This is a marketing planned developed for a rising DJ using a series of tactics to increase visibility and popularity.

1. WOM Final Presentation
14 May 2012

2. Background:
In the last two years in the United States,
Electronic Dance Music has risen to prominence
quicker than a number of genres in what is
considered popular music. Now people are using
electronic music in a number of productions across
genres. In the wake of this, DJs have been coined
the new rock stars of the Social Media generation.

3.  Electronic Music Shows are now some of the
biggest events in the United States.
 Ultra Music Festival in Miami this year sold out
completely with over 200,000 attendees from 80
countries around the world for 3 days. Tickets
started out at $175 and quickly rose to $400 around
the time it sold out.
 Last year after, Electric Daisy Carnival, the largest
festival in the US attracted 230,000 attendees to Las
Vegas. It was expanded to 3 days and moved from
LA to accompany its rise The festival in years past
attracted over 100,000 attendees for 2 days in the LA
Memorial Coliseum
 Last year at Roseland Ballroom, American
Progressive House DJ Kaskade sold out two
performances back-to-back for which he made
$250,000. Another time, he sent one tweet that he was
having a free block party for all his fans in Los
Angeles. What was supposed to be a small get
together as a “thank you” to fans turned out to be the
event that shut-down

4.  In 2011 David Guetta, A House Music DJ from France was named the
number one DJ in the world, a title that Armin van Buuren, a Trance DJ
from the Netherlands had held since 2007
 The night of the awards, Armin had even remarked that his popularity
was made possible not just by his music but by his usage of social media.
Guetta was able to gain a majority of the vote by continually engaging his
fans both on Facebook and twitter, swaying more and more fans to vote
for him. Guetta like many DJs is able to gain popularity not just through
his music, but by how often he interacts with his audience

5.  These days, musicians aren’t just made by what
magazines or the radio says. Musicians are made
not just by their music, but by the online
communities that listen to them and then choose to
support their work
 So, in the wake of this popularity, how does an up
and coming DJ build himself up and distinguish
himself in a community where anyone can be a
producer, DJ or “The Next Big Thing” in the ever
so fast growing EDM community?

6.  DJ/Producer : Mike Saint Jules
“The Carl Cox of Trance”
 Genre: Trance
 Location: New York
 2500 Facebook Fans and 3000 Twitter followers
 Issue: Great Music and personality but little presence on
Social Media networks works against fans not getting to
know him as well as they could Needs: More exposure
and to both spread music and get his name more known
and discover who his fans are.
 Through more exposure of this kind, create a following
and then reach local promoters and gain booking
opportunities.

7.  Objectives
 Increase overall social media presence
 Increase fan base and listenership
 Increase exposure
 Get people not only to talk about what’s going on in the
scene but how Mike St. Jules is contributing to it as well
 Create a loyal fun and interactive fan base
 Inspire others to spread the love for music.
 In increasing presence in social media, to be able to book
more gigs with local /external venues

8.  Campaign Strategy:
Create the Ultimate Shared Experience and meaning through
music
 Prompt and Engage
 Share and promote
 Listen
 Respond
 Apply Feedback
 Repeat
 Budget : Will be constructed to adequately support the
measures above.

9.  1st tactic
 Questions of the Day/ Themed Days
(Twitter, Facebook, Flowd)
 Reaching out to your audience asking them how music
perhaps affects them in their everyday lives, or even
reaching out to talk about the things that affect us all
everyday can help to develop a rapport between the DJ
and the potential listener
 Goal: To develop and keep a common ground with the
EDM community at large via Social Media networks
where interest and personal lives collide/ to gain
knowledge from potential listeners and feedback

10.  2nd tactic –
 Podcast/ Radio Show (DI.radio, Soundcloud, iTunes,
Flowd, Spotify)
 Having a regularly scheduled podcast can help to draw
listeners into both your music and your style of DJing by
hearing what the latest and best is from the genre. You can
also talk to the audience via twitter / or even read email s
live on the air.
 Goal: Re-establishing ritual and tradition. Gathering to hear a
radio show (and of course talking about it) allows listeners
to interact with each other, talk about the show, songs and
the announcements that the host makes. Listeners can also
feel the chance to be connected with the community at large
around this event.

