DJ management is highly specialized, yet requires many of the skills that managers in other areas of entertainment need. For example, attention-to-detail, an eye for talent and a lot of energy.
Dance music is big business!
One of my clients is currently seeking financing for a movie about a New Yorker from a blue-collar, traditional Italian family who dreams of one day being as big as DJ Tiesto (who is the world’s penultimate DJ and will star in the movie).
This is a common dream for many. The notion of being a DJ conjures up images of glamour, beautiful people, jaw-dropping beats and exotic locations, such as Ibiza.
So what does it involve on a day-to-day basis?
Identifying talent
There seem to be three common qualities that managers look for in DJs:
- A DJ who already has kudos and respect amongst other DJs.
- Earning power. Good managers look for DJs who are playing at marquee clubs and earning good money.
- DJs who have an edge, a certain ‘jena se qua’ that sets them apart from their contemporaries.
Everyday tasks
Managers need to:
- Help DJs to realise their full potential;
- Interface with clients to make sure their needs are met and they receive a professional, first-class service;
- Ensure that all legal and financial obligations are met;
- Look after all promotional aspects for a DJ;
- Assist DJs with personal issues; and
- Produce events and develop nights/promotions for clubs that DJs perform in.
Differentiating a DJ from ‘the pack’
Promotion, promotion, promotion!
Managers need to pass out promotional mixes and make sure that all PR-related aspects are professional and tight. Twitter, Facebook, MySpace pages, all need to be constantly updated. Press kits should also be all-inclusive. From the imaging that gets used on all marketing and promotional materials to the actual performance, the manager wants to leave an indelible mark, a mark that distinguishes the manager as being a consummate professional.
Mistakes
A manager should never try and get his DJs to copy the style of other successful DJs. This is not conducive with good brand development and management.
A manager should also ensure that his acts are always on time, professional and respectful. Soundchecks should always be done well in advance of any performance.
Don’t assume anything! As a manager becomes bigger and more successful, they should pay even more attention to details. People will be expecting more and as a result, it is up to the manager and the DJ to step-up.