DJ Jam

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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Albert Chauvet discusses the industry

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.

Read more

Issue #123 on Marketing Mastery Mailing Soon

This time we give you a full load of tools to help you achieve MARKETING MASTERY:

- Learn 8 KEYS TO WRITING A GREAT AD with marketing communication expert Tom Quiner
- Jay Maxwell provides reliable music knowledge (Top 100 Country Tunes) plus advice on KNOWING AND NAILING YOUR MARKET NICHE
- Do you really know HOW TO CAPITALIZE ON “WORD OF MOUTH” advertising? Mike Ficher offers some proven techniques for maximizing your “buzz.”
- Another key element of successful marketing is TIMING ADS FOR FULL IMPACT. Mark Johnson has a lot of valuable insights (some you may not have thought!) on the “when” of ad placement.
- USING WEBSITE STATS and METATAGS (they’re “not dead yet…”) to full effect for online marketing.
- Offering gameshows for corporate training and teambuilding; sorting out the goods vs. services question; finding alternate income streams

…and Issue 123 has EVEN MORE to grab your attention…

- Profile: 3 hugely successful female DJ entrepreneurs (move over guys!)
- Mobile DJ memories of the late, great King of Pop, Michael Jackson
- A conversation with DJ Jam, the beatmaster behind the likes of Snoop Dogg and other hip-hop stars
- A frank but positive encounter with one of the nation’s most respected wedding planners.
- More great ideas for building your MOBILE ARCADE business

Plus, REVIEWS of:

- ROCK SHOW TO GO interactive video game system
- PCDJ RED MOBILE, performance software designed specifically for Mobile DJs
- VOCOPRO UHF-5800 wireless mic system
- Another look at TONIUM’s PACEMAKER, the amazing handheld DJ controller

Making the Most of Word-of-Mouth by Mike Ficher

Follow up on your pro performance with proactive steps to build your buzz

Colorful brochures, eye-popping web sites and elaborate advertising pieces are certainly critical elements to attract business in the highly competitive world of the mobile entertainer. But, arguably, your most enticing and compelling marketing tool available is one that is, perhaps, most under your control-your performance.

The Best Things In Life Are Free

Most marketing experts support the concept that the most cost-effective advertising is word of mouth. If a client enjoys a transactional experience that fulfills or exceeds their needs and expectations, when asked for a recommendation, they are likely to think of your company. Conversely, when a performance falls short of their hopes, the double-edged sword of word of mouth can be piercing for the entertainment service.

Ivan Misner, co-author of the New York Times bestseller Masters of Networking, calls “word-of-mouth marketing truly the world’s best-known marketing secret.”

Writing also at www.entrepreneur.com, Misner muses: “What if there were a way to build your business, year in and year out, regardless of fluctuations in the economy or the activities of your competition?”

To support the marketing of your performance, you must own the actual steak before creating the sizzle. Thus, your performance must be worthy of the word-of-mouth marketing.

Tune Def

Certainly, your musical selections must be appropriate for your event. Are your floors filled? Are guests tapping their toes even when they are not dancing? Is your volume supportive of conversation when merited? Are you identifying the clients’ musical goals and aligning your selections and sets to optimize achievement? Music provides the majority of audio content at just about every event serviced by a mobile entertainer. How do you measure up to clients’ musical outlook?

Say What?

An increasingly critical element in the measurement of a mobile entertainers’ performance is their voice talent. Are your word choices sensible and sensitive? Do you speak clearly and concisely? Are your topics relevant to the moment at the event? Do you vary modulation to emphasize specific words, phrases and ideas? Are you engaging, entertaining, informative and compelling?

If you feel a learning opportunity exists, classes are available through colleges and voice agencies in most major cities and many mid-sized communities. Enrolling might be the best investment you can make in developing your performance skills.

Act One

The days of the behind-the-console, music-is-the-message, look-at-my-cool-equipment entertainers are fast becoming as obsolete as DAT tape, 8-tracks and fax machines. At least moderate interaction, even if the association is limited to conversations with guests about requests or information about the celebrants, is becoming more critical in determining the capability of an entertainer.

If you can lead games, instruct dances, conduct trivia contests, emcee American Idol or Dancing with the Stars-style segments, or host games shows, your value to your client and your range of possible gigs increases immeasurably.

How are your interpersonal skills? Are you approachable? Do you have command of your dances, games, and trivia? Are you personable, inclusive and comfortable working the room? Are you flexible to adapt the game or interactive element to your audience?

Ask a fellow entertainer or perhaps a recognized professional in one of the related fields, such as dance, to attend and critique a performance that offers plenty of interactive elements. While their criticism might skew toward their level of expertise, nuggets may be offered that will elevate your efforts.

57 Ways

If your steak is cooking, now you share the sizzle more effectively. But, according to Misner, the luster of a memorable performance may wear off unless the relationship is nurtured to keep the thought fresh in the testifier’s mind.

“Some people think that word-of-mouth is a little like the weather: fairly important, but not much they can do about it,” the expert writes. “Many others think that it’s just about good customer service, but it’s not. Don’t get me wrong-good customer service is critical for the success of any business-but if you expect happy customers to talk about you a lot, think again.”

