front-loading hooks and creating "TikTok-friendly" sections in their tracks. The result? A shift towards shorter, more immediately gratifying compositions that can capture attention in seconds.
Instagram's Visual Music: On Instagram, the visual element is key. This has spurred a trend of producers creating visually appealing studio setups or eye-catching visualizers to accompany their music. The music itself often becomes secondary to the overall aesthetic package.
Dancing to the Tech Company’s Tune
In the fight for discovery, many producers find themselves tailoring their creative process to appease these algorithms. This can mean:
- Shortening track lengths to fit attention spans
- Emphasizing hooks and catchy phrases for easy looping
- Creating visually appealing content to accompany music
- Releasing singles more frequently instead of full EPs or albums
- Adapting production techniques to sound good on mobile devices
While these strategies can increase visibility, they also risk compromising artistic integrity and contributing to a homogenization of electronic music
The Heart of the Matter: Moving Bodies, Moving Souls
As we navigate the complex world of algorithms and attention economics, it's crucial to remember the fundamental purpose of dance music: to move people. Physically, emotionally, spiritually. When we step into a club or onto a festival stage, the goal isn't to satisfy an algorithm – it's to create an experience that resonates deep within the human soul.
The magic of dance music lies in its ability to unite people, to create moments of collective euphoria that transcend the everyday. No algorithm can fully capture or replicate the feeling of a perfectly timed drop, the energy of a crowd moving as one, or the connection between DJ and dancer.
Balancing Art and Commerce
For those dedicated to making music their career, the reality of needing to make a living can't be ignored. The challenge lies in finding a balance between artistic integrity and commercial viability. Here are some thoughts to consider:
- Diversify Your Income Streams: Don't rely solely on streaming or social media. Look into live performances, production work, remixes, and even teaching or mentoring.
- Build a Loyal Fanbase: Focus on creating genuine connections with your audience. Loyal fans are more likely to support you long-term through merchandise purchases, crowdfunding, or subscription-based platforms.
- Collaborate Strategically: Partner with other artists or brands that align with your vision. This can expand your reach without compromising your sound.
- Invest in Your Craft: Continuously improving your skills can open up new opportunities and set you apart in a crowded market.
Be Adaptable, Not Subservient: Understand platform algorithms and trends, but use this knowledge to amplify your unique voice rather than drowning it out.
The Future is Human?
While algorithms and technology will continue to play a significant role in the music industry, the future of electronic music ultimately lies in human hands – and ears. As creators and curators, our job is to use these tools wisely while never losing sight of the visceral, human experience that makes dance music so powerful.
By staying true to the spirit of innovation and connection that has always driven electronic music culture, we can create a future where technology enhances rather than dictates our artistic expression. A future where the dancefloor remains a place of discovery, unity, and unbridled joy.
So, the next time you're in the studio or behind the decks, ask yourself: Am I creating for the algorithm, or am I creating for the human beings who will move, feel, and connect through my music?