I knew I couldn't stop at only 3 rules on how to be a professional DJ.
4. Be Visible
Being visible is more about building relationships than it is just advertising that you're 'out there' in front of customers. Building relationships leads to referrals...and referrals account for most of my business. Any pro will say the same. Being visible to customers is important, too. That builds not only direct sales, but also word-of-mouth...which accounts for a small but loyal part of my business. However, there is a vicious circle about visibility - "how do i get to be visible if i have nothing to show?"
Volunteer for local schools, fundraisers, charity events - anywhere you can get some music going and pass out some cards or flyers. I DJ my local block party for Neighborhood Watch - the crowd loves it, I love it...its a win/win. Be sure and get a nice looking banner or sign to have on display - and get some business cards (more on this in a moment).
Create (or hire someone to) a professional looking website. Don't use a free program on the web...do it right. If you want to stand out, you have to look less like the cookie-cutter dj websites that are out there. Brides (which are the highest paying customers) love a well designed website. Everyone does. If a customer were buying a soda...wouldn't you want your company's soda to be the Coke brand rather than the generic brand? Make the site stand out (in a good way). The website should match your image - clean, professional and confident...and like Coke - the real thing. Suggestions for adding content to your site is something I'll have to cover another time. In the meantime, you're welcome to check out my site. I hired a friend of mine who is the webmaster for a large church in the area - and he did a bang up job that I still get compliments about. The photos are from a pro photog friend that we shot in his living room.
Create good looking flyers and business cards. If you want to save money, VistaPrint is the way to go...but their style can look a bit 'cookie cutter'. I use them as my business card provider...but I'm starting to see a lot of people's cards that look like mine - so I will probably move to a local printer very shortly. Whatever you do, if you must DIY -- PLEASE don't use perforated inkjet cards - it looks cheap and unprofessional.
Start leaving those flyers/cards at vendors' places of business...but DON'T leave them without at least getting an in-person 'Hello, I'm from A 2 Z DJ Service...may I leave some cards here for your customers?' face time with the manager first. Build a relationship with them if you can. They'll remember that. Leave about 10 or so...stay in touch with them every month and keep your supply restocked. Don't try to 'jockey' with other dj's for prime space - leave their stuff lie.
Get a Google Ad
I could do a whole post on google alone. If you have the ad budget to do it, (at least $50 a month) consider getting an ad on Google. It puts you out in front of a lot potential customers. Sure, there's a lot of folks wanting a five hour kids birthday party for $150.00...but there's also savvy, well-paying clientele that will hire a true pro...and they all use Google. Great potential for visibility.
Sign up at every free 'dj search engine' you can. Weddingwire is the bridal leader. WeDJ.com is the leader for any other kind of event - though I've gotten a lot of weddings from there too. If you can afford it, buy at least a bronze membership for wedj.com. It's cheap and makes you even more visible..which is what this is all about, right? There's lots of other sites -try to get on them all. Its free and you never know...
Get a table at a bridal show
The ROI on a bridal show is half luck and half chance. However - you're getting your name out to many potential customers packed into a small area. I'll do a whole post on bridal shows later - but seriously consider investing the capital ($250-1000) to do a show - and regularly if you can. Chances are, you'll book a bride (or two) to cover the investment. Its good experience and also helps you find how who your competition is. It also helps you sharpen your people skills as well as dealing with customers face-to-face. Brides love face-to-face, personal attention.
Join a club
Not a fitness one. Find your local chapter of the ADJA (or other DJ group committed to professionalism) and join. It will help build relationships with other DJs (referrals!) and help advertise to your customers that you are striving to be a competent pro. One of my buddys is an officer in his ADJA chapter. That's a great feather in his cap when advertising his services. If dj groups aren't your thing, then get involved in a public group about anything that you're passionate about.
Keep up your business Facebook page on a regular basis
Yes, you need one. Keep the content coming on about a weekly basis - even if noone is 'friending' your page or 'likes' a single post. Facebook is starting to be a steady source of business for me - so I feed that garden well with content about various things that I get geeky about as well as event photos and the occasional review. Have a look for yourself. The jury is still out on whether doing ads on Facebook is a good ROI - personally, I haven't got much luck with it. Lots of 'likes', but no luck.
Now get out there and 'expose' yourself!
Tuesday, December 13, 2011
Sunday, November 20, 2011
No deposit, No return.
