For years, if not a decade or perhaps even two, I have heard electronic artists complain about the transition the industry is going through. Feeling connected with this side of the music myself, I somehow get what these artists are complaining about, but at the same time, I know the complaints aren't justified.
It must have been 1996 when I discovered this specific side of electronic music called "Techno". For a little less than a decade going to clubs regularly I never was grabbed by the music, until I finally fell into the rabbit hole. I still remember this first-ever Techno adventure since it was yesterday. An experience never to forget. Back then, totally underground. Attracting mostly die-hard techno fans. Those peeps that know the music, recognise the tracks and gather for the music. Sure, this is something we can see in other underground scenes as well, perhaps in all underground music styles and genres, nothing new. After years of circling through all sorts of electronic music, it was Techno that grabbed my heart. Not sure if it was just the music style itself. I think the attitude of the Techno fans helped a lot as well. It was the only electronic genre in which I felt nobody to judge one another, regardless. Perhaps also one of the few electronic music styles that attracted the 'nerds' and 'introverts', a type I feel comfortable with. And for sure one of the few styles that didn't have any form of entertainment. Clubs were pitch dark. Simple lighting, no fuss, no colours, just white light. Stroboscope perhaps. No dancers, no entertainers, no decorations. Most DJs playing as if the public wasn't in front of them; Heavily concentrating on their record selection, the record players, the mixer. Rarely seeking eye contact with whomever.
Three decades later, everything changed. Techno is mainstream, 100%. While artists back then played for just a handful of Euro or for nothing at all, most artists had to work for a living in regular jobs, these days the big bucks are flowing. Techno became a proper business. For the artists as well as for the promoters, the venues, the festival owners and programmers. This also changed the approach to creating the lineups completely. Back then the artists were selected based on their (mostly) credible music, these days plenty of artists are offered a spot behind the decks for their social media following, irrespective of their music. Obviously, the music itself is more mainstream as well, which essentially means less complex music, less experimental, less underground. Due to the much higher costs to organise an event, the decorations, the security, the much higher artist fees and their costly demands, the promoters have to play it safe. Book those artists that have a huge following in order for them to get their fans to pay the high ticket prices. At the same time, a business attracts business people. It attracts peeps who see an opportunity to earn good money. Influencers start to learn to play and mix records and try to establish themselves as an artist.
This morning I was reading this 'suggested by Facebook' post by someone from the industry pissing on a fellow artist having her roots in Germany. In his view, an Instagram artist. Someone who doesn't deserve to be called an artist.
Throughout the years had plenty of thoughts about such DJs myself. I see some of my friends fighting to get bookings. Artists who produce and play credible music. Artists who live for the music, literally 24/7. Artists who gained so much competition from those that don't seem to be that connected with the music itself. Competition from those artists who seem to follow what the crowd want to hear, instead of doing the things that are close to their hearts. It feels like the love for the music is fading away within the industry.
I kind of understand all these artists who feel being replaced by others who don't live music 24/7, who don't try and create their own sound, those who seem to take the easy road. True, many of the first, as well as second-generation artists are being replaced and it isn't helping the Techno scene, at least not for me. I wish for the old underground days never passed into history but continued. I wish for Techno to never have become a mainstream genre. But then again, those artists who are still around, still being booked, can actually earn more than a decent living. Something unheard of two to three decades ago.
That said, who am I to judge? Who am I to disqualify artists when I don't like the music? Or when they promote themselves through social media using tricks plenty of influencers use. Who am I to say, that someone who knows to play the system, is able to mix records, is producing EPs, isn't an artist? It took me quite a bit of effort as well as time to get my mind adjusted. To try and be as objective as possible. To feel respect for all artists in the Techno industry, regardless of how they create their success. Even if the 'quality' I seek, isn't around too often anymore. But what quality is for me, is for someone else garbage and vice versa. Quality is very subjective. Music taste is also very subjective. Irrespective if I like it or not, I have to accept it. And am happy I kinda did.
