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According to a survey conducted by the Pete Tong DJ Academy, a significant majority of young DJs believe that visibility on social media has surpassed musical talent as the most important factor in launching a successful career. The results, gathered from over 15,000 emerging artists and presented at this year’s International Music Summit in Ibiza, paint a sobering picture of a scene increasingly defined by optics over artistry.
61% of respondents agreed with the statement that “social media presence is more important than DJing or production ability,” a finding that underscores ongoing concerns around how digital metrics are shaping the music industry’s gatekeeping mechanisms. According to the report, many aspiring DJs see follower counts and engagement rates as prerequisites—not perks—for securing bookings, label deals, or even basic visibility on streaming platforms.
62% also reported feeling that the industry operates as a “closed club,” citing a lack of access, insider networks, and disproportionate attention given to viral moments. While a third of participants expressed some optimism about breaking through with persistence, the overarching sentiment was one of frustration: a landscape where talent alone is no longer enough.
Beyond questions of access and exposure, the psychological toll of this shift was also made clear. More than half of the DJs surveyed reported experiencing burnout or anxiety related to online performance. “Every post feels like a test,” said one 24-year-old DJ from France. “If it flops, I feel like a failure.”
Founded by veteran broadcaster and tastemaker Pete Tong, the PTDJA was established to provide mentorship and training to a new generation of DJs. But the data from its latest research suggests that the challenges facing those entering the field are less technical and more existential—an industry where creativity competes with algorithms, and success increasingly hinges on whether an artist can capture attention before they command a room.
While the report stops short of prescribing solutions, it opens the door for a larger conversation: about sustainability in electronic music, about the tension between visibility and value, and about whether the next generation of DJs will be discovered for what they play, or for how well they perform online.
