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Kirk Allen just bought XOYO London and he's documenting everything on social media (thousands of followers, zero ads)
Kirk Allen just acquired XOYO - one of London's most iconic underground clubs. Shoreditch institution. 20+ years of dance music history. And instead of keeping the refurbishment quiet until the grand opening, he's documenting every single step on TikTok and Instagram.
Budget breakdowns. Construction delays. Design decisions. The unsexy reality of renovations.
The result? Thousands of new followers. Hundreds of thousands of views. Massive pre-opening hype before a single event is announced.
But here's what I'm seeing this week: DJs watching Kirk's success without realising they're sitting on the same opportunity. Because you don't need to buy a club to use this strategy - you just need something you're building.
THIS WEEK'S INSIGHT:
The journey IS the content (and most DJs are waiting until the destination to start posting)
Kirk's approach follows a principle Gary Vaynerchuk has preached for years: Documentation beats creation.
How the strategy works:
- Daily updates showing real progress (not waiting for "perfect" moments)
- Full transparency on challenges and setbacks (vulnerability builds trust)
- Serial content that creates anticipation (people return to see what happens next)
- Behind-the-scenes access to the process (not just the polished result)
- Community involvement (asking followers for input on decisions)
When someone documents their journey authentically, followers become invested. They're not just watching - they're part of the story.
The reality: Most DJs post nothing until they've "made it" - then wonder why nobody cares about their success. Because nobody watched them build it.
The problem: You're sitting on months of documentary content and calling it "not interesting enough to post." Kirk proves otherwise - construction updates and paint color decisions are getting hundreds of thousands of views.
THE BREAKDOWN:
What you can document RIGHT NOW (even if you're not buying a club)
Kirk's content strategy isn't about having a massive budget or newsworthy project. It's about bringing people along for ANY journey you're on.
Signal 1: Building Your Home Studio
❌ Waiting until it's finished to post a "studio reveal" (One post, zero journey, no investment from followers)
✅ Documenting the entire process from spare bedroom to finished space
- Week 1: "Starting acoustic treatment - here's the problem I'm solving"
- Week 3: "Gear arrived - unboxing the SSL interface"
- Week 6: "Hit a major problem with ventilation - here's how I'm fixing it"
- Week 10: "First mix recorded in the new space - here's how it sounds"
Signal 2: Planning Your Tour/Residency
❌ Posting "Excited to announce my 5-city tour!" after everything's booked ✅ Showing the booking process, negotiation emails, travel logistics, soundcheck prep
Signal 3: Creating Your Mix Series
❌ Posting the finished mix with no context ✅ Documenting track selection, mixing sessions (including mistakes), creative decisions, the upload process
Signal 4: Learning Production/New Techniques
❌ Only posting when you've "mastered" something ✅ Filming week 1 struggles vs week 10 progress - the learning curve IS relatable content
FOR DJs:
Audit your content from the past month. Are you only posting destinations (gig announcements, finished mixes, success moments) or are you showing the journey?
This week, pick ONE thing you're currently building/learning/working on. Document it. Not the polished version - the messy middle.
Action step: Film 3 pieces of "journey" content this week:
- The problem you're solving or thing you're building
- A setback or challenge you hit (vulnerability content)
- Progress update showing where you're at now
Don't wait until it's perfect. Perfect is boring. The mess is what people actually want to see.
FOR BUSINESS OWNERS:
Same principle applies to your business growth. Building a new service? Document it. Hiring your first team member? Show the process. Developing a course or product? Bring people behind the scenes.
Serial content creates anticipation. Each update continues the story. People return to see what happens next.
Most businesses only announce finished products. Kirk's XOYO approach proves the BUILD is more interesting than the REVEAL.
FOR EVERYONE:
This update rewards one thing: bringing your audience along for the ride.
Stop thinking "I'll post when I have something worth showing." The journey TO the thing is what's worth showing.
Kirk didn't wait until XOYO was finished. He made the refurbishment the content. Construction chaos. Budget decisions. Contractor delays. All of it.
People don't just want to see your success - they want to see how you GOT there. The struggle. The setbacks. The small wins along the way.
The journey is more interesting than the destination. Document it.
THE SPIN:
This is the SET Formula in the wild. Kirk Allen isn't just posting; he’s building emotional equity. By the time XOYO opens, he won't have to "sell" a single ticket—he’ll just be fulfilling the demand he created during the build. (This was proved with his sold out weekend last week).
The Question for You: "Is your profile ready for the traffic that 'Journey Content' creates? Most DJs start documenting, get a spike in views, and then lose those potential followers because their Bio and Grid are a mess.
Don't build on a cracked foundation. Use the BrandOS™ Audit to fix your profile yourself in under 2 minutes. It will fix your 'Signal Noise' and give you a copy/paste bio so that when you start documenting your journey, the algorithm knows exactly who to show it to.
THE GOLDEN NUGGET: CAPCUT Tool: CapCut – Essential for "Documentary" style content. Use the 'Auto-Captions' feature. 2026 data shows that 80% of people watch mobile video on mute. If you aren't captioning your journey, you aren't being heard.
Paul Hutchinson CEO, Rockin Social Media Agency Follow the journey:
P.S. Only 3 slots remain for my Elite Agency Retainer for March. If you want ME to build your entire "Revenue Engine" (Newsletter, ManyChat, 4-Platform Management), reply 'ELITE' to this email. The 48-Hour Rule applies.
