It's easy to feel lost in a sea of aspiring DJs these days, but just because you're not recognized doesn't have to mean you're not heard.
That is the central principle of “Miller's mix“, a new initiative launched by iconic beer company Miller in collaboration with Beatport, who are working to cultivate the global electronic dance music community through an ambitious series of competitions and events.
“Industry connections,” that elusive phrase, seems like an insurmountable wall for countless DJs. After all, it's 2024, a time when talented artists are toiling in obscurity while major labels sign record deals with non-musician TikTok creators who have only used microphones to search. men in finance.
77% of emerging creatives cite “lack of industry connections” as a major barrier to entering the music industry, according to a study by Youth Music. The stage lights call, but the path seems impossible.
The plight of the independent artist is embedded in the DNA of Beatport, who recently launched a first-of-its-kind playlist to highlight up-and-coming dance music producers without access to the big-budget backing of a major label. By providing a platform for these hidden talents alongside Miller, they ensure that the future of EDM remains exciting, innovative and full of flavour, much like a perfectly cold draft beer on a hot summer night.
“Empowering music producers and DJs around the world has always been at the core of Beatport,” said Ed Hill, SVP of Beatport Media Services. “This collaboration with Miller will provide a space for talent to flourish, fostering connections and opportunities essential for success in today’s ever-evolving industry.”
Initiatives like “Miller Mix” are vital to rave culture, disrupting the insular cycle of the same familiar acts that appear annually on the lineup of commercialized EDM festivals. A platform for the unheard of to become headliners, it's a middle finger to the formulaic nature of the moth-eaten “DJ contest.”
For the winners of the ingenious “Miller Mix” contest, it could be a life-changing springboard into their careers. After DJs and producers submit their music, winners are selected by a panel made up of the tour's headliners, as well as members of the teams behind Miller Genuine Draft and Beatport's curation arm. Community votes will also influence the decision.
Winners will secure a coveted DJ set at one of six international events, alongside influential electronic music artists such as Giolì & Assia, Argy and Lilly Palmer. They will also receive a complete package, valued at €5,000, which includes access to music production software and exclusive educational workshops to support their professional development.
The “Miller Mix” tour spans six territories: Turkey, Georgia, Kazakhstan, Hungary, Australia and South Africa. Following each local event, Miller will launch a custom cultural documentary series “that tells the unique stories of local artists and city residents.”
YOZÉa burgeoning techno producer from Istanbul, recently came out on top in the Turkish stage of the competition, a win she called “an incredible milestone in [her] “Finally, he tore down a momentous hometown set at the Volkswagen Arena ahead of Palmer, who in 2023 was named one of EDM.comThe best music producers of the year.
“My goal was to create a unique techno track from the interesting samples they gave us and I'm very happy that it led me to winning the competition,” says YOZÉ. EDM.com. “This was a wonderful opportunity that has fueled my passion even more and I hope it inspires other young artists like me to pursue their dreams with determination and creativity. And never stop believing!”
“We were thrilled to kick off the first event in the Miller Series,” Hill added. “Staying true to our core goal of supporting music producers and DJs, it was inspiring to see YOZÉ, the winner of the contest from Turkey, perform alongside iconic artist Lily Palmer.”
Reflecting on Istanbul's clubbing culture, Asena Hayal, DJ and member of Turkish dance music collective Noh RadioHe said the scene has transformed enormously over the years.
“When I look at the process of club culture in Istanbul from the past until now, I see that it has undergone constant transformation due to political and economic conditions,” he explains. “In geographies like Turkey, where oppression prevails, clubs emerge as platforms of solidarity. I see the underground club culture of Istanbul as a platform for people who have come together through music, who stand in solidarity with each other, who can express themselves collectively and can be themselves in safe spaces.
“I am discussing this excluding traditional clubs. Especially in the Beyoğlu area, safe spaces are opening up for groups marginalized and excluded by society. Among them, we can mention the Noh Radio and Noh Extended projects, in which I am also involved. a space that shows sensitivity towards this balance, not only for LGBT+ producers and DJs but also for their teams and beyond. I also find the relationship that Noh Radio has established with the street to be able to meet and communicate. “It's important to have the support of the Miller/Beatport documentary series to highlight the stories of these spaces.”
You can keep the beat on “Miller Mix” here.
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