How Hosts Win in a Hyper Competitive Market: DJing

So I’ve been asked by quite a few readers to comment on this article from Adelaide now: http://www.adelaidenow.com.au/entertainment/music/record-number-of-djs-in-vinyl-revival/story-e6freeuu-1226161614052

The main thing that readers were interested in is the finding that 40% of people in the 18-39 age group own DJ decks and dabble in the profession. That’s almost every second person being a DJ! Imagine trying to get a job when every second person you meet knows how to do what you do…

Well, that’s the reality of DJing.

So how does anyone make a living out of it, when everyone knows how to do it?

Well, lets have a look back to say 10 years ago. Back then I was playing records and CDs, and music itself was much harder to come by – records were so expensive and it was hard to get the ones you wanted, and CD burners were just starting to come out so most people still bought CDs from a store. So getting set up as a DJ actually took a fair bit of work. If you were intending to DJ for only one party it wasn’t worth the effort.

These days its much easier – you can buy the tunes you want on iTunes and make up play lists or you can download tunes off the net and set them up to play on something as simple as WinAmp in a few hours or as complex as Ableton or Serrato if you are more of a tech head.

Getting music that you want to come out of speakers really loud has become much easier over the last 10 years and that’s cool because its really fun.

So how does a DJ make a living when its so easy for someone to just get the songs they want on the internet and crank them out of a computer, or even a phone, plugged into some speakers?

There are lots of views on this. Obviously you can still make a living as a DJ because a handful of people do. Most people say its about having more music knowledge or more ability to read a crowd or having a stage presence, and for the people who say this that is probably true as to their way of making a living, but I want to share how I make a living as a DJ – its by being a good host.

As a DJ who is a good host I don’t belong in a big club, I belong at a private party – a wedding, corporate event or 21^st. It’s a good living if you’re a good host because most DJs compete by being better at music or entertainment or bringing lots of people with them, but for many pub gigs and especially for private parties these things are less important.

For Me, Here’s What’s Key:

Act with Speed

When someone makes an enquiry, answer straight away or ring them back real fast. People get anxious about their party and they want to talk to someone who has some experience. If you don’t speak to them fast they will call someone else. I’ve lost more gigs by not picking up my phone than all the other factors combined. So if you only take one thing away from this, it’s simply pick your phone up when it rings!

Focus on the Clients Vision

Private parties are about a community experience, and clients want you to come in from the outside and be the host, so the main judgement of whether you will be suitable will be an emotional decision based on whether they believe you understand their vision for the event and their people. If you listen to them and show through your response that you understand the atmosphere they are trying to create then clients are likely to want you to help them with their party.

Communicate

As a working DJ its easy to forget how much every single party means to the person holding it. Once again remember how much emotion people feel about organising a party – Brides get crazy, girls cant eat the day of their 21^st because they are so worried that no one will come. So communicate. Be in touch when you say you will. Diarise. Send clear written records of what you will be doing on the day well in advance. Any reassurance or kept promise will be welcome emotional shelter in a sea of doubt.

Charge for Your Skill

Don’t under quote. If you are a good DJ this will scare serious clients off, especially for weddings. Genuine clients are nervous about their event and want to invest some money in it going well so if you charge too little then it can scare people off. Some people will push for a lower price, but in my experience most good clients are very likely to be put off by a low price up front as it makes them thing that you don’t get much work and are therefore inexperienced.

Create a Community

DJing is fun, so use this to your advantage. Make recordings of your best sets and give them to people so they can play them in their car or at parties. Show them how you DJ and let them wear your headphones or press play on a song – explain how you do what you do. Remember that from the study that inspired this article, up to half of the people at your party might be recreational DJs, and would love to be standing right where you are. Involving recreational DJs in what I do has led to a lot of extra work for me – most recreational DJs are happy to spin some tunes at a mates house party but wouldn’t be confident to organise and execute their sisters wedding entertainment. Let people in and involve them and they will reward you with referrals of work for people in their friendship circles.

Work as a Part of a Whole Experience

A good event involves a lots of different elements, and if you are a great DJ, other A grade hosts at events will recognise this and what to be associated with you. Function managers, event coordinators, caterers and may other hosts that will be with you at the events you DJ at will be on the look out for a safe and suitable DJ to recommend to their clients. They focus on hosting as the touchstone of a high quality team member so when you shine in this area you are like a beacon in the night. Remember this when the caterers ask you to move your gear a few feet so they can get past with meals or the hotel manager asks you to turn the volume down at midnight.

DJing is fun and is a good living if you are willing to differentiate your self from recreational and club DJs by being an amazing host. A good host makes a solid living as a DJ when they focus on the key hosting elements and communicate quickly and clearly with clients and industry peers.