John Rozz of Sound Spectrum Entertainment

An mp3 of the Interview is available lower in this text and via ITunes.  Full text is below and selected portions are published in Mobile Beat Magazine – to subscribe go to https://members.mobilebeat.com.

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MOBILE BEAT – DECEMBER 2009 – #125

Turn It Up to 11! MBLVX Preview Issue Cranks Up the Excitement Level

In our inaugural DJ show preview issue, we bring you a taste of what you can expect at the Mobile Beat DJ Show & Conference in Las Vegas, February 9-11, 2010, otherwise known as MBLVX. It’s the extra issue that takes Mobile Beat to a new level…

This is much more than just a teaser or promo piece. Yes, it IS designed to whet your appetite for attending our yearly DJ gear/seminar/networking extravaganza. But it’s through the means of an issue filled with COMPLETE articles by, and interviews with the seminar speakers and music artists who will be “bringing it” big time to the Riviera in February, including:

- Interviews with members of our incredible bill of evening entertainment, made up of some certified hip-hop legends: Coolio, The Sugarhill Gang, and Grandmaster Slice, the mixmaster behind a super-popular version of the DJ standard, “Electric Slide.”

- A discussion with keynote presenter Kent Julian, covering his career as a top-notch career coach and and previewing his powerful seminars. PLUS, get an idea of Kent’s approach to success in a complete article by the master motivator, “7 Secrets to Getting What You Really Want in Life.”

- Informational pieces by seminar speakers, hitting topics like: how to improve your web presence; better performance skills; how to “work smart” and build your business more efficiently; methods for understanding clients and closing more sales; key software skills; and more.

Information on every aspect of MBLVX is inside this issue, provided to help you make that decision to take your most important trip of the year…to the Mobile Beat Vegas show. These include seminar descriptions, info on special events and evening entertainment, and great deals on getting to the show and staying in Vegas.

And we also had a little room left for some regular columns, like the DJ Coach on procrastination; Mike Ficher on how knowing your role can lead to better shows; Stu Chisholm on how to answer clients’ misperceptions; and even more.

So, whether you can make it to the Vegas event or not, much like last summer’s Mobile Beat Tour, this issue brings you the Vegas experience, wrapped up in a great package

(BTW…If you’re wondering where the Gear Book went, look for a completely revamped approach to our yearly gear-centric issue, coming soon!)

Knowledge For Pros by Ben Stowe, CTS

The NLFX Pro Academy provides an unparalleled opportunity to build your technical skills

As an individual, I am committed to education, truth and understanding. In my capacity as owner of NLFX Professional, this commitment has led to educational initiatives that were designed to help our customers better understand the technologies at work in our industry and make informed decisions. Most of the initiatives were limited in scope and geographical reach.

Driven by the suggestions of customers (where most of the best ideas come from) we developed the concept of a larger-scale technology education platform: The NLFX Pro Academy.

In it’s first year…presentations covered the physics and technology of audio and lighting in a classroom-style setting. At the inaugural Pro Academy, some sessions were standing room only! …A lot of feedback was gathered and careful attention was given to both the material presented and the methods of presenting it…the 2010 Pro Academy will be the best yet! This year the information is divided into two “tracks.”

One day is dedicated to lighting, and the fantastic new profit center that it has created for DJs. Through the partnership of two expert guest presenters and the NLFX staff, the lighting track begins with a prelude to technology side discussing how to sell lighting to the client and increase your profitability in the first place. The next two seminars cover the fundamentals of DMX lighting control, with the goal of helping attendees achieve a truly solid understanding of how this powerful programming protocol works, and how to make it work better for their applications. This will be done with some live programming of lights and the creation of some simple multimedia shows. Attendees will learn how to make a seamless show that integrates video, audio and lighting, all completely synchronized, in just a few minutes. The lighting track completes itself with an evening session that will cover lighting design, and how to apply fixtures for specific purposes.

The audio track consists of two seminars. This will be highly informational but digestible coverage of decibels and audio measurements, speaker placement, deciphering speaker marketing data and making educated purchase decisions, amplifier types (AB, H, D) and how to choose the right one for a designated application, interconnecting cables, signal loss, and a much anticipated update on Verizon Wireless’ ex-parte filing with the FCC regarding 700 MHz and wireless microphones.

We have so much good information for the NLFX Pro Academy we simply have to give you an actual taste of what you’ll experience when you attend. So here’s a tasty morsel: a basic explanation of Ohm’s Law.

