New entries in the DJ Mag Top 100 - Followed by humans or robots? by Denis Doeland

DJ Mag Top 100 New Entries 2014 ‘Followed by robots or humans’

(Nov 2014 - Apr 2015)

Published 8th of May 2015

INTRODUCTION Do you think from the purge moment of Facebook that DJ’s and their management are finally starting to understand the importance of real relationships with fans? DJ’s and managers are still willing to risk their reputation, (financial) value, integrity, ethics, trust, clients and relationships for a few hundred or thousands of ‘questionable fans’ on Facebook. As a DJ you are part of the entire internet ecosystem. Even more so when you wish to have a better chance of being embraced by the end user or the (future) fan or client. In addition, as a DJ you must realize that you exist thanks to content (intellectual property) and that you offer functionality and that you are data. Building a community takes time and investment. Purchasing fans is short sided when you understand social media. By the way, for those who do not know, it is in direct violation, for example with Facebook terms and conditions. These ‘questionable accounts’ could be defined as ‘questionable data’ which also depreciates the financial value of a company. Further to using ‘click farms’ or ‘robots’ when you are not injecting your cash in the right places you will be wasting money. This means in terms of metrics and demographical targeting you are trying to reach ‘questionable fans’. Based on and inspired by the paper ‘Tomorrowland: Followed by humans or robots’ in which ‘questionable fans’ has been described, the new entries in the DJ Mag Top 100 2014 have been examined. This report is a preview of the Rankingz EDM Monitor 2014 and helps to identify if Facebook fan pages of the DJ’s which entered the Top 100 in 2014 have a human following and help them to understand that they will depreciate their network value when a purge of Facebook takes place.

SUMMARY Have you ever looked at a Facebook page of a DJ which recently augmented really quickly? You checked out his or her Facebook page and found that he or she gained thousands of fans in a short amount of time. At first you may think to yourself this DJ must really know how to play the social media game and build a community. However, when you double check you will see that the engagement of the DJ itself is non-existent, even when the DJ has thousands or millions of fans. You checked on some of the ‘likes’ the DJ received on recent posts and it’s obvious they are from a country foreign to the DJ. It’s likely to determine these likes are robots. This report has not been conducted to judge the way the DJ’s in this report operates his or her social media strategy or to judge if a DJ is cheating or not. But this study provides some lessons from which you might benefit when you operate your social media strategy and build real company value. Lower but more accurate ‘Like’ counts actually help a DJ’s Facebook page. Administrators might not be able to tout the DJ’s Facebook pages’ size the same way, but they’ll be better able to assess what content is resonating with their audiences. If a DJ’s Facebook page has 10,000 fans but 4,000 are ‘questionable’ and the administrator publishes an update that got 2,500 ‘Likes’, the administrator might think only a quarter of the fans are interested in that content. But with an accurate fan count of 6,000, the administrator would know nearly half the fans enjoyed the specific post and that they should post more with a similar vibe. Meanwhile, on the user side of things, purging of ‘questionable accounts’ means fewer spam friend requests and comments, and a reduced risk of being scammed. You will also get a better idea of your real financial value of your data because numbers would not be inflated by ‘questionable accounts’. For sure it is good to conduct a due diligence on your Facebook page numbers once in a while when the red flags of questionable data show up.

Data: Fanpage Karma / Rankingz

ADVICE The best and only way to see success in social media is by investing in real fans. Invest in real people, real relationships, not in robots. At the end of the day those are the fans you develop your products and services for. They are a DJ’s real assets, the business model and the financial value. 4 aspects to take into consideration while managing your community: ‣ Consider the way you feel about the fans you follow and how they to speak to you. ‣ Offer your community valuable and a variety of updates. ‣ Establish a system to inform the stakeholders that are making your products,

content or whatever you create. ‣ Use data to help make decisions about how you want to interact with your community and build your company value. Since Facebook users fill in a lot of information about themselves – starting with basic information such as where they live, their gender and their age etc. – an advertiser can be quite specific when deciding who to buy Facebook Ads for. For advertising on Facebook ‘questionable data’ means wasting money on demographics which are corrupt. Building a community takes time and investment. Listening to, participating in and anticipating on the data which is created in so-called ‘conversations’ and ‘interactions’ is what it’s all about. The generated data must be stored, analyzed and related to the data which you (possibly) already have. Keep in mind ‘questionable accounts’ will be defined as ‘questionable data’.

