69: Your favourite DJ is a psyop

Keep honking, piggies: I’m listening to whatever rockslop the algorithm just sicked up for me!

So we’ve been circling a certain topic for a while now – in order to be fashionably off-cycle rather than just late to the party, of course – and we’ve finally done enough muck-raking to present you with our red-hot take.

It’s verifiable: your favourite DJ is a psyop.

We jest, mildly. But why is it so satisfying to point to popular things and call them a psyop? And it’s not just Geese, the perfectly solid rock band that launched a thousand hysterical thinkpieces. Angine de Poitrine? Évidemment. Rita Ora? Innit. But what about the current numerical titans of dance music? Your Josh Bakers, Kettamas, Silva Bumpas and, of course, your Freds Again? What does it take to reach the premier league in the age of algorithm?

In this episode we break down the tectonic shifts underway in the game of selling yourself, and how video clips, vlogging, ‘content seeding’ and engineered virality are becoming standard promo tools from the mainstream to the underground. Is your favourite DJ paying low four-figure sums to have someone manufacture a viral moment during their next set? Honestly, they might be. Should No Tags join the party?* Let us know!

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