So, what are some of the ways you can build upon the good taste of properly sizzling steak you’ve left with your clients? Here are a few flavors:

Leverage Existing Social Networks. Leveraging ideas presented by Andy Ebon and George Lopez at the recent Mobile Beat convention, entertainers need to be where clients are. Increasingly, that “place” is within online social networks such as MySpace and Facebook. Are you aware of what is going on in those communities? Do you have a presence there?

Another resource I’ve found useful is the marketing blog at www.doshdosh.com. There you’ll find several strategies for exploiting word-of-mouth marketing, applicable to your performance.

Target the Influencers. Using a technique formerly restricted to cutting-edge companies, now mainstream corporate America attempts to identify individuals who can persuade others to embrace certain habits or wear certain fashions. The “trendsetter marketing” concept provides key individuals with new products or access to new services in the hopes they will endorse and promote these products or services. These individuals typically have large social and professional spheres and possess great peer influence. Who are the trendsetters in your community who may influence the choice of entertainers?

Exclusivity and Scarcity. Websites or businesses often launch virally through a private beta approach by offering a limited number of site invites. If you are a sole operator, well, you only can be in one place at one time. How do you communicate the exclusivity of your service? How do you communicate the launch of a new or expanded service?

Tending Your Fields

Misner views word-of-mouth as more farming than hunting. “Building your business through word-of-mouth is about cultivating relationships with people who get to know you and trust you. People do business with people they have confidence in,” Misner writes. “It’s not what you know, or who you know, it’s how well you know them that counts.”

Which returns us to performance-do you deliver from the initial phone call until the posting of the thank you card? Do you seek ways to enhance your entertainment skills to build confidence, offer clients more for their entertainment investment and keep your events fresh and flowing?

Dan Dubay of Dan Dubay Professional DJ Service, serving northern and central Oregon, succinctly offers the final word on growing your performance skills:

“Much like dropping a stone in calm water-with every performance we have the opportunity to showcase our skills to a sea of potential clients,” offers the longtime Oregon radio personality. “Even though everyone attending may not need your services now, someone they know may be searching for someone. In the end, whether you get referrals or not, by being on your game you’ve still demonstrated your professionalism and perhaps changed the perception of what we really do for our clients.”

Let The Games Begin: Level 2 by Ryan Burger

Intensify the fun and boost your business to the next level of profit

In the July 2008 issue of Mobile Beat I wrote about the success my DJ company, BC Productions, was enjoying with our new video game-based entertainment service, which we are calling BCP Arcade. Well, it looks like this should be an annual series of articles, based on the tons of possible “features” that can be added. We have found that we were able to grow our business in additional areas by offering an alternative to carnival games, inflatable rides and casino nights. For a long time we’ve done game shows at after-proms, community festivals and other similar events, but we needed to offer something more to start getting a bigger share of the big budgets these events typically have. While disc jockeys were constantly marketing to these events to be the nighttime entertainment we have found that we are able to get in the door doing unique services like this and get paid more than the DJs, and do less work.

Total Immersion Mobile Entertainment

What our company does, as I described last year, is take the video game experience “to the next level.” It’s not just about setting up a PS2 with the cheap plastic guitars that come with Guitar Hero. We use professionally made and weighted wooden guitars, adding lighting, fog and a backdrop to make it look and feel like the players are actually at a concert. For DDR we use professional pads that are the same as or similar to what Dance Dance Revolution arcade games have. It’s all about having the latest games and dressing them up for a full-immersion experience.

This year we added to the show tremendously with new stations, new hardware and new angles on using the system. We upgraded from 32″ to 42″ plasma screens on Global Truss five-foot stands to increase the effect. We also added a Nintendo Wii station with a similar mounting, carpet-painted to look like a race track. Because of demand we have also added more DDR and Guitar Hero systems. (See our full inventory in the sidebar.)

We also were able to purchase at auction several other games for starting at around $50 each, up to $500 for some hotter, more recent arcade games. These full-size arcade games are brought in to help set the scene and also to allow more people to participate in the arcade experience at the same time. The games are rented out for as little as $100 each, but considering their cost, you have your money out of them almost immediately. To find these games, I recommend searching on Google for arcade auctions near you. SuperAuctions.Com and ArcadeGameSales.Com have multiple locations where they run auctions each year, but most of the opportunities to buy are at auctions done by regional companies you can find through searching.

While you can buy the games for what is already loaded into them, they have a standard called JAMMA that allows you to swap out the boards on many units and put in other games. Most games made from the mid ‘80s through the ‘90s were based on this standard. (For more information, check out Klov.Com and JammaBoards.Com.) JammaBoards.Com sells retro boards that have Ms. Pacman, Centipede, Donkey Kong and many other classics on just one board, so you can provide a selection of games in one cabinet-sort of like a jukebox for arcade games.

Video Game Chain Reaction

“After-prom” events have become a major part of our area’s high school dance and party scene, in some cases even eclipsing the prom in their level of entertainment. Our largest client for after-prom services recently expanded their contracted services by adding disc jockey music to their event. Last year the school was a $2,500 client with three video game stations and two game shows; this year they’re paying more for three video game stations, a game show and a DJ. This after-prom was promoted more heavily than the prom and had the attendance to match. Additionally, they had a community walk-through time where three other area high school committees checked out our services for next year’s after-proms. Since then we have followed up and booked a number of new events.