You Can’t Break this Law

Ohm’s Law, named for Georg Simon Ohm, addresses the relationship between voltage, current (amperage) and power (wattage). To simplify, we will assume that all of our circuits are purely resistive and not reactive. (A reactive circuit has highly capacitive or inductive properties that affect the measured “wattage” and would really complicate this article since I only have a few hundred words to explain Ohm’s Law.) In a purely resistive circuit, like an incandescent lamp, the voltage multiplied by the amperage equals the wattage. We have a simple formula that helps us understand this relationship. Where Voltage is identified by “V,” Amperage by “I” and Wattage (power) by “P” the formula is V x I = P.

In practice, if we have 120V power, and a device draws 2 amps, we are using 240 watts of power. Algebra lets us solve for any missing variable. Since many lamps are measured in watts, and circuit breakers in amps, we might know our power, but need to know how many lamps we can put on a breaker. If the lamp is 300W and our supply voltage is 120V, then we will be using 2.5 amperes. The formula for this is I = P / V.

Something else this shows us is that if our voltage dips, we need more amperage to achieve the same wattage. For example, 120 volts on a 15 amp breaker affords us 1800 watts, but 110 volts only affords us 1650 on the same 15 amp breaker.

This was just a brief example of how even the most basic electrical knowledge can help you deal with real-world situations, such as making sure your power situation at a gig is safe and optimal for your performance. For a heaping platter full of technical enrichment, don’t miss this year’s Academy!

The Pro Academy sessions will feature great visual examples, presenters dedicated to your understanding of the topics, and plenty of question and answer opportunities. We hope that you will take full advantage of these sessions to grow your technological horizons, get more out of your gear, and find new profit centers for your business.

It’s Time To Work Smart by Doug Sandler

Deceptively simple essentials provide the keys to success

As we speak, right now, all around the country, things are going terribly wrong in client meetings. Disc jockeys and emcees are pleasantly conversing with clients…and it’s looking pretty ugly. Phrases are being thrown around like “20,000-song database,” “One terabyte of storage,” “1,000 watts of power,” “128 bit rate,” blah, blah, blah. For the sake of argument, let me assume every professional entertainer in our industry has got what it takes to put on a party: a beefy song list filled with great music, enough sound to cover a decent size ballroom, and music that will not skip or buzz. By the way, if you don’t have these things, get them, because they are important. You are a professional, so arm yourself with the proper tools. Let me also state one more conclusion, and here is where the controversy will come in: Your client doesn’t care about any of those things. Your client doesn’t care because those items that I just listed above should be a GIVEN!

3 Smart Keys

Now let’s get to the real reasons a client will hire you (and even more importantly, why they will REFER you to other people). Here comes the secret ladies and gentlemen-get ready for some serious highlighting. In order for a client to hire you, you will first (fanfare and drum roll please)…need to be a nice person. If you are not courteous, happy and friendly, why would anyone ever want to hire you for their wedding, the happiest day of their lives. Second, you must return your phone calls. You may be able to get away with not returning phone calls once or twice, but eventually you will get a reputation of someone who takes days to return calls or forgets to return their calls. And third, you must tell the truth. Once you lie, you die (in this business). Try lying to a bar mitzvah mom and see how quickly your reputation gets around the market. Don’t even think about skipping any of these three; it just won’t work.

A Little Better

Now, I know what you are thinking, so before you send a letter to the editor complaining about my little essay, keep in mind that I’ve been hammering home these principles since 1984. I screwed up so many times early on in my career that I have the battle scars to prove it: Customer service is KING.

What is it that distinguishes you from other jocks in your market? Your awesome light show? No. Your incredible sound system? No, not really. A friend of mine always used this expression: “In the land of the blind, the one eyed man is king.” So, let me break it down to the simplest equation. Your competition stinks at customer service and dealing with prospects on a personal level. If you are better with your people skills then they are, you win…every time! You don’t have to be the best, you just need to be better then they are. Simplicity is the mother’s milk of our business. It will keep you strong, consistently bringing you back to the core of what will make you successful.

In my seminar, I will teach you how to get referrals BEFORE you even work a function. The tools I will provide you with will educate you on how to get a client to like you so much so, they would sooner consider moving their wedding, mitzvah or corporate event date if YOU were not available on their first choice of dates, rather then having someone else entertain. These resources have worked thousands of times for me, and they will work for you too. Looking forward to seeing you in Vegas.

Doug Sandler, known in his market as DJ Doug, performs at over 100 functions a year. Based in the Washington, DC area, he owns Fast Forward Entertainment, Inc. and is a partner at Washington Talent, Photo and Video. His website is www.djdoug.net.

