Looking Ahead with 20/20 Vision Plus: Corporate Events in Focus

#213 DEC MOBILEBEAT.COM 2019 LOOKING AHEAD WITH 20/20 VISION PLUS: CORPORATE EVENTS IN FOCUS

It’s the final stretch on the road to Vegas! MBLV24 : Tropicana LV, Mar 16-19, 2020 Get your pass and room now at MobileBeatLasVegas.com Innovative LED www.innovativeledsales.com Roland www.roland.com FEATURE ��15 Versatility LOOKING AHEAD By DJ Dayna WITH A DIFFERENT BEAT ��16 Body Mechanics for DJs: The Basics 20/20 VISION By Stu Chisholm MUSIC NEWS �� 17 Wedding Songs to Watch in 2020 PLAYLIST By Matt Campbell

FEATURE �� 8 PLAY SOMETHING WE CAN DANCE TO ��18 The Most Wonderful Time of the Year Future Plans / Yacht Rock By Kevin Freese By Jay Maxwell

THIS IS HOW WE DO IT �� 12 MOBILE MATTERS �� 20 Reset for Next Year Building a Brand... Part 3 of 3 By Joe Bunn By Matt Martindale

FEATURE �� 13 FEATURE ��22 Showing Up: Scratch or Bust in 2020 Life Is a Highway: Danny Koker By Staci Nichols By Mike Cordeiro

FEATURE �� 14 FEATURE ��27 What Makes You a PRO? Keeping the Count: Kevin Mack By Troy Adams By Mike Cordeiro

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Publisher Editor-in-Chief Events Director Emeritus Ryan Burger Dan Walsh Michael Buonaccorso Mobile Beat Editorial Assistant / Events Director Writer Jake Feldman Rebecca Burger

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FEATURE The Most Wonderful Time of the Year

By Kevin Freese

FEATURE The Most Wonderful Time of the Year CORPORATE HOLIDAY PARTY TRADITIONS AND TRENDS FROM COAST TO COAST By Kevin Freese

parties. With several large companies such as Boeing, Redfin, and hat’s the craziest thing that’s ever happened Zillow headquartered in the booming Seattle area, Tim often “W to you as a DJ?” Along with inquiries about provides services to a corporate client multiple times over the the most popular song that I play and requests for season. This includes the tech giant Microsoft, one of Tim’s valued customers. “Companies like Microsoft can have seven different me to use my DJ voice, this question is among the holiday parties among their various departments,” says Tim. “Each top three that I’ve been asked over the years when party is independent of the other, so it’s like working for different someone finds out that I’m a disc jockey. While I’ve clients even though it’s the same company.” experienced my share of unique moments at events Renowned for its fish market, Seattle is also home to many of all kinds, it’s the ghost of holiday parties past major seafood companies. When working a room full of fishermen, Tim says that his top priority isn’t packing the dancefloor but that provides the largest collection of tales to tell. creating a pleasant environment for his audience. “They often These aren’t always the fondest of memories. There was the prefer to relax and visit with each other,” Tim says. “Their wives enjoy time a police officer had to help me out of a ditch so I could make dancing, so I end up playing a lot of requests from them.” it to an event on time. It was the closest that I’ve come to being Across the board, Tim finds that holiday party clients care most late for a gig. At another holiday party I got trapped on an icy patio about the production value of his services—oftentimes more so in the middle of the night while loading up my gear. Despite the than filling the dancefloor. “They’re looking for a strong presenta- challenges, holiday parties have always been one of my favorite tion as well as dependability,” he notes. types of events and performing at them has become as much of a The challenge of attracting guests to the dance floor is one seasonal tradition for me as putting up the Christmas tree, mailing of the aspects that Tim enjoys most about holiday parties, feeling greeting cards, or giving presents. that it gives him a great chance to hone his skills as a DJ. He finds Curious about the experiences of other DJs that perform at himself discovering new ways of seeking out those members of his holiday parties, I recently spoke with five disc jockeys from across the audience that are most engaged in his performance, whether it’s country to find out what makes these events valuable to them and to building upon a group of guests that are on the dancefloor, enticing learn what holiday trends they’ve noticed over the last few seasons. those that are near the dancefloor, or simply identifying individu- After being hit hard by the great recession of 2008, holiday parties als that are engaged in the music no matter where they are in the have come back into full swing over the last few years and each region room. “Holiday parties are a great way to practice these next-level of the country is experiencing growth in holiday party business. observations,” explains Tim. He has ultimately learned that creating MAKING A SPLASH IN SEATTLE an environment where dancing SHOULD happen almost always leads to dancing actually happening—even at holiday parties. We begin in Seattle. While most talented DJs are accustomed to repeat business year after year, Tim Humphrey of Ideal RISK AND REWARD IN BOSTON Entertainment has found that his region offers the opportunity to Josh Field of E.C.F. Entertainment in Boston is also appreciative of serve the same client week after week when it comes to holiday the opportunity that holiday parties give him to strengthen his

