We occasionally veer away from artist-centric campaigns here to include interesting things that companies (usually DSPs, but not always) do in terms of their own marketing.
Electronic and dance music specialist download store Beatport has created what it is calling TikTok Transitions, its own challenge on the short-form video app.
The basic premise is that a number of professional DJs from around the world have signed up and those entering have to “duet” with them – where they will need to “match their ‘mixing trick’ or ‘technique’ with the best sound and most flair” according to the music service.
The DJs involved will vote on the best entries and each winner will receive a Pioneer DJ DDJ-FLX6 four-channel DJ controller. It’s a relatively small prize (it retails for around $600), but the draw for entrants is that they, and their music, can get in front of successful DJs.
Naturally there is a hashtag (#BeatportTransitions) and each 30-second video uploaded to the official Beatport TikTok account by one of the DJs involved comes with a set of instructions. Viewers watch their mixing, then press the ‘stitch’ button and then record their own DJ transition, tagging the @Beatport account and using the official hashtag.
“In addition, each fan can record their own transition using any track they wish, so long as they record their video in vertical format in less than 30 seconds,” says Beatport. “We encourage contestants to get creative in every aspect as location, mixing style and finesse will all be taken into consideration for winning criteria.”
Each month, a new winner will be announced on Beatport’s TikTok account as well as its other social channels.
It comes just after Beatport rebranded its logo (its first brand refresh since 2012) and launched its new music streaming and track management app for iOS in June.
The challenge – which requires actual DJ-ing and mixing skills – is naturally going to have a limited audience, but it chimes perfectly with Beatport’s community of both professional and aspiring DJs.