Powerful Promotion in the World of Social Media

Optimizing your online marketing mix

Promotion is an essential part of your integrated sales and marketing strategy. If you’ve been following these articles over the past two years, you will recall how marketing and sales work together to drive revenue, brand awareness, and competitive market share. Now we all live in the world of “social media”-those online tools that allow you to stay in constant touch and build your brand through the Internet. How can mobile entertainers optimize those tools? This article takes a look at the options and suggests three action tips for online success.

Why All the Buzz About Social Media?

You’ve heard and read the hype. Facebook has hundreds of millions (!) of online friends and offers “fan pages” that have become full-featured alternative websites. Twitter can be searched and mined to see who might be looking to hire a mobile entertainer in real time, all the time. LinkedIn and Plaxo are more business-to-business, but still offer no-cost and low-cost ways to develop your network of subcontractors, support staff, and even clients. All provide feedback mechanisms and opportunities for you to participate in blogs, forums, and special interest groups.

So why all the buzz about social media? First, it’s essentially free. Second (speaking from experience), it’s fun. Third, it’s the “new website” in the sense that if you are not doing it (using online tools proactively), you risk being ignored or considered hopelessly un-cool.

Where Does Social Media Fit In?

First let’s get some perspective. Social media is just one item on a growing menu of ways to promote your mobile entertainment business. It’s not the ONLY tool, and further, there are no guarantees that your sales and profits will go up just because you tweet hourly or post an occasional YouTube video of your emcee work. To provide context, here’s the list of your top twelve categories of promotional tools:

1.Advertising
2.Client endorsements and testimonials
3.Direct marketing (postal, e-mail, telemarketing)
4.Directory listings
5.Identity items (“swag”)
6.Incentivized referrals
7.Publicity
8.Sales literature and collateral material
9.Salesforce/agent incentives
10.Showcase gigs
11.Trade events (including Mobile Beat’s 2010 Vegas show, MBLVX)
12.Website and e-commerce

Arguably, social media can potentially play a role in ALL TWELVE of the above. That’s part of the appeal-it pulls together your branding efforts and forces you to think creatively about what and how you promote.

How to Optimize Social Media as a Promotional Tool

My first bit of advice is to get started if you haven’t already. If you are already experienced with social media, take it to the next level, because that’s where the market is going. Whether you are a veteran or a novice, here are three action tips for optimizing social media as a promotional tool.

Action Tip 1: Plan ahead. Be sure that you have up to date and complete promotional content to share. Just like your website, you need to offer a steady stream of photos, videos, and text that communicate your brand message in an invitingly professional way.

Action Tip 2: Participate. Each medium (Twitter, Facebook, LinkedIn, etc.) is a community made up of your current and prospective clients, team members, competitors, and vendors. Post on their walls or blogs, not just on your own. Be an active citizen of the online world.

Action Tip 3: Track results. While your participation may not cost a lot of dollars, it can take a lot of time. Is it time well spent? Are your revenue and market share trending in the right direction? It may take a while to see results, so be sure that you monitor things like how many friends, followers and connections you have, and how many of those are new clients and fans.

Here’s the Point…

Mobile entertainment people need to have a conscious online marketing and social media strategy. If you don’t, you may end up spending many hours having a great time (nothing wrong with that) but not reaping the business rewards. To prevent that scenario, remember the three action tips: 1) plan ahead, 2) participate, and 3) track results. You’ll be glad that you did-and you’ll still have fun along the way.

John Stiernberg is founder and principal consultant with Stiernberg Consulting, the Sherman Oaks (Los Angeles) CA-based business development firm (www.stiernberg.com). John has over 25 years experience in the music and entertainment technology field. He currently works with audio and music companies and others on strategic planning and market development. His book Succeeding In Music: Business Chops for Performers and Songwriters is published by Hal Leonard Books. Contact John via e-mail at john@stiernberg.com. Find John on LinkedIn, Plaxo, and Facebook. Follow John at http://twitter.com/JohnStiernberg.

MOBILE BEAT – NOVEMBER 2009 – #124

Look…out on the dancefloor…it’s Super DJ! In this issue we provide some ways to help you become the best DJ/MC you can possibly be…

- Get PUMPED UP for better performing with the DJ Coach, Paul Kida

- Tom Haibeck shows how to be the HOST WITH THE MOST and leverage your skills to pull in more business

- The world of “interactive” DJing is changing with the times and new technology. Will you be ready to REINVENT INTERACTION for your clients? Mike Ficher offers some ideas.

- Need some help developing stage presence and the ability to SPEAK UP? Mike “Dr. Frankenstand” Ryan shares his experience with the widely acclaimed public speaking organization, Toastmasters.