8 MOBILEBEAT.COM ▷ DECEMBER 2019 understanding of the craft. “I’ve found myself taking risks as far as says. “Specifically, I like to find out if they want only ambiguous song selections and overall performance at holiday events that I holiday music or if they are okay with songs that have a religious might not otherwise have taken, and they’ve paid off,” Josh says. connotation.” For clients in search of some guidance, Lee suggests He’s discovered that he’s able to take what he’s learned from trying several options including nonstop holiday music for the first 20- 40 something new at a holiday gig and applying it to his performance minutes or 1 to 2 holiday songs per every 4 to 5 songs played. “I’d at other events throughout the year. “If it’s a particular mix or setlist say about 30% want a heavy rotation of holiday songs, 50% want a that’s worked at a corporate event where guests may not feel as balanced mix, and 20% don’t want any holiday music.” open in front of bosses and directors then it’s likely something that Along with providing traditional DJ services, Lee has noticed will also work in other settings like weddings,” observes Josh who’s an uptick in photobooth and uplighting add-ons for holiday parties. been in the business for over two decades. “We’ve also been selling video screens with custom animated As for corporate clients that aren’t as interested in dancing, company logos and holiday-themed visuals,” he says. For clients that’s okay too as long as Josh is helping them to actualize the that don’t expect much dancing, Lee finds that karaoke, company type of event they’re looking for. “Just like with wedding clients, it’s trivia games, and lip sync battles are good options. Human gift- always important to have a lot of communication with corporate wrapping has been a lot of fun for crowds that are looking for high customers ahead of time in order to get a complete sense of the interaction, Lee reports. event before it happens,” Josh says. For customers that are orchestrating a raffle as part of their No matter how much of a role that dancing plays at a holiday event—an activity that’s always popular at holiday parties—Lee has party, Josh loves the unique way these types of events can infuse learned some great strategies for success. “My top tips for clients music into a company’s culture. He says, “Employees don’t often get are to limit the amount of prizes and also to steer clear of tickets to experience music together and I’m grateful for the role that I play with numbers,” he says. “Instead have raffle tickets with names so as a DJ in making that happen.” the process goes faster. You can also do a silent drawing for smaller Getting more specific about the music, Josh says that Christmas prizes and reserve the live drawing for the top ten prizes.” songs are most prominent during cocktail hour, but he loves sprinkling Although the disc jockeys at Hey Mr. DJ spend most of their them in throughout dancing. He has also found that services like BPM year performing at weddings, December is a nice time to shift gears Supreme and DJcity are great resources for danceable holiday remixes and provide a different style of entertainment,” says Lee. “Corporate and mashups that flow together well with standard dance music. parties can often begin with a certain level of awkwardness because As far as recent trends at holiday parties in the Boston area employees may not have socialized outside the office, so I find it are concerned, Josh reports that event design has become increas- rewarding when we are able to break that ice, getting everyone ingly popular over the last few years. Employers are relying on engaged on the dancefloor and having a good time together.” DJ companies and event planners to help them design a setting that is memorable and thoughtfully pleasant for their employees. KEEPING IT FRESH IN DALLAS Customized furniture arrangements, bistro lighting, and projection William Ryan III, a DJ in Dallas, Texas, knows about that rewarding mapping are just a few of the accoutrements added by clients to experience too. Through his company It’s Your Night Entertainment, give their event a wow factor. he’s been working with some of the same holiday party clients for several years. Keeping it fresh from one year to the next is key to his A BUFFET OF EVENT OPTIONS IN LA success at maintaining these customers. “We find that our repeat Los Angeles-based DJ Lee Dyson of Hey Mr. DJ and his team spend a holiday clients always like to take things up a notch from previous lot of time figuring out how clients want holiday music incorporat- parties, so we have to stay on top of the trends and be sure we’re ed into their parties, when they speak with them prior to the event. offering new add-ons to make the event ‘better than last year’,” says “We have a pre-event questionnaire and consultation with clients William. “We’re always changing up our add-ons like photo booths to get a feel for average age range, general music preferences, and and even our décor lighting to help those events stand out—ulti- to what degree they want holiday music played at their event,” Lee mately keeping our clients calling us back each year.”

