mono-stereo they’re all over YouTube (uploaded videos from the 90s) and once he got traction in the music magazines at the time.
He hated them (most do) but whether he had someone in PR guiding him, or someone in the music scene gave him good advice to do it, or if he just figured that part out himself - he did do it a lot (and that’s just the ones I could find)
Telling stories isn’t the only piece of the puzzle, and you can market yourself in other ways if you have the money (or good marketing skill), but stories about
#1 your beginnings or
#2 why you do something you love or
#3 what your new release is inspired from
… all is and always was really important when it comes to connecting to new people who try out your music especially in the early days.
Telling stories also how SP and F56 have risen all of a sudden - if you ask them it’s exactly what they will tell you.
Doing it enough (and you have to do it about 500 x more these days than the 90s to cut through the noise) all eventually allows that critical mass to build up to a point where a lot of new people simply listen to the DJ / Producer for the first time and love the music without the need for the stories at all - by then it just seems self evident and everybody just credits the music / skill (like we all wish it would just be about)
There are far too many amazing DJs who are more skilled than famous ones who never crack it because they haven’t cracked at least some part of a deliberate (or accidentally found to be working) marketing strategy like stories.