In 2008 we primarily marketed this new service to the high schools and a couple local community festivals, but in 2009 we turned it up as we pursued other potential clientele. Each of Iowa’s 99 counties holds a yearly fair, most of them in June and July. With July being a slower month than most for us, we decided we wanted to pursue the county fairs and some of the other city celebrations that are held. To dive into this potential market head-first we joined the Iowa Association of Fairs. We even exhibited at the association’s yearly expo, where we set up game show and arcade systems in a hospitality room. By having something unique in our room instead of just the standard fliers and munchies for the guests, we drew some interest in our unique offerings. Although it was only our first time exhibiting, we ended up contracting for five different events for a total amount of about 10 times our cost of exhibiting, We are set to make an even bigger impact next year.

Taking Aim at Success

A new face to BCP Arcade is coming online while this article is being penned. BCPArcade.Com is being revamped to dramatically demonstrate all the services we provide that aren’t directly DJ related. On this site you will find an easily updated, custom-designed, WordPress-driven blog system with a custom design showing the latest additions to our catalog of services, including rental jukeboxes, karaoke systems, airbrush tattoos and all the arcade stuff described above. Please check out BCPArcade.Com if you have an interest in taking your “down time” business to a higher level, check out our site.

Ryan Burger is the Owner/Publisher of ProDJ Publishing, including Mobile Beat and ProDJ.Com. He also helms one of Iowa’s most successful mobile entertainment and event production companies, BC Productions.
The BCP Arcade Inventory

Rockband Show
- 7.5′ x 10′ screen
- XBox 360 – Rockband Box Set
- 2000-lumen LCD projector
- 4 15′ USB extensions
- 2 powered speakers
- Set of PAR cans (LED preferred due to low power draw)
- Basic fogger, when allowed at facility
- Audio and video extension cables

Dance Dance Revolution Show
- 42″ plasma television with Marathon Professional case
- Playstation 2 – DDR (several editions)
- 2 Cobalt Flux Commercial School Pads (cobaltflux.com – see review in MB 115)
- Flood lights on basic chase along with strobes
- 1 powered speaker

DDR Show 2 (2009 Addition)
- 42″ Plasma Television with Marathon Professional Case
- Playstation 2 – DDR (several editions)
- iON Master Dance Pad (ddrgame.com – see review in MB 122)
- Flood lights on basic chase along with strobes
- 1 powered speaker

Guitar Hero Show
- 42″ plasma television with Marathon Professional case
- Playstation 2 – Guitar Hero (several editions)
- 2 Peavey AG Riffmaster Guitars (peavey.com – see review in MB#115)
- Riffmaster Power Station for sound (peavey.com – see review in MB#115)
- Flood lights on basic chase along with strobes (pull from available DJ gear)
- 8′ x 10′ backdrop with concert scene

Guitar Hero Show 2 (2009 Addition)
- 42″ plasma television with Marathon Professional case
- Playstation 2 – Guitar Hero (several additions)
- 1 Dreamgear BC Rich Warbeast (dreamgear.net – see review in MB 122)
- 1 Harris Musical Products Rock Axe (harrismusical.com – see review in MB 122)
- Riffmaster Power Station for sound
- Flood lights on basic chase along with strobes
- 8′x10′ backdrop with concert scene

Wii Mario Kart Show (2009 Addition)
- 42″ plasma television with Marathon Professional case
- Wii with 4 remotes and recharging unit
- 1 powered speaker on tripod

Arcade Games (2009 Addition)
- 5 Multi-Arcade games with retro games installed (Ms. Pacman, 1943, Donkey Kong, etc.)
- Mortal Kombat 4
- Big Buck Hunter
- Golden Tee
- Narc
- Gauntlet 2
- Punch Out
- several others brought in for variety

The Ladies Take the Reins by DJ DAYna

Three female DJs describe their roads to success in the male-dominated world of mobile entertainment

The Mobile DJ Industry is experiencing a face-lift, as men no longer dominate the role of the mic-master and mix-master. Here are three leading ladies who have put their girlish influence on the “masculine” DJ world.

Elisabeth Scott Daley – Daley DJs
www.elisabethscottdaley.com, www.daleydjs.com

The desire to be her own boss, combined with many talents and a sassy southern charm, gave Elisabeth Scott Daley what she needed to succeed in the mobile DJ business.

Elisabeth Scott Daley has certainly made her mark in the entertainment industry for many years. The multi-talented southerner has been a full time professional entertainer since 16. Her list of talents includes acting, singing, dancing, directing, producing, event planning, emceeing, and, of course, DJing.

As a graduate of The Boston Conservatory of Music, she began freelancing as an interactive dancer for a large entertainment company out of New York City in 1989, while pursuing her musical theatre ambitions. She then found herself working in sales, managing events, and DJing.

Elisabeth or “Liz” soon became addicted to mobile DJing; she realized she had found a profession that combined all of her skills and talents. “I wanted to still be an entertainer, be my own boss, and not have a really boring job,” she recalls.

In 2003, she decided to pack up her things, move back to her home state of Virginia, and start her own mobile DJ company. “I said to myself, why don’t I buy the equipment – I can do that!”

Since then, Elisabeth has established herself as a Wedding Entertainment Director^TM, DJ, master of ceremonies, wedding planner and coordinator. Her mobile DJ business, Daley DJs, produces around 45 weddings per year, covering Eastern Virginia and the Outer Banks of North Carolina.

Today’s weddings are productions. So, being a DJ in the wedding industry is not just about playing the music-it involves wearing many hats. Because of her professional entertainment background, Liz definitely has an advantage: “One thing that sets me apart from many other DJs is that I have a performance background and was trained as a stage director.”