Kevin Freese began his career as a mobile DJ at the age of sixteen when he joined Chicago’s Bass Control Productions. There he performed at hundreds of elite events in the Chicagoland area, including an opening spot for K.C. & the Sunshine Band at the House of Blues. He later became the owner of Bass Control, operating the company until moving to North Carolina. Kevin continues to stay connected with the mobile DJ industry while also focusing on his career as a freelance writer. His work appears in Midway Magazine, Hair Trigger, F Magazine, and Carnival Magazine among other publications. With an MFA in Creative Writing from Columbia College Chicago, Kevin also serves as an editorial consultant and writing coach.

MOBILEBEAT.COM ▷ DECEMBER 2019 9 FEATURE

out the year. “Performing at holiday events has been a great way to “Corporate parties can often begin with connect with a new audience that sometimes leads to more wedding a certain level of awkwardness because clients and other corporate bookings throughout the year,” says William. employees may not have socialized outside the office, so I find it rewarding when we SWITCHING THINGS UP IN CHARLOTTE are able to break that ice, getting everyone In Charlotte, North Carolina, Troy Adams and the staff of Carolina DJ Professionals also have a strong base of repeat customers for engaged on the dancefloor and having a holiday parties, though some of those events have flipped the good time together.” script when it comes to tradition. Instead of hosting a typical ~ Lee Dyson, Hey Mr. DJ, Los Angeles holiday party for their employees, many companies are throwing themed galas. “A casino night theme has become a popular choice in our area,” says Troy. This is a trend recognized by DJs in other And as the season approaches, William makes sure that regions as well. From casino nights and one-night-only speakeasies everyone knows his company is open for business to both new and to the cultural melting pot of around-the-world themes existing customers. He tailors his website to holidays, capping his logo with a Santa Claus hat and adding a tasteful touch of snow to Whether it’s a typical corporate holiday event or some new the background of his web pages. variation on the excitement, and whether or not dancing is the focus, it’s clear that “the company party” has survived into the 21st century, These efforts to heighten holiday business have proved invaluable across the US. Plus, it has the potential to be a showcase of what your for It’s Your Night Entertainment, leading not only to repeat business in DJ company can do for potential clients throughout the year. December but also providing opportunities for more events through-

SONG ARTIST LAST CHRISTMAS WHAM! HERE COMES SANTA CLAUS (RIGHT DOWN SANTA CLAUS LANE) GENE AUTRY JINGLE BELL ROCK BOBBY HELMS WHAT CHRISTMAS MEANS TO ME STEVIE WONDER MERRY CHRISTMAS BABY OTIS REDDING He’s PRESENTS FOR CHRISTMAS SOLOMON BURKE SANTA BABY EARTHA KITT Makin’ FROSTY THE SNOWMAN THE RONETTES HEY SANTA CLAUS THE MOONGLOWS a List... JINGLE BELLS DUKE ELLINGTON & HIS ORCHESTRA SANTA CLAUS IS COMING TO TOWN FRANK SINATRA COOL YULE LOUIS ARMSTRONG Kevin’s Top I'LL BE HOME FOR CHRISTMAS (IF ONLY IN MY DREAMS) HOLLY CONLAN Christmas CHRISTMAS TIME IS HERE KHRUANGBIN SILENT NIGHT SIDNEY BECHET songs: TANNENBAUM VINCE GUARALDI A REady-to-play HAVE YOURSELF A MERRY LITTLE CHRISTMAS WYNTON MARSALIS HOLIDAY PARTY UP ON THE HOUSETOP JACK JEZZRO track list I'VE GOT MY LOVE TO KEEP ME WARM DEAN MARTIN WINTER WONDERLAND TONY BENNETT LET IT SNOW, LET IT SNOW, LET IT SNOW BEEGIE ADAIR These songs could be played before RUDOLPH THE RED NOSED REINDEER JACK JOHNSON dancing as a setlist that runs 1 hour and THE CHRISTMAS SONG NAT KING COLE 37 minutes. WHITE CHRISTMAS THE DRIFTERS LITTLE SAINT NICK THE BEACH BOYS RUN RUDOLPH RUN CHUCK BERRY ROCKIN' AROUND THE CHRISTMAS TREE BRENDA LEE CHRISTMAS ALL OVER AGAIN TOM PETTY ALL ALONE ON CHRISTMAS DARLENE LOVE CHRISTMAS (BABY PLEASE COME HOME) U2 ALL I WANT FOR CHRISTMAS IS YOU MARIAH CAREY