Still today I sometimes struggle with the fact that hardly any club or festival I go to, touches my heart deeply. The music isn't doing it for me. The atmosphere isn't what it was. I sometimes long for what Techno was in the 90s, the first decade of my Techno era. Still, I sometimes feel all those Instagram, Snapchat and TikTok artists shouldn't be around, shouldn't be booked, should be ignored. But objectively, not all who establish themselves on social media are bad artists. Not at all! Some, or even more than some, are (close to) music purists at heart. However, they also understand what is needed to get major bookings these days. They know how to get to a stage in which they can request good fees. They are adapting. They play the game.
Is an artist, a performer, who brings to the crowd what the crowd wants, not an artist anymore? Should an artist always do what his/her heart wants? Like Vincent van Gogh? And what about those artists that play the business game? Like Rembrandt? Is Rembrandt a lesser artist than Vincent van Gogh because Rembrandt took commercial deals for which he had to paint what the buyer wanted? Something that may not have resonated with Rembrandt's heart? Anti commercial, or commercial. Both painters are respected big time by almost anybody on our planet.
Had to smile when I checked the Instagram and SoundCloud pages of this artist who got bashed in the Facebook post I read this morning. For sure an artist with a huge number of Instagram followers, more than a million. Mostly posts about herself. But most of her posts are super funny! And not just simple everyday pictures and little videos, but short videos that need a team to create and polish. Giggled when watched several of her posts. So funny! A lot of self-mockery is included. I will not show you any, since I don't want to mention her name.
It isn't about her. I already feel bad she is openly bashed on Facebook. The reason why I don't want to mention her name and show you some of her super funny videos.
Think of this: A short video in which she is vacuuming the sand in a desert (she has blond hair). Another short video in which a little boat loaded with lots of pills and powder is remote-controlled towards her nose and mouth while in a bathtub. Subsequently, an automated system throws the pills in her mouth and blasts the powder in her face. Hilarious! 😆
Four years on Instagram with around 50 posts? Perhaps 100? Not a heavy poster imho. About 3 years of bookings I concluded from inspecting Resident Advisor. And her SoundCloud. She apparently released some EPs. The music is apparently not entirely created by her, but who cares, plenty of artists use others to create the music for them. Ghost production isn't a rare thing in the music business. The first set recording, skip-listening, didn't sound too bad. The second and third ones: Same feeling. Not bad at all. Perhaps a bit too commercial track selection, with a too easy feel overall, for my taste. But again, who cares? She is being booked by the bigger boys and girls in the industry. Not only by less credible promoters and events but by all, including the more credible ones. Success is guaranteed when she is booked. She attracts plenty of peeps to the venue or festival grounds which essentially means, the promoters may make some profits with their event.
My take: This guy's post about her was and is bullshit. As said before, I can understand where this guy is coming from, but even if I take his side, he took the wrong example. But even when she wouldn't be funny on Instagram, even if she would've used her female curves without too much clothing to promote herself as an artist, even if she would use auto-sync to mix records, and even if her music would be over the top commercial and bad and all, even then we (including myself) shall not judge. Since when such an artist is able to get large amounts of people to pay between 25 and 100 Euro costing tickets for the event she plays at, who are we to judge? Perhaps such an artist isn't a purist, but such an artist is a great business person.
To all those artists and fans who can't adjust to the changes in the electronic music business, in particular in the Techno side of things, I can only say: Adapt in such ways you can get pleasure out of things again and accept the past is the past, the present is the present. The situation is what it is. Have peace with it, or fight it in positive terms. Don't accept bookings you don't like. Produce events yourself which meet your own expectations. But don't bash your fellow artists; They don't deserve it. And note that bashing, not respecting others for what they are, isn't liked by plenty of fans and may harm your own brand. And yes, by now Techno artists go by brands. Brands are key in any business segment, nothing new. I know, it can be hard to change our mindset, feelings and behaviour, but honestly, try it, change, adapt, accept. It'll do you good in the long run.
As for me, I choose the events I go to, wisely. While two to three decades ago I went to almost all Techno events held in my country of residence, by now, I don't spend a second at plenty of them. Fortunately, still, some around that are able to touch my heart with music that gets to me. With an atmosphere that reminds me (kinda) of the underground era.
Be respectful and feel respect for everyone 🙇♂️
Yours Edje