Another thing that obviously sets Liz apart is the fact that she is a female. But, she doesn’t think there’s much of a difference between guy DJs and girl DJs. “Everyone has their own personal style and you have to embrace it. I don’t think it’s a guy/girl thing. I am distinctly feminine and I’m going to use that as a performer.” She will admit that as a female DJ/MC in the wedding industry, she takes on a different role than perhaps a male would. “You take on the role of nurturer. I am the bride’s best friend and instinctually want to take care of her.”

Liz loves doing weddings because she gets to work with different people every week and that every week it’s a brand new event. But, the most rewarding part of her job is the personal satisfaction of a bride coming up to her at the end of the night saying “You made this the best night ever.” She says, “Those words are golden!”

Even though Elisabeth is a self-starter, she wouldn’t be where she’s at today without the friends and mentors who have helped her along the way: producers, directors, teachers and fellow performers who helped nurture and define her skills and talents as an entertainer and who she is as a person. She thankfully acknowledges many of them here: specifically, her husband, Steve for his unwavering love and support; Ed Frank for introducing her to a nationwide DJ industry; Cap Capello for welcoming her with open arms and helping in anyway he could; Mark Ferrell, who told her she was worth more; Bill Hermann, who told her to trust her instincts; Jim Cerone, who always reminded her to be a lady; and finally, Peter Merry for his friendship and guidance.

Elisabeth’s success was recognized in the wedding industry when she became the first woman to be accepted into the Wedding Entertainment Director’s Guild^TM, and the first woman on its Board of Directors.

When asked, “You are a girl-how can you do all that?” without hesitation and a lot of energy, Liz exclaims, “If you want to do it, then do it!”

Lisa Kasberg- I’m A Girl DJ Entertainment
www.imagirldj.com

Born into a family of musical talent, Lisa Kasberg couldn’t ignore the beat of her ambitious heart calling her to leave New Jersey and head out to Los Angeles, where she aspired to march to that beat, on her own drum.

Lisa was pursuing a singing and songwriting career, while working as a sales associate in a mall. Juggling a full time job and work on a music career was extremely frustrating. Two of her brothers had moved out to Palm Springs and owned a mobile DJ company. They asked if she would be interested in working for them on the weekends as a DJ. “I immediately put two and two together,” she remembers. “Work as a DJ on the weekends and free up my time through the week to pursue singing/songwriting.”

Because she loved it so much, it didn’t take her very long to catch on. She was given her first party after only training for 6 months. Following her first party, she admits that she was hooked! Lisa continued to work for three more years until she decided she wanted to start her own company. First, she began working for as many other DJ companies in LA as she could, while still grinding away at a part-time “real job.” Then in 1993, Lisa established I’m A Girl DJ Entertainment. Within a couple years she was able to say goodbye to her job and quit working for the other companies.

There are two actions she took at the beginning that Lisa claims were the smartest things she did. “I named my company I’m a Girl DJ Entertainment, because it was something people would remember. People thought it was really clever. I would get phone calls from people who just saw the advertisement. The second thing that catapulted my career is that I sent out a letter to every single family member or friend in Southern California and told them that I was starting my own DJ company and if they knew of anyone who knew needed a DJ for any event to please refer me.”

At the time this was all taking place, females were few and far between in the mobile DJ industry. For Lisa, it was a reality that came with challenges. “When I first started in 1989, I didn’t know any female DJs. I felt like I was all by myself.” When her brothers started putting her on the events she says, “My mindset was, I’m the only female DJ and that’s a bad thing.” Lisa also reveals that a lot of times early on in her career she wouldn’t get hired as a DJ because they didn’t think a girl could handle it. She felt herself become resentful about it. But, her attitude changed after a particular gig. “I remember doing an event one night, and it was so fantastic and I walked away charged from it…I finally realized that my perspective on it was totally wrong. And I needed to change that.” As soon as her mentality changed, she reports, everything turned around. “I realized that this is to my advantage and not my disadvantage.”

When she is doing a wedding, in particular, Lisa has definitely used her female perspective as an advantage. “It is different than the male perspective, and nothing against the guys. Cause all my friends are DJs and are guys. But when you interview the bride for the first time and are talking to them about their dress and flowers, there’s a connection that you make.” Lisa prides herself on her strong listening skills: “I don’t talk a lot when I’m interviewing clients. I only ask them questions about what their heart’s desire is about their event. That’s what makes my company stand out. It’s all about what their vision is.”

Lisa’s own vision has resulted in running a multi-system operation that entertains for weddings and corporate events across Los Angeles, Ventura, and Orange counties. She also travels up north to Sacramento a couple times a year. In addition to music entertainment, the company also provides the option of a photo booth, black light show, or photo guest book. During the holiday season, she produces three big shows for corporate events. A game show, a variation of the popular TV show Dancing with the Stars, and a Whose Line Is It Anyway?-style comedy show that uses local actors from the infamous Groundlings school.

Lisa has also been extremely involved in the wider DJ world. She is a member of the ADJA, as well as a regular participant and speaker at the Mobile Beat conventions. She also competed in the American Disc Jockey Awards three years in a row, taking home the Female Entertainer of the Year award each time. And many of you might know her for “Do the Dance,” which she wrote and choreographed in 1998.

