Breaking into the electronic music scene or building a thriving community from the ground up can feel daunting. But what if the path to industry leadership started not in a major music hub, but from the cornfields of Indiana? DJ Sherm, co-founder of Chicago Music Nexus, offers a candid look at his journey, revealing the challenges, pivotal moments, and hard-earned wisdom behind his multifaceted career. More than just a DJ, Sherm embodies the spirit of an artist, entrepreneur, and community builder, constantly striving to empower the next generation of music creators.

From Indiana Cornfields to Chicago's Underground Scene

Sherm's musical awakening began unexpectedly in 2010, far from major city clubs, in Indianapolis, Indiana. His first impactful electronic track, Bloody Beetroots and Steve Aoki’s "Warp 1.9," was a "fucking mind" opener, followed by a profound experience seeing Avicii live in 2011 just as "Levels" dropped. While initially a college kid focused on everything but taking life seriously, a study abroad trip to Barcelona in 2014 changed his trajectory. He stumbled into a dark room at the club Razzmatazz, immersing himself in underground house music and connecting with locals, realizing he wanted to pursue something meaningful with music.

Returning to college, he started DJing, eventually moving to Chicago in May 2015. He initially found it challenging to break into the competitive scene, facing the reality of a city with established resident DJs. He recalls being told, "Who are you? Get in back of the fucking line, kid." Sherm credits collectives like The Music Trust for early opportunities, playing diverse gigs in W Hotel lobbies and bars. These experiences honed his skills, performing four-to-six-hour open format sets on CDJs for crowds that weren't always focused on the music, learning that "if I could get them to dance, then it was a good night for me."

Building Community Through "Mint Experiences" and Industry Endeavors

Sherm’s drive to play house music led him to start his own events. With his friend Tony, he formed The Lavender Group, curating "mint experiences" (a house music term for something legitimate or excellent). Without the means for big club rentals, they innovatively rented subwoofers from Guitar Center, packed their gear into a Toyota Camry, and hosted parties on the top floor of Broken English in Old Town. This grassroots effort inadvertently laid the foundation for community building, as Sherm found himself consistently booking himself and his friends. His journey expanded into music production, releasing his first songs in 2016, and eventually connecting with prominent label Hood Politics Records around 2021, a relationship fostered through his podcast.

The Chicago Music Nexus: Empowering Electronic Music Careers

The pinnacle of Sherm’s community-building efforts is the Chicago Music Nexus, a conference he co-founded with Olivia Mancuso of the Elevated Frequencies podcast. Recognizing a significant gap in accessible music industry networking in the Midwest – unlike major events like Amsterdam Dance Event (ADE) or Miami Music Week – they decided to start their own. The Nexus focuses on the business and entrepreneurial side of music, addressing the fact that "a lot of DJs don't ever learn" about lawyers, LLCs, or other essential business aspects beyond gig-to-gig work.

Now in its second year, the Chicago Music Nexus, held this year at The Joinery on November 22nd, has grown to attract 200 attendees. It features panels, networking opportunities, and sponsorships, providing tangible value that established conferences in distant cities often lack for the average artist. Sherm emphasizes the importance of these connections, recalling his own experience at ADE 2022 where he could ask Hardwell and Afrojack questions and walked away with unexpected opportunities, including gigs and podcast interviews.

The Balancing Act: Artist, Entrepreneur, and Leader

Sherm navigates a demanding array of roles: co-founder of Chicago Music Nexus, A&R and label manager for Hood Politics Records, host of the "Sherm in the Booth" podcast (with over 250 episodes), touring DJ, producer, salesman, husband, and dog dad. He stresses the critical importance of having a life outside music to avoid burnout, a lesson he learned from personal experience. His strategy is to ensure all his passions contribute to each other, creating a cohesive ecosystem where connections made in one area can benefit another.

His sales background as a director of enterprise sales in logistics has profoundly influenced his approach to networking and trust-building in music. He likens it to selling a service he doesn't directly control, where establishing trust quickly through authenticity and follow-through is paramount. This diverse skillset and perspective enable him to lead effectively across his various ventures.

