Fresh from Houghton Festival, a place where the underground comes alive, our tongues are loose about phones on the dancefloor. A new debate that is buzzing louder than ever: are phones on the dancefloor killing the vibe?
Some say it is a differentiating factor to having a good time. In the absence of phones, we are able to be present and enjoy- the music, each other, the environment. This is not to say that phones are destructive to maintaining this sense of pleasure, rather that the excessive use of phones is dominating our attention.
For some, the presence of phones represents a disruption, pulling focus away from the collective energy of the crowd and the immersive experience that defines underground events. They argue that constant recording and social media updates fragment the atmosphere, transforming a shared moment into something more superficial.
We are in a social media age where underground channels are gaining followings, because there is a demand from people who want to re-live their experiences, participate in conversations, or watch from home because they could not attend - due to economical or health reasons. Either way, there's a strong demand from people who want to feel a part of the music community - to use the videos as a way to escape from the matrix or reality that can be anything other than what it feels like to be at a festival with beautiful souls exercising total freedom.
As a result of these accounts sharing videos from parties, there are also promoters offering money in exchange to promote their event. Why? Because they want to sell tickets in order to support the ecosystem that it takes to host such an event. So, not only is there a demand from the community to watch these videos, there is also a demand from the industry to have these videos so they can promote events. Additionally, artists too want these videos so they can look popular in front of full dancefloors, to promote their music, and in turn increase their booking fees. This is the ecosystem.
The Problem: Phones Disrupting the Vibe
When people take their phones out in excess, ruin a vibe, or acting contrary to the culture and environment of where they are - this is the negative example that floods people's minds when we talk about this.
Whether it’s DJs who dislike being filmed while performing, dancers who prefer to remain unseen, or attendees seeking a digital detox, too many phones on the dancefloor can dilute the experience. Instead of fully immersing themselves in the music, people are increasingly focused on capturing the perfect video for social media. This shift in behavior impacts the culture and the original intent of going to parties—to connect with others and the music in a more spontaneous and genuine way.
The Dual Nature of Social Media in the Underground Scene
I’ve spent 8 years working in social media management within the electronic music industry, advising DJs, festivals, labels, and events on how to grow their presence and curate content. I’ve seen the good and the bad that comes from phones and social media on the dancefloor.
The Positive Impact:
When watching industry peers and DIY organizations sustain and grow their careers, this is an exciting feature behind the digital movement. For example, an up-and-coming 'bedroom' producer is able to promote their tracks that were played at Sunwaves Festival by big artists. This endorsement of their music production allows them to grow as artists and achieve financial support for their craft. Maybe this would not happen if someone did not record that viral track ID moment.
Here are seven additional examples of positive impacts that have happened across the industry:
Boiler Room's Rise:
Boiler Room started as a small, underground streaming project in 2010, broadcasting DJ sets from a London basement. Through social media, it quickly gained global recognition, helping to showcase underground artists and bring niche electronic music to a wider audience.
DIY Promoters Gaining Traction:
Independent promoters often use social media to reach broader audiences without big marketing budgets. For instance, collectives like The Lot Radio in Brooklyn have used Instagram and Facebook to build a loyal following, hosting underground artists and broadcasting their sets online, which has expanded their influence far beyond their local scene.
Resurgence of Vinyl Culture:
Social media has played a role in the vinyl resurgence, with platforms like Instagram being used by underground DJs and record stores to showcase rare finds, new releases, and exclusive tracks. This visibility has helped keep vinyl culture alive and thriving within the underground community.
Crowdfunding Success Stories:
Platforms like Kickstarter and GoFundMe, promoted through social media, have enabled underground festivals and events to secure funding directly from their fanbase. For example, the Save Fabric campaign in 2016, which raised over £300,000 to prevent the closure of London’s iconic club, gained massive support through social media.
Viral DJ Sets and Mixes:
Certain DJ sets or mixes have gone viral on social media, turning underground artists into overnight sensations. For example, Denis Sulta's Boiler Room set gained millions of views online, significantly boosting his profile in the electronic music scene.
Connecting Global Communities:
Social media platforms have allowed underground music communities from different parts of the world to connect and collaborate. For instance, collectives from Berlin, Detroit, and Tokyo can share music and organize events in ways that were much harder before the advent of social media.
Discovery of Emerging Artists:
Platforms like SoundCloud and Bandcamp, promoted through social media, have been instrumental in the discovery of emerging artists. Artists like Kaytranada first gained attention through their online releases, shared widely across social media, before becoming prominent figures in the music industry.
The Negative Impact:
I have also seen times when phone use has clearly detracted from the vibe of an event. When I was officially filming at DC-10 and posting to their IG story in live time, there would be an excessive use of phones in the air. Many of my videos included others recording, which was difficult to avoid. A lot of people are concerned with getting the best videos so much so that I would receive elbows to my ribs so they could get a better angle.
