How John Summit Went From Obscure Accountant To World Famous DJ

Key Concepts

• John Summit's Journey: Transition from accounting to full-time DJing and music production.
• Artist Branding: Evolution from a "faceless DJ" to a prominent public figure.
• Music Production: Development of a distinctive sound characterized by intricate melodies and emotional vocals.
• Experts Only Label: Founding and operation of an independent record label.
• Festival Production: Conceptualization and execution of large-scale events.
• Social Media Strategy: Leveraging platforms for personal branding and music promotion.
• Global Reach: Strategies for expanding an American artist's presence in international markets.
• Work-Life Balance: Managing a demanding career with personal well-being.

From Accountant to Global DJ: The John Summit Story

This summary details the career trajectory and business ventures of DJ and producer John Summit, exploring his transition from accounting to a prominent figure in dance music.

The Genesis of John Summit: From John Schuster to a Stage Name

John Summit's musical journey began with a passion for concerts and electronic music, initially pursued as a hobby. After graduating with a degree in accounting from the University of Illinois Urbana-Champaign, he worked as a bartender. When the bar needed a DJ, he seized the opportunity, playing several times a week. His early DJing experience culminated in an opening set for Cash Cash over a decade ago at the Canopy Club in Champaign. It was at this point, for flyer purposes, that he adopted the DJ name "Summit," inspired by his love for mountains and skiing. The name was later expanded to "John Summit" for better search engine optimization (SEO) due to the commonality of the word "summit."

The Dual Life: Balancing Accounting and Music

Following college, John Summit worked at Ernst & Young (EY) as an accountant for a year and a half. This period was characterized by a demanding work schedule, often working 80+ hours a week. Despite the intensity of his accounting job, he dedicated his evenings and weekends to music production and DJing. He treated music with equal, if not greater, seriousness than his day job, acknowledging that his mind was primarily focused on his passion. He used his accounting income to fund his burgeoning music lifestyle. During this time, his music began to gain traction, leading to bookings at 200-300 person clubs across the country, requiring him to tour on weekends while still employed at EY. He strategically saved money with the goal of pursuing music full-time for at least six months.

The Leap of Faith and the Tech House Niche

The decision to pursue music full-time was a significant leap of faith in a competitive industry. Summit found a unique advantage in the tech house genre, which at the time had limited American representation. While not mainstream, there was a strong demand for this more intimate and underground style of music. Initially, his sets were characterized by stripped-back house music without vocals, often performed in dimly lit environments where he remained in the background, a stark contrast to his current more prominent stage presence. He attributes this shift partly to social media's influence, which has brought a more "pop star element" to DJing, moving away from the previously "faceless" nature of many DJs. He felt secure in his decision due to his youth, single status, and the fallback option of returning to accounting. He also highlights the financial freedom and fun associated with having no money during his early touring days, emphasizing that "nothing matters" when you have nothing to lose.

The Breakout Moment: "Deep End" and the COVID-19 Catalyst

A pivotal moment in Summit's career was scheduled for March 2020 during Miami Music Week, where he had booked five parties, a significant achievement for him at the time. However, the onset of the COVID-19 pandemic led to the cancellation of all events, forcing him to move back home. This period, while disruptive, proved to be a creative boon. Living at home with ample free time, he produced over a hundred tracks that year, sending them to various record labels. His track "Deep End," released on Defected in June 2020, went viral online, marking his realization that music could indeed be a viable full-time career. This success led to increased interest from record labels, agencies, and managers.

Defining the "John Summit Sound"

A "John Summit record" is characterized by its production quality, which has evolved from stripped-back tech house to incorporating intricate melodies and prominent, catchy, and emotional vocals. Summit emphasizes his preference for discovering and working with lesser-known or "raw hidden talent" vocalists rather than established stars. He believes this blend of strong house music production and resonant vocals is key to his sound. Long-time fans can often identify his tracks through subtle production elements, such as his signature "triple kick" on drops or specific drum samples, in addition to the songwriting and melodic structures.

Creative Process and Production Environment

Summit's creative process is often collaborative, especially when working with vocalists. He typically starts with an eight-bar chord progression as a foundation for singing or lyric writing. He emphasizes the importance of simply starting, stating, "The main thing with music is you just got to start." He contrasts this with individuals who overthink and delay action. For his album, he conducted 25 sessions in November 2023, aiming to create a song from each. He acknowledges that much of his output is not good, but the key is to produce a high volume and then select the best. He primarily uses Ableton Live for production, having used it since day one due to its accessibility and abundant online resources. He works "all in the box," meaning he uses digital VST versions of synthesizers and effects, even for sounds that mimic analog hardware.

Founding Experts Only: A Label for Artists

Driven by his positive experiences signing with established artist-led labels like Ferris Wheel, Repopulate Mars, and Toolroom, Summit founded his own record label, Experts Only. He values the creative control and artist-centric approach of independent labels, contrasting it with the impersonal nature of major labels. As a DJ who plays many other artists' records, signing them to his own label is a natural extension of his passion.

The Business of Experts Only

Setting up Experts Only involved establishing distribution channels, initially through Defected and later with Darkroom. Defected provided crucial guidance on building a team, including a radio plugger and a label manager to handle contracts, negotiations, and artist relations. Summit maintains full creative control over the label. His primary role involves reviewing the over 100 demos received daily, a task now supported by a hired team to filter submissions. He is also heavily involved in marketing, believing that playing tracks live and posting clips on social media is more impactful than traditional radio play.

Artist Selection and Roster

Experts Only prioritizes the quality of music over an artist's existing popularity or appearance. Summit seeks artists whose records he genuinely enjoys playing or listening to. The label provides a platform for artists to grow, whether they prefer a behind-the-scenes role or aspire to be major stars. Notable artists signed to Experts Only include Disco Lines and I Don't Trust A Soul.