Key Findings ‣ 24 DJ’s (new entries) from the Top 100 2014 in this report have been examined over the last 6 months. ‣ DVBSS biggest fan growth in 6 months time ‣ Two purge moments (in the middle of March 2015 and at the end of April 2015) by Facebook in 6 months time ‣ Borgore biggest loss of fans during the first purge moment ‣ DVBSS biggest loss of fans during the second purge moment ‣ 2 DJ’s (Carnage and Yves V) show almost no cumulative growth in 6 months time ‣ Borgeous did the most posts in 6 months time, Deorro and Audien showed the lowest post activity ‣ DVBBS has by far the most questionable data

Purchasing ‘questionable fans’ is short sided when you understand social media. By the way, for those who do not know, it is in direct violation with Facebook terms and conditions. And finally, not to forget it is also a waste of money. At the end of the day Facebook will purge these bought robots and your community will devaluate in the broadest sense of the word. So you as a DJ will be depreciated financially and will lose fan trust ...

Data: Fanpage Karma / Rankingz

NEW ENTRIES - DJ MAG TOP 100 - 2014 3LAU Audien Borgeous Borgore Carnage

24%

Code Black DJ Snake DVBBS Deorro Don Diablo Firebeatz Gabry Ponte Kura MAKJ

The votes for the Top 100 DJs Poll 2014 — more than 900,000 — have been counted and verified, and Hardwell has been voted the world’s No.1 DJ for 2014.

Merk & Kremont

76%

Oliver Heldens Quintino Radical Redemption

A quarter of the Top 100 DJs are different to 2013, showing what a fast-moving international scene Dance music is. There are 24 new entries, and altogether 30,000 different DJs were voted for. In the new preview of the EDM Monitor 2014 Rankingz looked at the performance of the new entries on several social media channels such as Facebook.

Data: Fanpage Karma / Rankingz

TJR The Chainsmokers VINAI WolfPack Yves V Zomboy

Data: Fanpage Karma / Rankingz

3LAU Kura Audien MAKJ Borgeous Merk & Kremont Borgore Oliver Heldens Carnage Quintino Code Black Radical Redemption DJ Snake TJR DVBBS The Chainsmokers Deorro VINAI Don Diablo WolfPack Firebeatz Yves V

10 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15

-0

-1

4.000.000

Fan growth on Facebook

3.000.000

DVBBS

2.000.000

1.000.000

Gabry Ponte Zomboy

Data: Fanpage Karma / Rankingz

14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15

-0

-1

75.000

150.000 Fan purge moments by Facebook

Fan purge

-75.000

-150.000

-225.000

-300.000

Gabry Ponte Zomboy

0 -2.606 -6.618

-10.000 -10.877

-11.191

-16.575 -18.010

-20.000

-30.000

-40.000

-50.000

-60.000

-66.986

Fan loss (first purge) Gabry Ponte (13/3)

Data: Fanpage Karma / Rankingz

Gabry Ponte (14/3)

TJR (15/3)

DVBBS (16/3)

Quintino (17/3)

DVBBS (18/3)

Borgore (19/3)

4.000.000

Fan purge

Fan purge moments by Facebook

3.000.000

2.000.000

3LAU Kura Data: Fanpage Karma / Rankingz

Audien MAKJ

Borgeous Merk & Kremont

Borgore Oliver Heldens

Carnage Quintino

Code Black Radical Redemption

DJ Snake TJR

DVBBS The Chainsmokers

Deorro VINAI

Don Diablo WolfPack

15 28

-0

15 27

-0

15 26

-0

15 25

-0

15 24

-0

15 4-0 23

-0

1.000.000

Firebeatz Yves V

Gabry Ponte Zomboy

-20.000

-40.000

-60.000 -67.174

-67.954

-71.765

-80.000

-68.549

-65.762

-81.620

-83.814 -89.816

-100.000

-98.846

-120.000

-140.000

-160.000

-180.000

-200.000 -210.384

Fan loss second purge on 24-04-15 Borgeous

Data: Fanpage Karma / Rankingz

Borgore

DJ Snake

DVBBS

Deorro

Firebeatz

MAKJ

Quintino

The Chainsmokers

Zomboy

Data: Fanpage Karma / Rankingz

30-04-15

10-11-14

Zomboy

Yves V

WolfPack

VINAI

The Chainsmokers

TJR

Radical Redemption

Quintino

Oliver Heldens

Merk & Kremont

MAKJ

Kura

Gabry Ponte

Firebeatz

Don Diablo

Deorro

DVBBS

DJ Snake

Code Black

Carnage

Borgore

Borgeous

Audien

3LAU

Zomboy

Yves V

WolfPack

VINAI

The Chainsmokers

TJR

Radical Redemption

Quintino

Oliver Heldens

Merk & Kremont

MAKJ

Kura

Gabry Ponte

Firebeatz

Don Diablo

Deorro

DVBBS

DJ Snake

Code Black

Carnage

Borgore

Borgeous

Audien

3LAU

Start +6 months

900.000

891.170

Fans (cumulative in 6 months)

