Matt Windsor is a young DJ who has already made a big splash in the DJ world, with his company A Posh Production, serving the Chicagoland area. After working as a manager for a much larger company, Matt has taken the lessons he learned and applied them to his growing business.
Mobile Beat: We are here with Matt Windsor of A Posh Production, out of Elmhurst, Illinois, which is about 10 miles west of Chicago. Matt tell us a little about how you got into the DJ game.
Matt Windsor: I got into the business just by helping someone DJ events. I started setting up equipment for them, watching them do what they were doing. That was at about 10 years old, and I was really interested in it.
I started to do smaller private events for him and then got really big into the nightclub scene in Chicago and became the resident DJ for Odyssey Cruise Lines at Navy Pier. I did all their public, private weddings on the boats, which went around Lake Michigan. There I won CitySearch DJ of the Year because of not only my work for the private events but for the nightclub that was there as well.
Then I went back to the weddings; I was the general manager for one of the largest multi-ops in the Chicagoland area. And about two years ago I decided it was time to break out on my own, and I’ve been running at full speed since.
M B: From your website, APoshProduction.com, it looks like you’re primarily wedding-based. So you don’t do much of the club scene anymore?
M W: No. I’m actually sponsored by Denon DJ. They do fly me out to do some different events. But except for them, it’s primarily private events, mostly weddings.
M B: Speaking of Denon, what gear do you use on your average show?
M W: Either the MC-6000 [mixer/MIDI controller] or the SC-3900 media players. I’m also using Serato.
M B:What’s the rest of your rig like? Are you using powered speakers?
M W: Yep, most definitely. I’m using the QSC K-series and the KW-series. I also use the QSC 18-inch subwoofers, the 181s. And then from the lighting standpoint, for the larger weddings I’m a big fan of the Elation Platinum Spot Pros.
M B: It looks like you’re big into uplighting. Do you have a certain hardware you use there or is it kind of a mix of different things?
M W: I actually use something that was designed for my company, but it’s similar to some other lights you may see out there. Yeah, we’re very big into uplighting. On any given Saturday we have around 10 uplighting events going on.
M B: So how many DJ events do you have?
M W: About four to five. I try to focus mostly on lighting right now.
M B: What’s the inspiration for that area of business?
M W: I’m very quality-driven. I want to make sure everything is perfect. And I feel that you have a lot more control of the quality of lighting events then you do DJ events, so I try to focus on that more and show ourselves as a high-end DJ company that is very picky about which events we do.
M B: Besides referrals, how do you access those higher-level events? What kind of advertising do you use?
M W: I’m a big fan of Wedding Wire.
M B: Well, I’m assuming you don’t want all the Chicagoland DJs to be hitting that and doing the same thing you are, or do you want to share your secrets?
M W: To tell you the truth, I’m a member of the American Disc Jockey Association.
I’m also the membership director and I’m all about networking. I’m all about helping each other out and having the good guys stay on top. I’ll be completely open and candid about what they should do to better their company.
I mean, for example, in January I have a seminar where I basically explain bridal consultations and how to do them properly. I have an amazing booking rate. And I did that for the entire Chicagoland ADJA group.
M B: About the Chicagoland ADJA—I’m assuming you joined pretty quickly after you went out on your own, or had you worked with them before that?
M W: I was a member with the previous company I was the general manager of. The owner of that company let our membership lapse and I really missed going and networking and learning at the monthly meetings. I think I started my new company in October and I was at their first meeting in October.
M B: What do you see as the biggest advantage to joining a local association or a chapter of the national group?
M W: Well, for local, it’s a bunch of great people who have your back. Here’s a perfect example. Last week, at the last minute, a groom called and needed an 8-foot projector screen. He actually needed two of them; I had one. I posted on the Facebook group for the ADJA Chicago chapter and said, does anybody have an 8-foot projector screen? And my warehouse manager was at another DJ company’s office in 15 minutes picking it up. It went that quick.
M B: It’s all about taking care of the client. There’s a lot of DJs out there who claim to be professional who make it look bad for us, but there are also a bunch of people like you, who are trying to get the stereotype of DJ to move in the other direction. You definitely have that kind of a vibe with your Chicago compadres, it seems.
M W: Yeah, most definitely. We’re really trying to show that there’s more out there than the stereotype that has unfortunately fallen on us…I’m huge on relationships. I try to build a personal relationship with each client, and that customer service aspect is the most important thing when it comes to business. I mean, that’s probably why my company’s doing so well, because of how quickly I am to get back to emails, how quickly I am to cater to my clients.
M B: Okay. You covered the local association. What’s the big advantage for you being involved in the ADJA nationally?
M W: Again, it’s great guys to fall back on, in case of anything you may need, or they may need from you. I specialize in doing music videos. Someone from the ADJA in the New York chapter hired me to go to Nashville, Tennessee at the Opry House to DJ a wedding for them.
M B: So it’s all about connecting up and everybody taking care of each other on both a local and national basis. That’s great. What else do you want to tell us about A Posh Production or your DJ experience in general?
M W: You know, like I said, I managed a much larger DJ company in the Chicagoland area, and I really saw what I felt was the proper way to run my own company, and that’s one of the main reasons why I broke out on my own. And I guess just customer service is the most important thing, and no matter what, having your clients look at you as one of their friends and not just as a vendor at their event.
And from there, your company will just shine. Answer emails. Answer phone calls. I can’t tell you how many times I’ve heard, “Wow, you were the first person that answered your phone; I’ve been calling 15 different DJ companies.” And I’ll get that event just because I answered my phone.
Filed Under: Issue #146, Issues from 2012
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