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Business, Performance, Marketing insights for DJs and creative entrepreneurs​
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THIS WEEKS INTEL

The most important connection you'll make isn't on Instagram

Something caught my attention this week. Amsterdam Dance Event is celebrating its 30th anniversary next week, and I'm heading over to Amsterdam to be part of it.

More than 3,600 artists. Over 1,300 events. Five days of electronic music.

Can't wait!

But it was something in one of ADE's latest campaigns that really got me thinking.

Out of the feed, into the moment.

Basically, encouraging people to get off their phones and enjoy what's happening around them. And coming from someone who spends a lot of his time helping DJs with social media, you might find this a bit strange.

I couldn't agree more.

I've been DJing since 1988. When I started, there was no Instagram, TikTok or Facebook. If you wanted to build a name for yourself, you had to get out there. Play records. Meet people. Support other DJs. Build relationships with promoters.

And most importantly, be good at what you did.

Now, don't get me wrong. I love what social media has made possible for DJs. You can reach people all over the world without leaving your bedroom. You can share your music, build an audience and create opportunities that simply weren't available when I started. And AI is making some of that work even easier.

But here's something I think we're in danger of forgetting.

Social media is supposed to help us build relationships. Not replace them.

I've seen DJs spend hours worrying about why their latest Reel only got 500 views. Or why another DJ has 20,000 followers. Or whether they should be posting at 6pm or 7pm. Meanwhile, there's a promoter down the road they've never introduced themselves to. There's another DJ playing their kind of music they've never supported. There's a local event they could be attending. And there's probably somebody in their existing network who could open a door for them.

Sometimes we're so busy trying to get noticed online that we forget about the opportunities right in front of us. And that's something I'm thinking about as I prepare for ADE.

Yes, I'll be creating content. Yes, I'll be sharing what I'm doing. But I also want to spend time having proper conversations. Meeting people. Listening to music. And enjoying being part of an industry I've loved for nearly four decades. Because you never know where a conversation might lead.

Here's something I'd encourage you to try this week.

Instead of spending another hour scrolling through Instagram looking for content ideas, spend 20 minutes building a real connection. Find a promoter whose events you genuinely like. Reach out to another DJ you respect. Go and support a local event. Start a conversation without immediately asking somebody for something. And if you do meet somebody, follow up afterwards.

It sounds simple.

But how many of us actually make time to do it?

Interestingly, this connects with something I've been working on recently. You probably know I've been running a 30-day beta programme with five DJs. We've been improving their press kits, websites, social media and booking processes, and building personalised AI systems to help them manage their careers. But the goal isn't to turn them into people who spend even more time staring at a screen.

It's to give them better tools, better organisation and more time to do the things that actually move their careers forward.

Including getting out there and meeting people. Because after 38 years behind the decks, I'm still convinced of one thing. You can have the best Instagram profile in the world. But nothing quite replaces somebody hearing you play, meeting you and remembering you. And sometimes that's where the next opportunity begins.

I'll be sharing plenty from ADE next week. And if you're going to be there too, I'd love to know.

Hit reply and let me know you're heading to Amsterdam.

Maybe we'll grab a coffee, pancake or a Beer.

Big Love Paul

House Music For The Soul

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Rockin Social Media. Estepona, Spain. Alcazaba Lagoon, Estepona, Malaga, Spain
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