DIY videos are the launchpad for your new favourite underground house tracks - Comment - Mixmag

DIY videos are the launchpad for your new favourite underground house tracks

YouTube is a breeding ground for burgeoning video artists who use banging new tracks to soundtrack their art

  • Louis Anderson-Rich
  • 3 July 2017
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Last year it was dance music’s most divisive music genre. But before its time in the spotlight, people who were part of the community celebrated the scene’s DIY ethos, sending out a big fuck you to the over-polished, big money dance music establishment. Outsiders slated it for an ironic attitude, throwaway artist names and poor sound quality better heard on headphones than in the club. The latter point certainly links in with the way people consume music nowadays. And maybe for this new breed, getting a video made for a track sits above it being played in the club.

DJ Seinfeld, one of the most popular producers to have videos made for, doesn’t think the genre’s close association to the Internet is a bad thing.

“It’s a product of our time in this regard. Whatever you think of the Internet era, it’s consumed by a generation that is surrounded by it constantly. So, as a whole and at its best, I suppose these meme-ified productions can paint an interesting picture of how dance music evolves over time towards that internet matrix.”

When asked about this ‘meme-ification’, Baltra offered a pragmatic approach: “You'll never be able to control who listens to your music with how easy it is for people to share music online. I think it's great to have more and more people exposed to an interesting sound that isn't necessarily for everyone.”

Some may feel that there is less focus on the actual music when a song becomes synonymous with a viral video that travels outside of that which is considered underground. Bojan's track may have gotten some support from the gaming community but it's really an incredible track and those plays are much deserved.”

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