Locally, she is a member of a group called Women of Weddings. It’s composed of female wedding vendors at the top of their game in Southern California. They meet monthly and discuss issues that occur at their events, so they can help each other make their events better and also help one another establish contacts to generate more business. “It’s also a great resource for brides.” Lisa adds. “When all of us are working on one wedding, it’s magical.”

Not only does this impressive woman run a successful mobile DJ company, she has also found a way to give back to humanity. With her singing and songwriting talents, she decided to write and record a song called “Extraordinary Woman” to send to her aunt who had been diagnosed with an aggressive form of cancer at the time. Her hope was to inspire her to fight it. Sadly, her aunt never really got to hear the song, since she passed shortly after. In result, Lisa decided to do something else. “I felt so blessed with my life and felt the need to do something in this life before I die to help someone else.” She produced a video using the song and sent it to her friends and then had them pass it onto their friends who they thought were extraordinary women. Her song can be purchased for 99 cents on the I’m A Girl DJ website, or you can purchase a $20 gift set that includes the song with the framed lyrics. All the net proceeds go to Singleton Moms and Angels 4 TLC. Singleton Moms is an organization to help single moms who are battling cancer and Angels 4 TLC is a Foundation created for a particular extraordinary woman, who is currently fighting an aggressive form of breast cancer. You can read more about both on the website at www.imagirldj.com.

Male or female, Lisa Kasberg’s success as a DJ entertainer can be an inspiration to others who are new to the business or who are thinking about beginning their own company. But to the females, specifically, Lisa advises, “Do not be intimidated by the fact that it is a male-dominated industry. Being a female in this industry will actually bring you success.” She believes there are two qualities that every successful DJ should have: “Not only do you have to be a really great DJ and MC, you also have to be a smart business person.”

Despite the fact that her music career has ended up marching to a beat she never could have imagined 20 years ago, Lisa considers herself incredibly blessed. “I have a profession that allows me to have the freedom to do whatever I want to do through the week, besides booking parties, and be around people who are happy. I make a wonderful living, I wouldn’t do anything else but DJ.”

Valerie Miller – VIP DJ Entertainment
www.vipdj.com

Whether she’s mixing music behind the DJ booth or helping plan an event, Valerie Miller knows how to make each of her clients feel like a star at their own very important party. Though Valerie only started VIP DJ Entertainment a short time ago, she has been entertaining at events in Southern California as a DJ and emcee for 12 years.

The native Southern Californian came into the mobile DJ business through the entertainer’s side. She was an aspiring actress in Hollywood trying to make ends meet. “As an actress,” she says, “you’re always looking for that extra little job to keep you alive; and there was an entertainment company that posted an ad that said, ‘Want to learn how to MC and get paid?!’” Having no fear and a vivacious personality, Valerie was a natural on the mic, but the company ended up training her as a DJ first, in spite of the fact that female DJs were unheard of. “When I started it was really a man’s world. People were really shocked when they saw me carrying in a 50-pound speaker.”

In addition to learning as much as she could from working at events, Valerie also spent many hours at home practicing. She eventually sought more work as a DJ/MC with other mobile companies in the area.

There was nothing about the mobile DJ industry that Valerie didn’t like. “I love
everything. I love the smell of the equipment. I love setting it up and putting it together. I love mixing music.”

With her passion for DJing, combined with the encouragement of others and help from her mentors, Valerie was certain she could do all of this on her own. “Once you put your mind to something it starts to happen gradually.”

It’s only been four years since VIP DJ Entertainment was born, and already the Southern California company produces 120 events per year, specializing in weddings. “The best thing about DJing weddings is the fact that you’re there for such a great occasion,” says Valerie. “I think being a female DJ definitely helps out a lot, because the brides confide in you as another female, and know that you’re trying everything you can-that you know how important every little detail is to a girl.” It’s simply a fact that men and women speak different languages, especially when it comes to weddings. As Valerie jokingly puts it, “Guys want to talk about the gear and the lights-it’s not an emotional thing for them. They want to see what’s under the hood!”

As her company flourished, Valerie also started raising a family with her husband…a different kind of challenge than what she faced as a first-time entrepreneur. “It’s hard to grow while you’re growing!” she says. “You have to call the brides letting them know you’re going to bring an assistant with you…you’re like, oh my gosh, this is a whole new territory!” The most shocking thing of all was the fact that she still found herself in demand. “It was funny, because everyone was still trying to book the fat, pregnant DJ!”

Valerie found it hard to give up control at her events. “You’re so used to running the show on your own, but you had to rely on other people.” But it actually helped her out in the long run, because the people she hired to help her ended up becoming part of the company’s staff after the baby was born. Now, the VIP staff is a big part of what’s unique about VIP DJ Entertainment. “We all provide the highest level of service that we can and give personal attention to each client and do it in a creative and organized way.”

The company’s ability to make each client feel so important has certainly paid off. The online wedding portal The Knot (www.theknot.com) has honored them the past two years with the Best of Weddings Award for the Los Angeles area.

Now that she has the role of a mom and the role of a business owner under her belt, Valerie looks forward to what the future will bring: “I’m thinking of expanding the company in a new direction and starting to do kids’ and family-oriented events.”

Valerie also hopes to inspire other females to join the mobile DJ industry. “Believe in yourself. Have the confidence. Don’t worry about what others are doing!” Because when it’s all said and done, “It’s fun to hang out with the guys! It’s like you’re one of the boys!”

