Industry Insider: An interview with Apple Music's Global Head of Dance and Electronic, Stephen Campbell

Mixmag’s Industry Insider feature series has returned to talk to some of the most influential people behind the scenes of the dance music industry. This month, we caught up with Stephen Campbell, who in his role as the Global Head of Dance, Electronic and DJ Mixes at Apple Music has shepherded in a myriad of advances in the streaming platform's dance music offering in the last few years — including integrations with DJ software, a dedicated DJ mix platform and a new focus on emerging electronic genres.

In 1992, Mixmag created the first legal DJ mix, in which we cleared the rights to every track in a mix for the first time. Apple Music has kind of done the same thing with DJ Mixes - allowing rights-holders to monetise them in a streamable format. What impact has this had on the industry?

We set out to solve a generational issue, making the DJ mix have long-term monetary value for all involved: The DJ, the musician who created the music and the folks who made that moment in time happen — whether that be a club or a festival. [We wanted] DJ mixes to exist in a streaming world, and be held in the same regard as an album. It’s been huge. We now have an enormous library of DJ mixes live on Apple Music, from the biggest and most exciting DJs to clubs and festivals around the world.

The Automix feature is about to drop as part of the iOS26 update, which allows users to use Apple AI to mix together tracks on Apple Music — have you just taken the first step in killing the DJ?

Not at all, AutoMix is for playlists and enhancing the lean back listening experience. It’s amazing technology and a fun listen, but that’s not replacing a DJ. There’s a magic in record selection and the craft of mixing records that’ll never be replicated.

Back on actual decks, the recent integration of DJ software like rekordbox and Serato with Apple Music has been a big leap. What were some of the biggest challenges in making “DJ with Apple Music” a reality?

It is a huge leap forward and is an extension of our commitment to the DJ. There were challenges, but all great things take some work. We’re at a very exciting time in streaming music, where folks are really starting to want to play with music as much as they listen to it. Feels like we’re just at the beginning.

Read this next: Apple Music launches new "AutoMix" feature that blends tracks together using AI

How is success measured when it comes to Apple Music’s role in the dance and DJ community? 

Success for us is all around ensuring we’re providing a meaningful platform and tools for the creative community that will enrich their lives, and that our actions and work have a lasting positive impact on our world.

If you could go back and give yourself one piece of advice as you left school, what would it be?

I was never any good at school to be honest, I started working young. But work ethic, commitment to culture and integrity in work has always served me well.

Artists aside, who were some of your inspirations from an industry figures perspective when you first got involved in the electronic music world?

There’s so many. I grew up in London and dance music and club culture has always been a huge part of my life. Clubs like The End and fabric, or parties like One Nation really defined who I am to be honest.

Any specific people? 

I’d say Ben Beardsworth,  who runs XL Recordings, has always been deeply inspiring to me — and Caius Pawson, who founded and runs Young. They both have deep commitment to the art of music and broader dance culture.

What traits do you think make a great business person within the dance music industry?

Integrity and commitment to the culture, being open minded and inquisitive. Dance music is constantly shifting, moving and ever-evolving.  

Read this next: Apple Music launches DJ support across rekordbox, Serato, Denon DJ, djay pro and more
 
How do you stay grounded?

Family, friends and fly fishing.

What advice would you give to young people hoping to make their mark in electronic music - whether as artists, DJs or where music meets technology?

Be original and love what you do. Put the time in and work hard. Life is for living. There’s never been such an exciting time to make music, DJ or create the next intersection of music and technology. It’s all there for the making.

What’s the legacy you hope to leave through your work in the electronic music scene at large?

That we created meaningful change and long term value for the DJ and the DJ mix forever. 

Check out Apple Music's DJ Mixes platform, here.