When DJ D-Nice's "Home School" Instagram Live stream went viral, high-profile viewers poured in. Verified accounts like Oprah and Michelle Obama entered the chat — alongside Mark Zuckerberg. In an interview with Vibe, Instagram music partnerships strategist Fadia Kader even promoted the use of the Live feature during the COVID-19 pandemic, predicting that it would spark "amazing creativity" during an uncertain time.
But DJs out of work in a nightlife-less economy trying to follow DJ D-Nice's lead and stream their own sets on Instagram Live can't seem to catch a break. If you tune into a DJ's live-stream, you're likely to see disclaimers trying to preempt a copyright takedown, which stop their stream suddenly, kicking both the streamer and the audience out to the home page, sending the streamer a notice about copyright infringement, forcing them to start their stream over and just generally killing the vibe.
Jordan Page, who DJs in New York under the name VeryAdvanced, says he's tried to DJ on Instagram Live once a week since the pandemic began, but has been frustrated by copyright takedowns: "It sucks. It happens at the least convenient times, too." Reginald Sinkler, a veteran New York DJ operating under the monikers P.U.D.G.E. and Pudgemental, agrees: "[Copyright takedowns] affect the flow of your craft, and the efficiency of delivery when you have to stop and restart the live feed and wait for people to join again. It definitely takes away momentum and leads people to move away from your page."
Page is also a stylist and event producer, and says the suspension of nightlife has affected his income and social life. Sinkler, who has been DJing in New York since the mid-90s, and has been trying to livestream approximately every other day. Still, it's hardly profitable. "I've received a few donations or tips from Djing on livestream, but it's not comparable to the amount I can make at gigs," he says.
A spokesperson confirms that Instagram worked closely with DJ D-Nice to ensure that the "Home School" stream went smoothly. But when asked to clarify the normal rules for streaming DJ sets on Live, they say there are a few more limits to what's allowed: "While our partnerships with music rights holders allow people to add music to the moments they share on Facebook and Instagram, music rights are complex, and there are layers to the limitations in how we can allow people to include music in their Live videos."
Without clear guidelines for how to proceed, DJs are left guessing. Are the takedowns algorithmic, or the result of human moderation? If it's an algorithm, what's the best way to fool it? Some believe the takedowns are triggered by the duration that someone plays an individual song.
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