10 MOBILEBEAT.COM ▷ DECEMBER 2019 Mixware www.mixware.net THIS IS HOW WE DO IT Reset for Next Year GET READY TO ROCK 2020 By Joe Bunn

reliable? If it’s not, it’s time for some s 2019 closes out, I think upgrades. Don’t carry crappy sound A it’s a good time to look into the next decade. Secondly, how back and celebrate all of your does it look? You’re standing up in front of hundreds of people every successes. It’s also a time to weekend! If you aren’t legit proud of reflect and think about what the way you look standing up there, you could have done better, then pivot. I don’t care if you build whether it’s from a business something or buy one of my new DJ booths at www.bunngear.com (see standpoint or a personal one. what I did there?) but please look ORGANIZATION and sound like a pro! Did you struggle this year with APPEARANCE getting organized? You can do better It’s seriously time for some of you next year. Don’t wait until the last guys to assess your appearance going minute to prep for shows. Set up into the new year. I’m not saying you calendar reminders on your phone have to look like Ryan Reynolds or be two to three weeks beforehand to start creating playlists for the event wearing tailored Armani suits, but it’s and making sure that your clients time to get with the times. have turned in their planners, etc. We come in all shapes and sizes, There is nothing worse than feeling (and being) unorganized. I get that, but you have to take care of yourself. Lifting a speaker onto a tripod is NOT enough exercise for the week, no matter what CUSTOMER SERVICE you’re telling yourself. Get out every day and do something active, How would you rate your customer service in 2019? Anything less even if it’s walking the dog an extra few blocks. than an A+ isn’t good enough! Did you respond to emails promptly? After you do that, it’s time for a closet assessment. How long Did you call people back that left you a voicemail? How about at the have you had that suit? Do you really want to keep wearing that show? How was your attitude? Were you nice to guests/clients? Did music note bow tie and matching cumberbund? Does that scream you smile? The customer experience is critical. If you need to make “cool” or “on trendy” to you? To me it screams dated and cheesy. Get changes on how to book or run shows, do it NOW! Don’t carry any yourself to a nice men’s store and start over with a new look for a negative behaviors or habits into 2020. new year. You’ll thank me later for this one.

MUSIC VENDOR EXPERIENCE There is nothing more annoying to me than a DJ who is out of Another thing you can fix before starting another season is how touch with music. How does that even happen? Where did you you work with other vendors. Did you have some run-ins with lose your way? Isn’t the love of music what led you to becoming weddings planners who weren’t really on the same page as you? a DJ in the first place? Start setting aside a few hours per week to research music on Billboard, iTunes, BPM Supreme (or any of the Maybe you complained to a photographer that pulled the bride record pools). I promise you: The time you’ll spend is well worth it! and groom off the dance floor for an hour during your set. Chill out! Not only will you be better prepared to perform, you’ll simply feel It’s not worth causing a stink at an event, or even after it. Make a more “in the loop.” It’s really therapeutic for you to connect with the mental note that you aren’t going to recommend those folks again music again to avoid burnout. and keep it moving. Instead of wasting brain power and stress on those vendors, think about ways you are going to take care of the EQUIPMENT real pros who are referring your company again and again. Plan How many times did your wireless mics “drop out” when someone some lunches, get to a networking meeting, deliver coffee or treats important was speaking this to their venue or office. Think year? How many times did people positive rather than combative. scowl at your ugly banquet table Joe Bunn started his DJ career over 30 years ago. His It will get you A LOT further in setup and loose cables? (Even if company has four offices and now does over 1000 weddings 2020 (as well as keep your blood a year and another 400 private, corporate and charity events. you didn’t notice, they did, trust pressure down). He still DJs almost every weekend, but also helps other DJs me!) Do your speakers look like grow their businesses as a consultant, writer, and speaker. I hope that these ideas help they were dragged behind a car? Visit www.djjoebunn.com to learn more. His latest venture you step into a new decade on Really think about your is The DJ’s Vault (www.thedjsvault.com) the right foot. If you need me, equipment for a minute. First off, featuring content to help DJs build their businesses the reach out any time! does it work well and is it uber right way.

