There are talented DJs across the globe and Chicago certainly has no shortage. However, in today’s market it takes a lot more than talent to stand out. I can’t tell you how many DJs have come up to me over the years saying; “When are you going to put me on.” My answer; “What are you going to bring to the event?” They then say “I’m gonna rock the party!” I respond; “and what else?” Then they often look puzzled and reply “What do you mean?” And that is the problem.
What promoters really want
I assume that every DJ that feels confident enough to ask for a gig has some intention of “rocking the party.” For the sake of this article, let’s assume they are a talented DJ. However, what promoters really need you to do is bring people to the event. This is why big name DJs make big money….because they bring in a lot of people who spend big money. They spend it at the door and on the bar. As much as we would like to think our industry is about great music and “rockin’ the party,” like any other business it all boils down to money.
What is a “big name DJ?”
Big name DJs are big names because they have an established following or have done something note worthy enough to create interest, like producing a hit track or being nominated for a Grammy. It is similar to celebrity status. By putting their name on the promotion, that alone will bring people in. Big name DJs don’t have to ask for gigs. Promoters seek them out and pay them well because they can anticipate the event turnout.
And I’ll tell you “what else?”
So the answer to the question of “and what else?” should be….“I’m gonna bring 50 of my closest friends to support the event.” That’s what promoters really want to hear. But how do you do this? Do you really have 50 people ready to come out and support? You may have 2,000+ FaceBook friends but that does not equate to event turn out. The truth is that very few DJs can make such a promise.
So what is realistic then?
Well for starters, if you learn how to promote yourself and your events in such a way that is visible, promoters will notice you and what you’re doing. They don’t actually expect most local DJs to bring in 50 new people. They do however, expect you to put in the effort and to visibly promote the event via e-mails, text messaging, social networking, etc. Sometimes just reinforcing the promotion that is already out there is enough to make a promoter happy and feel like they booked you to be more than a DJ, but to be part of the event and part of the promotion team.
Long term goal
The real goal here is to build a fan base that you can access at any time. Gather names, phone numbers, and e-mail addresses. Create mailing lists and other ways to get your events info to them. The ability to bring people out to an event is a major difference in begging for gigs and actually getting booked. With consistency, this level of promotion can lead to more than a gig or two; it can lead to residencies….regular work.
David Sabat
DJ Marketing 101 
You are completely right David.
That’s probably one of the only things that smaller events keep newer djs away from, because they can’t keep the promise of bringing 50 people over to listen to them.
I don’t know if in US colleges/universities there are Music or DJ Societies. But here in Ireland there are many, and they can bring a lot of attention to promoters because they know that the society has a lot of members who like to go out, and if the event is catered properly and promoted in advance, it shouldn’t be so difficult go get a foot inside some small club, medium pub.
In our college our saying is “Get Involved” which is super important in what ever environment you are. If you are working in a company they sure have a social committee which organize corporate events, parties etc. Try to get to know the people and when there is an empty place ready to get filled, try to be there and give good ideas, and maybe pitch you as a DJ.
Music or DJ Societies????? I’ve never heard of such a thing. Well I have seen “the hip hop club” though. I’m also long out of college but I work for one. Sounds great though since you have a large group at your finger tips. Excellent way to promote and market yourself.
Hi David,
Great article, i’m often caught reading your perspective on the biz, and I am always pleasantly surprised. One point that deserves honorable mention is the lack of club owner/manager monetary support for middle to well known DJ’s. In Chicago, they therory is “why pay you $200.00, when I can pay DJ train wreck $50.00?. You see, over the past 15 years or so, many great Chicago area DJ’s have relocated due to sheer ignorance on many club owner/manager’s part. They realize the key to success in this industry is to get out of the Chi. Believe me, it breaks my heart to say it but it’s a fact. So, why would a great Chicago area DJ take $50.00 for a gig they can get $800.00 for outside of Chicago? Answer, they wouldn’t. So an alternative answer to start down the road to a successful DJ career is relocate first, make some noise elsewhere loud enough for them to hear you back home, come back and THEN rock it out. My man Spryte is one good example of this, Sneak is another. Keep up the goods my man, your words are always well noted in my book..Peace.
