Authenticity. Creativity. Entrepreneurial mind. These are just some words and skills that intersect both fashion and music industries. However, the connection between these two lifestyle sectors goes beyond it and genuinfluencers can help us better understand.
Genuinfluencers
Nowadays, the market demands artists and content creators to be authentic and transparent. In other words, to sell a product or a service, it’s essential to stick to the truth and honesty. That’s why we’re walking towards a future where genuinfluencers will rule.
We interviewed Shawn Hazan, who spent nearly 30 years innovating lifestyle events and building communities, shared with us his thoughts about the power of the DJ lifestyle community. He also touched on a crucial point: how fashion and music can – and should – learn from each other.
But, wait, before we dig into this intersection…
Have you ever heard about genuinfluencers? If not, don’t worry. We will explain everything to you. Keep reading!
The Rise of the Authenticity Wave
It’s been a while since the world and, therefore, the fashion industry has been demanding authenticity from everyone surrounding it. Whether it be a designer, an influencer, or a model.
From plastic surgery trivialization to demoralized and false advertisements. Nowadays, pretty pictures with skinny people traveling worldwide don’t sell anymore. Neither do influencers that don’t have values on their daily content.
The truth is, society has been increasingly demanding to resonate with the content and products they relate with.
Therefore, influencers can’t just show up taking expensive trips or only buying luxury products. They need to have passion. They have to truly believe in what they are speaking of.
In other words, to be genuine is key.
Geniunfluencers: What Does It Mean?
This new authenticity wave triggered the appearance and consolidation of the genuinfluencers.
WGSN coined this term in 2021, but it’s still a hot topic. After all, society’s demand hasn’t changed. As it stated, the term stands for creators “that share knowledge and wisdom – who are offering a more genuine source of information and inspiration.”
“Genuinfluencers are more interested in sharing advice, discussing their passions and spreading unbiased information, instead of pushing a new product or collection,” said Cassandra Napoli, senior strategist at WGSN Insight, to Vogue Business.
Therefore, it means that influencing doesn’t – or should not – be only about pretty pictures in different touristic places. It concerns a lifestyle of a professional that has the goal to actually inspire their audience.
Fashion designers & DJ artistry: Hazan’s Expertise Connecting Two Worlds
One of the first thoughts that Shawn Hazan shared with me – and that I haven’t been able to stop thinking about: “Where are our priorities today”?; “And, what is our purpose”?
These are good questions, indeed. Research by Stackla shows that 90% of consumers said that authenticity is important when deciding which brands they like and support. And that doesn’t change when it comes to influencers and content creators.
Shawn has nearly 30 years of experience in the lifestyle markets producing the fashion industry’s leading trade events. Today, Shawn and his integrated media company, Hazan Media Group (HMG), are turning up the volume working with another explosive community of the lifestyle industry: DJs. Currently, they produce live events, publish the award-winning DJ Life Mag and provide branding solutions and custom content for these creative entrepreneurs. Their properties integrate, live, social, digital, and educational experiences to create opportunities for this influential tribe to evolve far into the future.
The President and CEO at HMG, who has already worked with the two sectors, affirms that there’s a lot in common between the fashion and music industries. But, furthermore, he also affirms that these two have a lot to learn from the other.
So, when we think about fashion and music, we must have in mind that these two industries work with or are either visual and audio content creators. And, furthermore, their goal is the same: to inspire.
Where Fashion & Music Industries – Should – Intersect
Clothing. Art. Music. It’s as though between the fashion and the DJ industry, there’s a storytelling bridge, intersected by the power of art. After all, both of them are part of a bigger picture, the lifestyle industry.
As Shawn states, “the DJ’s design process is as complex and as creative as a fashion designer’s process”. Nonetheless, “both industries create content from a level of passion”, says the entrepreneur.
These two industries in order to succeed must be bold, creative and authentic. A DJ and a designer are both evoking and inspiring, but in different venues, The DJ with their booth and the designer on their runway shows.
If genuinfluencers are the future, the lifestyle industry must understand that genuineness and originality, linked to values and authenticity need to be at the top of the priority. It’s no use creating a song without a message or a piece of clothing without a purpose. And vice versa.
What Can Fashion & Music Learn From Each Other?
On one hand, we have the music world with its more advanced technology and more diverse vision. Meanwhile, we have the fashion industry with its beauty and consistency.
Both can learn from each other. This is because, in order to bring change, it is not enough for one sector to do so. Or even, several sectors working separately. After all, as stated by Shawn, “together they have a much bigger impact in the world”.
That’s why Fashinnovation and HMG bring different perspectives and minds into their works and events. As Shawn states, “we are the bridge to connect these two industries for opportunities that don’t currently exist”. But that we can create together.
Genuinfluencers
According to Shawn, if we are talking about passion, lifestyle and influencer marketing, the connection between these three points is the genuinfluencers. In other words, those who are able to create a bond with the audience that goes beyond Instagram posts.
“Everything involves music because it serves our soul”, Shawn states. In other words, from playing in clubs to studying new beats and creating new music, these professionals can rely on the audience through their work, the content they create, the values they pass on and their everyday routine. Their authentic lifestyle, which relates to their day-to-day professional habits, allows them to be the genuinfluencers that consumers are demanding.
And it also happens with designers, fashion influencers and other professionals when they leave their ego aside.
Genuinfluencers can be closer to the audience and really connect with them. This is something that data has been showing to be the future, after all, that’s all consumers want. In fact, the music and fashion industries have all the resources and expertise to do work together in the authenticity direction.
There is still a lot to be discussed, but as we mentioned above, the data has shown that the future is headed towards authenticity. And, this is the first point that the fashion and music industries can start working together to bring about positive change.
Hazan Media Group
Shawn Hazan is the President and CEO of Hazan Media Group. A company specialized in the Lifestyle Industry with almost 30 years of experience. They provide the bridge to and positively influence the markets they serve.
They organize events for the DJ world, where content creators, artists and brands can make connections, educate, inspire and build the playlist of their success. Their DJX Event has continuously evolved its position as America’s largest and most impactful gathering of the DJ community.
The next edition will take place on August 8 to 11, at Hard Rock Atlantic City. Just like Fashinnovation, they are all communities. The DJX’22 event will:
- Introduce Style@DJX, a curated neighborhood of fashion labels looking to expand their brands’s distribution and awareness.
- Expand its already robust educational series of workshops, keynotes and seminars.
- Present innovative opportunities to help DJs improve integration in the lifestyle space.
- Evolve their DJX After Dark party and club experience with a focus on networking and a hotbed of social content opportunities
(embed video: https://www.youtube.com/watch?v=zn-fuQ7okYY)
The Hazan Media Group also has DJ Life Mag. A curated bi-monthly “digizine” and online content hub that brings you interviews with the most influential DJs, Tech and gear reviews, or reports from events that most impact the community, DJ Life Mag is always connected to the action. As the company says, “DJ Life will truly reflect the maxim, ‘The Nexus of Everything DJ,’ by expanding its coverage and creating content that reflects the compelling cultural influence, impact, buying power and evolution of the DJ Lifestyle community”.