What started off as a college cash fund soon became a passion for DJ DAYna, aka Dayna Solomon, fell in love with the energy she found behind the turntables and in front of a crowd, and has been spinning as a mobile and club DJ ever since. She moved from Ohio to Los Angeles in 2006, where she freelances as a DJ/MC for special events.

Traffic Patterns: Making the Most of Website Stats by Andy Powell

Traffic Patterns: Making the Most of Website Stats

There is one crucial step any DJ business-but especially wedding specialists-must take before pursuing other promotion: Invest in a quality website.

Why is this so important? Today’s bride expects it, and will be unlikely to consider a vendor that doesn’t have a website. She appreciates the empowerment the web has given her to make more choices and do more sorting of her options before “investing” in a phone call.

What’s more, it’s becoming less and less likely that a bride who responds to your ad will do so by picking up the phone; the next step she’ll take is to visit your website. That means that if your site isn’t up to par, you stand to lose much of the business you’re drumming up with your advertising. And worse, you may falsely conclude your ad’s not working. (More on this ahead.)

Bottom line: Until you have a website that accurately and appropriately represents your DJ business, investing in advertising doesn’t make sense. Start with a quality site, and, once it’s ready, be sure to back it up with sufficient advertising so that brides can find your home in cyberspace.

Understanding the Print/Web Connection

Perhaps the biggest web marketing mistake I see DJs make is relying solely on their websites to generate business. They’ve overestimated the amount of “free” traffic their websites receive. On a regular basis, I hear from a panicked DJ facing a dramatic drop in business because he assumed he no longer needed to advertise-because he thought he was “getting all his business from his website.”

It is true that the majority of brides will look at your website to decide whether or not to contact you. And many will then say “I saw your website” when they do. And that’s where the confusion begins because what you don’t know is how they found your site in the first place.

Odds are, much more of your web traffic is coming from offline sources (paid or otherwise) than you think. For example, if you are advertising in print, brides responding to your print ad will likely visit your website, and, if they eventually call you, they will likely say “I saw your site,” rather than “I saw your ad.” They may even forget that it was a magazine ad that prompted them to look at your site in the first place! Similarly, if you handed out brochures or business cards at a show, interested brides will visit your website to see more of your work.

We all know that brides aren’t terribly concerned with the accuracy of your lead tracking. They want to get done with your questions and on to theirs as quickly as possible. Faced with this reality, is it possible to get a handle on where the business is really coming from?

Track Records

Fortunately, there is a very useful source of objective data that can help you: your web server traffic logs, which track all the visitors to your site and the pages they access. To understand what’s bringing brides to your site, your first step should be to analyze these logs.

Sound intimidating? It can be at first. But, the good news is, most web hosting services offer free analysis tools, and it’s usually very easy to get started using them. Even if your host doesn’t offer a traffic analyzer, there are good, cheap (even free) software programs that you can download to your computer and use to analyze your logs.

Once you’re able to analyze your log files, what should you be looking for? Here are some helpful statistics to start with:

No Refer – To understand how much of your web traffic comes from your offline marketing, review the “no refer” visits. This statistic shows how many visitors typed your web address directly into a browser, rather than linking from a search engine or other site. Visitors who typed your web address in directly had to have been exposed to it from an offline source-your print advertising, brochures, business cards, etc.

Online Ad Referrals – Check the number of referrals from websites on which you advertise, especially links you receive as part of print advertising contracts. This traffic can be significant, and should be factored into your analysis of these advertising programs.

Average Page Views – Closely monitor your site’s average page views per visit. Are people coming and looking at one or two pages and leaving? Or, are they poking around all the sections of your site, and seeing most of what you have to offer online? If visitors are leaving without exploring much of your site, odds are you are losing them. This is a clear message that you’ll need to improve your website to grow your business.

(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.”)

Andy “Cubbie” Powell is the National Sales Director for ProDJ Publishing and Mobile Beat, including web and print advertising, as well as tradeshow sales. He is also the author of the essential DJ-entrepreneur’s guide to the big marketing picture, Guerilla Marketing Companion for DJs, along with Jay Conrad Levinson. Contact Cubbie at apowell@mobilebeat.com with any marketing or sales questions you may have.

Mobile Beat Issue #122 – July 2009

DON’T SHRINK…EXPAND YOUR BUSINESS!
This issue we take a look at a variety of ways you can take your business into new areas and keep on growing…
- TAKING THE PLUNGE INTO BIG EVENT SOUND
- HOW TO ADD PHOTOGRAPHY (THE EASY WAY)
- NEW TOOLS FOR MOBILE ARCADES
- DJS ON ICE: PLAYING AT RINKS
- GOING FOR IT WITH GAMESHOWS
- BRINGING HIDDEN TALENTS TO LIGHT

Plus, some other great topics to EXPAND your business and your performance…
- MAKING YOUR MOVE…FROM HOME OFFICE TO BUSINESS SPACE
- THE HIGH-POWERED LASER LOWDOWN
- PRO POWER MANAGEMENT FOR DJS
- and MUCH MORE!