- BEING PREPARED TO SAVE THE DAY is something every mobile DJ should strive for. Jody Litten describes an entertainment emergency and how MB DJ Show education helped him deal.

- True Super DJs know when they need the help of a trusty sidekick. Find out about one type–MITZVAH MOTIVATORS–and how they make bar/bat mitzvah entertainers look good, from a writer who’s been one, DJ DAYna.

PLUS, ample material for your superhero arsenal:

- INSIDE THE INDUSTRY: A talk with Numark’s Jack O’Donnell

- PROFILE: Todd and Heather Davis of Sound Express: a multifaceted entertainment company in central California

- A look at the growing AFTER PROM phenomenon

- Using SOUL MUSIC to help set the right pre-reception mood, from Jay Maxwell

- A salute to the classic 70’s pop of ABBA – rediscovered by new audiences thanks to Mama Mia!

- Business advice on forecasting revenue and executing e-mail blasts

- and MUCH MORE

And REVIEWS of:

- AMERICAN AUDIO’s XPS Speaker Series

- The BEAMZ INTERACTIVE MUSIC SYSTEM–playing tunes with beams of light!

Pump Up Your Performance – By Paul Kida, The DJ Coach

Don’t settle for just OK; carefully cultivate your skills

It’s the end of the evening and you mentally look back at how your event went. For the most part you are satisfied that you did your job well. People have come up to you and expressed how they enjoyed the uniqueness of your presentation and how well you incorporated the personalities of the bride and groom. Still, there is that nagging feeling that you could have done a little bit better on some aspects of the night’s festivities. “Oh well,” you think, “I’ll do better next time.” You send out a performance evaluation form to the bride and groom and it comes back with Outstanding and Excellent marked, with just a few Goods checked. It looks like you did another bang up job. Maybe those few doubts you had weren’t really important anyway…or were they after all?

Sound familiar? Have you ever found yourself in this position and simply brushed off the doubts as you continued on your way to the next gig, doing business as usual? Is this the work of a true professional-one who is concerned with doing the absolute best for his or her clients? Of course not! Yet, many of us have handled the situation this way.

What separates the truly professional mobile entertainer from the ones who are less than concerned about personal and business improvement is the recognition that growth should be a continual process (no matter how long we have been in the business). What can we do individually to show our professional attitude that is so necessary for our business reputation? Let’s look at a few areas where we can change our outlook and pep up our performance.

More Than An Ounce of Preparation

The first area we should examine is our preparation. Good preparation is the core of any outstanding performance. We often have the attitude that “I’ve done this hundreds of times. I could probably do this in my sleep!” WRONG! Remember this important fact that is easy to forget when we have been in the business for a long time: Each and every event, though it may be similar, is different and unique to the personalities of our clients. This could be the only time in their lives that they will hire a DJ (of course, we need to try to change that!). The point is that we need to show the proper respect for our clients, as well as ourselves, by preparing thoroughly for each event as if it were the first time we were doing this.

Proper preparation includes checking IN ADVANCE OF THE EVENT that we have the necessary music, the proper pronouncement of names to be announced, the names of family members, who the other vendors are that will be working the event, and the way the client wants any special events or traditions to go. Knowing the names of family members and special friends to whom they may want to give special recognition is imperative. Don’t think that you can just show up the day of the event and find these things out, and also present a polished, professional event. Working this way is not doing the best we can for the client. Remember, you can never know too much about your clients, their families and friends. (Even knowing things that should not be said is a great help!) Remember, knowledge is power, and in this case, it is power to create an unforgettable reception by incorporating each individual client’s own vision, personality and style.

Being the Host with the Most

Another important aspect is our actual presence and our MC/Hosting abilities. There is an old saying in the business and it is very true: We definitely should NOT make ourselves the life of the party. However, it is our job to bring life TO the party. Our presence should exhibit professionalism, authority and responsibility the minute we arrive at the facility. Have your clients hired you because they trust you, with your knowledge and ability, to properly direct a reception or party? Then it is your obligation to stand out as the director, MC and/or host for the evening. Show everyone the difference between a truly professional entertainer and someone who just plays music. Show them how it can make (or break) the event. You will see a difference. At nearly every event, I have at least one person come up and say that they had been at a recent event that was very disorganized, with no direction from the DJ. Believe me when I say it makes a big impression on people when things run smoothly.

Are you not sure how to go about hosting or being the MC for a big event? Two great resources I can think of to give you that extra boost of confidence are Jim Cerone’s Perfect Host DVD series and Mark Ferrell’s MC Workshop. Those that have taken advantage of these teaching tools will tell you that what is learned has been a tremendous help for their DJ businesses.

