✉️ Welcome to the BPM Newsletter - Business, Performance, Marketing insights for DJs and creative entrepreneurs​
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I spent the last two weeks watching highlights of Coachella content with a Notebook open. Pausing. Rewinding.

Trying to work out what the brands and artists who crushed it were actually doing differently.

Seven patterns came out of it. I broke all of them down on this week's State of Social episode and I’m highlighting the one I think you will find most useful today.

Because it costs nothing. It takes ten minutes. And almost every DJ I know is sitting on top of it without realising.

The pattern

Every time a Coachella performer leaned into their own past, the internet rewarded it.

Old footage. Throwback photos. Re-issued outfits. Stories from the road.

Heritage content outperformed almost every shiny, polished, present-day post.

Read that again.

The stuff that already existed beat the stuff they spent thousands creating

Why this matters for you

I've been behind decks for 35 years.

Somewhere in my apartment here in Spain there's a flyer from a Sunday afternoon session in 1998. A photo from a club in London that doesn't exist anymore. A cassette mix I made for promotion, which by the way I did find, actually my sister gave it to me 2 months ago, and I’m still waiting to listen to it because I don’t have a cassette player. Note to self go on Amazon and buy an old walkman.

You've got the same. Maybe not 35 years of it. But you've got something.

An old residency flyer.

A photo from your first proper booking.

A mix from a radio slot that nobody ever heard.

A flight ticket. A backstage pass. A photo of the rig before you knew what you were doing.

That stuff is worth more than anything you'll create this week.

You just don't see it yet because it's yours.

The job for Today a Throwback Thursday post

One archive post.

One photo, one flyer, one screenshot of an old mix.

Tell the story properly.

Where you were. Who was there. What you were trying to prove. What you got wrong. What you'd give to go back.

Not a caption. A story.

Post it.

Then watch what happens.

I will bet you anything that the oldest, most forgotten thing on your phone outperforms everything you've posted this month.

Because that's the bit nobody else can copy.

The newest DJ on the block can buy your gear. Match your sets. Even out-mix you on a good night.

What they cannot do is have been there.

Quick win

Right after you finish this email go and find one piece of your own history.

Phone. Loft. Hard drive. Old laptop. Email from 2009.

Pick the one with the best story behind it.

That's Thursday's post sorted.

The full Coachella teardown all seven patterns, the bit about treating every club night like a festival, and the three jobs I'm asking every DJ to do this week is on the new episode of State of Social.

Eighteen minutes. Worth your Sunday morning coffee.

Watch the full episode below →

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P.S.

While I had Coachella on the screen for two weeks, I had something else on the go in the background.

I've just finished my 3rd book.

The AI DJ Playbook, how DJs can use AI to grow their brand and get more bookings.

This is my third book. And honestly, it’s the one I’ve been building towards all along.

If you’ve been reading this newsletter for any length of time, you already know what it’s about. This is where I’ve put all of it together in one place.

How to use AI to build a brand that actually gets you noticed.

How to create content without burning out.

How to get booked, grow your audience, and run your DJ business like a professional.

All of it written in plain language. No tech jargon. No hype. Just what’s working right now for DJs who are serious about their career.

It’s £9.99 on Amazon and you can grab it here:

GRAB YOUR COPY HERE ON AMAZON

If you read it and it helps you land one booking, hit reply and tell me. Those are the emails that make my week.

See you next Thursday.

Paul

Rockin Social Media. Estepona, Spain.

Alcazaba Lagoon, Estepona, Malaga, Spain
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