Media Matters: Carl Loben: Dealing with DJ Magazine

Want to know how you can get DJ Magazine to write about you? Or how to persuade Sweden’s enormously powerful music blog Discobelle to plug your new release?  Or for Clement Meyer and Olibusta’s Get The Curse to give you some exposure?

Skrufff chatted to senior people from each outlet this week to find out what you need to know.

Carl Loben, Contributing Editor, DJ Magazine (UK):

Skrufff (Jonty Skrufff: What's the best way an unknown producer/DJ can get DJmag's attention?

Carl Loben, DJ Magazine:”Do a great podcast and post it on the forum or a cool blog. Make a great tune and get it out there, then sooner or later we’ll definitely hear it. Keep doing good stuff, and soon you’ll get a recommendation from a DJ we know. DON’T keep phoning up the office and pestering us.”

Skrufff: How much do you care about a producer's web 2.0 presence (how many Facebook friends/Twitter followers they have?)

Carl Loben, DJ Magazine: “Not a great deal, it’s more promoters and labels who care about this sort of thing. It’s easy to ‘buy’ loads of Facebook followers these days, and just because something is popular doesn’t automatically mean that it is good.”

Skrufff: How much is making a great track or being a great DJ enough?

Carl Loben, DJ Magazine: “It should be enough, but it isn’t – unfortunately. You also have to look good and network well, be in the right place at the right time, and it helps if you have good people around you as well.”

Skrufff: What's been the most outrageous marketing attempt you've encountered?

Carl Loben, DJ Magazine: “Wearing a giant mouse’s head when you DJ.”

Skrufff: And the most tragic? Ridiculous?

Carl Loben, DJ Magazine: “People sending in demo CDs in giant boxes, so you think it’s a juicy package. Sending a miniature bottle of vodka and a party hat in a silver shoebox isn’t going to make it more likely that your new mix CD is going to get a good review. There was a time in the early noughties when some bright spark sent powder in with promo CDs – just at the time when there was an al-Qaeda anthrax-in-envelopes scare in the news . . .”

Skrufff: Is print media doomed?

Carl Loben, Contributing Editor, DJ Magazine: “Nope, it’s all about complementary platforms these days. DJmag in print form has its niche, but you can also get it on the iPad, in PDF form, or digitally to your inbox via the DJ Weekly.”

Skrufff: Who do you consider your main competition these days?

Carl Loben, DJ Magazine: “Apparently there’s a dance music lifestyle mag that some people still buy, although you can read it in five minutes so it isn’t really ‘competition’.”!/carlloben

Article by Jonty Skrufff:

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