PRODUCTS REVIEWED:
QSC – K SERIES POWERED MOBILE DJ SPEAKERS
AMERICAN AUDIO – RADIUS 1000 CD/MP3 PLAYER/CONTROLLER
VOCOPRO – AIR-NET WIRELESS SPEAKER SYSTEM
AMERICAN DJ – TRI PHASE LED MOONFLOWER

Music on Ice: Cool Cash for Rink DJs by Stu Chisholm

THE COMPLETE DISC JOCKEY
is a new column by Stu Chisholm that draws on and expands upon material from his new book, The Complete Disc Jockey: A Comprehensive Manual for the Professional DJ. The book is published by ProDJ Publishing (www.ProDJPublishing.com). Go to www.MobileBeat.com and click on “Bookstore” or go to get your copy!

In my book, The Complete Disc Jockey, released last February, I detailed the many different types of DJs that there are besides the mobile variety. It turns out that DJs can turn up in the strangest places! Yet so many disc jockeys are unaware of the options open to them that, when times get tough and the economy takes a dip, their first impulse has been to take a job at the local fast food joint, on a landscaping crew or at an insurance office. I have always thought that this was a bit odd, since plastic surgeons don’t typically become mechanics and start doing brake jobs if demand for breast implants dries up! They choose something else within their field, such as liposuction or rhinoplasty. So why are DJs dabbling in non-entertainment pursuits or l eaving the field altogether? Don’t these mobile DJs know that other opportunities exist? Or have disc jockeys themselves actually bought into the idea that theirs is not a “real job?”

In this column, I intend to show not only that other DJ jobs exist, but how you can add to your bottom line by using the skills you already possess as a mobile DJ and land one of them. I’ll also go beyond the pages of my book, pointing out those new skills and techniques that you’ll need to excel in each area. This month’s topic: the Ice Rink.

Perhaps you’ve driven by your local ice rink (a.k.a. “skating center”) while going about your daily life, never giving it much thought. Yet that rink may be responsible for the employment of several different DJs in several different ways. First, an ice rink may have open skating sessions on certain days, or at certain times of day. Like a roller rink, someone will be needed to spin tunes and make announcements. Beyond this, it gets much more interesting.

Split Personality

There are two main activities that happen at ice rinks: hockey and figure skating. Both will use DJs, but in very different ways. For practice hockey sessions, there is seldom a full-time DJ present. Things change only during the games themselves. It then becomes the DJ’s job to ratchet up the excitement level before the game, keep the audience pumped up during the game, and engage them with some fun activities and participation songs during the gaps in the action.

The best example I can think of is Tim Campbell (a.k.a. “T”), the official DJ for the Detroit Red Wings at their Joe Louis Arena. He often uses some high-energy techno, such as “The Launch” by DJ Jean, to rev-up the crowd at the start of a game. Combined with the video display showing “Let’s Make Some Noise!” Campbell drives the audience, which in turn drives the energy in the room, making the players feel more energized as well. During the game, he’s been known to comment on the action, not with the mic, but with music. If Detroit takes a penalty, for instance, he might play “An Innocent Man” by Billy Joel, or he might tease the referee with “Open Up Your Eyes” by Tonic. On the other hand, if the visiting team is sent to the penalty box, he’ll play “I Fought the Law” by Bobby Fuller, or “Hit the Road Jack” by Ray Charles. A savvy rink DJ will have little gems like these handy for every situation. Campbell is one of the most clever rink DJs in the business.

During period breaks, it’s time to break out the party/participation tunes, like “The Cha Cha Slide,” “The Twist,” and yes, even “Macarena.” This is also a good time for the sing-along songs, such as Cab Calloway’s “Minnie the Moocher,” with its call and response chorus. Anything to keep people occupied. Then, as the teams prepare to re-take the ice, it’s time for the high-energy music again; perhaps the “boom boom clap” opening of Queen’s “We Will Rock You.” Even if you’re only spinning for a local junior league team, creativity and versatility go a long way for a DJ working hockey games.

Go Figure

The yang to hockey’s yin, figure skating is the other major ice rink staple where the DJ will play a key role. As with hockey, a DJ usually isn’t used during daytime practice sessions, although his or her work may be in evidence. This is the time where coaches and skaters practice their routines, hone their skills, and become familiar with their programs. Music, of course, is the backdrop for those programs, and a DJ who is connected with a rink may be tapped to work with the coaches, skaters and parents to edit that music. Depending on the competition, a program may have to be as short as two minutes, all the way up to a long program of four and a half. The piece may also consist of more than one song, so a skater can show off his or her ability to handle changes in tempo and intensity, and also to have appropriate music for spins and other tricks. In short, this translates into daytime work for a DJ with music editing chops. It also helps justify the expense and time learning that fancy Audition, Sound Forge or ProTools software, too. The best cuts are true collaborations between the skater, coach and DJ.

Then there are the competitions themselves. Here, the rink DJ is critical, even though his/her role seems minimal at best. This is because the DJ might be nearly invisible, in a booth or box, out of sight from spectators. The DJ also may not be required to speak! Some leagues have their own announcer, making the rink DJ’s job just that much easier. If the rink DJ is required to speak, then it is vital to have the pronunciation of the names of the competitors down pat, and an itinerary of the order in which they’ll be skating. This can take some juggling, since changes are sometimes made right on up to the last minute! I suggest dry erase boards or to keep things straight without too much hair loss. The #1 consideration is to make sure the correct song-and VERSION of song-is played for the correct skater!

As I state in my book, this isn’t exactly a glamour job, as it is done mostly behind the scenes. Yet it is so integral to the competition that any mistakes are glaringly apparent! For a mobile DJ looking for additional income, who doesn’t mind the challenge, then it might be worthwhile to contact your local ice arena and see if there’s a place for you among the athletes.