Benefits of Owning a Label

For Summit, owning Experts Only provides complete creative control and autonomy over his release schedule. He can release music instantly, fund his own music videos, and dictate his art direction, avoiding the potential pitfalls of major label deals where albums can be shelved. This model also extends to the artists he signs, allowing them similar creative freedom. The primary challenge is managing the backlog of demos due to the label's popularity. He notes that artists like Girardani, who also releases on Drumcode, have started their own labels (e.g., Mad Minds), fostering a collaborative ecosystem.

Funding the Label

Experts Only is primarily funded by Summit's touring business. While considered a "passion project," it is growing into a significant business with long-term value. He likens its current stage to a startup, similar to the early days of companies like Facebook, which were not profitable for years. He aims to grow the label and its events organically, drawing inspiration from the humble beginnings of major festivals like Ultra and Tomorrowland.

Inspiration and Artistic Vision

Summit draws inspiration from artists like Tyler, the Creator and J. Cole, who have successfully established their own festivals and labels. In the electronic music space, he notes that the combination of being both an artist and a promoter is less common. He acknowledges the time-intensive nature of running a label, necessitating a strong team.

The Experts Only Festival: A Community Celebration

The decision to host the Experts Only Festival at Randall's Island in New York was motivated by a desire for a community-focused event rather than a solo "pop star" show. While his previous Madison Square Garden performance was highly successful, he sought something larger and more collaborative. The festival, designed to accommodate 50,000 people, is envisioned as a celebration of the label and its artists, fostering a sense of community. He acknowledges the logistical challenges, drawing lessons from the past issues that plagued a previous festival at the same location, attributing them more to financial and operational problems than supply and demand. He has partnered with Medium Rare, experienced in producing events at the venue, to ensure a smooth execution.

Marketing the Festival

Summit intentionally leaned on the Experts Only brand rather than his personal John Summit brand for festival promotion. He avoided featuring his face on promotional materials and did not play after-parties, aiming to prove the festival's success independent of his direct involvement. He is still headlining both nights, but the long-term goal is for the festival to thrive without being solely dependent on his presence. The marketing strategy involved creating new social media pages for the festival and employing creative tactics like a graffiti street team to generate buzz.

Balancing a Demanding Schedule

Summit's schedule is demanding, involving extensive touring, label management, and festival production. He describes his work as being "100% speed with John Summit and then also 100% speed with Experts Only," leaving little downtime. However, he finds fulfillment in these passion projects, stating that it's "all I think about anyways." He describes his current state as "incredibly fulfilled" and on a "crazy quest" with a passionate and hungry team.

The "Double Life": John Schuster vs. John Summit

Summit embraces his "double life," likening it to Hannah Montana. He uses Strava under his birth name, John Schuster, for workouts and runs, which he considers his time to "ground myself" and disconnect from his phone. He maintains a normal home life, with his team treating him without special regard. The "John Summit" persona emerges primarily on stage, where he embraces his role as an entertainer.

Social Media as a Brand Builder

Summit's authentic and relatable presence on social media has been instrumental in building a strong fan base that connects with him as a person, not just as a musician. He treats social media like a conversation with friends, avoiding the highly curated and professional approach of many other artists. This authenticity reduces pressure and allows him to be himself, which resonates with his fans. He contrasts this with his approach to music videos and artistic direction, where he enjoys being creative and experimental, drawing on his background as a "film kid."

The Evolution of Music and Social Media

Summit's initial four years in music focused solely on production, which he believes is crucial for gaining credibility among peers. He advises against prioritizing an "influencer" approach over music creation, though he acknowledges successful examples. His foray into social media, particularly during the COVID-19 lockdown, was initially for self-entertainment. This period also coincided with the rise of TikTok and his decision to incorporate vocals into his music, moving away from the underground club sound he previously favored. He found success in creating catchy music that resonated with a broader audience.

Brand Partnerships and Creative Freedom

Summit engages in brand partnerships with companies like Don Julio and Lululemon, emphasizing the importance of creative freedom. He highlights a successful Tinder ad campaign on TikTok, which garnered 30 million views, as an example of a collaboration where he was given autonomy to create content in his own style. He is reluctant to participate in campaigns that require him to read scripts he doesn't connect with.

Monetizing Passion and High Demand

Summit views his success as a monetization of passion, believing that all great businesses are fueled by it. The high demand for his DJ sets, coupled with his limited availability, drives his income. He receives numerous offers from around the world simultaneously, leading to a "giant bidding war." He spent two and a half months in Europe over the summer, using Ibiza as a base for six dates.

The Global Reach of Dance Music

While dance music has a long-established presence in Europe, its growth in the United States has been influenced by pop integration. Summit believes that the current thriving state of dance music is due to increased accessibility to production software and technology, as well as a growing appreciation for niche genres. He notes that the decline of centralized radio influence has allowed for greater artistic freedom and a departure from formulaic pop production. He cites Fred again.. as an example of an artist who brought a unique production style to mainstream success.

Future Aspirations: Albums and Expansion

Summit is currently working on another album, with a target release in 2026. For Experts Only, he plans to host the festival again in its second year, with aspirations for international expansion. He emphasizes a measured approach to growth, prioritizing quality over rapid expansion to maintain high standards.

Advice for Aspiring DJs

Summit's advice to aspiring DJs is to "just keep working" and not get discouraged. He acknowledges that making music is challenging and that self-doubt is common, but persistence and a continued sense of fun are key. He believes that artists who achieve success often do so not because they are the most talented, but because they simply "keep going" and don't stop.