CLTX: How to Maintain an Image and a Message Through Music

We sit down with CLTX, the Paris-born, Berlin-based techno DJ and producer, whose name is becoming synonymous with both the underground and the evolving public face of the scene. We speak about the often complicated relationship between the music, the artist, and the industry. Discussing his shift from raver to producer, to navigating the pressure of maintaining an image while staying true to his sound, CLTX opens up about the realities of being an artist.

From Raver to Producer: CLTX’s Journey

As CLTX reflects on his evolution, it’s clear that the transition from a raver to a DJ and producer hasn’t been an easy one. For many artists in the techno scene, getting lost in the crowd is the ultimate goal. However, for CLTX, that’s no longer a reality. “I can’t live the life of a raver anymore,” he admits. As a DJ who’s now on the other side of the booth, CLTX recognizes the balance required between living and breathing the scene and becoming part of its face.

The evolution from fan to professional artist isn’t unique, but it’s one that comes with its own set of pressures. It’s not just about staying true to the roots of techno; it’s also about maintaining relevance in a digital world where brand-building and image often seem just as important as the music itself.

Maintaining an Image in the Age of Digital Overload

The pressure to maintain an image in today’s music industry is palpable. The days of the anonymous techno producer who remains underground and out of the spotlight are almost gone. Instead, the rise of social media and the expectations surrounding public personas have made it clear that in 2024, it’s not enough to simply make good music—you also need to have a brand that resonates with fans, followers, and the culture at large.

“I can’t deny it,” says CLTX. “Techno isn’t just about the music anymore. It’s about your message and your presence.” The blurred line between art and image is something that every artist faces in today’s climate, but the challenge lies in staying true to your craft while also engaging with the expectations of the outside world.

When it comes to navigating this balance, CLTX advocates for authenticity. “You can’t sell something you don’t believe in,” he says, “but at the same time, you can’t ignore that the industry is now very much about the experience, the visuals, and the brand.” This dual responsibility to maintain one’s image while staying focused on the music is something many artists struggle with, but it’s become an unavoidable aspect of modern success.

The New Generation of Techno Producers: Music vs. Image

The conversation shifts to the new generation of techno producers, whose experiences are different from those who laid the foundations of the scene. “The new wave is different,” CLTX says. “It’s no longer just about the music—it’s about creating a whole experience, a persona.” For today’s artists, their brand is just as important as their sound. Whether it’s the aesthetics of their live sets, their social media presence, or the way they engage with their audience, the line between artist and influencer is increasingly hard to define.

This change in dynamics isn’t necessarily bad—it’s just different. “I think it’s important to recognize the shift,” CLTX adds. “Yes, we still need good music. But the reality is that audiences want a full experience now. They want to be entertained, inspired, and engaged.” As the pressures of modern-day success push for more performance and less privacy, CLTX believes that artists need to evolve their approach without losing touch with their core values.

Preserving Artistic Integrity in a Commercialized Industry

But how do you maintain artistic integrity in a world where music has become a commodity and the pressure to keep up with marketing trends is constantly looming? For CLTX, it comes down to staying focused on the sound and remembering why he got into music in the first place. “At the end of the day, it’s still about the music,” he says. “Everything else is just part of the job.”

As techno becomes more commercialized and mainstream, it can be easy to get caught up in the noise of the industry. For CLTX, however, the focus is clear: “I want to create music that resonates with people, that moves them. The image? It’s secondary.” While others may feel the pressure to conform to the flashy side of the business, CLTX remains committed to the authenticity of his sound.

The Fine Line Between Entertainment and Art

But can you still be an artist if you’re expected to entertain? It’s a question that many producers have to face in today’s scene. CLTX believes that there’s still room for both art and entertainment to coexist. “It’s not about choosing one over the other,” he says. “It’s about finding the right balance. You can be true to your roots while also evolving to meet the needs of today’s audience.”

As the lines between music, entertainment, and branding become more difficult to navigate, CLTX is a reminder that it’s possible to stay true to the essence of techno while adapting to the demands of an evolving industry.

Follow CLTX on Instagram: @cltxmusic

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