Stephen J Clayton


Stephen J Clayton

Steve Clayton has been working with event professionals for over 16 years teaching, mentoring and consulting with them to help them get more out of their event business. Originally beginning his event career as a mobile entertainer, DJ, and manager, Steve has transformed his business into a full service event management and production company. His companies specialize in full service production, technology, consulting, and talent buying. Over the past 13 years, Steve’s companies have worked with clients such as the Rose Bowl, USC Football, The Holiday Bowl, Time Warner Cable, Hyatt Hotels, Chalice Festival, High Times, and The Neighborhood Awards. Steve and his team have been blessed to work and handle major talent artists. Steve has worked or purchased talent from Lo Cash and Frakie Ballard to Comedians Steve Harvey, and Wayans Brothers. And rappers from Dougie Fresh, B.O.B and Robin Thicke to Lil Wayne, Wu Tang Clan and Machine Gun Kelly. Steve has owned companies manufacturing and selling lighting products to companies to writing and teaching classes for University of San Diego. Steve’s current companies include Soundskilz and The Event Inventor. Steve currently teaches event management, marketing and technology classes at UC Riverside.




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Discovering And Executing Your Brand To an Audience (Part Two)

February 23, 2017 by Stephen J Clayton
Welcome to Part 2 of "Discovering And Executing Your Brand To an Audience!" Be sure to check out Part 1 before reading on. If you have already read Part 1, let's get to it! Now, we'll get more in depth with being clear about what your brand is and keeping consistency. Keep your social profiles in line with your brand. For example, a business card is how you are presented to potential clients upon first glance. If your instagram profile or your website doesn’t represent you in a clear manner, they are going to pass you up. When clients are looking for DJ’s, they want to know that they’re hiring someone who is consistent in ... [read more]
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Discovering and Executing Your Brand To an Audience (Part One)

February 20, 2017 by Stephen J Clayton
As a consumer (since we are all consumers on some level), why do we have certain artists that we follow, almost religiously? We identify with these artists because they have created a brand, an identity SO specific, that we can’t help but join in. Beyonce has her #beyhives, Tyler the Creator has Golf Wang, and even One Direction has “Directioners”. What these three artists have in common, is that they know their brand and they execute it brilliantly. Beyonce is a feminist icon, showing us that women can be empowered through independence AND girl squads. Tyler the Creator’s cult following is so huge, he can sell us a t-shirt that says “GOLF” on it, and we buy it no questions asked. One Direction knows they appeal to young teenage girls, so they embrace their hunk status and market directread more]
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Do You Know Your Brand? Answer These 4 Questions To Find Out!

February 16, 2017 by Stephen J Clayton
Every well known and popular DJ has a specific brand. Your brand is important because it’s what defines you and separates you from the rest. Do you truly know your brand? Answer these 4 questions to find out! 1. Do you have a specialized logo that clearly shows your aesthetic? Your logo needs to represent your style, your tone, and your vibe! 2. Is your aesthetic consistent with the tone of your material? By this I mean, does your logo/artwork correspond with your sound? 3. What kind of events would you perform at? You should have a specific list of events that fit into your style and brand! 4. Does your “sound... [read more]
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Getting Started As a DJ: Where to Begin

February 14, 2017 by Stephen J Clayton
If you’re thinking about becoming a DJ, there are several things to consider before getting started. Make sure that you’re doing it for the right reasons, first of all. Like any facet of the entertainment business, you have to be in it because you love it. If you’re just in it for the money and fame- you’re going to experience a lot of disappointment! That’s not to say that money and fame won’t ever happen for you, but you have to look at yourself as your business. If you want to be able to support yourself financially while doing what you love, you have to put in the same amount of time and effort as you would launching a newread more]
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Making Social Media Work For You

February 6, 2017 by Stephen J Clayton
Social media is the only free marketing tool that you'll be able to find online today. Although you can pay for your posts to get more exposure, it's not necessary! Here are some tips on how to boost your social media following to gain engaging, loyal followers.
  1. Be Consistent. I know that this is said all of the time, but it's important to not only be consistent in your posting, but posting only content that will be valuable to your followers. Stick to posting what you know and what goes with the "theme" of your profile. This will show potential follow... [read more]
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Building Off An Existing Client Base

February 2, 2017 by Stephen J Clayton
Chances are your existing clients are going to keep hiring you for future events, but only if you stay in contact and give them a reason to keep hiring you! There are quite a few ways to let your customer base that you are pro-active and always ready for business.
  1. Make sure to keep your website up to date! You can do this by keeping up with a blog (at least once a week), and linking all media to your website. Having an up to date website will show not only your current clients but pote... [read more]
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5 Ways for DJ’s to Supplement Their Income

January 31, 2017 by Stephen J Clayton
Want to learn how you can make your equipment work for you? How you can supplement your income and work during the weekdays, not just weekends? Here are 5 ways to supplement your income!
  1. Diversify your rental inventory. Photo booths and LED lights are just two pieces of equipment that you can rent out to clients during the week.
  2. Expand your customer base by reaching out to corporate clients, medical, real estate, college and professional groups for weekday meetings. Weekday sales meeting, corporate team building activities and weekday networking events are all events that you can rent your equipment out for use.
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