To answer this, it’s essential to understand the roots of dance music.
The underground scene was born from a need for a safe, inclusive space where people could express themselves freely and connect through music. It was defined by a DIY ethos—local DJs playing records at underground venues, working tirelessly to craft unique sets that resonated with small but dedicated audiences. The focus was always on the music, the atmosphere, and the community, rather than on individual stardom.
The industry began to change significantly from the end of 2010, the advent of social media platforms like Instagram meant popularity became an increasingly important factor for promoters and event organizers. Suddenly, having a massive online following could propel a DJ to stardom faster than their skills behind the decks ever could. This created fertile ground for celebrities to enter the space, leveraging their fame to capitalize on a burgeoning industry. Paris Hilton, often seen as the poster child of this movement, exemplified this shift when she debuted as a DJ in 2013. Despite having minimal experience or musical background, and relying Afrojack to coach her, Hilton’s celebrity status allowed her to command high fees and headline major events.
Hilton’s rise was symptomatic of a broader shift in dance music culture. Festivals and clubs began prioritizing big names that could generate social media buzz, drawing attention away from the skilled, hardworking artists who had been at the core of the scene for years. Promoters, eager to boost ticket sales, began booking artists with large followings rather than nurturing the underground talent that had built the foundation of dance music. This transformation shifted the culture from one of artistic merit to now one of spectacle.
The consequences of this shift have been significant. The rise of celebrity DJs has marginalized underground artists, making it increasingly difficult for talented individuals to gain the recognition they deserve. Festivals that once prided themselves on diverse lineups filled with passionate selectors are now often dominated by the same handful of famous names, with genuine artistry taking a backseat to marketability. The commodification of dance music has created a landscape where access and opportunities are often determined now by fame rather than talent.
While some argue that the influx of celebrities into the scene is helping to raise the profile of dance music, attracting new audiences and elevating its status in mainstream culture, there is a cost. The underground’s core values of inclusivity, community, and creativity are being eroded by the commercialization of the scene. The focus on VIP sections, bottle service, and big-name celebrity endorsements has turned once-vibrant gatherings into exclusive events, alienating the very community that made dance music thrive in the first place.
Ibiza, a long-time bastion of dance music culture, has been a prime example of this transformation. Once a paradise for underground artists and dedicated fans, the island has increasingly embraced VIP culture, with ticket prices at iconic clubs like Pacha often exceeding 100 euros. This shift towards exclusivity perpetuates the inequality gap, making it harder for the underground to thrive. The emphasis on luxury and celebrity presence detracts from the original, raw experience that dance music was meant to offer.
That said, the underground is resilient. Throughout the history of dance music, underground movements have always found a way to adapt and survive, often thriving in the face of commercialization. Even today, there are pockets of resistance—small clubs, independent promoters, and passionate artists who are dedicated to keeping the spirit of the underground alive. The underground scene continues to operate in parallel to the mainstream, creating spaces that prioritize music over spectacle, community over celebrity.
The future of the underground depends on how the industry and its audiences respond to the current climate. If audiences continue to demand spectacle over substance, the underground risks becoming increasingly marginalised. However, if there is a collective pushback—a desire to return to the roots of dance music, where talent and passion are the driving forces—the underground will not only survive but could experience a renaissance!?
Ultimately, the rise of celebrity culture in dance music presents a challenge, but it is not necessarily the death of the underground. The underground’s ethos—centered on creativity, community, and a genuine love for the music—remains a powerful force. As long as there are artists and audiences willing to fight for those values, the underground will endure. It may transform, adapt, and evolve, but it will not disappear. The question is whether the broader industry is willing to support this balance or continue down a path where celebrity eclipses artistry. The future of dance music lies in the answer to this crucial question.