Rehearsal Space

Is rehearsal a part of your regular routine in preparing for an event? You might think that rehearsal is simply something that would be included in preparation, but let’s differentiate a little. Preparation is getting facts and details of the event from the client and planning out the timeline for special events of the evening, as we have discussed. Rehearsal is taking it one step further by actually going through your event out loud. It is something that most of us probably do not do to the extent we should, but it can be invaluable in bringing extraordinary results. By saying names out loud, honing our vocal techniques in front of a mirror, recording ourselves (NOBODY wants to hear the dreaded DJ Voice!), and practicing using both physical and facial gestures, you can become a much more polished and natural DJ/MC. Through repeated rehearsals, your mind becomes more attuned to your upcoming event; it actually becomes part of you and just comes out automatically the day of the event.

Rehearsal can also gives you extra self-confidence. You’ll walk in assured that you will remember the names correctly, that you will be a great MC and that the day will come off without a hitch!

Once More, with Feeling

A point, which too many times goes unnoticed, is that of emotion. Every event we do is filled with some kind of emotion, whether it is excitement, fun, love, humor, and sometimes even sadness in remembering ones that could not be there. We should use emotion to our advantage. For instance, at a wedding there is a huge opportunity to use emotions throughout the event. As an example, during the Grand Entrance, can you do something that will get the crowd emotionally involved before the bride and groom walk through the door? If you have done your homework, there is probably a little tidbit of information that you can share with the guests to really get them pumped up and involved. Take it a step beyond the usual “Let’s make some noise for the bride and groom” routine. Has the couple shared a touching or humorous moment together that you know about from your consultations with them? Look for ways to incorporate this and share it with the guests before they arrive. You can also create emotional moments throughout the evening without overdoing it. (You don’t want to be telling a story every time they get up to do something, and of course, caution is called for. You would never want to say anything that they may have told you that would be improper or embarrassing for them or their families.) The point is, if you can reach the hearts of those in attendance by making it very personal and touching, you will be guaranteed to have the most memorable events-which will set you apart from your competition.

The last thing that I will say is simply, “Be inspirational!” Inspire yourself and you will inspire your clients as well.

Remember; don’t think outside the box…because there is no box! Don’t let go of your creativity. This doesn’t mean that you have to change everything you do, just take it one step at a time. Try changing or adding just one thing to your next gig, then look for ways to change one more thing at the next one. Always look for areas where you can improve. Ask yourself if you are properly preparing for your events. If not, work on those points where you may need improvement. Are your hosting and MC abilities great? If you are not sure, then ask a trusted fellow DJ to give you some constructive criticism, then turn around and do the same for them. Are you not rehearsing before your gigs? Try it and you definitely will see a marked improvement in your performance.

To sum up this approach to improvement, don’t be satisfied with what you are doing now. No matter who you are or how long you have been in the business, you can always grow as a performer and learn new things. Do a personal check on yourself and, where you have to, pump up your performance!

The Art of the E-mail Blast: Sharpen Your E-Marketing Tools, Part 2 – By Andy “Cubbie” Powell

Another great Guerilla Marketing technique is the use of mass e-mails. Come up with a monthly e-mail blast that is informative for your clients. Some columns you might include each month are “Meet the DJ” or a “What’s New at XYZ DJ Company.” But it’s good to go beyond the basics and try to think out of the box. My company also does a little segment on “Wedding Traditions and Folklore.” They are fun and unique facts, answering questions like: Why do you have a bridal party? Why do you exchange rings? Why do you toss the bouquet? etc. We might also include a handy article from a recent Mobile Beat or Modern Bride discussing wedding etiquette or other useful topics. You’ll of course want to include specific info on your latest offers, with plenty of links back to your website. And lastly in the e-mail but certainly not least in importance, we ALWAYS ask for a referral as we “sign off.”

Adding e-mail newsletters to your marketing armory can help drive traffic to your website, attract new customers, and increase brand loyalty among your existing client base. It helps build a bond of trust between you and your customers. It’s also the fastest, most cost-effective way to communicate your latest news and special offers to your prospects. By sending your prospective clients regular messages using one of the most popular modern communication tools you keep yourself and your DJ business at the front of their minds. So, when they next need your type of service, they think of you first.

Your primary mailing list will be made up of anyone who has contacted you through your website, and potential clients from bridal fair sign-up sheets and other places where you’ve gathered leads. In other words, people interested in getting in touch with you, as well as past and current clients. Make sure your website visitors are encouraged to sign up for your newsletter and assured that their details are protected by the relevant privacy policies. (Keep in mind that using any other unqualified e-mail lists can get you labeled as a spammer. Also, remember that you should include an “opt-out” link in your e-mails as a courtesy.)