11.  3rd tactic
 Free Downloads, Free Listening sets, Playlists
(Soundcloud, Mixcloud, Twitter, Facebook, Flowd
Dubset, Spotify)
 Music is expensive. Free downloads are a way of showing
not only your arsenal of music but even your appreciation of
the people who listen to it. It’s a piece of you they can have
for themselves.
 Goal: Create a reputation and with it a legacy. Get known for
both appreciating your fans with cool bootlegs or remixes
that they can’t get anywhere else. Be exclusive. It also gives
the DJ a chance to hear (free) feedback from fans on their
productions. This s also keeps the conversation going about
the DJ and allows him to experiment and react to listeners.
The platforms used here also allow the listeners to share
immediately.

12.  4th tactic
 Photos (share via Instagr.am / Flow’d)
 Photos are a way to visually represent yourself and to
finally give “color” to what it is that you do/story that
you tell. You give people the feeling as though they
are/were there with you seeing you.
 Goal: Creating conversation in a different space. This
allows you to build an anthology. Creating the on-the-
go conversation. Creating a digital footprint that with
(hash) tags can lead to more listeners who then turn
into fans. You can also drive them back to the hubs
where you keep your content.

13.  5th Tactic
 Discussion Threads/ Open Forums
 Allow the community to engage with you on a variety of
music related topics, everything from venue experience, to
beat making or even just a hot topic of the day. This can
happen in either social media or on the webpage. Regularly
scheduled discussions can bring draw more fans. Also both
long/short conversations can happen here.
 Goal: this provides the fan with a more direct outlet to the DJ
and allows for a different perhaps more concentrated
correspondence. In the case of a forum it is much easier to
weed through hecklers, spammer and stay on topics of your
choice. It is also a digital ear to the ground.

14.  6th tactic
 Meet and greet
 Still, nothing beats the fan experience like a physical
interaction.. Getting to meet the DJ after a gig can be
really refreshing. It puts a real experience to the person
that the fan has been listening to all this time. It’s also a
great way to give out physical music
 Goal: Show that you do in fact exist and that you also
like meeting the fans outside of how they interact with
you digitally. You can also see how different people
react to your music and even make a different kind of
impact in a small group with free giveaways.

15.  7th tactic
 Video:
 Share new music previews via YouTube. Also share video recaps/
highlights of gigs that you either performed at or where your tracks
were played., And interviews that you’ve had with various news
sources. You can either share your own or good ones from fans .
It’s also a great way to answer questions from the fans.
 Goal: Creating an anthology. Let fans get to know you via this
channel . You in turn get to know your fans by seeing what they
react to, what’s most popular and even what to build on the next
time you’re making a track or even playing.

16.  8th tactic
 Blogging
 Home base, what goes on from day to day. The master
collection of all your details, comings, going, music and
updates for the public. Great way to keep people updated
and informed and also ask question that you may not want
to ask on the site. You can also answer fans requests and
questions here too.
 Goal: Credibility. A lively blog gives more insight into the
process of what DJs go through from travels, to release
compilations. The blog allows for a more long-form
communication. You establish an even more human –digital
aspect with your fans, and it displays your personality more
than the other social media pages can.

17. Building a DJ’s Reputation
Measurement Tools
• Sysomos, How Sociable and Radian 6
- These both allow us to identify keywords and conversations that we
want to monitor . These tools also allow u to measure sentiment of a conversation and
figure out who the most vocal fans are where our strongest fan vibes come from.
• Hootsuite
- Hootsuite not only allows us to manage multiple social media
account at once, but you can also measure the number of tweets, link click throughs.
Also you can see who’s been sharing your content from where, how many time and see
follower growth also.
Photos
• Statigr.am
- Statigr.am allows us to see the interaction that occurs on photos
you’ve uploaded. You can se everything to your most popular photo to most
commented and most used/ interacted hashtag. It’s also good for letting you know
when the more engagement happens on photos when you upload them and what
generates the most comments.

18.  Facebook Insights
 Provides demographics,, for number of likes, reach and
how many people are talking about you and where the
conversation is happening
 YouTube insights
 Provides demographics, likes, number of views and where
your video has the most engagement.
 Dubset/ Soundcloud
 Internet Radio and promotion platform. Has metrics on
how many people have listened to your mixes, how many
people add them to their favorites and how many people
have shared them.

19.  With this blend of conversational and sharing
techniques across a variety of social networks.
We can garner responses and encourage
sharing by engaging with our audience directly
and simultaneously making a DJ more and
more popular. From this we can reach more
key influencers and promoters to book more
and more shows.