In this series, we’ve primarily dealt with business aspects of electronic music.  We've covered contracting, marketing, and networking.  This time, I’d like to say a bit about something not normally covered along with business, and that's providing value.  See, value is when someone makes an investment that returns more in reward than the initial cost.  How do you provide value as a DJ/Producer?  What can you provide to make your potential services more attractive?  This can be summed up in three simple words; promotion, performance, and networking.

When providing value as an entertainer, promotion is one of your most vital tools.  See, if nobody knows who you are, nobody will want to book you.  Why should a promoter spend good money on an unknown quantity?  Unfortunately, the only way to get booked is by having some sort of visibility.  People, I’m here to tell you that you're going to have to suck it up for quite some time and play free shows until you build enough visibility in the public's eye to ask for a booking fee.  Bookings are just one arm of promotion, though.    There's also the vast world of Internet promotions, as well as street teams and various media.  If you are a producer, one great means of promotion is www.pumpaudio.com, which is a site that places music in advertisements, TV shows, movies, etc.  If you're a DJ, look for local college stations or other low power radio.  They might be willing to give you a shot.  Be sure not to overlook promotions, because this is where your value will increase the fastest.

The second leg of providing value is making sure you provide an outstanding performance.  Any idiot can play music, but remember that as a DJ, you are an entertainer.  As an entertainer, you should try and be unique.  People remember Fatboy Slim because of his Hawaiian shirts, they remember Yoji Biomehanika because of his hair, and they remember Paul Van Dyk because of his chord progressions.  What makes your act different from others?  Is it a specific sound?  Is it your look?  Do you have a charismatic presence behind the decks?

Time for going off on a tangent…  People, do not advertise one of your DJing qualities as being "Flawless Mixing."  If you are a performing DJ, your mixing should be spot on.  It is not something you should have to promote.  Leave "Flawless Mixing" on the shelf alongside "Uplifting Trance" and "Soulful House."

Back to Earth… think about yourself as a DJ, and what sets you apart from all the little mugwumps out there.  Listen to old mixes.  Do you gravitate to a particular style?  If so, think about how to market along those lines.  Every DJ is unique; you just have to figure out what sets you apart.

Lastly, networking is key to value.  Life is a series of people you know, and the network of people surrounding them.  Sometimes to get into someone's visibility, you must go through someone else.  Maybe it's your friend who is friends with a big promoter.  Always try to work with people one step ahead of you.  That ensures that you are always moving forward.  Part of your value as a DJ is whom promoters and club owners can get to through you.  For example…  A promoter is trying to book Trance DJs Rowland & Wright.  The promoter approaches my friend Lavender, who is a trance DJ in Vegas.  Lavender calls me, because I'm a close friend with Dave Wright of Rowland & Wright.  Lavender pulls his leverage here because he has a piece of a connection the promoter needs.  I have leverage because I know Dave, and can ask for a booking in return for the contact.  See how this works?  It really is whom you know!

Value is extremely overlooked when it comes to electronic music.  DJs never think of it as a piece of their overall appeal as an artist.  Remember that being a tool of promotion for the promoter is your most vital piece of value.  Provide the best possible entertainment for the money invested, and you remain a good deal in the eyes of the promoter.  Lastly, use your connections to network people with other people and develop booking leverage.  Now, put these skills into action, and try to get a booking within two months.  PM me here and let me hear your success stories!

Next Time:  Summary Time Blues.