DJ Pumpin Pete
Great Article David
You really have opened up my visions of what I need to do to become something big. Being an 18 year old Dj is tough because you are never taken seriously but now I know the edge I willneed to make it out there.
Much Appreciated.
Warric Dyers (Dj Wox) – South Africa
What’s up David I think your right on point with the More than a DJ: “It takes more than talent” article I will more DJ’s would understand this.
Good words. True words. It’s insane how uneducated so many new bucks and some of these vetereans are…..I just played an event on Saturday and I was responsible for a good 20-25 people coming through…..and I’m a nobody! To be fair, it was my birthday….but these people are online friends as well as close friends and they come out anyways. It’s because I badger the sh:t out of them with reminders via their email or online social page. lool I’ve spun next to some really well-known names….big names….and it’s interesting at times when i don’t see them pulling the numbers you would expect them to…..this probably explains why so many of them do not pull in the same rate they did at one time. Promoters are smarter these days….they know how to pull your name up and do a little research on you……if they see that you haven’t really been doing much in recent times, I believe that factors in on what kind of compensation they may wanna offer…….I mean, your name may have meant something more way back when, but there’s only so much coasting you can do off of your history. David’s right, people want to know what you can do for the night…..it’s nice that you can play great music….but what good does that do if you don’t tell anyone or reach out to people to let them know where you will be and how much a great time they can expect to have if only they would get up, get out and show up. Good words Dave.
On point as usual Dave.
Keep educating brother.
Peace
Justin (NYC)
Hey David,
I think i have been saying this for years as well when it comes to DJS i got more DJS then i can shake a stick at and many of DJS i have allowed to perform at my events and i really did not expect anything from them for the most part. I guess it was because i know who is good and bad being a promoter as you know i have been to many events and seen many of DJS perform I personally sort of know before they even ask if they can perform at my events if they got what it takes and also if they will push weight so to speak.
Now the biggest thing is a lot of DJS are getting to lazy when it comes to being a DJ all these advanced programs and technology is taking the DJ out of them and they are turning to there laptops, serratos and digital files from there almighty apple computers.
I feel that is going to hurt the “REAL” DJS from being able to perform at events since all these fly by night djs who learned to dj from using automated programs that help them beat mix and has all these bells and whistles and can charge the club or venue really cheap prices just for basically playing a directory of music without really having to do any work.
Sorry David i am sort of rambling on but good subject.
Great Post. I try to tell my DJ clients similar information all the time.
It really does take more than the “I Rock” mentality to get put on these days. I will be lurking around this blog more often 🙂
I would have to disagree with most of what Matt Nalett has to say about the new up and coming DJ’s and their directories of music. If you noticed the BIGGEST named DJ’s are using Serato along with other digital music enhancers with effects and as far as performing I think DJ’s utilizing the new technology are better performers better yet musicians if you will. To be able to take a song or two or three with loops and synthesizers and make it all come together and make it sound harmonious to give people a new perspective on old sounds is incredible to me. However I do agree with Matt on one thing. If you’re a DJ hired to perform at a club you should promote the gig.
Hey David,
I just wanted to stop by and say that this article is 100 percent on par. Talented DJs must learn how to promote and brand themselves. Promoters want to see a DJ that knows how to market. That way, they know that they are going to get a big crowd into the venue.
Hi David (hey, that’s my name too!)
I realize that this post is a couple years old now, but I just wanted to give my two cents.
I definitely agree that talent is not enough to get you by in today’s day in age. Everyone is a DJ, and technology continues to close the skill gap. What is important is to take into consideration what it is that you’re doing to provide value as a DJ. Why would someone pick you instead of the next guy who is ready to take your slot for free?
I wrote a few words on the subject, if you don’t mind me linking to it here. http://www.passionatedj.com/become-a-dj-with-passion-and-purpose/
It’s important to choose the right gigs in the first place, exhibit your versatility, be honest, and have passion. These are the best ways to have any level of success (which, in and of itself, will be defined differently depending on who you’re talking to).
And, of course, marketing and branding comes into the picture too… but it’s important to remember that not only is everyone a DJ, but everyone is promoting themselves to death. So, maybe we should consider how to promote ourselves in a way that stands out, too!
Thanks for the article. All the best!
Regards,
David