A discussion of the DJ creative process and contemporary DJ culture.

DJ Pauly D For SK Energy Shots

<begin rant/>

I’m heading into very controversial waters here but something has been nagging me for a long time.  In the past few years I have noticed an increase in the use of the DJ image as a prop or selling tool.  Far be it from me to stop the machine from promoting what we do but the executions are such trainwrecks it begs the question of what’s the point?  Brands, typically, like to target a certain demographic of people – usually young usually hip.  So if the current zeitgeist is DJ friendly you will see DJing everywhere – in commercials, in print, in movies, on billboards, in advertising in general.  My issue with this is that brands and their marketers really aren’t very savvy when it comes to profiling DJing in the work.  Have you ever noticed a commercial where you can just tell the person is not a real DJ and just an actor.  That burns.  There are so many DJs out there, why not use a real one!  Or how about the major screw up in the Smirnoff campaign where there is a dude hunched down in an exaggerated DJ pose (of course there’s a gorgeous lady looking intently at him) and there are NO slipmats or needles on the decks.  Google it, trust me, MAJOR screw up.

When I see these things I think of that scene in Goodfellas where Joe Pesce keeps saying to Ray Liotta, “What am I fucking clown? Am I here to amuse you?”  I really feel we are here to amuse people sometimes.  There is stereotyping going on and whether it’s a caricature or not it gives people a really mixed message about what DJs are and what they do – which is a HUGE complaint in DJ culture – the lack of understanding from mass audiences about what we do.  So in essence, these messages are perpetuating an idea that we are props and in some cases the clown or party jester.  It’s nice to know that we are considered the embodiment of cool in a social setting, but do it right!

I will say there are some instances where it is done right.  Case in point, is the Blackberry campaign that profiled The Martinez Brothers in quite a thoughtful and sweet way.  They showed them playing their own music and just talking about what they do.  Sure were they shilling for a gadget, of course, but I don’t think it’s wrong for a DJ to endorse a tool that makes their lives easier (whether it’s for real or not).  The point is that it felt authentic, not a send up, no hype, real artists.

I was lucky enough to consult on a video shoot that had a party scene for a popular website.  The producer, Maryann Rounseville, took great pains in wanting a real DJ not only to capture in the video but also to play real music during a full day shoot because she knew the value of a real DJ and keeping the energy of all the actors and crew up and happy.  That’s rare and I applaud her for that approach and sensitivity.

Finally I just to want leave you with the image above of Pauly D.  I was walking in Times Square and this huge billboard was up.  I have mixed feelings about it.  Again, I do not want to fault a DJ for endorsing a product but is this the best way to show who we are with illustrated decks, cutesy musical notes, hands in the air with no crowd and just product product product?  I’m thinking no.

Pay attention to what’s going on if you aren’t already.  You’re going to start noticing it and the next time you ask yourself why don’t people get it, you may want to consider stereotyping as a possibility.
</end rant>