A professional DJ always has a contract with his client. Always.
It protects the client in case you don't come through, and protects you in case the customer doesn't come through on their end.
In case you're wondering how to write one, you can google 'dj contract' and find plenty. Most have the same boilerplate that basically says the 'DJ will show up at a certain time, play and be done by a certain time and will be paid the agreed upon price'. Anything else is extra, but handy. It can stipulate:
What the DJ will be wearing
What lights will be used
Whether smoke or fog will be used
Where the DJ will play (full address)
Whether he is allowed to drink alcohol or smoke
Whether he is allowed to take breaks
Whether he is allowed to accept requests
What the DJ is not allowed to play
Whether the DJ is considered in catering
Who provides the table for the DJ's equipment
-- and lots more.
I've seen five-page-long contracts that include all kinds of clauses...even ones about the DJ not being held responsible if the crowd doesn't dance. I manage to put all of my information on one page. Its all up to you...but consult a lawyer if you feel that contracts are deep water for you.
Its also very important to request a down payment or deposit when the contract is signed.
Why?
I checked in with one of my booked bridal customers recently...and while I always try to work with a client's budget - she had to slash her entertainment completely...which meant my services would not be needed. It's rare, but happens, and its unfortunate. A properly worded contract can help you, though. I (and many others) have a clause in our contract that says the deposit is kept if the customer has to back out...or refunded if the DJ backs out. This way, the client's performance date is safely reserved with the promise of the full payment by the end of the performance.
Its a valuable service...you wouldn't want someone to take your table away that you reserved at a restaurant simply because 'someone else wanted it.' Plus, its not a money making scheme...its just good business sense as long as you apply the deposit to the total. My deposit is usually 10-20% of the full contracted rate.
Be sure and get the terms you want in writing, and make sure any customer terms are there as well.
It protects the client in case you don't come through, and protects you in case the customer doesn't come through on their end.
In case you're wondering how to write one, you can google 'dj contract' and find plenty. Most have the same boilerplate that basically says the 'DJ will show up at a certain time, play and be done by a certain time and will be paid the agreed upon price'. Anything else is extra, but handy. It can stipulate:
What the DJ will be wearing
What lights will be used
Whether smoke or fog will be used
Where the DJ will play (full address)
Whether he is allowed to drink alcohol or smoke
Whether he is allowed to take breaks
Whether he is allowed to accept requests
What the DJ is not allowed to play
Whether the DJ is considered in catering
Who provides the table for the DJ's equipment
-- and lots more.
I've seen five-page-long contracts that include all kinds of clauses...even ones about the DJ not being held responsible if the crowd doesn't dance. I manage to put all of my information on one page. Its all up to you...but consult a lawyer if you feel that contracts are deep water for you.
Its also very important to request a down payment or deposit when the contract is signed.
Why?
I checked in with one of my booked bridal customers recently...and while I always try to work with a client's budget - she had to slash her entertainment completely...which meant my services would not be needed. It's rare, but happens, and its unfortunate. A properly worded contract can help you, though. I (and many others) have a clause in our contract that says the deposit is kept if the customer has to back out...or refunded if the DJ backs out. This way, the client's performance date is safely reserved with the promise of the full payment by the end of the performance.
Its a valuable service...you wouldn't want someone to take your table away that you reserved at a restaurant simply because 'someone else wanted it.' Plus, its not a money making scheme...its just good business sense as long as you apply the deposit to the total. My deposit is usually 10-20% of the full contracted rate.
Be sure and get the terms you want in writing, and make sure any customer terms are there as well.
Sunday, August 28, 2011
Some sound advice
My hometown had a high-end hi fi audio store whose tagline was '...for some sound advice'. What better way to share tips about PA/loudspeaker suggestions?
There are alot of manufacturers out there that advertise great systems...but beware of a simple trick that the cheaper companies (and some DJ's use):
Measurement of wattage.
A 1000W amplifier is not always 1000W sustained, useable output. Cheap speaker companies advertise that their speaker boasts incredible wattage...but what you really should be looking for is buried in the technical specs...namely:
What is the sound level in Decibels? 85-120 is good. Higher the better. What good is a 3000 watt system that can't cover a large gym? About 120 Db is a rock concert or a jet engine at close range.
