Staying Underground in a TikTok World: A Survival Guide for DJs

Let’s not sugarcoat it, being an underground DJ in 2025 can feel like yelling into the void while a 20-year-old with LED headphones mimes to a Spotify playlist on a TikTok live stream. The culture that so many of us built from smoke-filled basements, dodgy warehouses, and early SoundCloud pages has become flooded by influencer DJs, copy-paste edits, and social metrics masquerading as talent.

But here’s the good news: the underground has always thrived outside the spotlight. It’s gritty, niche, emotionally rich, and absolutely not for sale. If you’ve ever walked into a tiny room with 50 people and heard a DJ absolutely ruin your life (in the best way possible), then you already know, the real thing is still out there.

So whether you’re a producer-turned-DJ, a radio selector, a vinyl junkie, or a USB evangelist, this is your tongue-in-cheek-but-actually-serious guide to staying authentic in the chaos.

Step 1: Don’t Chase Trends, Curate Taste

Let’s be honest……trends come and go faster than your USB can update firmware.

If you’re jumping from melodic techno to minimal to Latin tech house to hard groove in a desperate bid for traction, you’re chasing, not leading. The underground doesn’t care what’s trending, it cares about identity.

Here’s how to stand out instead:

• Develop a sound palette. Think of your sets like a gallery — is there a theme, mood, texture? Make it memorable.
• Dig deeper. Explore Bandcamp, SoundCloud, Telegram groups, obscure record store bins, niche Discogs lists, private promo pools, and unreleased folders from producers you actually chat to.
• Play music people don’t know — and make them love it. That’s real influence.
• Avoid the temptation to play the viral bootleg everyone else is using for engagement. Instead, make someone Shazam your set in a sweaty corner of a warehouse and go home thinking, “What the hell was that track!?”
• Practice, Practice, Practice – hone your skills on whatever equipment you may have, don’t get lazy, be unique…. just don’t become another wanker like James Hype

Step 2: Build a Brand Without Becoming a “Brand”

Yes, you need to be discoverable. No, you don’t need to start doing fake headphone grab poses on Instagram.

Your presence online should do three things:

1. Tell people who you are. What do you love? What drives you musically? What do you not stand for?
2. Show your sound. Regular mixes, live recordings, short clips (yes, TikToks can be useful if done authentically, a raw vinyl loop or a field recording is more on-brand than a selfie in the booth).
3. Be consistent. Visuals, tone, captions, think of it like your sonic identity translated into pixels.

Remember: the underground is a conversation, not a pitch. Talk with people, not at them.

Avoid social media burnout by picking one or two platforms you enjoy. Engage honestly. Comment on others’ work, ask questions, and be the kind of person you’d want in your DMs.

Step 3: Support the Ecosystem That Supports You

The underground thrives because of its community, artists, labels, collectives, promoters, radio shows, and zines that put in thankless hours to make something beautiful. Want to stay part of it? Be an active contributor.

How to contribute to the culture:

• Buy tracks on Bandcamp, especially on Bandcamp Fridays. Add a little tip if you can.
• Tag artists and labels in your mixes. Give credit. Share the flyer. Say thank you.
• Send a message, not a promo. “Hey, I’ve been following your label for years, and this track on your latest release really stuck with me. Just wanted to say thanks.” That’s how you build real relationships.
• Play local. Support new artists, invite others onto your shows or line-ups. Collaboration over ego — always.

“If you want to be part of the underground, you have to feed the soil, not just pick the fruit.” — Damion Pell, Editor, Decoded Magazine

Step 4: Stop Moaning, Start Creating

Yes, it’s demoralising watching influencers get headline slots with recycled playlists and staged crowd shots. But don’t let bitterness be your brand.

Here’s what to do instead:

• Release a mix series. Monthly, seasonal, concept-based — whatever reflects your sound.
• Start a podcast or interview series. Feature others. Elevate your peers. (we are always looking for reviewers, new writers)
• Make and release tracks, even if it’s just on Bandcamp or SoundCloud. Perfectionism kills momentum.
• Throw your own parties. Partner with friends. Use the café down the road with a good PA. Make it intimate and weird and authentic.
• Document your journey. Share your process. Talk about your favourite old synth. Show off that £2 record you found in Peckham.

The scene needs creators, not critics. You’re either building something or waiting for someone else to do it for you.

Step 5: Network Without the Creepiness

Want gigs? Want releases? Want support? Give before you ask.

Here’s how to build a network without becoming “that guy”:

• Go to gigs you’re not playing. Be seen, be supportive. Buy the ticket.
• Don’t just slide in with a link. Start a conversation. Comment. Connect first.
• Offer to help. Can you shoot content? Help with social? Book support acts? Be of value.
• Respect people’s time. Keep messages concise, genuine, and humble.
• Follow up when you say you will. That alone puts you ahead of 80% of people.

Your network should be based on mutual love for the scene, not transactional expectations.

Being underground is a commitment. Not to obscurity, but to culture. It’s about choosing quality over reach, community over clout, and real connection over digital noise. So if you’re still here, digging, mixing, buying tunes, pushing boundaries, then thank you. You are what keeps this scene alive.

And if you’re feeling lost in the algorithm, remember: you can’t fake authenticity. And you don’t need 100,000 followers to change someone’s night with a well-placed A-side.

Are You an Up-and-Coming DJ?

Then why not get involved with Decoded Magazine’s Mix of the Month competition?

We’re not looking for the biggest following. We’re looking for the most passionate selectors, with original flair, sharp skills, and a love for proper underground music. Winners will be featured on Decoded Magazine, have their mix aired on Golden Wings Radio, and join a growing network of DJs, labels, and industry tastemakers.

Submit your mix here → decodedmagazine.com/mixofthemonth

by Damion Pell

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