DJ Switch on mixtapes, hungry artists and building your lane

There is a reason DJ Switch is still talking about mixtapes. For an artist coming up in 2026, the format might seem like something from another chapter of Hip Hop. Streaming is the norm, TikTok can turn an unknown song into a talking point and artists can put music directly in front of an audience without waiting for a label.

But DJ Switch doesn’t see the mixtape as outdated. He sees it as a way for artists to find out what they actually have. “It really is for people to test their market by releasing mixtapes to see what their so-called audience resonate with instead of relying on one single and hoping it takes off,” he says.

That last part is important. The pressure to have the one song that takes off can make artists put too much weight on a single release. DJ Switch’s approach is different. Give people more to listen to. Experiment. See what connects. Find out who your audience is. And there is no reason for artists to choose between the old and new ways of getting music heard.

“Yes it does,” DJ Switch says when asked whether the mixtape still matters in 2026. “Both working together is just a super power.” For him, TikTok and the mixtape can work alongside each other rather than one replacing the other. The same thinking applies to how he has approached emerging artists over the years.

DJ Switch has been involved in giving artists such as Nasty C and YoungstaCPT an early platform, before their names carried the weight they do today. Asked what he saw in them, his answer is short. “Raw talent that needed to be enhanced.”

There is another part to that equation, though. “What makes you bet on an unknown artist?” we asked. “The talent first and then comes the hard work.” It is a simple answer, but it says a lot about what DJ Switch looks for. Being talented might get someone’s attention, but it isn’t enough to keep it.

He is particularly critical of artists who approach music casually and wait to see whether something happens before deciding to take their careers seriously. “People take it too lightly and treat it like a hobby and feel if it pops then they will give it a go,” he says. For Switch, the problem is a lack of hunger.

That hunger also has to show up outside the studio. If he were 17 and starting from scratch today, his approach would not begin with trying to find a major artist to cosign him. “Start with the basics and build brand identity, show up to all events and show commitment.” That means being visible beyond social media. Being in the rooms where the culture is happening. Performing. Meeting people. Building relationships. Showing that this is something you are serious about.

And when it comes to the co-sign, DJ Switch’s advice is even more direct. “Create their own lane then those established artists will come.” He believes emerging artists can spend too much time trying to attach themselves to artists who have already built their careers instead of concentrating on building something of their own.

Established artists have already paid their dues, he points out. Asking them to step backwards and start again with someone who has not yet built momentum can mean a lot of time and money for little return. “If they’re dope they won’t need a co-sign at all.” It is a view that puts responsibility back on the artist.

Don’t wait for somebody else to make you relevant. Make the music. Develop the identity. Put yourself in the right spaces. Keep showing up. That doesn’t mean he believes collaboration or support from established artists is unimportant. His own track record tells a different story. From the Wafa Wafa era to projects that brought together artists from different generations, he has consistently used his platform to create connections.

But there has to be something behind the artist asking for that opportunity. That may be the biggest difference between chasing attention and building a career. DJ Switch acknowledges that being seen is a major part of today’s music landscape. Young artists are going to chase viral moments because that is where attention is.

“Of course,” he says when asked whether artists are too focused on going viral. “It’s the trend for today’s era of being seen.” The challenge is what happens after people see you. A viral moment can introduce an artist. It cannot build the artist’s entire career. That is where Switch’s argument for the mixtape becomes relevant again. Build the catalogue. Test the market. Figure out what people respond to. Use TikTok and other platforms to bring people in, but have something waiting for them when they arrive.

The tools have changed. The fundamentals haven’t. Talent matters. Work matters. Showing up matters. And before looking for someone else to open the door, Switch’s advice is to start building your own room.

Bars n Rhymes!