인스타그램 속 테크노 아티스트들이 묘사하는 테크노 문화의 가치

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Recently, one of the main reasons behind its popularity is the widespread usage of social media to gain more visibility and accessibility (Mullins, 2021) Particularly, on Instagram, people who are involved in the techno music industry feel the need to share posts regularly to reach, attract, and retain audiences and promote themselves. While techno DJs and music venues have been sharing the announcements of their upcoming gigs or pictures and videos from their previous gigs, producers have been sharing their new tracks. With the growth of streaming sites such as Spotify, making a living as a producer has become less difficult. This has thrust many musicians into the limelight, where competition is fiercer than ever, and having a social media presence is now practically required. Of course, not every successful musician is active on social media. In addition, avoiding a certain degree of exposure may aid in the development of a mysterious allure. However, for most touring electronic musicians, particularly newer artists, social media has become a necessity, since the success of sites like Instagram correlates with professional development and stability. This new reality has also infuriated many musicians, who are concerned about the influence of social media on the business and the objectives behind the sites. (Sholomove, 2020). A change away from nightclubs to social media was certain to have an impact on the electronic music scene and, as a result, on what DJs are in demand (Heyraud, 2022).