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Identity Issues as a DJ

In recent conversations with both emerging and established DJs, two major identity challenges keep coming up: Musical Identity and Visual Identity. Whether you’re just starting out or have been on the circuit for years, these issues can shape — or shake — your sense of self as an artist.

1. Musical Identity: OR vs AND Thinking

Most of us come into DJing with a deep love for a specific genre. House, Techno, DnB, Afro — whatever gets your heart racing. Early on, there’s often a clear intention: “I’m going to be the best Organic House DJ out there.” But as real-world opportunities roll in — gigs, radio shows, festivals — that genre commitment starts to wobble.

Personally, I’m all things House. But I noticed my energy shifting between bar gigs and club sets. A big part of that is the sound system and the vibe of the crowd. In clubs, I naturally edged toward higher BPMs to match the energy, drifting from my Organic House 120s into the 130+ range… and even hitting 175 BPM for Drum and Bass. You quickly learn that higher tempos often grab people faster.

Then came the open-format gigs — everything from 75 to 130+ BPM. I realised something powerful: it’s not about tempo, or even genre. It’s about how I feel when I play.

At first, I tried to categorise myself neatly. “I’m an Organic House DJ.” But the reality is, that box didn’t fit anymore. And I noticed the same thing in conversations with DJs like Kieran Wilson and Antonio — both of whom have successfully navigated similar genre fluidity.

The breakthrough is a simple mindset shift:

Instead of saying:

“I’m a Drum & Bass or Organic House or Open Format DJ…”

Say:

“I’m a Drum & Bass AND Organic House AND Open Format DJ.”

The OR mindset is limiting — it forces you to choose, which can feel like abandoning parts of yourself. The AND mindset allows you to expand. You can serve different crowds and stay creatively nourished.

Same goes for that other common inner tug-of-war:

“Am I a DJ or a Producer?”

Nah. You’re a DJ AND a Producer. Simple.

Of course, during this process, your musical identity will feel like it’s in flux. But that’s growth. It’s not confusion, it’s integration.

Artists Who’ve Shifted Genres

Plenty of top DJs have morphed their genre identity over time:

• Skream moved from pioneering Dubstep to House and Techno.
• B.Traits began in DnB and eventually shifted into Techno and experimental sounds.
• Nina Kraviz blends Acid, Industrial, House, and more in her sets, refusing to be boxed in.

Their careers prove you can evolve without losing your core.

2. Visual Identity: Beyond the Stereotype

The second identity challenge is more surface-level but just as significant: your visual identity.

Yesterday, I spoke with one of my mentees. She’s a rising Techno DJ with growing confidence and skill — but stuck when it comes to image. She hasn’t settled on a visual identity yet, which is holding her back from booking proper headshots and putting together consistent branding.

She told me: “I’m not into wearing short black outfits like all the other female DJs I see online.” And I totally got it.

So here’s the advice I gave her:

Dig into your genre’s emotional and cultural landscape. Let that guide your visual identity.

Take Organic House as an example. It’s international, flowing, rooted in nature and emotion. That lends itself to imagery that’s earthy, beautiful, and expressive — not industrial, dark, or hard-edged.

My friend Tommy, one of the UK’s top DJ stylists and photographers, says visual identity often can be loosely mapped by genre. He says:

“For guys, it’s often a good top, cool lighting, and that DJ mystique. But for women, there’s much more range — styling, makeup, location — and it can get more creative.”

Look at these examples:

• Amelie Lens — leans into the dark, minimal, industrial Techno aesthetic: black outfits, high-contrast lighting, no-nonsense visuals.
• Charlotte de Witte — sharp and monochromatic, with an almost athletic vibe.
• ANNA — balances toughness and elegance, often using abstract or nature-themed imagery in line with her melodic techno sound.

The key is this: you don’t have to copy the stereotype. You can define your own visual lane.

If your Techno sound is more melodic, feminine, emotional — reflect that. Flowing fabrics, natural elements, or soft lighting could say Techno in a new way.

Final Thought

Identity in DJing isn’t about choosing a lane and staying there forever. It’s about owning all the lanes you move through.

So ditch the binary mindset.

Embrace the AND.

You’re a DJ and a producer.

You love Organic House and Drum & Bass.

You can play a dark Berlin warehouse and a sunlit beach bar.

And your image can reflect your take on the music — not someone else’s.

Simples.

What’s your “AND” identity right now? Let me know.