DJs Are Today’s Headliners, and the Internet Knows It

From brand deals and product placements to co-created events, now is the time for culture-first brands to engage while the energy is high, because DJs are more than music; they’re trusted curators, cultural anchors and the new influencer. They do the work (the Lord’s work, honestly), hold the room and inspire the perfect vibe. They’ve built trust with communities that brands often struggle to reach. That makes them the perfect partners—not just to soundtrack a campaign, but to drive real connection. But first, let’s take a moment to understand what’s driving the shift in how DJs move culture.

How are people connecting with DJs in new ways?

The typical club experience isn’t fully dead, but it’s not the only place the culture’s building anymore. Today’s audiences are craving new ways to experience music, nightlife and DJs: from random DJ pop-ups in coffee shops and pizza shops, to sunrise sets and rooftop workouts. DJs aren’t just about playing parties anymore—they’re crafting moments. And on the flip side, we as listeners are creating our own.

We’ve seen a culture pivot: instead of bars and clubs, people are turning to social media in the form of YouTube sets, Twitch streams and curated mixes to create ambiance in more intimate, everyday spaces. And while businesses have long played Spotify mixes and custom playlists for ambience, we’re now seeing barbershops stream a set from a collective like Black House Radio, or creative studios looping Sunday Cleaning mixes to stay in the flow.

And in the rise of the “Hosting Era,” Millennials and Gen Z are choosing living room hangs over loud venues, playing DJ sets through Bluetooth speakers and TVs, making curated music part of the cozy experience (myself included; I’ll light some incense, throw on a mix and let the sound melt into my evening. No crowd, no dress code—just vibe). It’s illustrative of a shift from nightlife to lifestyle, where DJs not only offer entertainment but also energy. And that shift is where brands should be paying attention.

What’s signaling this shift?

Tuning into DJ sets was once niche, but this shift in consumption is a major cultural signal driven in part by streaming platforms. In the past year, YouTube’s paid subscriptions jumped by 20 million, hitting 100 million worldwide—and, according to our social listening, many users upgraded just to enjoy uninterrupted DJ sets. Services like YouTube Premium have become essential for seamless streaming, allowing music to keep playing even with the screen locked or the app closed.

The global dance music industry is also booming, with a 34% surge in streams in 2022. Major festivals like Coachella reflect this shift, with dance, & DJ and EDM artists making up 40% of its 2025 lineup. But it’s not just about dance music. Regional sounds like Afrobeat, Cumbia and Amapiano are topping Shazam charts, thanks to DJs introducing these genres to new audiences.

From Brooklyn to Johannesburg, DJ collectives are building communities through sound, serving as the glue in both digital and physical spaces where people gather to vibe, decompress and reconnect. While algorithms suggest music, it’s DJs who resurface forgotten gems, break new sounds and breathe life into everyday moments. They are no longer just background noise—they’re shaping culture in real time.

When it comes to getting in the mix, which brands are getting it right?

Forward-thinking brands are already recognizing the power of DJ culture, showing up in ways that feel authentic, not opportunistic.

Ahead of Coachella weekend, H&M hosted a free mini-music festival that put DJ collectives front and center as the main event—not just the soundtrack. By building an immersive fashion-and-music experience around these collectives, H&M demonstrated what it looks like to authentically engage with the community and let DJs headline the culture.

Other brands are also finding creative ways to tap in, too. Sprite Chill partnered with Black House Radio to co-curate a branded DJ set that blended product and vibe. Instead of a forced sponsorship, the collaboration felt like a chill community kiki (pun intended). It’s a blueprint for how brands can tap into DJ culture in a way that resonates.

Ready to explore how your brand might connect with DJs and the communities they serve? Below is a run-down of some of the biggest DJ collectives and platforms to watch out for—in no particular order—ranging from established names to new, up-and-coming talent. There’s so much talent in this space that these lists aren’t exhaustive, but should prove as great starting points as you immerse yourself in today’s DJ culture.

Foundational DJ Collectives & Platforms

These OG collectives and platforms laid the groundwork for today’s scene—bridging online and IRL with genre-bending sets and global audiences.

• The Lot Radio - An independent, non-profit online radio station broadcasting 24/7 from a reclaimed shipping container in NYC. It offers a continuous stream of diverse music and serves as a community hub with an on-site kiosk offering coffee, beer, wine and snacks.
• Soulection Radio - Soulection is a multifaceted platform and community centered around music discovery, curation and cultural expression, often described as “The Sound of Tomorrow.”
• NTS - NTS is a global radio platform broadcasting music from over 50 cities around the globe, live 24/7.
• Boiler Room- An OG of DJ streaming platforms, Boiler Room has hosted shows in over 100 cities worldwide, amassing more than 3.5 billion minutes of streamed music by 2015. With peak viewership reaching up to 400,000 per set, it’s become a global stage where artists like Kaytranada have showcased their DJ chops—expanding beyond production into live curation.
• The Lab by Mix Mag - The Mixmag Lab DJ streaming series started in 2013. It's a flagship series where DJs play intimate sets for local fans that are streamed to a global audience.

