Friday, March 11, 2011

"Bride on a budget"... My response.

I completely understand the DIY mentality, and in some cases, you can have an amazing wedding by doing all of the hard work yourself.  But... the opertive words here are "Hard work"... and don't forget to "do your homework".

Here's a statement by a long time trusted and respected national disc jockey, Randy Bartlett: 

"$500 DJs have always existed and always will.  There are $50 magicians and $500 magicians and $25,000 magicians.  That will never change.  Anything that people 'love to do' and think is fun will always have a low end.  The goal was never to do away with low end DJs, but simply to raise awareness among them that the value of what they do is probably higher than what they thought". 

After reading that statement, I had to follow with some of my own comments.  The bridal wedding forums are filled with the DIY mentality... which in and by itself, isn't a bad thing.  It keeps us (professional vendors) all on our toes, and cognizant of trends.  One of the current trends is to have a low cost "iPod" wedding where the background music originates from an iPod device.  While I don't want to debate the merits or lack thereof, I need to address the "professional" side of the debate.

That word, "professional" has everyone buzzing, especially other DJs.  What I mean by the word professional, is a person who looks at their "field" or "profession" as one that will earn a living... paying the bills and continue an existence.  A $500 DJ might very well be a professional in his/her own eyes, if the above conditions are met ( A DJ with no children, pets, small apartment, and very little expense). 

Let's look at this scenario:  Here we have a "20 something" individual, who just moved out from living with mom and dad, and is looking for something to do with their life... maybe a lucrative career.  They've been to their college buddy's wedding and watched the DJ, and said to themselves "hey, I could do that, it looks like a lot of fun, and everyone loved it".  Now, the question that pops into his/her head is... "what do I have to do, to start this career"?

The very next move, is the critical move... what direction is this person going to go with this mental decision?  What follows, determines if this person is going to be a "professional" or a "low ball hack" wanting to make an easy buck (NOTE: The term "Hack" is subjective, and I think most know what I was trying to say [for lack of a better word].  It's like a "dirty joke"... you can't really define it, but you know it when you hear one).  What makes the difference, is what he/she conveys to the customer at this moment... "the bride and groom" who are looking to hire a DJ for their wedding (this also applies to each wedding vendor occupation, by the way).

Here's what the "hack" does:  He/she buys the cheapest gear they can find, steals some music from the Internet, buys a few business cards, and puts an ad in craigslist for $400 wedding entertainment.  Then, sits back and waits for the phone to ring. When it does (and it will), this person quotes the $400 price, and claims to be the "Best DJ money can buy".  They have maybe invested a few hundred dollars in this endeavor. They get hired, and ruin the wedding.  They don't take any of the funds to upgrade their skills or equipment.  The customer walks away from the experience, disappointed, pissed off, and tells their friends about the "cheesy DJ" who ruined their wedding.  The "occupation" as a whole, takes a black eye, since we all got lumped into one painful group.

 Here's what the "professional" does:  He/she starts doing some research on "How - What - Why - Where - When".  He/she sits down and studies... joins an Internet networking site with other DJs, and asks a lot of questions... and reads everything everyone has to say about the profession.  Then, and only then, does he/she go out and purchase some equipment, and learns how to properly use it.  He/she, accompanies a professional to a wedding(s), and watches, and take notes (all this for free, BTW).

He/she purchases an Internet site, and has it properly put together, so customers can find them (at considerable expense).  He/she purchases insurance, and joins an association with National backing, networking and skills.  He/she attends some training seminars, to learn the craft, and hone their skills.  They find out what the current trends are and incorporates their way of thinking into those trends.  They practice with their equipment prior to putting it to practical use with a customer... called "rehearsing".  Then, they practice some more.  They put in 8 to 10 hours a day, studying, and learning.

The next step is to hire an attorney to draft a contract.   They purchase a legal music library (which can amount to thousands of dollars).  NOTE here:  You may not care if your DJ has legal music, but if he/she stole it, then you're stealing it too.  Do you want a "thief" working for you?  They purchase On-line "planning" and "timeline" programs for their customers (several hundred dollars).  They may donate a show or two, to a friend or community event, so they can practice and polish their skills.  They make sure their gear is top of the line, and carry "backup" gear in case of a failure.  They purchase professional business cards/fliers/handouts/ newspaper ads/phone listings/wedding site ads... and on and on at several more thousands of dollars.