There are numerous software packages which enable you to compile and distribute your e-mail newsletters to your database of contacts. Look for a system that allows you to monitor the results (How many have opened your e-mail? How many have clicked through to your site? How many have unsubscribed? etc.) so you can fine-tune your communications to maximize results.

Another key aspect of success e-mail marketing is customization. You can tailor-make your blasts to suit specific subscribers or groups. For example, Bride A might already be a client, while Bride B is possibly going to use your service. Target your current customer with specific, detailed reception tips and a minimal “sales pitch” and send Bride B more of a sales piece with some tips, but something different-maybe shorter snippets or more general info (like our folklore piece mentioned earlier).

With a little work, your e-mail newsletter can quickly prove an invaluable source of business as you introduce new promotions, offers, products, or services directly to your potential clients.

(Excerpted and adapted from Guerilla Marketing Companion for DJs, by Andy Powell and Jay Conrad Levinson, available from ProDJ Publishing. (Go to www.mobilebeat.com and click on “Bookstore.”)

The Host With The Most by Tom Haibeck

Be the best MC you can be-and get paid for it!

Are you charging extra for your services as a wedding MC? If not, you should be.

After all, time is money. If you spend additional time helping the couple plan their reception-and then provide extra service to that couple as a professional MC-you are entirely justified in charging a fee over and above your normal rate for DJ services.

Think of it this way. If you hire a contractor to renovate your kitchen (at a set price) and then ask him to also renovate your bathroom, do you think he’s going to take on that extra work for free? If you retain a lawyer to draft your will (for a set fee) and then ask for your wife’s will to be drawn up as well, do you think the snake, I mean lawyer, will throw that in for free? Hair stylists charge extra for colour treatments (not that I’d know anything about that). Ski instructors charge more for private lessons. Even my shoeshine guy dings me an extra buck if I’m wearing boots (which require more time to polish).

Yet sadly, far too many mobile entertainers are willing to throw in their services as MC for no extra charge. And worse, they often agree to those terms on the day of the wedding (when the bride and groom are in panic mode and suddenly realize they haven’t made any arrangements for an MC). That puts the DJ in an incredibly awkward position, and leaves little or no time for them to properly prepare for their role as MC. The result can be disastrous for all concerned.

And that’s precisely why you need to address the situation with your client at the time of the booking. The fact is, most couples simply don’t have any background in event planning. (Why would they?)

They don’t “get” the fact that feeding and entertaining several hundred guests requires both a carefully planned agenda and a strong presence to lead guests through it (in the form of an MC). As a result, they spend countless hours writing vows and trying on dresses and finding flowers and buying diamonds and trust that everything will just magically flow together on their wedding day.

As we all know too well, that seldom happens. That’s why you, as the wedding professional, need to be proactive in educating your clients about both the need for proper planning and the importance of a properly-prepared MC.

It’s simple communication-if your ski instructor, for example, explains that the one-on-one attention you’re going to get through a private lesson will accelerate the learning curve and have you off the bunny slope on day one, you’re going to readily grasp the advantage and be willing to pay the extra fee for his or her personalized expertise.

Paint a similar picture for your prospective clients. Tell them that you offer two different “packages” of services as a wedding entertainer. Package one-the after-dinner music and entertainment program-provides the basics (music/dancing/entertainment). Quote your price for that and ask them if they have thought about who will MC the wedding reception.

They may have no idea as to what a wedding MC does-so here’s your chance to educate them on the need and up-sell them on your services.

Explain to them that a wedding reception falls into the category of “special event”-the bringing together of a large group of people. And just as a meeting needs a Chairman, a special event needs a Master of Ceremonies to lead people through it.

Emphasize how your experience and professionalism will prove invaluable throughout both the planning process and the performance to follow. Explain why it’s so important to have an experienced professional at the podium to help ensure the evening unfolds as planned (so everyone can have a great time). And be sure to outline the kind of research, attention to detail and overall prep time needed for you to do an outstanding job as Master of Ceremonies.

Once clients grasp the fact that an MC’s role involves far more than just “making a few announcements” and that the time you invest will have an enormous impact on the overall success of the event, they’ll be more than willing to pay you a premium for your professional services. Because while they might not fully appreciate the intricacies involved, they most certainly understand the need for their wedding reception to be fun, exciting and classy.

After all, it’s not only “The Biggest Day of Their Lives”-it also needs to be “The Greatest Night EVER.” Deliver on that dream and it’s money in the bank.

