Social media is an unpredictable and ever-changing force in the world of entertainment today. Every time Facebook changes their algorithms, artists and brands scramble to stay on top of the news feed, and every time a social network folds or becomes irrelevant, anyone who built their fan base using that social network is left out in the dust. The unpredictability of social media is biggest the reason why email is one of the most powerful DJ marketing tools in existence today. So how can your use an email list as a powerful DJ marketing tool? As with any marketing strategy, there’s a right and a wrong way to go about things. Here are some of the right things to do when it comes to your email strategy.
Before you start sending out emails, obviously you’ll need someone to send them to. Fortunately, there are plenty of tools you can use to collect email addresses of fans for free – the only catch is that you may have to be willing to give something away in exchange.
The easiest way to collect email addresses is straight from your DJ blog. If you’re using a WordPress site, there are plenty of plugins you can use to set up an email signup form right on your homepage. If you want to get the most signups, it’s a good idea to make the email signup form as visible as possible. By placing a signup form at the top of your page, or even using a pop-up form, you’ll make your email list more obvious to your site’s visitors, which will turn into more signups. Another strategy you can use is to offer something like a free download of one of your mixes or some free merch as a reward for signing up to your mailing list.
Of course, you can also collect email addresses the old fashioned way by getting people to sign up in person. Put a signup sheet by the stage or at your merch booth when you’re playing live, or better yet, get someone to walk around with a clipboard asking for email addresses. Again, if you can offer something in return, like free stickers or mixtapes, then your audience will be more likely to see the person passing around your signup sheet as a welcome friend rather than an annoying intruder.
How Often Should You Send Out Email Newsletters?
Now that you’ve got some email addresses collected, you can start reaching out to your followers directly. The trick at this point is to keep people engaged and stop them from unsubscribing. You can do this by offering your followers something of value in every newsletter you send out, and by maintaining a predictable (but not irritating) frequency with your mailouts. Depending on what you want to do with your email list, you may want to send out emails daily weekly, monthly, bimonthly, or even quarterly. Whatever frequency you choose, the point is to make your mailouts predictable; that way your followers won’t suddenly get ten emails in a week after not hearing anything from you in six months.
The main question to ask yourself when determining a schedule is how much value you’ll be including with every email. If you’re sending out a weekly email but you really only have one or two news updates to share throughout the month, then maybe you should scale back to sending monthly or even bimonthly emails. If, on the other hand, you can offer people value on a daily basis – say with a motivational quote, or a link to an interesting video – then go ahead and send out emails every day.
Choose an Email Marketing Platform
When sending out emails, make sure to use a professional email marketing platform like Mailchimp or VerticalResponse. Failure to do so will either send your emails straight to people’s junk folders, or at best, make you look really unprofessional. Using one of these services also means that your emails will be mobile-friendly, which is an essential feature, considering that people tend to check their email on their phone just as often as they do on a desktop these days. Each of these services offers their own advantages and disadvantages, but none is objectively better than the other. Just choose one you feel comfortable with and stick with it.
What Should You Write About?
Just like your DJ blog, your email list doesn’t just have to be about your life as a DJ. You could use it to offer production tips, fashion advice, or even social commentary. Narrowing the focus of your email topics will help you reach a more niche audience, which will mean that you’ll be able to grow your email list faster. Just make sure people know what they’re signing up for when they join your mailing list; you wouldn’t want to join an email list from a website offering tutorials on how to build your own recording studio, only to receive daily emails containing nothing but vegan recipes and cooking tips.
The best part of using an email list as part of your DJ marketing strategy is that you maintain complete control over the product. No matter how many times Facebook changes their algorithm, they can’t take away email addresses you’ve gathered through your own blog or website.
Want more DJ marketing tips? Keep following our blog for more updates on DJ marketing strategies that actually work, or check out some of our online DJ school lessons on how to get gigs and promote yourself as a DJ.
