RIORDAN

Meet Riordan, a rising talent in the world of DJing and electronic music production. Fueled by his passion for music and inspired by his experiences in influencer marketing, Riordan took off on a unique trajectory that blended his expertise in social media with his love for electronic dance music. Born in a small town in the UK, Riordan defied geographical limitations by leveraging platforms like TikTok and Instagram to showcase his musical creations and connect with his audience on a global scale. Riordan is a testament to the power of determination, innovation, and the transformative influence of social media in shaping the modern music industry.

Instead of attending university, Riordan found an opportunity with Zebra, an influencer marketing agency specializing in music. "Watching this company grow and studying TikTok all day, every day, gave me the idea to merge what I learned with my passion for music.” He mentions that he had been DJing house parties and local venues since he was 15, and in this new position, he was finding influencers and talent that were blowing up on social media platforms all the time. He had the idea to connect the two and use what he had learned from being in the influencer marketing space to grow as an artist himself.

Despite being in a small town with limited music connections, he began posting mixes and productions online. He mentions, "COVID gave me the opportunity to sit down and become an actual producer.” Spending hours on YouTube learning Logic, Riordan's dedication paid off as his online presence grew.

Riordan's production process is deeply rooted in being in an environment where he feels comfortable and knows he won't be disturbed. While he occasionally produces in London, he finds his hometown of Chichester, on the South Coast, to be his ideal space for music-making. "I have a little studio in my bedroom there, and sometimes I'll just take two, three days and purely make music. Honestly, I often come out with a few new tracks that I really love because the space has always been a place for me to create, and when I go there, my brain switches into that mode.” Riordan stresses the significance of starting with inspiration, often seeking out vocals or samples to build upon before entering the studio. His method involves crafting a 32-bar loop, focusing on building a strong foundation with a buildup and initial drop. He says, "It's the most foolproof way to know that you're onto a good track.”

Riordan's career has been marked by many unforgettable moments and quick success. Recently, he hosted a free pop-up show in a London pie shop, announced just two days before, with no RSVPs or tickets. The result was a line of hundreds of people at a venue that held 80. He also reflected on his experience playing at Club Space in Miami, Florida. He mentions, “Gorgon City has been super supportive of my music. 'Needle on the Record' came out on their label, and it's been my biggest and most successful song to date. They asked me to open for them, and it was obviously an instant yes.” Riordan adds, “I wasn't honestly expecting to play Space this early in my career because I still feel like these are very early days, but going and plugging in my USB on the terrace was so surreal.”

Riordan discusses the pivotal role of social media in his journey into the music industry. Being from a small town in the UK, he knew he had no other way of getting his music out to the people. He initially struggled with the fear of putting himself out there but recognized the necessity of utilizing platforms like TikTok and Instagram to share his music and connect with a wider audience. "I wouldn't be here, I wouldn't be playing these festivals, and I wouldn't be doing interviews like this if it wasn't for social media." His manager, based in Chicago, discovered him through TikTok, and he mentions there is no way he would be working with him or meeting so many of the people he does without it. Riordan stresses the significance of TikTok in particular, noting its potential for virality and its recent role in shaping the modern music industry. "There's barely an artist in the charts that doesn't have a presence on TikTok," he notes, spotlighting the platform's impact on artist discovery and success.

Drawing from his own experiences, Riordan shares valuable insights on how artists can connect with their audience. He highlights the importance of engaging with fans directly through events like pop-ups and niche gatherings, where he has personally felt the most connected to his supporters. Face-to-face interactions and expressing gratitude for their support are crucial. Riordan also discusses the early stages of his career, where offering value through music and content was key. He explains how he frames his songs and promotes them on platforms like TikTok, aiming to resonate with different audiences. "The text I use, the caption, the way I promote it, and the framing of the video all create value in my content. This is how I connect with new and old fans, by giving them something they can relate to."

Unlike many who spend large amounts of money on production and DJ courses, Riordan started with just the basics. "Personally, I wouldn't go and spend a bunch of money on production and DJ courses. The only expense I had at the start was buying Logic,” he says. Riordan points out that there's a lot of free content online, especially on YouTube. Additionally, he advises aspiring DJs and producers to use social media early on. He believes it’s essential to market and promote new music. "Artists, a lot of the time, especially early on, will just purely focus on making music," he explains. But for Riordan, it was always about balancing music creation with marketing. He says making social media a regular part of your routine is so helpful because when it is time to really start promoting music later on, it won't feel like a chore. He found a passion for creating content, saying, "I actually like putting this stuff together, and I never knew that before I was posting on TikTok." He even saves video inspirations from TikTok and Instagram in a folder to help spark new ideas when he's feeling stuck. His innovative approach and dedication are paying off, as he has more upcoming milestones in his career. Riordan's journey shows that with the right mindset and use of resources, anyone can achieve their dreams in music.

-Molly