The next step is to write up a "plan" for their business... goals, and wishes.  There is a strategy to becoming a professional DJ, that is often overlooked by the "hack".  The professional learns how to treat a customer, and puts them ahead of their own wishes.  The "plan" is to make the customer so happy, that they will recommend the DJ to their friends, who will then hire them.  They continue to give 100%, and understand what hard work is.  They actually charge a fee that represents all of the above, and they don't apologise for charging more than the "hack".  They have probably taken out a sizable loan to get this off the ground (unless mom & dad are helping).

I have a saying that I really believe: "The fee a professional charges, is a testament as to their real feeling of what they are worth".  If they are a true professional, they get what they're worth... or they go out of business.  A professional understands that this is a once in a lifetime "fairytale" for most brides... "let's do it right the first time". 

Here's another saying that I think puts it all in proper perspective:  "The bitterness of poor quality, remains long after the sweetness of a cheap price is forgotten".  More couples should be aware of this... but unfortunately, are not.

6 comments:

  1. This comment has been removed by the author.

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  2. I agree with everything, but I would not necessarily call the DJ with a lower 500.00 package a hack. In some rural areas that is what is expected and it should be offered to help support their budget. I have been djaying for nearly a decade now under a very professional company. Making about 89.00 a show, always being told to go on my own for years. I now have and am very happy I did. A professional is a life choice which in turn will reflect the individuals decisions, attitude, and compassion. When their is balance of Sales level 3 professional (golden rule) and a positive attitude and respect not just for the client but themsleves, then you have a professional. Yes charge how much you are worth, but also have options for every client and their needs. Having options gives the client freedom and not everyone is the same. The greatest salesperson tailors the product or service to the individual's lifestyle and advises them of the features and advantages which will benefit them. If you have a passion for something and carry yourself professionaly, then it will be seen by all, including your client. Great post, God bless to all.

    -DJ Blest

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  3. Until all my clients are driving 10 year old Scions and living on Ramen noodles, I'll continue to believe that they will find the dollars in their budget to pay for what is important to them, wedding wise. That isn't the same for every couple; a professional dj is paramount for some; a fabulous officiant would be for others (I like them, lol).

    Professionalism usually comes with a pricetag; one that is geographically flexible, but reflective of the experience, equipment and talent of that professional. Unfortunately, very often true pros don't ask what they deserve....and neither do hacks.

    Thank you,
    Celia

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  4. With all due respect to the "rural poster", do Chevy trucks cost less out there in the country than they do in the city? I don't mean a discount of 1000.00, I mean if a new truck in Atlanta costs $25,000.00 does that mean you can buy one for $18,000.00 in Gainesville?

    Of course not. Nor do boob jobs, braces or airline tickets cost any different. The fact is, our line of work is the easiest to fake until "go time", because most B&G's wouldn't know SHURE from Shinola, know digital music means high tech regardless of the source and a pretty picture on a website can come from anywhere.

    Tyrone, love the post man. A thing to remember. ANYONE can push play. I told a Bride just that the other day. If you just want someone to push play, I'm sure you have a cousin or someone that can handle that.

    But when you hire a PRO, you're getting assurance that announcements are made properly, names are pronounced correctly, timelines are followed and a professional entertainer to guide the party where you want it to be, so it's memorable...not lame.

    Keep doing what you do brother....nice post.

    tjk

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  5. This is an absolutely spot on post! I am completely in awe of the articulate way you compared the novice to the seasoned pro. While both really have needs and the "gig" needs to fill that need, the difference is the experience - both going in to the event, during the party, and coming out of the relationship with the honoree's. Great job!

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  6. Great post!!! I could not agree more... DJ's tend to be the most underpaid vendor at a wedding. I'm the highest paid DJ in my small city! My wife and I have worked hard to deliver the best service possible. My customers are 90% referrals and have no problem paying my price. So many people will hire the $400-$500 DJ only to be disappointed after they ruined their reception.

    Price is important, but do not book entertainment (or any other vendor) based on price alone.

    Nice post,

    DJK

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