How to MC a Wedding: Top Ten Tips

1. Meet with the couple well in advance of the wedding to plan an agenda for the wedding reception. Commit that to paper and make sure they sign off on it. Then give a copy of the agenda to all key players (caterer, photographer, videographer, people making toasts).
2. Know your audience. Get a read on who is going to be in attendance (ask the couple for feedback) and tailor your presentation accordingly.
3. Don’t try to be funny if you’re not. Your main role is to lead people through the event-and you don’t have to keep the audience in stitches in order to achieve that.
4. Classy and low key always work. Save the jokes and magic and pyrotechnics for the after-dinner dancing and entertainment segment (and let guests enjoy dinner and chat amongst themselves).
5. Interview members of the wedding party so you can use their “back stories” to introduce them. Wedding guests are always curious about who is in the wedding party, their relationship to the couple, where they live, what they do and who they are (as people). Use that information to make an informed introduction (and to perhaps kid each person a little bit as well).
6. Schedule the wedding toasts for the dessert/coffee time. That way, guests can enjoy some special time together, and the people making toasts can have their full attention during the formal “after-dinner” wedding toasts and speeches.
7. Suggest to the couple that all “toasters” be identified in advance of the reception and identified on the agenda. “Open mics” are too often an open invitation to disaster.
8. Try to work with those toasters in advance of going “live.” Make yourself available prior to the start of the reception to give those individuals a chance to rehearse their speech and familiarize themselves with the setting. Be sure to show them how to use the microphone. (You might also suggest ahead of time that they buy a copy of Wedding Toasts Made Easy at WeddingToasts.com).
9. Limit the toasting and speeches segment to a maximum of twenty minutes. Politely advise each speaker that they should limit their speech to a maximum of three to five minutes, and that you may have to give them the hook if they drone on (simply bring up some music and canned applause).
10. If you’re nervous about public speaking, enroll in a Dale Carnegie Course or join a Toastmasters chapter. You’re being called upon to “preside” over the reception (as Master of Ceremonies). The more confident you are as a speaker, the more effective you will be in taking charge of that event and making sure it stays on track.

In The Mood by Jay Maxwell

What kind of atmosphere does your pre-reception play list actually create?

It has always amazed me when someone has the gift of remembering song lyrics and can sing a song “on demand” without looking at any music sheets or lyrics. Several television game shows have even been created that challenge contestants’ knowledge of song lyrics. Often during a consultation with a bride and groom, they will see a song title and then ask me to sing a bit of the song for them. Naturally, I kindly remind them that I am a mobile disc jockey, not a wedding singer, but I will be glad to let them listen to the song to see if it is one they want to add to their play list. Friends of mine have asked me about lyrics and it seems I always draw a blank when it comes remembering them. Even for my favorite songs-those I sing along with on the radio-I do more humming and mumbling than singing because I don’t know the actual words. Of course if anyone asks me questions about who sang a song or the year it was released or how high it went on the chart, then I’m ready to hold an intelligent conversation with them.

Don’t misunderstand me though. Even though my weakness is not being able to sing a song, I am a firm believer that it is an important part of a mobile disc jockey’s job to know the message of a song before playing it for an audience. The recognition that lyrics set the mood of an event is one mark of a true professional who is striving for excellence. At this point you probably think that the remainder of this article will be about the profanity or sexually oriented content which has infiltrated much of today’s music and how we need to steer clear of these songs when playing for a general audience that one typically finds at a wedding reception. Instead, my focus here is on knowing enough about the lyrics of songs in order to set the right mood at an event, in particular, at a wedding reception.

Take a Listen

About fifteen years ago, as my wife and I attended a wedding reception as guests, I recall listening to the songs the DJ played during the social hour while we were waiting for the bride and groom to arrive. Though they were lively, he played many songs that made me wonder if he knew something about the bride and groom’s relationship that the rest of us didn’t. Instead of filling our ears with sounds of everlasting love, many of the songs were about breaking up or cheating. These songs were obviously not being played “on purpose” to send a subliminal message about the couple or their love. He was playing them simply because the music was upbeat. Sure we were all tapping our toes, but in my mind a “dismal” mood had been cast over what should have been a prelude to a grand celebration of love and romance. This experience made me always question my own selection of social hour music and to caution other DJs to be choosey in their initial musical offerings played for guests to listen to as they await the bride and groom’s arrival.

