61% of New DJs Believe “Social Media Numbers Matter More Than Musical Skill.”

Ibiza’s International Music Summit (IMS) was buzzing this year, and a lot of the talk was about how the electronic music world is changing. One thing everyone was discussing came from a survey by the Pete Tong DJ Academy. They asked 15,000 DJs and producers in their community, and get this: 61% of the up-and-comers feel that “social media numbers matter more than musical skills.” That stat really put a spotlight on a huge debate happening right now for artists, industry folks, and fans.¹

It basically highlights this feeling, especially among newer artists, that the game has changed. It seems like building a big online presence is becoming super important if you want to land gigs. Of course, talent still matters, but the survey suggests that being popular online counts for a lot. It definitely makes you think about where things are heading and how artistic skills and online buzz will balance out.

Social Media: Big Opportunity, Big Pressure

Let’s face it, in a world where everyone’s online 24/7, showing up on Instagram, TikTok, or YouTube is pretty much expected if you’re an artist trying to make it.

“Every [social media] post feels like a test. If it flops I feel like a failure.”

That’s what a 24-year-old DJ-producer from France shared at the summit, and it hits home for a lot of artists dealing with this. It’s not just about rocking the dancefloor anymore; you also have to keep your online audience hooked and turn everything into potential viral content.

Part of this is because making and sharing music is easier than ever. Anyone can give it a shot, which is cool, but it also means standing out from the crowd often means getting seen online. For the people booking gigs, like promoters and clubs, seeing big social media numbers can look like proof that an artist will pull in a crowd, which sometimes weighs heavily in their decisions.

“No matter how good you are, you’re not going to get the big bucks and the big gigs until you’ve got a social media following and online presence big enough to draw in fans and justify your cost.”

How Artists Are Feeling & Coping

The survey also got into how artists feel about getting a foot in the door. A big chunk – 62% of the emerging DJs – feel like the electronic music scene is kind of a “closed club.” It can seem like getting onto big stages or signed to labels depends a lot on how much noise you can make online. This definitely makes things super competitive, where your online fame can matter as much as your unique sound.

People see this change differently. Some figure it’s just how the market works now – you need an audience. Others worry that focusing too much on stats might push aside really talented artists who aren’t as into the social media grind, which could make the scene less diverse.

Social media platforms deliberately use rewards like likes and comments to trigger dopamine release, creating a cycle of seeking validation². This constant need for external approval can lead to a fragile self-worth tied to fluctuating online metrics. The idea of a “test” shows how artistic expression can become a performance judged by numbers, potentially changing an artist’s core connection to their craft. This dopamine-based reward system can create a reliance on external validation, possibly diminishing the inherent satisfaction of musical creation and skill development. Consequently, self-esteem can become precariously dependent on the unpredictable online response.³

Handling all this takes serious resilience. While 35% of the artists surveyed believe in just sticking with it (“if you keep at it, it eventually happens”), the pressure is real. Over half (52%) said they’ve dealt with anxiety or burnout, and nearly a third (31%) thought about quitting music in the last year. The constant demand for content, the stress of standing out, and managing your image takes a toll on mental health. Some artists even talked about losing the fun in making music or feeling like failures if their posts don’t get enough likes.

“It’s more than a little unfair. If, for example, you were a stunningly talented guitarist, mind-blowingly innovative new drummer, or the voice of a new generation you could comfortably expect to find a way to get noticed through amateur gigs and being part of a local music scene. But in the great level playing field of the DJ, it looks like every DJ booth has an immediate barrier to entry.”

Making Money, But Who’s Getting It?

What’s wild is all this talk is happening while the electronic music industry is actually booming. The IMS Business Report for 2025 showed the industry pulled in $12.9 billion last year – up 6% from 2023! Festivals and clubs are driving a lot of that, thanks to packed crowds and electronic music blowing up on platforms like TikTok (apparently #ElectronicMusic videos even overtook indie and rap tags in 2024).

But, this growth is happening alongside sky-high ticket prices, and some people are noticing the money seems to stick to the top – the big names and companies. Meanwhile, up-and-coming artists might have a decent online following but still struggle to get booked regularly or paid properly. It paints a tricky picture: the scene’s making bank, but the newcomers are still hustling hard.

Finding the Right Mix

So, this shift towards judging success by the numbers keeps raising questions about what really matters – talent, creativity, taking artistic risks. Social media definitely gives artists amazing ways to reach people, no doubt. But it also brings pressures and rules that don’t fit every artist.

The big question is: how can electronic music keep its soul and variety alive when algorithms and follower counts play such a big role?

For fans, maybe it’s a nudge to think about how we find and back new artists. Looking ahead, it’ll probably mean artists finding smart ways to mix their online game with their real artistic passion, and hopefully, fans who make an effort to support the music itself – seeing the actual person and their craft, not just the stats on a screen.

My Take On It

I definitely feel both sides of it. Being a new DJ, only in the game for about two years, I’m already feeling the burnout, especially since I’m quite shy. There’s this demand for constant visibility to get gigs, and it can feel like I’m losing myself just trying to post and hoping something goes viral to get noticed. But on the other hand, what’s really helped me is being part of a community that accepts me for who I am and appreciates the music I play without judgment. I’m so thankful for that. So, hopefully, all DJs, new or experienced, can find their own people and be happy with what they do.

Featured image by Google ImageFX

1. https://www.ibiza1radio.com/2025/04/ims-ibiza-2025-61-of-emerging-djs-say-social-media-trumps-talent/ ↩︎
2. https://www.emilywhitish.com/blog/blog-post-template-j7emn ↩︎
3. https://www.unitesync.com/blog/social-medias-impact-trends ↩︎