In May perhaps of 2022, a 7-2nd video clip of John Summit standing driving the decks of Miami dance music institution, Club Room, started to flow into on Twitter. The clip, the initial tweet from a new Twitter account, John Summif (@johnsummif), was not just about anything impressive, conserve for a bald filter that the tweeter applied to Summit in jest. The gag resonated Summif’s tweet went gentle-viral.
“Me and my mates would enjoy close to with Snap[chat] filters and I was just in the mood to attempt [the bald filter] on him, and I was like ‘Hmm, I need to put this on Twitter or one thing,’” the nameless creator powering the John Summif parody account explained to Beatportal. “At that issue, I was a truly large enthusiast of his by now, so I was like, ‘How do I put this on Twitter and get him to have interaction with it?’ And I made a decision to make a total account about it.”
At the time, John Summif was small far more than a lighthearted troll. Today, however, the Twitter account has cultivated a standing for facetious, Summit-centric content, reflected by its extra than 9,000 followers. Its level of popularity, both amongst Summit’s next and the broader dance tunes community, motivated the superfan driving the account to extend into Instagram and TikTok, where by the parody has savored equivalent achievement.
The John Summif strategy is a shining case in point of what superfandom can glimpse like in the dance space and its affect on an artist’s manufacturer. The creator, who chooses to continue being nameless to protect the sanctity of the parody, strikes a equilibrium in between chronically on the net world wide web culture, relatable, meme humor, and dance new music supporter sensibilities — a nebulous but desirable tone for social media in the dance place, especially inside the market “EDM Twitter” sub-local community. It’s a winning formulation with the energy to widen Summit’s have get to though attracting new listeners, and Summit and other DJs/producers have taken note of it.
— John SUMIF() (fan) (@johnsummif) Might 20, 2022
“He has admitted to me that he appreciates what I have finished and that it’s aided,” suggests Summif, who has since cast a friendship with the Professionals Only label head (the two did not know each and every other when Summif fired off the fateful tweet). “I know John appreciates it, and it is nice to know that he demonstrates that appreciation to me.”
The creator, who spends about 10 hours producing information for the Summif accounts every 7 days, has guided other dance functions on how to memorably and authentically interact with their supporters on social media, in an illustration of the parody’s ripple influence.
“I won’t title names, but I have had fairly a handful of artists access out to me to try to enable them curate equivalent material,” he shares. “They just want help or informal consulting on how they can join with their fans in this sort of lighthearted, amusing way.”