What’s in a name? House music goes by a lot of different names these days – deep house, acid house, tech house, moombahton, Melbourne bounce, the list goes on… What exactly is the difference between all of these styles, and who actually cares? If you’re a beginner DJ, understanding all of these house music subgenres might seem like a waste of time, but if you want to know how to DJ house music like a pro, it’s important to know as much as you can about the music you’re playing. The more you understand these subgenres, the more you’ll be able to take on gigs feeling like an expert rather than a newbie. Plus, if you’re a house fan, exploring all of these subgenres could help you discover some really cool new music. With that in mind, let’s dive in to some of the most popular house music subgenres.
Classic (Chicago) House
Chicago house is where it all began. In the 1970s and 80s, in the aftermath of the disco era, a number of Chicago-based producers started developing a new type of electronic dance music characterized by a repetitive four-on-the-floor kick drum beat. This eventually gave rise to the type of house music we hear on the radio today created by producers like Basement Jaxx, Carl Cox, Pete Tong, and Duke Dumont.
Deep house grew out of the 1980s Chicago house movement when producers started mixing funk, soul, and jazz elements with the classic house style. The name deep house refers to the fact that most deep house music is heavily reliant on big, deep bass sounds, and also has a darker tone to it than most other house music. Some contemporary practitioners of deep house include Lee Burridge, Solomun, Lee Foss, HNNY, and St. Germain.
Acid house is another of the house music subgenres to grow out of the 1980s Chicago house scene. Acid house is defined by squelching basslines (originally produced using Roland TB-303 synthesizer/sequencers), and fairly minimal song structures. Although acid house is not one of the big house music subgenres today, there are still producers and DJs such as DJ ARG, Boyz Noise, Paul Mac, and Acid Driver who are continuing the acid house tradition.
While house music began as a distinctly American genre, the emergence of progressive house in the UK scene in the early 1990s turned house music into an international music style. Progressive house grew out of the 1990s UK rave and club scene and saw producers incorporating elements of trance music into the traditional house style. Today, some of the world’s biggest DJs like Deadmau5, Avicii, Zedd, and Tiesto, are part of the progressive house movement.
Tech house, as you might have already guessed, is a fusion of techno and house music. The tech house scene came out of the mid and late 1990s UK club scene, making this another example of how house music has grown to global status. Some notable tech house DJs working today include Pleasurekraft, UMEK, Craig Williams, Catz N Dogz, and Claude VonStoke.
Electro house came on the scene in the late 1990s and early 2000s when producers like Basement Jaxx and Mr. Oizo started combining house music with techno and electro pop influences. This subgenre typically uses faster tempos (around 130bpm), and is defined by heavy, distorted basslines that sometimes take the place of drum sounds. Later in the 2000s and 2010s, electro house gave rise to a number of other house music subgenres like big room, Dutch house, moombahton, and Melbourne bounce. Some of the worlds biggest DJs and producers like Steve Aoki, Skrillex, and Knife Party have been described as electro house artists.
Tropical house is a more recent emergence, coming on the scene in the 2010s through festivals like Tomorrowland. While tropical house is often categorized as a subgenre of deep house, tropical house can be seen as existing on the opposite end of the spectrum from deep house thanks to its bright and cheery sound. Tropical house artists build on the typical Chicago house sound by adding – you guessed it – lots of tropical and sunny sounds. While it originally began as more of a niche genre, tropical house broke through to the mainstream in 2015 with massive singles from Kygo and Felix Jaehn. Some other notable tropical house artists include Thomas Jack, Henry Krinkle, and Sam Feldt.
Once again, this list only scratches the surface of what’s out there for house music subgenres. Not included in this list are further genres, subgenres, and sub-subgenres like ghetto house, UK garage, night bass, microhouse, future house, fidget house, complextro, and others. In fact, probably in the time it took you to read this article, another genre of house music has been invented. That’s why it’s important to keep listening to new music and exploring new genres and subgenres in order to keep on top of what’s happening in the music world. If you want more info on EDM styles, we’ll continue to delve into this topic in the weeks and months to come on the blog. Or better yet, you can get to know these musical styles by taking DJ lessons and learning to play them yourself. For only $19.95 per month, you can become a member of Spin Academy, where you’ll get access to our video lessons which cover everything from basic skills like gain staging to advanced tricks like scratching and using effects.