Did sexy campaign video help her cause?

She is the first Singaporean DJ to make it to the prestigious DJ Magazine's annual Top 100 list.

In addition, she is also the only solo female DJ on this year's list, which was released last Saturday. The question is: "How did she do it?"

Was it purely talent that propelled DJ Tenashar to the 87th spot, putting her in the company of French DJ Bob Sinclar and Italian DJ Benny Benassi, who took the 88th and 89th places respectively?

Or did the 26-year-old model-DJ's sexy image play a big part?


In July, Tenashar uploaded a video to YouTube campaigning for people to vote for her so that she could make it to the list, which is decided by public votes.

In the video, which has since garnered over 102,000 views, she rolls seductively in bed as she removes her pink dress and flashes her impressive cleavage, which is barely held in a pink bra.

In the clip, which is just over a minute long, her ample assets are displayed 24 times in 49 cutscenes.

Local female DJs whom The New Paper spoke to agreed that the raunchy video was likely to be a major factor in what they called "a popularity contest".

Both Natalie Tan and Jean Tay, better known as Natalie Pixiedub and DJ Reiki respectively in the circuit, refused to comment on Tenashar's capabilities on the decks.

But they noted that she has certainly got people talking.

Tan, 31, said: "I guess her video is a big part of it. Come on, she beat (leading English producer) Paul Oakenfold."

As female DJs themselves, both Tay and Tan dismissed the notion that baring their skin is the way to go in the DJ-ing industry.

In recent years, scantily-clad console queens have gained popularity, resulting in an emphasis on physical attributes rather than DJ-ing skills.

The rise of celebrity model-DJs has also caused a backlash against women DJs in general.

But both Tay and Tan told TNP in a previous interview in June that they do not dress skimpily for shows and do not see the point in that.

Tan said: "Sure, on one hand if you have it, flaunt it. But if you have skills, shouldn't you be flaunting that instead?"

Tay, who DJs for Lush 99.5 FM and Spanish restaurant Catalunya, said: "If that's her way of promoting herself, then I have nothing against it.

"It takes a brave person to do that. But I wouldn't because DJing has more to do with music."


Others do not agree it is just about DJ-ing skills. DJ-ing, they say, has become more about entertainment anyway and Tenashar has every right to play to her strengths.

Asked about the video, DJ Andrew T, 35, who plays at Butter Factory, said: "Well for sure, she'll get some votes for that video alone!"

Mr Zaki Jufri, 33, an entertainment editor with online lifestyle website Insing.

com, echoed the sentiment when asked the same question.

"Of course! I'll vote for her if the poll's still open. Luckily, it's closed," he said.

He added:"She has an active and big fanbase who are probably entertained by her brand of music and a DJ's job is to entertain, whatever the genre of music she plays."

Tenashar's Facebook fan page has over 323,000 likes and her You- Tube page has just under 10,000 subscribers. Cassie Lane, a DJ with entertainment company Lo and Behold group and the owner of local public relations firm Vibronik, said that Tenashar's achievement was "pretty awesome".

The 31-year-old said: "Being in the industry both as a DJ and a manager, I know that it is now more than just being about the music.

"She has learnt to package herself properly and I hope that more local DJs will be able to follow in her footsteps."


DJ Wayne Liu, better known as DJ KoFlow, said that since the voting for this year's DJ Magazine list was carried out via a Facebook app, it is questionable.

"It was all done digitally and in this day and age where you can easily buy 'likes', it does leave the process somewhat suspect," the 32-year-old said.

Indeed, popular English DJ Gareth Emery wrote on his Facebook wall three months ago urging his fans not to vote for him because he received a call from a publicity company who allegedly told him that if he did not spend money on a campaign, he would "find it hard to compete".

DJ Jean Tay also argued that the issue of how the list is created needs to be addressed.

"I have nothing against her (Tenashar), but if she made the list, I wonder why some Zouk DJs are not on it as they have played outside Singapore and their skills are unquestioned," she maintained.

She also said that the outcome of the poll should be taken with a pinch of salt.

Tay explained: "It's dodgy and not very objective in terms of distribution of genres. Electro and trance DJs are usually more popular.

"The voting system is also very weak. DJ Magazine is supposed to be the DJ bible and many younger DJs look up to it, so for it to get so dodgy is a bit sad."

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