I have had countless discussions with the DJ community about the premise of socials and I can share with you that people often gravitate toward the worst of circumstances when we discuss this topic. Obviously, none of us want people holding phones in the air for the entire show, or to come across as egotistical when making a post, or to generate anything remotely cheesy, or to post tracks that were meant to be played in the moment but looking back do not represent us as artists.... the list goes on.
However, I encourage us to strike the art of balance when we discuss these topics. Why is it that our minds gravitate toward the most extreme and negative connotations? Why do we not think of the positive forces available to us - and how can we move forward in balance?
Look at where we are right now - underground clubs are closing while big businesses are taking over. The youth wasn't introduced to the underground because of the pandemic, so there's a drop off in ticket sales across the board. We are loosing the number of people interested in this culture and we need to strike a balance.
Solutions: Striking a Balance
Why not use social media to help our circumstances, to generate positivity, inspire change and creativity, and share music? Why do we need to shame social media and each other? We are not talking enough about the positive examples or better yet - we are not being positive examples ourselves.
We can encourage each other with concepts and ideas, stay connected on shared ideas, invite one another to new cities to experience our hometown music culture, create art, collaborate on ideas, invite the younger generation to parties, etc. Be the homegrown movement, do not wait for it.
These ideas and concepts that I write are stemmed from the premise of: if we want the world to change, we must change ourselves first and the world will follow suit.
If phones on the dancefloor bother us so much, yet we are demanding content to make our music ecosystem go round, we must make this mental switch amongst ourselves first.
Some promoters do not have to implement a no phone policy, rather they curate an environment that provokes being in the moment. Tell me its a no phone policy without telling me its a no phone policy.
At Butik festival, there was not a 'no-phone-policy', yet there was an unspoken understanding about what was kosher. Track IDists, vloggers, press, and enthusiasts alike did raise their phones up in the air to capture that moment, but there were approximately only 5 phones at any given time with the majority of the time without phones. Gasper and Romina of Butik Festival comment:
"We trust our community to self-regulate, knowing that respect for one another creates the best experience. We prefer fostering an environment of freedom and trust, rather than imposing strict rules or being overly restrictive as organizers. We're very happy that our crowd understands that excessive phone use on the dance floor can be disruptive and instead chooses to fully enjoy the moment. This is why we truly love the people of Butik."
When clubs are investing so much into their production (i.e. big stages with revolutionary technology and creative visuals), this encourages people to record on their phones, and in a way the phones become a part of the show similar to how people would hold their lighters up at a Coldplay concert many years ago.
Some big promoters want people to post on their social media so that their bottom line grows. Therefore they invest in these revolutionary show stopping production elements - this is one side of the extreme and an environment that encourages people to record.
So, how do we strike a balance between preserving the underground vibe and embracing the benefits of social media? Here are some actionable solutions:
1. Curate Environments That Encourage Presence
Promoters can create atmospheres that naturally discourage excessive phone use without enforcing strict "no phone" policies. For example, crafting immersive environments that make people want to stay in the moment, such as clever art installations with a message to stay in the moment.
2. Lead by Example
Reduce your own phone usage at events. If you’re a DJ or promoter, show that it’s possible to enjoy the night without your media team member constantly recording from the stage so the crowd can see them. Your actions can set a tone for others.
3. Engage in Positive Conversations
If you notice someone recording excessively, consider sparking a conversation with them about literally anything as a way to pull them into the present moment. You do not need to tell them to stop recording, but rather be the example to inspire change.
4. Foster Positivity Online
Use social media to spark constructive conversations and support your favorite organizations. Share positive experiences and highlight the benefits of being more present at events.
5. DJs and Performers: Don’t Over-Critique
Avoid being overly critical of how full the dancefloor looks or how your social media presence is perceived. Have as much fun offline as you seem to be having behind the booth, and let your authenticity be seen and felt.
6. Promote a Culture of Balanced Phone Use
Instead of enforcing a "no phone" policy, encourage a culture of moderation. Let the vibe of the event naturally guide people towards putting their phones away and enjoying the music.
Social media isn’t going anywhere, and neither are the phones on the dancefloor. Those who long for the days of no phones at parties must adapt to this reality while finding ways to maintain the integrity of the underground experience.
By acknowledging these differing perspectives, we can move beyond a polarized debate and explore how we might strike a balance that honors both the desire to be present and the need to share and connect. This approach opens the door to more nuanced discussions about how we can collectively shape the future of the underground scene in a way that respects both the past and the evolving nature of our social interactions.
The message I'll leave you: Embrace Change with Balance
Things can work harmoniously when done in balance. We do not need to strike the opposite extreme, to make no phone policies, or to shame one another if they want to record something that sparks joy. In order to curate a positive dancefloor space where people are free to dance and people are free to record a special moment in moderation, we must set the example that respects both the past and the evolving digital landscape. For some of us taking videos and telling a story is an art form - a medium.
Remember, the key is balance—where people are free to dance and free to record a special moment in moderation. Use social media to spread good, connect with others, and keep the underground spirit alive!
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