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Today DJ Excision replied to Mixmag's story, which considered if DJs were buying fake fans on Facebook.
He told Mixmag: "I would like to point out that no, I do not buy fake fans. The first obvious thing that nearly everyone has gotten wrong when analysing this image is that this statistic is showing you the where the artist has received the most new likes on a given week. This is not an overall fan count rank by city.
"You can clearly see on my page insights, Mexico in fact counts for less than 4% of my fan base. Many of you will find it interesting to see regardless, as it's basically a breakdown of where all the core bass music fans in the world are from.
"I've run legit Facebook ads that I pay for through Facebook to push my page just like every artist SHOULD be doing. See the names above for people who know how to promote themselves properly.
"These ads run on an auction system where you set a maximum bid per click, since other advertisers in Mexico/Hungary are bidding far lower for a click than I am, my ad will always be shown. Does this mean I'm cheating? No.
"These are real people, genuinely interested in my page, clicking on my ad that was shown to them because they have a friend who already likes my page. It was their choice to click on it and also their choice to click 'like'.
"I can show my ad to someone in Mexico/Hungary (and many more countries around the world with lesser economies) for around 30% (or less) of the cost of an ad shown to an American.
"It could be argued that these non-American fans have less value, but I believe that fans all over the world are valuable as long as you plan to eventually tour the area some day.
"You could even argue that paying for Facebook advertising to get more fans is cheating, but then you would be arguing with every artist and brand name in history.
"Mexico City has an extremely fast growing scene, Downlink and Noisia just played there to a huge crowd and the promoters went so far as to spray paint massive buildings and billboards with their names to promote the event. I'm sure Skrillex etc have played even bigger shows there.
"I should point out that there IS a problem with certain artists buying fake fans, but these profiles aren't real at all, why would you buy fake profiles of people from Mexico when you can buy fake American fans with triple the value for the same price?
"It's far harder to catch the actual cheaters than you would think, especially if they are smart about it."