The worst social media campaign of the year? 

French DJ Jay Style’s campaign to attract voters for DJ Mag‘s annual Top 100 DJs poll centres around him being “a music’s slave”… while dressed up in blackface.

The French DJ has already defended the campaign, claiming that he’s “sorry if some peoples didn’t understand the message, it’s a misunderstanding!” and that it’s “nothing to racist! It’s linked with MUSIC and no skin color!”, but we can’t imagine he’s winning back enough of those lost votes to trouble Hardwell et al in the top 10. [via Kate Hutchinson]

Update: Jay Style has now posted a total non-apology on Facebook, closing with a classic “some of my friends are black!” line. Read it below.