Riordan - Why DJs Need Social Media to Survive

The guest, a rising UK DJ, reveals that social media isn't just helpful—it's essential for survival in today's music scene. He argues that without platforms like TikTok, even a brilliant record can vanish into obscurity, especially when the industry moves at breakneck speed. He shares how his own career was built on a foundation of relentless content creation, from viral videos to strategic teasing of tracks at high-impact shows like the Edge in New York. The real metric isn't views or likes, but the quality of engagement—whether followers actually come to shows or buy tickets. He admits that while he once prioritized virality, he now focuses on curating an audience that values his music, not just his content. The most powerful moment in his career came not from a hit record, but from a record that tanked at first—'Rock With Me'—which later exploded after being featured on a third-party playlist. His journey from a 13-year-old DJ with no club experience to headlining Goodwood, a landmark festival in his hometown, underscores a core truth: success isn’t just about talent, but about persistence, timing, and mastering the art of self-promotion in a world where music is no longer discovered—it’s marketed.