Hey bird brains! You know what really gets on my wick? What really fucking winds me up? DJs, producers, artists (I use the term loosely) who practice the subterfuge known as “anti-publicity”. You know the ones, who take to social media, normally Twitter, and pretend they don't like something, slagging it off to their many gormless followers. The something they're pretending to hate, that they're pouring obloquy upon, might be something which has given their career a huge boost. It might be something which remains really quite useful to them. But in slagging it off, they have it both ways, looking cool in front of their fans while in the process actually garnering support for the very thing they profess to loathe. What could I be talking about? The Top 100 DJs of course!
It's a controversial poll for sure, and the DJs who are voted into it aren't always to everyone's taste, but it's a democratic process, the most votes win the day. It's a bugbear for DJs who write it off as a popularity contest (which it makes no attempt to deny — it's a public vote, people!), yet it's the same thing that's offered a rung up on the ladder of their career. In dissing the Top 100, perhaps posting pictures of Top 100 awards which they've been given “proudly” displayed in their toilet, “cleverly” demonstrating how much the awards mean to them, they're canvassing for votes again, albeit in a very sneaky and roundabout way.
Those who do openly canvass and ask fans to vote for them are perfectly entitled to do so, and more power to them. But those who pretend to use these anti-campaigns as a mouthpiece for their disdain, expecting the votes to roll in regardless, really need their heads examined.
In the process of running an anti-campaign — perhaps writing a long treatise about what makes the Top 100 DJs so reprehensible, in their eyes — they're actually demonstrating a contempt for the same fans who voted for them and elevated them onto some of the world's biggest stages. It's also laughably see-through, like as if we and by extension your followers don't realise what you're actually doing by saying “PLEASE don't vote for me”. Another thing about anti-campaigns is that often the DJs who are responsible for them believe they're in some way musically superior to the others who populate the list each year.
Actually, the music they make is always exactly in the same kind of big room, mainstream mode. Which is fine, but the suggestion they're in some way better than their peers is pathetic and reeks of elitism. Seriously guys, it's not big or clever, you're making yourselves looking cretinous.
It's even been suggested that such anti-campaigns are in fact cooked up by PR firms to generate more interest - all publicity is good, so they say - and thus more votes. Perhaps not the ingenious, droll thinking of the DJs themselves after all? The fact is that when the slanderous tweets are re-tweeted, and thus shared to a far wider footprint, the publicity is disseminated globally. And of course some extra votes are going to come from that...
Campaign or don't campaign, please, but don't use social media like some big foghorn to profess your distaste for a publicly voted poll. You're not Keyser Soze from The Usual Suspects, some ingenious mastermind turning negativity into support for yourself. You're a dick.
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