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!