As the electronic music world continues to grapple with how to get producers credit when their tracks are played by other, usually more famous, DJs, a new campaign is attempting to fix the issue on social media.
Launching today (Sept. 12) and backed by the Association For Electronic Music (AFEM), the Respect the Creators campaign is aiming to get lesser known DJs credit on social media by having DJs, promoters and other platforms.
The campaign offers simple instructions, asking DJs that when they “post a video of a gig or a mix and the music isn’t yours, tag the artists, and list the full names of the tracks in the most visible part of your post.” Online platforms are asked to “include track lists for all sets, visible directly below the video or audio,” while promoters are asked to credit the music featured in all their promotional materials for events when posting to Facebook, Instagram, Tiktok and other social media platforms.
The campaign advises that social media is crucial to music discovery, with the proper music attribution having the possibility of highlighting lesser known artists and helping them thrive. In a speech at the annual dance conference IMS Ibiza this past May, Dutch artist Frank Nitzinsky noted research that’s informed this campaign, which shows that on average, only 3% of a DJ’s set is music that they have produced themselves, while up to 90% of DJ performance content shared on Instagram does not credit the music being played in the video.
In a statement, AFEM COO Finlay Johnson says that while the campaign “may seem like a straightforward initiative, encouraging people to share and credit new music addresses significant challenges in the discoverability of emerging artists. It also serves as a reminder for individuals to consider their metadata, which can directly enhance income through royalty collection. While white label and dubplate culture should be celebrated, the use of generic ‘original audio’ tags on social media does little to support artists. We encourage everyone to acknowledge and promote the team behind a record’s production and release.”
Respect the Creators is supported by AFEM, along with a number of organizations including Dutch collecting society Buma/Stemra, along with several venues and artists like Richie Hawtin.
“I thought supporting the community and the musicians who make the musical structure that our scene (and DJs) stand on was simply common decency (and sense),” Hawtin says in a statement. “So why do we see so many social media posts from DJs, promoters and festivals that completely fail to tag the music being played in the clips? It’s disrespectful and only takes further advantage of the musicians who are already struggling for recognition and a fair share of the economic pie of our ‘beautiful’ culture.”
The campaign follows the recent closure of Aslice, a platform with which DJs could donate a portion of their set fee to the artists whose music they played during the performance. The proper crediting and royalty payouts for artists in the electronic scene is a pernicious issue, as DJ sets are often made up of hundreds of songs by a wide variety of artists, many of whom never get credit for the use of their work.
Hawtin recently expressed his displeasure with the closure on social media, saying that “Aslice was working, and the only problem was that not enough DJs, especially the successful ones, agreed to sign up and share back into the music eco-system that they have built their careers on. Aslice did not fail, the famous, most followed DJ’s of our scene failed us all.”