12 MOBILEBEAT.COM ▷ DECEMBER 2019 FEATURE Showing Up: Scratch or Bust in 2020

By Staci Nichols

FEATURE Showing Up: Scratch or Bust in 2020

By Staci Nichols L-R: DJ Tigerlily, DJ Jenny Pocket, was recently invited to attend a free weekly outdoor DJ Kanoya (not I workout called the November Project (at 6:30 AM pictured but also on Wednesdays). I had DJ’d the night before and didn’t in attendance, DJ Details) Staci passes... even get to sleep until about 12:30 AM. The person who invited me congratulated me for “showing up.” The hashtag for November Project is #JustShowUp. After inviting some other fitness enthusiasts to attend with me the next week and hearing the whining (it’s 50 degrees at 6:30 am in December in San Diego—hardly blizzard weather), I began to understand why “showing up” was actually the hardest part. I’m relying on the same principle to improve my scratching in 2020. Have you heard that if you share a goal with others that you are more likely to accomplish it? A support system (or accountability crew) works whether they are BFFs you DJ with all the time or random followers online that you shared a goal with. What do you think sharing my goal with this magazine should get me??!? In 2020, I will perform scratch patterns in public that involve the crossfader! Yikes—it’s out there. In black & white. In print. And you’re reading it! If you, like me, want to amp up your turntablism game in 2020, let me share my plan with you. For me personally, I started in 2019 by taking professional lessons. This introduced me to Staci shows up! the basics of using turntables (which I had never done before) and scratching fundamentals. It’s tempting to spend a minute learning the baby scratch and moving on to the sexier stuff. But, because I had worked with a professional coach, I learned a variety of ways to implement this building block...quarter notes, eighth notes, opens, tears, etc. Now I’m ready to add the crossfader! I’m also currently working my way through DigitalDJTips.com’s “Scratching for Controller DJs” video course. I knew it would be beneficial to master the basics before moving on. A few weeks ago I “showed up” at my first ever open turntables at the Beat Junkies Institute of Sound in LA. My friends, DJ Tigerlily & Jenny Pocket, and I mistakenly thought it was going to be a scratching class. We realized it was open turntables after the fact. Open turntables is sort of like a drum circle for scratching—you basically go around the room with everyone performing different scratch routines back-to-back. I’d been purely a bedroom turntablist up to this point—I was mortified. I really wasn’t sure if I could do it. Everyone else was way better than me. I passed the first few times it was my turn. But I eventually decided to show up! We were so inspired and motivated by having DMC participant Patty Clover scratch with us (and all going WAY out of our comfort zones) that we decided to host our own informal open turntable get-together. I’m easily the “least developed” turntablist in the group, but, again, I showed up! We also plan to hold each other accountable in 2020 by participating Why Should You Be Scratching? in #100DaysOfScratching together. This is a challenge created by the More and more club DJs are starting to spin at wed- School of Scratch to help DJs commit to scratching everyday for 100 dings. It’s no longer “enough” to just play full radio days straight. Be sure to follow the hashtag on Instagram and reach edits of songs smoothly faded together. When so- out to the School of Scratch to have instructions sent to you. phisticated millenials have access to unlimited mu- How will you #JustShowUp in 2020? sic online and easy music editing apps, we need to deliver something that wows. A new generation of mobile DJs are here and they spin in night clubs, DJ Staci, the Track Star, has been a full-time mobile DJ for 10 years. She has performed internationally, on the Vegas strip, at festivals, celebrity weddings, and for companies bring turntables to weddings, scratch, use effects, like Lamborghini and Reebok. Staci has spoken at industry conferences and been and deliver creative song transitions—like word- featured on DJ News TV, ADJA and BookMoreBrides.com webinars, the Wedding MBA plays and backspins. Push yourself to improve your podcast, and a BPM Supreme Female DJ Forum. Staci is represented by both Scratch Events & Purim Agency. DJ skills...because they matter now more than ever!