750.000

600.000

594.956

450.000

457.689

338.535

300.000

291.573

240.946

240.313

186.260

150.000

142.124 102.229

95.665

90.590

65.271 43.402 21.557

819

-7.743

28.138

9.884

17.697

8.608

-33.920

7.596 -138

y m bo Zo

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Data: Fanpage Karma / Rankingz

t on Kr em

AK J M

Po G

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D on D

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-150.000

500 Posts (cumulative in 6 months)

417

408

402

362

334

333

323

250 212

207

202

199

186

184

182 167

167

167 160

154

136

130

125

77 60

y m bo Zo

V s Yv e

k ac fP W ol

AI N

sm ok in e

s er

R Th

lR ed ca di Ra

n em pt

in o ui nt Q

de el H er

liv

& k er M

Data: Fanpage Karma / Rankingz

t on Kr em

AK J M

Po G

e nt

tz ea re b

D on D

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rro eo D

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Bl a

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Data: Fanpage Karma / Rankingz

10 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15

-0

-1

0,3000

Engagement over 6 months

0,2250

0,1500

0,0750

Gabry Ponte Zomboy

Data: Fanpage Karma / Rankingz

10 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 14 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15

-0

-1

0,3000

Post Interaction over 6 months

0,2250

0,1500

0,0750

Gabry Ponte Zomboy

12.000.000 11.471.977

Likes, Shares and Comments (cumulative in 6 months)

10.000.000

8.000.000

6.000.000

5.812.760

4.000.000

3.810.420 3.477.139

2.000.000

1.740.976

1.769.220

1.728.242

1.762.240

1.629.981

753.091

743.443

655.142

600.559

573.673 355.621

300.984 140.986

215.705

191.207

167.720

114.369

625.071

95.876

184.113

y m bo Zo

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k ac fP W ol

AI N

sm ok in e

s er

R Th

lR ed ca di Ra

n em pt

in o ui nt Q

de el H er

liv

& k er M

Data: Fanpage Karma / Rankingz

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About Denis Doeland (Utrecht, 1971) started his career in the Music (Dance) Industry. Back in 1993 he owned record shop â&#x20AC;&#x2DC;Bad Vibesâ&#x20AC;&#x2122;. This was actually the place from where the Dutch entertainment and media company ID&T (known from events like Thunderdome, Sensation, Mysteryland, Tomorrowland & Tomorrowworld) initiated their activities. Denis joined ID&T, and has been with them from 1993 until 2011.

Early 2002, Denis founded also his own consultancy company, DDMCA (Denis Doeland Management Consultancy en Advies). Denis assists brands, companies and organizations to apply copyright, internet and social business to meet the new expectations of fans, clients, staff members and other involved parties. Denis helps give their voice a place in their business and in the internal organization.

Denis offers his services in the form of, among other things, consultancy, analysis, lectures, valuation, training, social media monitoring and internet monitoring.

Clients: Radio 538, 22tracks, 8ballMusic (Miss Montreal), Armada Music (Armin van Buuren), Eurosport, UDC (Dance Valley), Art of Dance (Pacha Festival, Masters of Hardcore, Mindcontrollers), Most Wanted DJ Agency, Monumental (Awakenings), Refune (Sebastian Ingrosso & Alesso), Protocol Management (Nicky Romero), Sorted Managemt (Hardwell), Oger, Lief!, Dance Therapy, JunkieXL and Amsterdam Dance Event.

Note | Disclaimer | Copyright DDMCA the publisher of this report will not be liable in respect of any business losses, including without limitation loss of or damage to profits, income, revenue, business, contracts, commercial opportunities or goodwill. This report is issued under Dutch copyright law and may not be reproduced, distributed, transmitted, displayed, published or broadcast - except for editorial and promotional use - without the prior written permission of DDMCA the owner of the issued content. You may not alter or remove any trademark, copyright or other notice from copies of the content without prior written permission. Need a digital strategy, an execution plan, a financial valuation report or need an assessment? Please do not hesitate to contact.

Denis Doeland Management, Consultancy & Advice

P: +31 20 4272880 M: +31 6 13520250 E: denis.doeland@ddmca.com L: linkedin.com/in/denisdoeland T: @denisdoeland W: denisdoeland.com W: ddmca.com