What is the peak wattage vs RMS (average)? Peak wattage is what the amp can handle in short bursts vs long, sustained loads. If you're going to drive your system hard and loud, be sure it can handle it with a high, continuous wattage load.
What is the size of the woofer? Size matters. 12" and higher can hit low, bass-heavy notes and give punch to regular music as well.
What is the cabinet made of (for durability)? Particleboard is cheap, heavy and chips easy.
While this link deals with home theater speakers, the fundamentals still apply to mobile DJ's
PA systems generally break down into two categories: Active (powered- has its own built-in amp) and Passive (requires an external amp). I chose active because its less equipment to carry around and generally less expensive.
I started out with a Fender Passport 150. It was a big expense for a DJ just starting out...but it has paid for itself many, many times over. I still use it mainly for wedding ceremonies (if its in a separate location from the reception area) but it used to be my main system. For a system with only 150 watts, I've sure made alot of money on that little system that could. Any of the Passport systems are a good starter...they all have a built in mixer, independant mike channels, EQ and even a laptop/ipod input. They're extremely light and durable too. However there are two drawbacks:
1. Lack of power for larger events. I couldn't fill a gymnasium with 150 watts (though they do make larger Passport systems).
2. Lack of low-end frequency (bottom). Hip-hop music needs a bass-heavy woofer.
When you're ready to graduate to something with more power and thump, a larger powered (active) speaker system is the way to go. Of course, you can always add a powered subwoofer to your current system...which is what I started to do, but I really needed more 'oomph'.
My next purchase was an all-in-one solution by B52. It had a 15" subwoofer, (2) 10" speakers and 700 watts of power...perfect for larger events and enough bass to please high school kids. Even though it was a fantastic system, it too had some problems:
1. The amp and subwoofer are built into the same cabinet which makes it very heavy (180 pounds including satellite speakers). Mercifully the cabinet has heavy-duty casters.
2. I'm rough on my gear. The particle board workmanship is easy to chip, scratch and dent.
I sold the system to a good friend (and up and coming dj) of mine and bit the bullet on the QSC K-Series It has 1000 continuous watts (500 tweeter, 500 woofer), has built in mixing controls, has an ABS plastic shell and is just over 40 pounds. QSC has great tech support and a six year transferrable warranty, too. While the K-series has built-in bass circuitry, I later bought a K-sub to round out the system, giving even deeper, more chest-pounding bass for special events. The extra wattage doesn't hurt, either.
You can go even further by investing in larger systems that boast 2-5,000 watts - but that's an article for another day. I honestly don't think I'll ever need that kind of power.
There are alot of manufacturers out there that advertise great systems...but beware of a simple trick that the cheaper companies (and some DJ's use):
Measurement of wattage.
A 1000W amplifier is not always 1000W sustained, useable output. Cheap speaker companies advertise that their speaker boasts incredible wattage...but what you really should be looking for is buried in the technical specs...namely:
What is the sound level in Decibels? 85-120 is good. Higher the better. What good is a 3000 watt system that can't cover a large gym? About 120 Db is a rock concert or a jet engine at close range.
What is the peak wattage vs RMS (average)? Peak wattage is what the amp can handle in short bursts vs long, sustained loads. If you're going to drive your system hard and loud, be sure it can handle it with a high, continuous wattage load.
What is the size of the woofer? Size matters. 12" and higher can hit low, bass-heavy notes and give punch to regular music as well.
What is the cabinet made of (for durability)? Particleboard is cheap, heavy and chips easy.
While this link deals with home theater speakers, the fundamentals still apply to mobile DJ's
PA systems generally break down into two categories: Active (powered- has its own built-in amp) and Passive (requires an external amp). I chose active because its less equipment to carry around and generally less expensive.
I started out with a Fender Passport 150. It was a big expense for a DJ just starting out...but it has paid for itself many, many times over. I still use it mainly for wedding ceremonies (if its in a separate location from the reception area) but it used to be my main system. For a system with only 150 watts, I've sure made alot of money on that little system that could. Any of the Passport systems are a good starter...they all have a built in mixer, independant mike channels, EQ and even a laptop/ipod input. They're extremely light and durable too. However there are two drawbacks:
1. Lack of power for larger events. I couldn't fill a gymnasium with 150 watts (though they do make larger Passport systems).
2. Lack of low-end frequency (bottom). Hip-hop music needs a bass-heavy woofer.
When you're ready to graduate to something with more power and thump, a larger powered (active) speaker system is the way to go. Of course, you can always add a powered subwoofer to your current system...which is what I started to do, but I really needed more 'oomph'.