The New Guard

These are DJ collectives and platforms to watch for. Several have started off as YouTube series and then grown to throw special club nights and IRL events.

• Black House Radio - Honoring Black DJs and Black sound, bridging eras of house. Also honors that house started in very queer spaces.
• Papi Juice - A NY-based DJ collective celebrating the lives of queer and trans people of color through music and visual art.​
• Apartment Life - An intimate series of DJ sets that bring the party to home-like settings.​
• Elevator Music Live - This unique space for artists to showcase their musical talent and style in an unconventional setting—like an elevator where frequent surprise guests hop on in between floors. Comedian Zack Fox flexed his DJ skills on this platform, with a remarkable 1.4 million streams on YouTube alone
• The Living Room / socialSupplyVA - Social Supply is a 757-based crew turning everyday spaces into culture hubs, from living rooms to rooftops. They’re all about music, design and community, making room for local creatives to shine loud and proud.
• Major League DJz - A South African twin-brother duo, Bandile and Zinhle Mbere are known for their eclectic blend of American hip-hop and South African music.

20 DJs to Follow Right Now

A mix of music producers moonlighting as DJs, plus various selectors, vibe curators and cultural conduits that are shaping the sound of now.

• Fred Again - British DJ, singer, songwriter, multi-instrumentalist and record producer. He's known for his emotional club beats and has collaborated with artists like Ed Sheeran, BTS and Stormzy.
• Andre Power - Co-founder and creative director of Soulection, known for smooth, soul-infused blends.​ His global "LINK UP" events foster community through sound and style.
• Zee Muffin - A rising DJ bringing personality and playfulness to every set, Zainab Hasnain, aka ZEEMUFFIN, is a Pakistani-born, New York-raised DJ and producer. Her classical training and multicultural background infuse her sets with diverse, crowd-pleasing energy.
• Jamie xx - DJ, record producer, remixer and member of the indie-pop band the xx.
• Eli Escobar- A quintessential New York City DJ, Eli Escobar blends hip-hop roots with house music, creating sets that resonate with the city's diverse dance culture.
• Uncle Waffles - (she/her) Born Lungelihle Zwane in Eswatini, Uncle Waffles is a South African DJ making waves globally with her dynamic Amapiano sets and multifaceted talent.
• David Victor - An artist blurring the lines between house and hip-hop.​ Viral and known for his interesting transitions and weaving in cultural moments like cartoon or jingle references.
• Zack Fox- Comedian and chaos agent, delivering surprisingly compelling DJ sets.​
• 454 - A sonic innovator channeling southern heat and alternative rave aesthetics.​
• Yaeji - Yaeji is an NYC-via-Seoul producer, DJ and vocalist whose introspective, dancefloor-ready tracks have made her a global icon occupying a space all her own. She blends Korean and English like a vibe, mixing house, hip-hop and lo-fi feels into something all her own.
• Arty Furtado - Hailing from Geneva, Switzerland, Arty Furtado is a multidisciplinary creative and founder of Furtado Global, known for his vibrant DJ sets and cultural events.
• BNYX A producer-turned-DJ riding the wave between rap and electronica.​ Benjamin Saint Fort, aka BNYX, is a Philadelphia-born producer of Haitian descent, recognized for his genre-defying sound and collaborations with artists like Drake and Lil Uzi Vert.
• Mike O’Leary - Mike is a Syracuse-based DJ who first caught ears on YouTube with his series Sunday Cleaning—a drop of the grooviest '80s and '90s R&B and smooth, melodic hip-hop from the early 2000s. These days, he’s popping up at coffee shops and cozy spots in different cities—bringing those nostalgic vibes to intimate spaces that feel personal and warm.
• Honey Djion - Chicago-born Honey Dijon is a renowned trans DJ and producer, celebrated for her deep knowledge of house music and advocacy for trans rights within the dance music scene.
• DJ Miss Milan - Known as the “Fairy Vibemother,” DJ Miss Milan is the official DJ for Grammy-winning artist Doechii, bringing electrifying energy to stages worldwide
• Bobby Nsenga - Bobby Nsenga gained popularity through his “living room” mixes on YouTube, creating intimate DJ sessions that connect deeply with his audience. He’s considered one of the first in this vibe-y genre of YT sets.
• Kaytranada - Popular Haitian-Canadian record producer and DJ known for his unique blending of dance music, hip-hop, R&B and funk. Works with many artists like Freddie Gibbs, Kali Uchis, Donald Glover, Anderson .Paak and Kendrick Lamar. 
• INVT - Miami-born duo INVT blends electronic dance and Latin genres, self-producing and mastering their music, and gaining recognition as rising stars in the electronic scene
• Shaun Ross - One of the first professional male models with albinism, Shaun has expanded his creative pursuits into music, showcasing his versatility as an artist.
• Odalys - Harlem native Odalys Peña is a DJ and tastemaker known for her NYC swag and influence across various creative platforms.

Finally, a parting gift: check out some of the DJs mentioned above in this curated mix: