Hiring a DJ

http://www.youtube.com/watch?v=H_ceAQVO5xk

Temecula's Most Experienced DJ

Another private winery photo while performing here in Temecula.

Question: (From Several) Is there any way to increase or guarantee tips or gratuities?

A: 

Although many people may think that there is a magic recipe for getting gratuities many times the best bet for a possible reward is to always do your job 100% no matter what the circumstances are.  Yes, there are sometimes some things that you can do that create an opportunity for the customer to offer a gratuity but when all is said and done, sometimes it just depends upon the customer.

Several times I will conduct what I believe to be a spectacular performance and have (in my opinion) saved the day for the customers or covered for mistakes or shortcomings of other vendors. Unfortunately, most times there is no way that the customer will recognize what you have done since the day is usually a frantic endeavor on their part and they just don't notice.  The bottom line is that if you are a true professional, you must know in your heart that you have done your best.

Sometimes there is no telling when a gratuity will be passed on and many times it is impossible to read what the customer is thinking.  Many times they work in an industry that itself depends upon tips as part of their income and they truly believe that it is warranted.  Other times customers are on a budget and have already over-extended themselves in trying to create a once-in-a-lifetime event.

Still other times I have even delivered an excellent performance and vendors are voicing their praise, thanks and giving me congratulations only to find that there was some small, slight thing that may have occurred (most times without knowing about it) that the customer did not agree with.  This calls to mind the importance of thorough preparation and and complete planning to insure success.  At one event, I performed where the customer also hired a jazz saxophonist to play live.  This musician allowed for "dead air" or "silence" in between tracks that you would think most professional musicians and broadcasters would understand to be taboo.  I saw it as very unprofessional and uncomfortable for the guests but the customer ended up defending the saxophonist when I tried to place quiet snippets of instrumental music within his periods of silence.  It goes along with what I have known for years: In my opinion, about 95% of musicians are flakes and "wanna-bes."  I can say this because I have spent decades as a professional musician, stage manager, concert promoter, engineer and producer and have experienced this phenomenon first hand.  Just like with DJs, these non-professional make it that much more difficult for us professionals who try to be professional and to try to escape the stigma of these amateurs.

As is common in all service industries, you take the good customers with the bad and maintain your composure and professionalism by delivering performances that are always those that you are proud of.  It all evens out in the end. 

Question: (From: many, various) My son/daughter is interested in a career in the music industry. Do you have any recommendations?

A: 

I am often asked this question and will probably delve into the topic further as time goes on since it can be a confusing topic.

First and foremost: The music industry can be very attractive to many individuals.  However, it can literally chew you up and spit you out.  A "true musician" is born with their brain wired for music.  When it is right, it is right and there is no reprogramming the brain to not think in the terms of a musician.  Still, the vast majority of those in the industry do not have "what it takes" and are usually chasing the dream or the desire for fame.  The industry not only wants the natural gift of musicianship but the marketability of the individuals outward looks and physical attraction.  It's sad to say but true.  If you have torturously exposed yourself to television programs such as "American Idol" or "X-Factor" you will see that the vast majority of people attempting to enter the industry do not have what it takes.

Unfortunately, many of these individuals continue to attempt to enter the industry as they are  "masking" or avoiding the "talent handicaps" that they possess.  Again, it is a gift to be able to understand and manipulate tempo, verse and music.  It is math that your brain is literally juggling creatively.  Many people go through life never fully understanding their language, tempo, upbeats, triplets, backbeats, harmonics, timbres, etc.  or cannot engage in the cerebral "multitasking" that is needed to write, author, play and/or conduct music. Many may also not possess the dexterity involved in playing the musical instrument of their choice or not able to use their voice as a vocalist either from lack of learning through repetition and practice or because their many mechanisms that make up hearing and brain functions cannot translate what they are attempting to interpret and manipulate. 

That being said, many times the industry seeks out unique singing voices with unique characteristics.  Very often if you hear your favorite vocalist talk in every day conversation (if you have a keen ear) you can hear very unique and sometimes quirky aspects to the tonal characteristics of their speech.  This can translate into a unique and attractive singing vocal quality.

Probably the best advice that I can give is that I highly recommend getting assessed and trained/instructed by qualified academic educators.  Many musicians who do not themselves possess the necessary equations of talent and inherent gifts spend their lives "masking" their shortcomings.  If you are assessed or instructed by these individuals, they are merely passing on their handicaps and misconceptions of music or it's understanding.

Again, I look forward to addressing these topics at length more in the future.

Observation

To be insulted by a stranger's opinion is delusion.

To be insulted by a statistic is insanity.

Why all the corrupt DJs in the industry lately?

The corruption of the economy and even my industry sickens and baffles me.  I perform for more weddings than any other type of event. 

Still, the first person the bride & groom encounter is the “wedding coordinator” and/or the “event facility manager.”  I only wish that customers understood better since these vendors know they are not going to get “repeat business” for weddings (usually).  They will try to get low-ball vendors or even recommend “house DJs” or “recommended DJs” that are either paying referral fees or who are getting paid extremely small amounts for their work (usually because they are not worth the price).  If a coordinator or manager can free-up cash to divert sales to them, be all means they will.  Meanwhile the bride and groom get poor DJ services.

When customers do web searches it is uncanny that I am always told that the one thing that people say NOT to “cut-corners” on is your DJ.  Still, they end up getting convinced by others to use funds elsewhere.

A good DJ’s music and performance can open up otherwise timid guests in a social situation.  Think about it: If just one or two guests leave early because they cannot relate to what the DJ is doing you are losing hundreds of dollars.  If a dozen leave you have lost thousands.  You are also losing precious memories that will never be created or recovered. 

Many times brides will splurge on their facility because it makes an impression on the guests.  They will also pay extra for a photographer because they will capture and retain memories from the night.  Yet a DJ can give a good or bad impression from the way they dress, act, speak, conduct business, interact with guests and perform.  A DJ also creates many of the moments that a photographer captures and is a true “coordinator” in the way they emcee and organize the activities.  Remember: with weather, traffic, guests, personality interactions, alcohol, vendors and fate you cannot be in denial and must accept the fact that things WILL go wrong.  It is the job of a good DJ (and your other major vendors) to be able to assess, negotiate and troubleshoot the problems so that they are never realized by your guests.

A good DJ can break-down guests inhibitions and get them to socially participate and interact in ways that a manicured lawn, fold of a napkin or flash of a camera cannot.  Many consumers think that there will be nothing tangible to take with them from the DJ.  Nonsense!  My company provides copies of “keepsake wedding CDs” that include ceremony seating music, ceremony music, introduction edits and music, activity music edits and music plus more.  My customers get to keep those memories that they helped to plan out.  And just like you can remember smells, tastes, sights and sounds from your childhood when you hear certain songs, that’s what will happen when you hear that music again.  In fact, a good DJ will “instill” new memories upon all of your guests in this same way that will last a lifetime!

I even hear from some people that “My guests won’t need motivating” or “This is a party crowd.”  In reality, you don’t want your guests and family to act predictable.  You want to tear down the social and psychological barriers so that they act and interact in different and enhanced ways than what you are accustomed to.  This will truly create memories and a once-in-a-lifetime event.

I can’t count how many times multi-million dollar facilities and DJ brokers have asked me to submit a “bid” for DJ services.  Obviously, they want the lowest bidder so that their profit margin will increase.  Many DJs out there are working themselves to the bone in order to earn a living yet providing bad service.

In this industry there are so many DJs touting that they belong to organizations like the Amer DJ Asso (for example).  (Name expressed cryptically on purpose)   It was Groucho Marx who once said, “I refuse to join any club that would have me as a member!”  That says so much!  These organizations cater to beginners!  In other words, these DJs cannot get hired upon their own merits so they join these clubs to learn and network while the organizations profit (although many times masquerading as “non-profit” entities). 

How many people really call 1-800-Dental?  (Name expressed cryptically on purpose)    Do you want a dentist who otherwise does not have impressive skills and qualifications so they are forced to join an organization that is obviously getting referral fees?  And who do you think ultimately pays the price?  The consumer!.  What about the Bureau for Better Businesses?  (Name expressed cryptically on purpose)  ABC’s 20/20 recently did a story about them where they will give anyone a positive rating for a price!  (They managed to get a well-known, middle-east terrorist organization to get an “A- rating”)

The fact is that there are so many ways to be able to deceive customers in the DJ business.  The most common is the equipment.  Most DJs claim that they have sound systems that can handle crowds of 250 guests or more.  Usually this is a flat-out fabrication!  Quality, professional audio equipment costs serious money but also requires upkeep, resources, skills, knowledge and man-power.  For most consumers the data is too confusing to try to decipher to see if the DJ company is actually being truthful about their abilities.

Other ways that “budget DJs” can cut prices is by not having quality equipment, backup equipment, insurance, legally obtained music, etc.  They often cut corners on their attire, their business practices or even sub-contract DJs to the lowest bidding subcontractor.  A professional has many business expenses and devotes many hours to your event.  An example of an old worksheet that I gave to customer some 10 years ago looks like this:

Expense	Notes - $	Hrs
1)         Advertising, management, customer development, web administration.	Thousands per year
2)         Stationery	Thousands per year
3)         Telephone calls (labor; before, during & after)	varies	1.25
4)         Telephone expenses	$5.35
5)         Media kits & brochures	$9.20
6)         Postage	$3.78
7)         Consultation appointment	(time including travel)	4.5
a.         Gasoline	4 gallons @ $4.99=$19.96
b.         Travel & expenses	Meals, lodging, misc. auto expenses
8)         File building, office	Copies, forms, contracts, lists, checklists, conversation logs, misc.	3.25
9)         Process deposit		.5
10)      Process contract		.5
11)      Endorse and forward contracts to customer		.25
12)      Compile music requests & lists		1.75
13)      Organize music requests & lists	Music tracks must be coded, numbered & referenced for  locating	2.25
14)      Locate special requests music (retail)	Web, shopping, download services, & archives-  Avg: $8.99+ tx	.75
15)      Obtain & purchase music (internet downloads)	Average: 18 tracks per customer @ .89 per track= $16.02	1.25
16)      Custom CDs, edits (music, labor, supplies, CD burning)	Average: $15.50	5.0
17)      Rehearse playing order of music selections		1.25
18)      Custom CDs (creation, editing, labeling, burning)	Blank CDs, labels, etc.	.75
19)      Dry cleaning & laundry expenses	$8.50 (not including time & gas)	.75
20)      Clothing (3+ clothing changes per event)	(ongoing)
21)      Last min. calls for details, concerns & bal. due	(not including telephone expenses)	.5
22)      Travel expenses to event		1.5
a.         Gasoline	4 gallons @ $4.99=$19.96
b.         Travel & expenses	Meals, lodging, misc. auto expenses
23)      Set-up at location		2.25
24)      ***** Performance Time *****	(including arrival music)	4.5
25)      Consumables (CDs, gaffer tape, batteries, bulbs, office supplies, etc)	$10.00
26)      Tear-down at location		1.25
27)      Travel expenses (return to base)		1.5
a.         Gasoline	4 gallons @ $4.99=$19.96
b.         Travel & expenses	Meals, lodging, misc. auto expenses
28)      Process final payment		.5
29)      Inventory and check equipment		.75
30)      Commercial Insurances (liability; professional)	$440 per year  (yearly expenses¸50 wks=8.80)
31)      Professional organization affiliations	$365 per year  (yearly expenses¸50 wks7.30)
32)      Continuing education	varies
33)      Website related expenses	Thousands per year
34)      Equipment maintenance	varies  ($30-40k of equipment per event* )	1.5
35)      Equipment purchases	varies  ($30-40k of equipment per event* )
36)      Equipment repairs	varies  ($30-40k of equipment per event* )	.5
37)      Documentation expenses	varies
38)      Business licenses and (auto) insurance	$2025.00/yr ¸ 50 weeks = 40.50
Totals:	(not including business location)  $193.82 +	39+Hrs.