My next purchase was an all-in-one solution by B52. It had a 15" subwoofer, (2) 10" speakers and 700 watts of power...perfect for larger events and enough bass to please high school kids. Even though it was a fantastic system, it too had some problems:
1. The amp and subwoofer are built into the same cabinet which makes it very heavy (180 pounds including satellite speakers). Mercifully the cabinet has heavy-duty casters.
2. I'm rough on my gear. The particle board workmanship is easy to chip, scratch and dent.
I sold the system to a good friend (and up and coming dj) of mine and bit the bullet on the QSC K-Series It has 1000 continuous watts (500 tweeter, 500 woofer), has built in mixing controls, has an ABS plastic shell and is just over 40 pounds. QSC has great tech support and a six year transferrable warranty, too. While the K-series has built-in bass circuitry, I later bought a K-sub to round out the system, giving even deeper, more chest-pounding bass for special events. The extra wattage doesn't hurt, either.
You can go even further by investing in larger systems that boast 2-5,000 watts - but that's an article for another day. I honestly don't think I'll ever need that kind of power.
Hummmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmm
I strongly recommend getting a hum filter to connect between your laptop and PA system. Radio Shack makes one (Cat #270-054) for about $20.00. It filters the annoying 60 cycle hum that can squirrel its way through the most filtered power strip and shielded cables, making your music sound...amateur. The best part is how it strips the hum from the laptop power supply. Trust me, you need one.
Back that thang up
If something has an on/off switch, it will fail. It's just a fact of life. Murphy's law can rear its head in the most unpredictable times. Plan for it by keeping two of everything that you can think of...including a few you haven't...like:
Power supplies for mixers and laptops
Speaker Cables
Interconnect cables to laptop
Extra batteries for wireless mikes
Wired microphone (when wireless fails)
Power strips and cords
3 to 2 prong AC adapter (for old homes that don't have a grounding outlet)
Having a second laptop/netbook is a great idea...but if that's not feasible, there are other ways to keep music going should something bad happen. I have a few soft rock/instrumental songs on my phone that can be called up should I need them for an emergency (Riviera Paradise by Stevie Ray Vaughn is a great choice...its nine minutes long - perfect for troubleshooting your problem).
Keeping a backup (and a backup of the backup) of your entire music library is a must as well. Hard drives are cheap and fast...you can't afford to be without one.
Keeping an extra mixer is a great idea too...but if you invest in a good powered speaker, most have a mixer built in which comes in handy as a spare (the QSC K-Series is a good suggestion).
Be prepared!
Power supplies for mixers and laptops
Speaker Cables
Interconnect cables to laptop
Extra batteries for wireless mikes
Wired microphone (when wireless fails)
Power strips and cords
3 to 2 prong AC adapter (for old homes that don't have a grounding outlet)
Having a second laptop/netbook is a great idea...but if that's not feasible, there are other ways to keep music going should something bad happen. I have a few soft rock/instrumental songs on my phone that can be called up should I need them for an emergency (Riviera Paradise by Stevie Ray Vaughn is a great choice...its nine minutes long - perfect for troubleshooting your problem).
Keeping a backup (and a backup of the backup) of your entire music library is a must as well. Hard drives are cheap and fast...you can't afford to be without one.
Keeping an extra mixer is a great idea too...but if you invest in a good powered speaker, most have a mixer built in which comes in handy as a spare (the QSC K-Series is a good suggestion).
Be prepared!
Thursday, August 25, 2011
Three simple rules
Every month, I see new DJ’s appear on Craiglist. Some are amateurs, some are pros seeking a new place to advertise. This post is mostly for the amateurs…but even pros need to ‘brush up their Shakespeare’ from time to time.
How to be a pro DJ in three simple rules.
1. Act professional
Before you have the right sound or the right lights, you must be professional in appearance and attitude. It starts with simple things. Be prompt. Return emails and phone calls promptly. Smile. If things go wrong, offer to fix them. When things go right, don't gloat. Always let your client take the whole spotlight. Never talk bad about your competition. Don't get on the mike and make jokes for the sake of making jokes. Don't drink to excess. Don't expect tips. Bottom line, 'if in doubt, don't'.
