Beatport Connects With London-Based DJ/Writer Elijah for New DJ Series
Beatport, the global leader in music for DJs, producers and their fans, today unveils the next chapter of its You’re Already a DJ campaign. First launched in 2024, the campaign celebrates the everyday ways music lovers engage with tracks and playlists, even if they don’t call themselves DJs.
This new phase is a collaboration with Elijah, the London-based DJ/writer and co-founder of the influential Butterz imprint, whose career has spanned roles across the music industry and collaborations of all kinds. Together, they’ve launched a new content series titled If You Love Music, You’re Already a DJ, which connects Beatport’s mission with Elijah’s own work – from social media to lectures, workshops and, as of earlier this year, a book – to start more conversations around electronic music and DJ culture, and open up new ways of thinking and participating.
The series will run on social media through monthly discussion posts and playlist challenges over the coming months, with in-person activations to be announced in due course. Led by Elijah, each post will take on a big statement or question from wider industry discourse and build on ideas he’s explored through his Yellow Squares project, all while tapping into a shared aim: to encourage more people to see DJing as creative and personal, not just a professional path.
The first post, themed around the question “What is a DJ?”, landed earlier this month. Future entries will feature guest contributions from artists, DJs and label heads, each sharing their own perspective in conversation with Elijah.
Meanwhile, the first playlist challenge went live earlier today, kicking off a monthly series where fans respond to a theme set by Elijah or a featured guest. Each month, one winner will receive a DJ bundle with prizes from Beatport and AlphaTheta/Pioneer DJ. Elijah set the first prompt, which was: “What is the sound of where you live?”
Speaking on the aims of the collaboration, Elijah said: “There are likely millions of people that have curiosity around DJing, collecting music and making playlists – but maybe think it's something too out of reach, or something that is only worth doing if you want to ‘become a DJ full time’. But hopefully this framing – as a casual hobby that helps support artists you love and brings you closer to the music you enjoy – will spark another wave of new DJs.”
He continued:
“My work is trying to challenge conventional logic in the scenes and communities I'm part of, and also about expanding definitions and conversations around the art we love. It comes from the floor rather than the stage, and encourages participation – from people who agree and disagree – to make something creative out of the prompts. I’ve been DJing for 18 years now, and I think we’re at the beginning of another inflection point. This project is a commentary on that.”
Matthew Friedman, Senior Brand Marketing Manager at The Beatport Group, added:
"At Beatport, we believe that if you build playlists, care deeply about tracks and share music with the people around you, you’re already doing what DJs do. With the brilliant Elijah on board for the next chapter of You’re Already a DJ – now interwoven with his own If You Love Music, You Should Learn How to DJ message – we’re speaking to those who live for discovery and connection: finding music that moves them, and wanting to pass that feeling on.
Together, we want to encourage more music lovers to see DJing as a natural next step – not about status or gatekeeping, but about turning deep appreciation into creative expression. A way to share more intentionally, and connect on a different level. To feel that moment of ‘maybe I could do this’ and go with it.”
For more information, visit: www.beatportal.com/elijah