There's an old saying: it’s not what you know, but whom you know.  How true is this in the world of dance music!  The most talented DJ in the world is still nothing if nobody hears their music.  I know many DJs who are quite talented, but stuck toiling by themselves in bedrooms and basements all because they do not grasp the full concept of networking.  You see, networking is of the utmost importance, because it generates awareness and visibility.  Being a DJ is about being a leader of people, and being a leader of people means people know you and what you do.  Being successful in music requires putting yourself around successful people, and learning how to utilize everyone's talents properly.  In this business, networking is the most valuable skill to develop, second only to basic mixing ability.

How many times have I been at a show, listening to a DJ, saying to myself "How in the world did this guy get this slot?  He stinks!"  The answer is quite simple; he knew someone.  Be it as a friend of the headliner, friend of the promoter, or longtime association with the venue, that froob on the turntables playing tracks mixed for the first time by the Biblical Tag Act Cain vs. Abel knew someone involved in the organization of the event.  He didn't have to be some mind-blowing new talent.  The entire promoter needed was a body to fill the 9pm-10pm slot.  The bottom line is, he got the spot and you didn't.  You're way more talented!  You deserve that spot.  This is the part of the night when you seek out the promoter, and begin to tell him about how you are the best thing since Grandmaster Flash invented the crossfader.  If people don't know who you are, how can you expect to be booked?  Make sure that promoter, and any other promoters in attendance, knows who you are before it is time for you to depart.  Speaking of that subject, early in one's DJ career, mix CDs are considered to be the gold standard for self-promotion.  CDs, however, require time to burn, label, and case.  Also, any CDs you don't give away are garbage when you record that cool new mix four months from now.  May I suggest instead of carrying CDs, carry business cards with your website address on them.  That way, you don't have to lug CDs around shows, business cards are easier for people to carry than CDs, and the only overhead involved is web space and a domain name (which are two things you should have anyway.)  All of my printing is handled through Pro-Image LLC of Birmingham Alabama (205.978.9934, tell them Oneel sent ya.)  I recommend them because they are a great Christian owned company, but any quality printer can help you out.

As I have said in previous articles, you need to get out of the house.  Go to shows, meet clubbers and other DJs, and improve your circle of association.  The more people you know, the more people will come see you; it’s that simple.  Everyone knows someone who can come to a party, make three or four phone calls, and have 20 people show up a few minutes later.  Identify that person, and put them to work.  Look around at your friends and associations, and evaluate everyone's talents.  If they are truly your friends, they will help you with your journey.  After all, nobody minds helping out a friend.  If you have a friend who is a graphic designer, see if he can make some web graphics for you.  Get that guy you know in sales to help develop a marketing campaign.  Ask your popular female friends to help pass out flyers.  Remember that no matter what you do in life, you are five minutes or five miles from every resource you will ever need.  All it takes is time to unearth these contacts.  This process is started when you get out of the house.

Remember that one of the keys to networking is the follow-up.  I can send you to my website all I want, but if you forget to download the mix, then what good have I accomplished?  None!  If I have your email (which I should if I send you to my website) I should email you no later than one week after initial contact to see what you think.  Follow-up is a difficult task though.  Please bear in mind that there is a rather fine line between reminding and annoying.  Cross that line, and you've damaged a perfectly good contact.  Fail to remain within sight of that contact, and you've squandered an opportunity.  Remember the communication chain of command:  if calling doesn't work, write an email.  If Email doesn't work, send a letter.  If a letter doesn't work, forget about it.  If someone doesn't promptly call or write back, then they probably have no interest in doing business with you.  Don't take that rejection hard though.  Think about it as if they have saved you lots of wasted time.  Focus energies spent on those contacts in other places. If someone doesn't want to work with you, they just don't want to work with you.  No amount of follow-up will change their mind.  Following up on truly interested contacts is key!

Everything you need to be successful is right here.  All you have to do is reach out and grasp the opportunity.  Get out of the house and meet some new people.  Make some friends to expand your circle of contacts.  Find out unique skills your friends have, and put them to use in your army.  Lastly, make sure to follow up with contacts.  Be aggressive, but not annoying.  Your friends and family are important in this business.  They can help support you in difficult times.  These are the people that care the most about your successes and failures.  Make them an integral part in your work, and I guarantee you will not regret it!

Next Time.... The Business of Dance Music Part IV: USDA Value!