…and things haven’t changed much business-wise.  A legitimate company spends hundreds of dollars just to prepare, advertise and perform.  Still, many customers get insulted when you will not do a job for $200.  If that’s what you want, check your local high school because that’s just about the quality of service that you will receive.

All too often I see people who pinch pennies on their DJ because they think that anyone can do it.  Once again, there are no “do-overs.”  Any person can program a computer or automate another piece of machinery based upon statistics or information gathered upon the internet but only a human being (and a professional at that) can assess and read a crowd and take the necessary steps to making your event better than it could ever have been imagined otherwise.

Many times I think I write these types of articles just to “blow off steam” from my own frustrations of seeing consumers being duped by unethical DJs but it is truly my sincere hope that the industry can ultimately be changed for the better with consumer education.

The bottom line: Research.  Ask questions.  Investigate.  Hire smart.

Best of luck to you!

Ah, it was a great day to be out hiking with my pup!

@¿@

I had a great surprise today: My good friend, “brother from another mother” and bass player Jason Atenza came through town and gave me a call to have lunch.  It was fun and it was as if we just stepped off the stage years back.  Great time!

Grammy Blunders

OK.  I am watching the Grammys and thinking about how this is truly the "cream of the crop" of the recording and entertainment industry.  Still, I cringe every few minutes asking myself if the engineer has fallen asleep or if someone didn't put a new battery in that wireless device.

That brings up a good point: Why do I get so many people DEMANDING the use of wireless microphones when they can present problems?    Just take a look at how FEW wireless microphones are used at the Grammys.  There's just too much room for error and that equation is exponentially complicated when you use multiple wireless devices.

Still, when dealing with a "live" performance there are so many things that can and will go wrong including digital anomalies.  I try to convey this concept to my customers all of the time and try to stress that there is no substitute for experience and being able to "roll with the punches."

It boggles my mind that so many people will look for the cheapest DJ for an event where they are spending from $50 to $500 per person.  You absolutely MUST  have a successful event and to do so you must do your research and hire qualified vendors including your DJ.  If just 4 guests leave early because the entertainment was not up to par, how much did that just cost you?

Long after your guests forget what vegetable you had with dinner, the colors of your flowers or when a waiter dropped a glass, your guests (and the bride) will forever remember how successful the dancing was as a result of your DJ.

Thanks!

Lately, I have heard from many people online and met new clients who have been very appreciative for the information that my website contains.

Many have even said that that everything should be left upon the website permanently.

It's good to know that this information is appreciated and that i am acknowledged within the industry and by consumers.

Thanks!

Having To Postpone A Wedding

I received a call from a customer today who had to postpone their wedding.

After lots of consideration they had interviewed several DJs and ultimately decided that I was the person for the job.

However, it ended up being scary for the bride since she learned that, according to her doctor, the stress of planning a wedding was just too great for her unborn child.  The bride decided that it would be best to wait until after the baby is born to have their wedding.

In my opinion you definitely made the right choice, K******!  You must think of your baby before all else.

I’ll still be here and look forward to working with you in the near future.

Occupy Wall Street

Occupy Wall Street (OWS) is a protest movement which began September 17, 2011 in Zuccotti Park, located in New York City's Wall Street financial district, initiated by the Canadian activist group Adbusters. The protests are against social and economic inequality, high unemployment, greed, as well as corruption, and the undue influence of corporations—particularly from the financial services sector—on government. The protesters' slogan We are the 99%refers to the growing income and wealth inequality in the U.S. between the wealthiest 1% and the rest of the population. The protests in New York City have sparked similar Occupy protests and movements around the world.

http://occupywallst.org/