During the past few weeks I was extremely busy, therefore I had not enough time to write an article about DJing, positioning and marketing. Today I will have a closer look at the positioning strategy of Dubspeeka, one of my favorite artists.
Compared to Len Faki and Matthew Jay that artist covers more than one segment.Dubspeeka is an interesting producer, offering not an aggressive sound like the two DJs mentioned in the last articles, but they are still very energetic. On the primary EP you will find tracks that could be assigned to the low aggressive/rhythm-based techno segment, Outland 1.2 on the other side is a really calm and nearly melodic piece of music touching the low aggressive/melody based segment. Fargo – last but not least – is a typical pad-based song belonging to the segment in the middle. The diversity of Dubspeeka’s tracks is remarkable. You could build up a set with his songs starting with calm warm-up tracks and ending with driving peak tracks. Great. It might be clear to everybody that an artist offering such a diversity of different songs and sounds will be not as boring as the guys focusing on just one Segment. More next week, now listen to Dubspeeka.
Next week the short analysis of Alan Fitzpatrick’s positioning strategy. Stay tuned and enjoy your Weekend.
Last week we had a closer look at Joseph Capriati and his strategic positioning. But of course focusing on only one artist doesn´t bring us anywhere near to understanding the full potential of the positioning matrix.
So – let´s have a look at two of his competitors, Len Faki and Mattew Javes. Both stand for hard and driving techno tracks: rythm based, few synthy sounds, crashes, sharp high hats, no melody. Now in our marketing language that is the segment they cover – which, unfortunately, is quite overcrowded! Why is that so? Well, this certain kind of techno is not too difficult to produce, all you need is a kick drum, a few synthesizer chords and some stylistic devices (see above).
Is it a good idea to do what zillions of others do, or would you rather differentiate yourself from the „mass“, other DJs and producers that is? Well, you won´t be surprised Weiterlesen →
The focus of this weeks´analysis of positioning strategy will be Joseph Capriati. „The Gallery“ is one of my favorites, the perfect pick for setting the peak in your life set: reduced to pure rythm, a few sharp and aggressive synthesizer sounds, pushing and fast paced.
If you listen to his other tracks you will find many of them to be fairly similar to „The Gallery“, i.e. pretty aggressive. Referring to our matrix this means he has aquired a clearly defined position (left upper side of matrix).
On the other hand – have you ever listened to his remix of Pan Pots „Fugitives“? It´s Weiterlesen →
When you’re imagining your future career you are full of ideas, you want it all and now, and you see endless possibilities! Your aim is to stage as often as possible, maybe you’re planning events, and you are getting familiar with your DAW.
But, sooner or later, you will very likely come to the point you’re feeling stressed by too many activities, and unhappy with an output not fully satisfying. Still so much to do, so little time! Not to mention all those younger guys, competitors waiting for THEIR chance…
Going back to the 80’s, the entire music business was completely different: House Music was scarcely invented, and DJ’s and producers were creating a new market. Audience was fed up with Disco and craving a new dance music style. A dream situation! How very different today: when you go on soundcloud or mixcloud, DJs and their sets/tracks count by the thousands, many of them creating very similar sound. Just because they give no thoughts on how to differentiate their style from all the others!
Quite often these potential future stars are just helpless and feel it’s too difficult, they have no idea how to make themselves unique. This is a challenge that many a big company has faced thanks to globalization, and they have developed some very interesting ways out of it. Why not look at these aproaches and learn how to adapt them for DJing/producing Business?