Supporting Local Artists: A DJ's Perspective on Breaking Through the Noise by DJ Alex Gutierrez

 

Supporting Local Artists: A DJ's Perspective on Breaking Through the Noise

As a DJ, my job goes beyond just spinning tracks—it's about crafting an experience that makes people feel alive. Whether I'm rocking a packed club, spinning at an intimate bar, or commanding a large festival stage, my ultimate goal is to get people moving and grooving. But, while I genuinely want to support local artists, the reality is that the music they produce sometimes makes it difficult to seamlessly integrate it into my sets.

Many of the tracks I receive from local artists are exceptional when it comes to lyrics, storytelling, and musicianship. The melodies are engaging, and the passion behind the music is evident. However, the energy and rhythm of many of these tracks don’t always align with the high-energy atmosphere I’m trying to create on the dance floor. Slow, low-energy intros or melodies that don’t transition well between tracks can pose a challenge when it comes to strategically incorporating them into my set at the right moment.

As a DJ working across a variety of venues—some large, some small—I spin everything from mainstream hits to niche genres, but one genre that stands out in South Florida is Salsa. Local Salsa artists, like many others, face an uphill battle when it comes to getting their music heard. Breaking into the radio scene in this market is incredibly tough, and while streaming platforms like Spotify and YouTube can generate views, they don’t necessarily translate into a live audience. It's frustrating for both artists and DJs, as we see thousands of clicks online, but empty seats at local performances.

So, what can be done? Here’s my suggestion: local artists should consult with local DJs when producing new material. DJs can be an underutilized asset in helping artists perfect and promote their music. A DJ who specializes in the genre you’re recording has a deep understanding of what works on the dance floor. Sometimes, all it takes is a small tweak or a custom "DJ version" of a track to make it more adaptable for the live setting. This collaboration can lead to a track that feels fresh and exciting—perfect for the dancefloor.

In the case of Salsa, for instance, breaking through in a scene dominated by household names like Marc Anthony is no easy task. Audiences have become accustomed to hearing the same familiar hits night after night, making it hard for new songs to stand out. But as a DJ, I'm always on the lookout for the next track that will surprise and engage my crowd. Like DJs of the past, I’m eager to introduce fresh sounds and watch them catch fire in the venue. There's something magical about playing a song that hasn’t been overplayed, that feels fresh and new.

Here’s the key: repetition. The more people hear a song, the more they connect with it. This is where working with a DJ to create a version of the song that flows seamlessly into a set can make all the difference. A small edit—like tightening up the intro, adjusting the energy flow, or adding in a subtle build-up—can drastically impact how the track resonates with a live audience. A DJ-friendly version can give a track the exposure it needs to get a positive crowd reaction, and over time, that’s what will help it stick.

When it comes to getting a song played in a DJ’s set or on the radio, it’s not just about the quality of the music—it’s about timing, energy, and relatability. In radio, new tracks are often selected based on a combination of factors: a strong listener response, a compelling hook, and a fitting sound for the station’s playlist. For DJs, it’s all about the energy the track brings to the dancefloor, its potential for crowd engagement, and whether it fills a gap in the night’s vibe. Local artists can often get overlooked by mainstream radio and playlists due to these factors, but working with DJs can open up new doors.

Local DJs, particularly those immersed in specific genres like Salsa, can help artists break through that initial barrier. By collaborating with DJs, artists can refine their tracks to ensure they’re primed for the dance floor, while DJs get access to fresh material that keeps their sets exciting. A DJ’s endorsement can go a long way in building momentum for an unknown track, and if the track gets played consistently, it can eventually become a crowd favorite. Repetition is key to creating familiarity and, ultimately, a track’s success.

In South Florida, where music is at the heart of our vibrant nightlife scene, collaboration between artists and DJs is crucial to keeping the music fresh and exciting. So, to all the local artists out there: take a moment to connect with the DJs in your area. We’re all part of the same ecosystem, and when we work together, we can create a thriving, dynamic music scene that benefits everyone—from the artists and DJs to the people dancing in the crowd. When local music thrives, the whole community wins.