2. Look professional
Before people will look at your gear...they will look at you. Remember -- Kohl's is your friend. Look nicer than the clients who attend your gig. Don't wear flip-flops - even to a pool party. Find a few polo shirts and comfortable khakis. For wedding and fancy gigs, find a few long sleeved dress shirts and ties. Get a pair of rockports (yes they're more expensive than something at Payless shoes but they last and last). Save the sneakers for school dances (and pool parties). Keep your hair groomed, your pits clean and your teeth brushed. When you have the money, get a good website. Most of your business will come from it so make it stand out from the garbage that's out there.
3. Sound professional
This isn't really about gear. Its about how you carry yourself when you speak. Speak with confidence. Take toastmaster or public speaking courses if you're nervous about speaking in front of crowds. Learn your gear - realize its assets as well as its limitations BEFORE taking a paying gig. Learn how to read a crowd - playing hiphop all night may make the kids happy but won't impress grandma. Remember that your client owns the volume knob. The larger the number of professional DJ’s in the area, the happier clients will be, which leads to more success for all of us.
Some future posting topics:
What PA gear to purchase without blowing your budget
What lights are pro but wallet friendly
Why its bad to talk bad about competition
Wattage vs. power
Playlist vs. Savvy
Reading crowds
If you ever want to ask a question about improving as a DJ, I'll try to answer it here.
How to be a pro DJ in three simple rules.
1. Act professional
Before you have the right sound or the right lights, you must be professional in appearance and attitude. It starts with simple things. Be prompt. Return emails and phone calls promptly. Smile. If things go wrong, offer to fix them. When things go right, don't gloat. Always let your client take the whole spotlight. Never talk bad about your competition. Don't get on the mike and make jokes for the sake of making jokes. Don't drink to excess. Don't expect tips. Bottom line, 'if in doubt, don't'.
2. Look professional
Before people will look at your gear...they will look at you. Remember -- Kohl's is your friend. Look nicer than the clients who attend your gig. Don't wear flip-flops - even to a pool party. Find a few polo shirts and comfortable khakis. For wedding and fancy gigs, find a few long sleeved dress shirts and ties. Get a pair of rockports (yes they're more expensive than something at Payless shoes but they last and last). Save the sneakers for school dances (and pool parties). Keep your hair groomed, your pits clean and your teeth brushed. When you have the money, get a good website. Most of your business will come from it so make it stand out from the garbage that's out there.
3. Sound professional
This isn't really about gear. Its about how you carry yourself when you speak. Speak with confidence. Take toastmaster or public speaking courses if you're nervous about speaking in front of crowds. Learn your gear - realize its assets as well as its limitations BEFORE taking a paying gig. Learn how to read a crowd - playing hiphop all night may make the kids happy but won't impress grandma. Remember that your client owns the volume knob. The larger the number of professional DJ’s in the area, the happier clients will be, which leads to more success for all of us.
Some future posting topics:
What PA gear to purchase without blowing your budget
What lights are pro but wallet friendly
Why its bad to talk bad about competition
Wattage vs. power
Playlist vs. Savvy
Reading crowds
If you ever want to ask a question about improving as a DJ, I'll try to answer it here.
Trust me on the Sunscreen...
I created A 2 Z DJ Service almost twenty years ago to not only have fun with my hobby (playing music for others) but also find a way to get paid for it. After all, if you do something you love, you never work a day in your life, right? It's been a good journey so far...but I realized recently that I got where I am today through good timing, providence, hard work and experience (good and bad). One thing I had little of (but could have used) was advice. I've found that DJ's that have a name for themselves seldom give out useful (or free) advice for fear that it will hurt their business. I was like that, too.
I thought I'd change that in a small way by creating this blog to offer my own meanderings and advice to mobile DJ's everywhere.
Be careful whose advice you buy, but, be patient with those who supply it.
Advice is a form of nostalgia, dispensing it is a way of fishing the past from the disposal, wiping it off, painting over the ugly parts and recycling it for more than it’s worth.
But trust me on the sunscreen…
I thought I'd change that in a small way by creating this blog to offer my own meanderings and advice to mobile DJ's everywhere.
Be careful whose advice you buy, but, be patient with those who supply it.
Advice is a form of nostalgia, dispensing it is a way of fishing the past from the disposal, wiping it off, painting over the ugly parts and recycling it for more than it’s worth.
But trust me on the sunscreen…
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