Steve Cardigan gets candid about his unlikely start in the music industry and reveals the recipe for social media success.
If the name Steve Cardigan hasn’t yet danced across your TikTok feed, it’s high time to catch up on the viral music scene. Boasting millions of TikTok likes and a magnetic presence with over 60,000 followers on Instagram, he embodies the transformative force of short-form videos in shaping music journalism. Chances are, you’ve been nodding your head to that addictive Stutter House track without knowing his creative fingerprints are all over it. After all, he’s the mastermind behind LA’s pulsating music enclave, putyouon.
Last year, we had the privilege of diving into the world of Steve Cardigan. Our conversation unveiled the captivating journey of putyouon, tracing its evolution into the vibrant music platform it stands as today. Moreover, Steve graciously shared invaluable guidance for burgeoning playlist curators, unlocking the secrets of leveraging social media to amplify their musical passions.
At the core of his brand, putyouon, Steve proudly assumes the role of lead “music curator.”
He’s not just curating playlists; he’s also shining a spotlight on talented underground artists who deserve recognition. What sets Steve apart is his unique journey because, unlike most die-hard house music fans, he initially found his footing in the realm of hip-hop.
It was only on his fiancée’s birthday that Steve first began to explore house music, discovering boundary-pushing producers like Channel Tres and Kaytranada. These artists not only ignited his love for house music but also inspired him to share the genre-defying beats with his unlikely counterparts: fellow rap fans. Thus, his renowned playlist, I’m A Rap Fan But These House Songs Slap, came to life.
At first, I was being turned down by record labels left and right. It was crazy because, as much as I believed in my ability to recognize good music, it was ultimately up to me to prove it.
Steve Cardigan
Playlists were just the beginning; he knew he had to leverage short-form video content to turn his passion into a full-fledged career. That’s when he realized the power of platforms like TikTok, YouTube, and Instagram in expanding his reach and transforming playlist curation from a hobby to a full-time job.
TikTok has the potential to change lives overnight, but achieving that level of success takes unwavering perseverance. Steve kicked off his I’m a Rap Fan But These House Songs Slap series in 2021 after multiple failed attempts at others. However, it wasn’t an instant triumph. Only through hard work and consistency did it eventually gain traction. “I posted every day from Monday through Thursday, but it wasn’t until my ninth post that things started to click,” he said.
Even now, with two years and hundreds of thousands of followers under his belt, Steve remains focused and consistently shares content on Instagram Reels, TikTok, and YouTube Shorts while updating his Spotify playlists weekly. His message to young content creators is simple: “Waiting for opportunities won’t get you far.” Steve emphasizes the importance of taking initiative and “doing it yourself.”
So, how can you transform a hobby into a thriving business?
Steve Cardigan offers practical advice, emphasizing the significance of narrowing down your content niche and staying true to yourself. Building an audience takes time and consistency, so don’t overwhelm yourself with excessive filming and editing. Steve advises creators to streamline the process to around 30 minutes daily to keep the creative journey enjoyable. But being a great content creator isn’t just about creation—it’s also about consuming.
Hands down, the best content creators out there are consuming the most. It gives us a good grasp on what works and what doesn’t work in our specific content niches.
Steve Cardigan
For Steve, content consumption actually inspires creativity and helps creators gauge what strategies are the most advantageous. So, when you’re stuck on what to post, look to your favorite short-form video platform to ignite your creative side. And for aspiring playlist curators, putyouon is an excellent starting point.
Through putyouon, Steve has not only helped deserving artists like Vandelux, Nimino, and Angrybaby blow up but also bridged the gap between house music and hip-hop enthusiasts. Steve firmly believes that music is meant to be enjoyed by all, regardless of preferred genres, and champions the idea that well-crafted house tracks have a universal appeal that can captivate anyone. This mental framework sets him apart and makes putyouon a unique and inclusive platform.
Whether you’re a devoted house music follower or a rap aficionado seeking new experiences, Steve’s passion for showcasing deserving artists and his unwavering dedication to the power of house music will undoubtedly leave an indelible mark on your musical journey. And for all of you aspiring music curators, take Steve’s advice to heart, and who knows, maybe one day you’ll find yourself pioneering a sub-genre of music like Steve did with Stutter House. The possibilities are endless when you embrace your creative side.
