In his book “God is a DJ“, Joe T Vannelli touches on a fundamental point that applies to anyone working in music, from promoters to A&R’s: empathy with the audience.
Everyday we observe streaming data and follow social media trends, sometimes as if they were the absolute truth.
But there is one thing data will never tell us: the “mood” of the room.
During the years I spent DJing in clubs, I learned that you can have the hit of the moment at your disposal, but if you play it at the wrong time, the dance floor empties. In the music supply chain, something similar often happens.
Launch strategies built in a laboratory, completely ignoring the social context or the emotional moment the audience is experiencing, have the same effect.
We forget that music is a service to the community, a catalyst for energy.
Joe explains it well: a successful DJ is the one who knows when it’s time to push and when it’s time to slow down.
It is a matter of timing and sensitivity. Bringing this mindset into management or marketing means prioritizing the experience rather than the product.
It means understanding that a project shouldn’t just “work” technically, but must resonate with those listening to it in that moment.
It doesn’t matter if you are organizing a small or massive event, or if you are launching a single or an album.
The rule doesn’t change: if you don’t feel the beat of your “dance floor,” you are playing records in the dark.
#BooksVsMusic
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I am Andrea Corelli, Professional and Advisor to the Music Industry.
From Monday to Friday, I share strategies, backstage insights, or the stories behind a song on LinkedIn.
On the weekend, I enjoy the flow. If you need help with your artist, label, project, or music startup, write to me.