Authenticity Over Algorithm: Advice for Aspiring Artists

For aspiring DJs and producers, Sherm offers clear, direct advice: start for the right reasons. While he enjoys the party lifestyle, he cautions against short-term gains like quick fame or hookups, as "all those things fade." He prefers to perform "dead sober for a big show" to fully experience "the natural high that you get from the connection with the audience." He views the current DJ culture as "very toxic" and acknowledges the impact of social media, particularly TikTok.

If people think if I get big on TikTok, uh, that I'm going to be a touring DJ and that's going to be it. We see right through that shit and if you're a one hit wonder or a one viral wonder... that's the most dangerous thing that can happen to a young artist career.

He differentiates between marketing yourself effectively on platforms like TikTok and possessing genuine DJ skill, asserting that as a Chicago DJ, he cares "if you can actually DJ." Sherm also highlights the importance of authenticity in self-expression, a lesson he learned through his podcast. Initially, he tried to be a "cool guy" persona, but eventually realized that "the podcast is for me and no one else" and that being himself was the only way to genuinely connect.

Lessons from Sports, Life, and North Coast Music Festival

Sherm’s personal philosophy is deeply rooted in his love for sports. Despite not making his seventh-grade basketball team, he was always a captain and leader in other sports and his fraternity. He learned that "I was never the most talented person on the team, but I'm the person who picks everybody up, I'm the person who leads." This leadership style extends to his music career, where he empowers others. Even the recent loss of his beloved Indiana Pacers in the playoffs, following a promise to his late father, offered a profound lesson from his mother: true value lies in shared experiences and connection, not just winning.

His long-standing relationship with North Coast Music Festival exemplifies his journey. This year marks his sixth appearance, starting with a Silent Disco set in 2018 at Union Park, a moment that brought him to tears of joy. Now, he’s known as the "North Coast Legend," playing various stages at SeatGeek Stadium and even opening for Kaskade at House of Blues. He praises Chicago's status as a "Global DJ Powerhouse" and acknowledges the vital role of local promoters like Collective Presents and Arc in fostering the scene.

Sherm also reflects on the concept of "pressure is a privilege" and the necessity of sacrifice on the quest for greatness. He and the hosts discuss the challenges of setting goals, avoiding burnout, and defining success beyond external validation. "How do you define success for myself? It cannot be by what the world defines success as. Because you will never be fulfilled." He also emphasizes that "your friends shouldn't have to be your fans" and that navigating criticism means focusing only on the opinions of those who truly love and support you, a sentiment echoed by basketball star Caitlin Clark.

Frequently Asked Questions About DJ Sherm & Chicago Music Nexus

What is the Chicago Music Nexus?

The Chicago Music Nexus is an accessible music conference co-founded by DJ Sherm and Olivia Mancuso, designed to empower electronic music artists in the Midwest by focusing on the business and entrepreneurial aspects of their careers through panels, networking, and sponsorships.

Who is DJ Sherm?

DJ Sherm is a prominent figure in the electronic music scene, known as a touring DJ, producer, host of the "Sherm in the Booth" podcast, co-founder of Chicago Music Nexus, and A&R/label manager for Hood Politics Records, balancing multiple roles while advocating for authenticity and community.

What advice does DJ Sherm offer for aspiring electronic music artists?

Sherm advises aspiring artists to pursue music for the right reasons, prioritize genuine connection with the music and audience over short-term gains like quick fame, maintain professionalism (often by staying sober for big gigs), cultivate true DJ skill over viral social media trends, and be authentic in their craft.

How important is networking in the electronic music industry, according to DJ Sherm?

Networking is crucial, as Sherm highlights that accessible opportunities in the Midwest were lacking, leading him to create Chicago Music Nexus. He emphasizes that conferences like ADE and Nexus provide invaluable one-on-one connections with labels, talent buyers, agents, and promoters, leading to tangible opportunities like gigs and interviews.

Forge Your Own Path

DJ Sherm’s journey is a powerful testament to the resilience, authenticity, and strategic vision required to build a lasting career in the dynamic world of electronic music. From humble beginnings to leading a vital industry conference, his story underscores that sustained success comes from a deep connection to the craft, unwavering dedication, and a commitment to empowering others. For more inspiring stories from innovators across various industries, tune into the How’d You Get Here? Podcast.