Review: The Mobile DJ Handbook,
Second Edition by Stacy Zemon
March
2003
The Mobile
DJ Handbook is the world's top selling DJ book. It is now
available in a revised second edition that will most likely keep
it at the number one spot. This month's tip will review the Mobile
DJ Handbook while hopefully revealing some of the secrets behind
its success.
To begin, the book is authored
by Stacy Zemon, who has over 25 years of combined mobile, club,
karaoke, and radio experience. In addition, Zemon has written
articles for DJ Times and
facilitated leadership and marketing panels for the International
DJ Expo (where she was a judge for "DJ of the Year"
competitions). The Foreword by Jim Robinson, the co-founder and
president of Promo Only
is an added bonus. Robinson shares the history behind Promo Only,
which should serve as an inspiration for any DJ entrepreneur.
In a nutshell, the Mobile DJ
Handbook "contains information on becoming a professional,
securing bookings, buying equipment and music, and running party
dances, contests and games" (p. xix). Zemon conveys this
information in a concise, easy-to -read manner.
A major theme throughout the
book is an emphasis on professionalism. Zemon writes:
In the mobile DJ business your
performance is your product. When your product is excellent,
you will receive referrals that lead to bookings. Consistent
bookings will create the cash flow that is necessary to promote,
improve, and expand your business (p. 5).
Zemon proceeds to distinguish
between "newbies" (who become professionals) and "bottom-feeders"
(who leech off the scene). As Zemon writes, "if you plan
to be a bottom-feeder, please stay away from the mobile disc
jockey profession" (p. 8). In contrast, the newbie is new
to the DJ business "and simply lacks the experience, references,
and connections that benefit the higher priced, established mobile
disc jockey" (p. 8).
To establish a DJ business, Zemon
enumerates several steps, such as: (1) choosing a business name;
(2) registering your DJ service; (3) developing a sound financial
plan; (4) planning for retirement; as well as several additional
steps. Once the business is established, Zemon demonstrates the
importance of creating a reputation. As she puts it, "if
the guests at an event are not dancing to the music, do not look
happy, or are complaining to you, change what you are doing
immediately!" (p. 24).
The DJ should focus on customer
service because that is how a successful business will generate
referrals. Customer service includes "getting the crowd
going" (p. 33), microphone skills (p. 35), ice breakers
such as participation dances (pp. 36-38), contests and games
(pp. 38-42), karaoke, and party props. Zemon's description of
specific participation dances and contests/games is invaluable
and, if executed correctly, would make any "newbie"
an overnight success.
An entire chapter is devoted
to mobile DJ equipment, which isn't that different than the equipment
employed by club DJ's - except that mobile DJ's also need mobile
amps, speakers, and lighting equipment. In addition, building
a comprehensive and diverse music library is essential. Zemon
provides tips on this subject and lists several novelty, speciality,
and participation songs (p. 62).
The chapter on marketing and
advertising is an excellent guide for the beginning mobile business.
Zemon also addresses bridal introductions, Bar/Bat Mitzvahs,
and other theme/holiday parties that require extensive preparation.
For example, as Zemon describes it, "a wedding is the most
important single event in a bride and groom's life. Treat each
couple's reception as if it were your own ..." (p. 104).
The mobile DJ sector is one of
the only segments of the DJ industry experiencing growth during
the current economic downturn. The release of this second edition
couldn't be at a more appropriate time.
Next Month: How Vinyl Records Are Manufactured by Robert Oleysyck
