Why marketers need to be more like DJs

Andy C aka "The Executioner" is arguably the best drum and bass DJ ever. Aside from the fact that he destroys dancefloors, I think there are some other qualities that marketers can respect in the guy.  

"There was something different about him that people noticed." - GQ MC

Andy is a unique talent - and you feel it as soon as he steps up. I think its more important than ever to be brave and truthful in what we do. Check out this short interview with John Jay, ECD at W&K. He talks about the value of never letting others define who we are by their terms. Very cool video.

"It's quite remarkable what he can do with 2 or 3 pieces of vinyl and a set of decks...it's unbelievable." - Red One

While the world is scrambling for new ways that technology can make them better at what they do, Andy C continues to find new levels in himself - with 3 turntables and a mixer - shit that was invented in 1877.

"He can touch all genres of drum and bass, and it works." - Ed Rush

Andy is a complete DJ - he doesn't exist in the silos that lots of DJs - and marketers - tend to confine themselves to. I don't believe you can really be taken seriously as a planner if you're just a 'digital guy'. This is the hole I'm trying to dig out of now.

"He's the first person to really take it out there to the world...he opened the doors..." - Optical

Leadership brands aren't held back by convention, and Andy has been a true leader for over a decade - for the heads and the DJs. Drum and bass may be an acquired taste, but Andy's career doesn't reflect that of an artist who's ever been constrained by underground stereotypes.

"He always wants to keep the energy level there...take it to the next level." - Red One

Being voted 'Best DJ' 10 years in a row doesn't happen by accident. Andy's sets are smart. Every drop, double drop, triple drop - all precisely executed touchpoints along the raver journey. And Andy's right there with them every step of the way. Watching and making it better - right until the last drop.

"The fact that he can make any room work is a talent." - Ed Rush

Andy doesn't just impose his style on the dancefloor - he listens. Each new record that hits the platter is a stepping stone towards a shared vision - blended in perfect context.

"I wanna have fun. I find mixing today is as much fun as it always was...it's such a privilege to be up there mixing tunes." - Andy C

We all face the challenge of staying in touch with what's happening at street level - through the eyes of our audiences. Despite years at the top, Andy is still in it for the right reasons. And is probably loved by the ravers more than ever. Big ups Andy C.