Jun052009
Hed Kandi DJ Competition Fails To Impress
A few weeks ago, I was mooching around the Hed Kandi web site and saw that they were due to release a competition soon. It was billed to be the mother of all competitions where, in a nutshell, the prize would be a residency with Hed Kandi, playing at parties all over the world and living the jet-set lifestyle.
This competition really appealed to me and I got quite excited about the prospect of jetting around the world with some of the top DJs playing for such a well known brand.
So I had a look at their website this morning and saw that the details for entering the competition had been released. What would the rules be? How would they be judging this competition for the ultimate prize? I read on to find out.
Whoever gets the most votes, wins.
I’m sorry? What was that? Whoever gets the most votes, wins??? What kind of stupid competition is that? Allow me to explain.
To enter the competition, you have to create a Hed Kandi page on Facebook. This page is then used to describe all about you, have some press releases, some videos, mixes, releases, biography and so on. There will be a button on the page where, when clicked, will give you one vote. The idea is to get as many votes as possible to make the top 10 leaderboard. If you are on the leaderboard when the competition closes, then you have a chance of winning.
It doesn’t really make sense to me. If Hed Kandi are looking to take someone around the world with them, if they are looking for a DJ to represent their brand, surely they would want to pick a DJ based on their skills and not how many friends they have, or how deep they roll.
By running the competition in this way, it is not impossible for Hed Kandi to have a top ten leaderboard of bedroom jock wannabes who happen to have an entourage behind them.
This has really upset me. I thought this would be a good competition to enter because I think I might have the skills that they are looking for, but there is no “competition”, no comparison of talent and I am reluctant to get pipped at the post by some kid who happens to have over a million “friends” on myspace.
As marketing campaigns go however, it has to be said that this is very clever of Hed Kandi. This is a great way to get other people to do their marketing for them and they are really using the social networks to promote and enforce their brand. What better way than to create a popularity-based contest in order to get people spreading the word and marketing the Hed Kandi product for them.
So from a marketing angle, I genuinely applaud you Hed Kandi, you have found a way to really harness the web of today and use it to your advantage.
But as a DJ, I feel cheated and I fear that each and every day this industry is starting to become less and less about how talented the DJ is and more and more about how many people walk through the door.
If you like, you can enter the Hed Kandi competition here.
Like yourself, I was intrigued by the Hed Kandi competition when it was announced last month and thought it was a great opportunity for any up and coming DJs.
Unfortunately, they’ve opted for the “winning” formula that has made Simon Cowell so rich - leave it to the public to decide. That way, there is no work required by the brand, they can gain a lot more publicity and look like they’ve hired the next big DJ.
As we all know, such “talent contests” only have a short lifespan. How many X Factor winners are still doing the circuit? Will Young?
It also emphasises how commercial Hed Kandi have become, no longer concentrating on the quality of the music but milking the brand for everything it’s got. Look what happened to Ministry of Sound - in the 90s, they were the dance label - now, they’re just a giant full of cheesy, commercial tripe.
What a shame - I used to love Hed Kandi but this is just another step towards tragedy.
Comment by Si Jobling — June 5, 2009 @ 10:27 am
Oh the shame of it all. The truth is, Hed Kandi like MOS are struggling to keep their heads above water. Now that the public no longer buys their overpriced product on CD, they have yet to figure out a working business model. In fact, every album they produce, is readily available on the net within minutes of their release. MOS releases are just the same old re-hashed crap from two years ago with a couple of new songs thrown in for good measure. Their mixes don’t fair much better. Don’t even get me started on how poorly crafted they are. My cat could do a better job.
So now, Hed Kandi decides they need to increase their brand recognition by holding a little popularity contest. You need not look any further than this year’s American Idol where the person with the most talent lost to someone with inferior skills hands down. Why? Because people can go in and cast as many votes, as many times as they like. The end result is a winner that if their lucky won’t be dropped by the label after their first album.
I agree whole-heartedly with your assertion that this is soley based on how many so-called “friends” you have on your Facebook (MySpace, Twitter) page. They aren’t really looking for quality, just the quantity you can provide them in additional exposure. Somehow, Hed Kandi believes this will provide them with additional consumers, when the only thing it’s going to get them is more illegal downloaders.
Comment by Keith — June 5, 2009 @ 2:00 pm
Hmmmm for real. I was going to join this competition but I was unsure how far I would get as my brand of funky house is a bit different from the hed kandi style. But i thought i would have a go anyway. But after reading this i am a bit discouraged. Informative post though. Cheers.
Khosi
Comment by Khosi — June 5, 2009 @ 2:06 pm
The day Mark Doyle left and was taken over by MOS, it sold it’s Soul. Quite literally. Hed Kandi is nothing more than an average compilation album these days. A real shame.
It ain’t about the music anymore, just numbers through the door.
Comment by Ian Stuart — June 6, 2009 @ 4:33 pm
It is a cheap publicity stunt from a brand that are worried
they have clearly lost their direction!
What started of as intimate and sexy has ended up being ruined
I think Fierce Angel or similar brands who have a defined path, a clear vision and don’t feel the need to exploit the loyal house fans with cheap marketing stunts will continue to grow…..
Backhanded approaches like this from a threatened big fish make this process even simpler for the less commercial obsessed sell out brands
Comment by Dave — June 13, 2009 @ 8:14 pm
Paul, it’s Chav Kandi, I mean what did you expect? they’re the McDonalds of clubbing!
They sold their soul long before Mark Doyle left, the first few compilations were cool but as soon as they gained in popularity they went for the mainstream Saturday night part time high street clubber.
The best thing to do is concentrate on promoters that aren’t out to make a fast buck and water down what is already a heavily commercialised scene, they do still exist you know.
Comment by Rich — June 15, 2009 @ 9:51 am
I found this hugely disappointing aswell. It really does take the mick and is in no way a suitable way to judge such a big dj competition.
The top 10 could end up being complete idiots whoo have never played a live set in there life , infact i have my fingers crossed that the top 10 are all useless and the competition is a complete flop LoL
That would teach HedKandi for being complete idiots !!!
Comment by DJ Martin Co — July 22, 2009 @ 3:23 pm
Have just read the article and i have to agree…Hed kandi has defo lost its cool,hip trendy,musical vision it once were with mark doyle at the helm!!!…Hence why the future is definetly fierce!!! wwwthefutureisfierce.com
Comment by Sassoonboy — June 28, 2010 @ 7:13 pm