Until next time, safe spinnin’.

Bringing Hidden Talents to Light by Mike “Dr. Frankenstand” Ryan

These DJs have skills that help them shine a little brighter

Adding value and excitement to your DJ service doesn’t always mean buying some new piece of equipment or a developing some new “interactive” skill to help you better “work the crowd. Sometimes it may mean taking a talent that you already have and finding a way to integrate it with your DJ entertainment. People love seeing other people doing jst about anything out of the ordinary. The scope of what you can combine with mobile DJ performance is pretty wide, as demonstrated by the following DJs from my home base of San Diego, California.

Mixing Boards

Diane and Primo Desiderio are two of the best “freestyle” skateboarders in the world. For five and a half years they were a featured act at Sea World in San Diego. And they’re also very good DJs. In fact Primo is a “DJ of the Year” award winner. On occasion, while DJing, they will share their skateboarding prowess with guests, doing tricks like “Nollie Kickflips” and the “Primo Slide,” which he invented. On occasion Diane will also sing at her events.

So, how did this dynamic DJ duo go from spinning urethane wheels to spinning vinyl records? “When the Sea World show ended we wondered what kind of business we should start” Diane explains. “We used to perform ‘Athletes Against Drugs,’ a show with skates, bikes and rollerblades at local schools. Primo wanted to buy speakers for the shows but was told he would have to buy turntables with them. So he did and practiced and then called a DJ company and asked if he could tag along. He soon became the leading DJ of the company.

“In 1994 the DJ company left town and that’s when we started our own business, Primo DJ’s. Who ever thought we would be DJs? Our announcements went from ‘You want to see him get higher on the (skateboard) ramp?! Then make some noise!’ to ‘Let’s give it up for the bride and groom!”

But skateboarding and DJing together? Talk about a strange marriage. I wondered what would possess them to even consider skateboarding at weddings and other DJ events. Amazingly, Diane says that about ninety percent of the people who hire them remember them from the Sea World show and they ask them to skate at their parties. “People would see us and then everyone else wanted us to perform at their events too. If they haven’t seen us before but want an interactive DJ, then I ask them if they would like to have us skateboard and about 80 percent of them say yes.”

And how do their audiences respond to their skateboarding? Diane says “they’re amazed. We are not just DJs, we’re celebrities!”

Rollin’ Rollin’ Rollin’

Another “big wheel” in the DJ industry is Jerry Beck of Beck’s Entertainment. He and his family have put together a roller skating show and were a featured entertainment at this year’s Mobile Beat Las Vegas trade show.

According to Jerry, roller skating came first. He started skating in the seventies and then later got a job as a DJ at a roller skating rink. Jerry says the movie Roll Bounce starring singer Bow Wow, includes actor Wayne Brady playing a DJ character patterned after Jerry himself!

Like Primo and Diane, the “Family Beck” roller skate at charity events, schools, kids functions and car shows. Jerry explains: “Our ‘high-energy’ synchronized skating is fun to watch for anyone. We are a family of roller skaters from 8 years old to [you guess how many] years old.” He adds that their roller skating is even more popular today than in the past because of all the crazy tricks they perform, like the back flips his son can do.

Jerry met his wife Lisa while roller skating. Actually, he accidentally ran into her and they “hit it off.” Later they married-on skates, of course! He explains that roller skating is not just part of their DJ business but a way of life: “It’s intertwined in every aspect of our lives and promotes family unity. Because we skate in such close proximity we have to be very synchronized, which takes a lot of practice.” Jerry says that they don’t promote the fact that they roller skate at (DJ) events but people seek them out “because they’re such a novelty.”

Beat It

Michael Bourdet of Celebrations Unlimited DJs moves to the beat of different drums. Actual drums, in fact. Michael explains that his interest began under the tutelage of an experienced drummer: “A group of friends got together under the direction of a percussionist who gave us a few basic instructions and we discovered we were capable of making great music together. After discovering that playing hand percussion could provide easy access to the joy of making music, I was inspired to share it with my clients when I performed as a DJ. I hired four dancers and eight drummers, and brought 70 drums to a Qualcomm [Stadium, San Diego] party. The audience loved it!”

And Michael’s friends love it too. I experienced one of Michael’s drum circle parties at his home. I thought it was a little strange at first but I quickly got into the rhythms of the night. Michael has an amazing collection of percussion instruments with a variety of sizes and sounds. Beating them together with friends reminded me of the Woodstock rain chant and I found myself falling into a mild hypnotic trance.

Grateful Dead drummer Mickey Hart explains the vibe: “A drum circle offers equality because there’s no head or tail…the main objective [for participants] is to share rhythm and get in tune with each other and themselves.”

Today, Michael has toned down his drum show while DJing but “still brings a few percussion instruments and I use them if the moment dictates.”

What’s Your “Hidden” Talent?

These DJs are great examples of expanding the role of the DJs as we know it, courageously forging new forms of DJ entertainment by utilizing other skills. Considering the tens of thousands of DJs in the world, I wonder how many share other interesting talents with their guests. If you play a guitar, sing, dance, juggle, do magic or some other kind of “stupid human trick,” to borrow David Letterman’s phrase, you might find that sharing your talent with others can open up new and profitable event possibilities, just it has for the DJs mentioned here.

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