✉️ Welcome to the BPM Newsletter

Business, Performance, Marketing insights for DJs and creative entrepreneurs​
​

THIS WEEKS INTEL

Five things I've learned about social media in 2026 (one of them surprised me)

Two weeks ago I started doing something different on Threads. No promotions. No tips. No “here’s what I’ve learned after 37 years on the decks.” Just real, unfiltered content about music and DJ life.

Here’s what happened. I got 22,000 views in 30 days 500+ new followers 0 pounds spent on ads I wasn’t the one who spotted this opportunity first.

Carlos Gil, author of The End of Marketing, 20 years in the industry, a great guy, had the pleasure of meeting him in Dubai last year, is pulling five to ten million organic views a month on Threads right now using the exact same approach. Personality over promotion. Real over polished. I’ve been watching what he does, testing it myself, and paying attention to what the data is telling me. Here are five things worth knowing.

1. Writing like AI is costing you credibility faster than a bad mix ever did People feel it immediately. The generic hook, the three-emoji structure, the “excited to share” opener. When your content sounds like a tool wrote it, the unspoken message is that you’re not worth five minutes of your own time. Write it yourself first. Then ask AI to sharpen it. You know your voice. Use AI as an editor, not a ghostwriter.
2. Threads is the most underused platform in the DJ world right now Meta is backing it, organic reach is still generous, and not many DJs are taking it seriously yet. That’s the window. The play isn’t to post the same content you’re putting on Instagram. It’s personality, opinions, reactions, behind the scenes, genuine moments. Think of it like Twitter in 2016. Early movers will own the space before it gets noisy.
3. Every long-form piece of content you create is doing one job. It should be doing ten. Your radio show, your mix, your YouTube episode, your speaking gig, each one is a content factory you’re treating like a content piece. One 45-minute set contains material for a carousel, a reel, two or three Threads posts, a newsletter section, and a short-form clip.
4. Showing the struggle will get you further than showing the highlights The mix that went perfectly doesn’t tell your audience anything useful. The venue that cancelled last minute, the set that didn’t land the way you planned, the year you nearly quit, that’s the content people share and remember. The DJs building genuine followings show the full picture. Highlight reels look good in the moment. Real content builds trust over time.
5. Reach is the game, not followers One of the cleanest reframes I’ve come across recently. Followers are a vanity metric. Reach, the number of people who actually encounter your content this week, is what drives bookings, enquiries, and brand growth. A DJ with 3,000 followers and a Threads presence, a newsletter, and consistent YouTube content has more real reach than one with 15,000 followers posting once a week on Instagram.

If you’re reading this thinking “I know I should be doing more with my content,” you’re right. Most DJs don’t have a content system, they have a posting habit. There’s a difference. If you want to understand what a proper system looks like and how to build one around your brand, that’s exactly what we work through together. Apply for the next DJ Brand Retreat using the link below.

One more thing before I go.

A lot of what I bang on about here, using AI properly and building a system instead of a posting habit, applies way beyond DJs. So over the last few months I've quietly built something new around exactly that. A separate business helping any business owner use AI to save time and grow, without hiring a bigger team.

The principle is the same one I keep coming back to. Most people aren't getting value from AI because it's hard. It's because nobody's shown them where it actually fits in their business.

I've put everything I'd tell them into a free guide, The AI Business Operating System. The 8 tools I use every week, how I build a month of content in an afternoon, and a simple 30-day plan to get going.

If you run a business, or you know someone who does, grab it below. It's free.

See you next Thursday.

Paul

Rockin Social Media. Estepona, Spain. Alcazaba Lagoon, Estepona, Malaga, Spain
​​Unsubscribe · Preferences​