For every wedding, we ask our clients what genre of music they want played for the social hour. Many choose lively jazz or modern love songs. For many years, we had more requests for American Songbook selections (Frank Sinatra, Ella Fitzgerald, and Tony Bennett) than any other category. Recently the trend has been for R&B music from the Sixties by such artists as The Four Tops, The Temptations, Martha Reeves and The Vandellas, Marvin Gaye and Otis Redding. Often people will just ask for Motown artists (or similar songs from other labels) to set the mood. Looking at this issue’s list, the majority of the songs are from the 1960s, with a few from the late Fifties or Seventies. What sets these songs apart from many others is that not only a “toe-tapping beat” but the lyrics-don’t forget, that’s what we are talking about here-are about everlasting and true love. Remember: An hour before the guests first meet you and hear your first note, they have witnessed two people commit the rest of their lives to each other. You are now entrusted to help celebrate this union. Songs such as “How Sweet It Is” or “This Will Be (An Everlasting Love)” were made to be played for joyous occasions such as a wedding reception. The songs on this issue’s list should provide you with a good resource to ensure that the lyrics are not going to be about heartbreak.

Deceptively Cheerful

There have been songs that I’ve played during the social hour that I later discovered were about a soured relationship. One example is the 1966 hit by the Isley Brothers (remade by Rod Stewart with Ronald Isley in 1990) “This Old Heart of Mine (Is Weak for You).” It has a great beat, and by the tone of their singing one would think that it is celebrating true love. Well, perhaps it IS celebrating “true” love, but it is a one-sided love affair. Actually reading the words to the song we find, “This old heart of mine been broke a thousand times…Lonely nights that come… hurting me … heart weeps for you.” The Isleys sing it with such happy voices that one might actually hear a “love” song instead of a heartbreak song. There was one couple who requested (and we played) Al Green’s “Here I Am (Come and Take Me)” for their first dance. For the most part, it could be mistaken for a love song appropriate for a first dance. However the lines, “A love that I cannot have, you broke my heart into half… you’ll find yourself lost and alone on a darkened street” don’t lend themselves to a song for a newly married couple’s first dance. Song titles can be misleading too. Take for example The Four Tops’ classic Top 10 hit “Standing in the Shadows of Love” from 1966. After only the first line of the song, one should mark this off any “true love” list, since the jilted lover says he is “Waitin’ for the heartaches to come.” Later in the song we find phrases like “You’ve taken away all my reasons for livin’” and words like “alone,” “desperately,” “cry” and “misery.” A song like this played during the cocktail hour sends a message completely the opposite of why everyone has gathered for this particular event.

As we strive to be the best mobile disc jockeys possible, we must realize that the appropriate “love content” of a song is probably more important during the beginning of a wedding reception than at any other time during the event. When people first enter the room and begin to settle in to wait for the bridal party to arrive and while they are enjoying dinner they are more inclined to be listening to the songs and absorbing the mood that the lyrics are helping to create. Once the dance portion of the event begins, there is less tendency of the crowd to think about the love content of a song. They might still be attuned to other offensive lyrical content, but that’s another article. Remember that you always have a choice of what to play and what to recommend to a bride and groom or any client-this is equally true when they ask you to play something they can listen to or when they ask you to play something they can dance to.

SOUL SONGS TO SET THE MOOD *

SONG ARTIST

1 HOW SWEET IT IS TO BE LOVED BY YOU MARVIN GAYE

2 I CAN’T HELP MYSELF (SUGAR PIE HONEY BUNCH) FOUR TOPS

3 MY GIRL TEMPTATIONS

4 I WAS MADE TO LOVE HER STEVIE WONDER

5 YOU SEND ME SAM COOKE

6 REACH OUT I’LL BE THERE FOUR TOPS

7 IF I COULD BUILD MY WHOLE WORLD AROUND YOU MARVIN GAYE

8 LOVE MAKES THE WORLD GO ROUND DEON JACKSON

9 MORE TODAY THAN YESTERDAY SPIRAL STAIRCASE

10 SIGNED, SEALED, DELIVERED I’M YOURS STEVIE WONDER

11 MY GUY MARY WELLS

12 WISHIN’ AND HOPIN’ DUSTY SPRINGFIELD

13 THE WAY YOU DO THE THINGS YOU DO TEMPTATIONS

14 THIS WILL BE (AN EVERLASTING LOVE) NATALIE COLE

15 SOME KIND OF WONDERFUL DRIFTERS

16 IT TAKES TWO MARVIN GAYE / KIM WESTON

17 LEAN ON ME BILL WITHERS

18 FOR ONCE IN MY LIFE STEVIE WONDER

19 STAND BY ME BEN E. KING

20 AIN’T NOTHING LIKE THE REAL THING MARVIN GAYE / TAMMI TERRELL

*For the rest of Jay’s Top 50 Soul Songs, check out the November 2009 issue of Mobile Beat

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