MOBILEBEAT.COM ▷ DECEMBER 2019 13 FEATURE What Makes You a PRO? ON BEING TRULY READY, RELATING WELL TO OTHERS AND TAKING FULL RESPONSIBILITY By Troy Adams will be at a venue of some sort. To prepare, go there in advance and here are thousands of DJs out there. Everyone familiarize yourself with it. Outlets don’t work on the patio? No one told T has access to music and software. Just about you the wedding ceremony location was 300 feet from a power source? anyone can find an environment to test responses, You get the point. You’d be amazed how many potential issues you can head off by just a quick walk-through. For us, we try to schedule our final be it a club, event or online. There are plenty of great client meeting at the venue. DJs, but being a great pro…that’s a different path. Taking it a step further, we reach out to other vendors to join At my company, Carolina DJ Professionals, what we strive to be us also. Preparation with colleagues is extremely important. There’s is in our name: Professionals. I want us to be more than DJs. a good chance the client told them something they didn’t That’s not a knock on being a DJ. I love what I do. Let’s tell you. More than that, every vendor has their own per- be real though, being a DJ has a stigma to it. sonality, their own style, and their own way of doing When we have initial conversations with things. Connecting with them ahead of time and potential clients, one question we ask them sharing any planning information you have will is “what are your fears of hiring a DJ?” The improve the event, your experience, and your responses we get are priceless: reputation. • “I’m concerned my DJ won’t play the RELATIONSHIPS music I want at my own event.” That brings us to relationships. If you’re • “Our fear is a DJ that talks all night on playing and performing for people, that means the mic and makes it about them.” there are others involved beyond yourself. • “What do you wear? You won’t show up in They have their own ideas, opinions and experi- a Hawaiian shirt to our formal event will you?” ences. For example, that song you think will pop • “At the last event we went to, the DJ’s at the wedding…the bride may hate from a bad equipment didn’t work half the night and it looked experience. Point is, it all comes down to relationships terrible.” and understanding people. I once heard a famous teacher • “We’re worried about a guy showing up with a t-shirt and and speaker say, “if you spend any time trying to understand hat on backwards.” something…understand people.” As a DJ, don’t overlook the impor- • “I’ve seen some very cheesy DJs at events over the years...” tance of getting to know your clients and colleagues and catering to their needs, not just your own. You’ve heard them all. Unfortunately, with the easy access these days to being a “DJ” at some event somewhere, it can give a bad rap Performing as a DJ and executing a great event is both an art to those of us who do it right. So again I ask, what makes you a PRO? and a science. So is understanding people. But it starts with understanding yourself, not just as a DJ, but as a person. How do you I love acronyms. They help me remember important material come across? How could you be misinterpreted? What gaps could to be able to execute in the moment. In this case, let’s make the there be in communication or interpretation between you and question the answer. others? These are all great questions to start answering and acting • P – Preparation on if you want to be not just a great DJ, but a great professional. • R – Relationships • O – Ownership OWNERSHIP In this context, ownership doesn’t mean a title or physical possession. PREPARATION It means awareness, accountability, discipline, hustle. To be a pro, you On my team, I’ll take the DJ who excels at preparation and has less talent, must pursue greatness, seek out improvement, and work on your over the DJ who has all the talent and no preparation. Hard work beats weaknesses constantly. Eighty percent of what we learn as DJs we’ll talent when talent doesn’t work hard. Give me the DJ who spent time learn in the first few years. The other twenty percent we’ll spend a working on the perfect collection lifetime learning. There’s nothing of songs, a creative mix, did their standing in the way of taking your research and has a backup plan. skills or your company to the next level—only yourself. The world of live events has an Troy Adams has been a professional DJ for 27 years, unscripted element of course, but starting at age 16. During that time, he also juggled Take ownership of a plan if we don’t have a foundation to successful “mini-careers” in television, radio, print, and to be better. Own your calendar, stand on, we’ll crumble. How will as a golf pro, GM and business coach. He now manages a don’t let it own you. Own your you handle a last-minute change? A team of 40 at Carolina DJ Professionals. He also founded a education and growth. Own piece of equipment failing? A song Lunch & Learn series focused on better business practices your weaknesses by identifying, that doesn’t work? A colleague who for colleagues. A believer in life-long learning, he’s the son embracing and improving them. drops the ball and it falls on you? of a teacher, father of two boys, two dogs…and twenty- Prepare, build relationships two sets of DJ equipment. Preparation makes the pro. and own it all. You’ll be a better Most every event you’ll work pro.

14 MOBILEBEAT.COM ▷ DECEMBER 2019 FEATURE Versatility

By DJ Dayna

FEATURE Versatility BROADENING YOUR EVENT HORIZONS By DJ Dayna

and brand separate and am able to negotiate a arate, ice-skating, trampoline, rate that is comfortable for both of us. K soccer, theater, tennis, gymnastics, WHO IS YOUR TARGET AUDIENCE? roller skating, horseback riding, and This question is super important when you are the list goes on...these are just a few going after the events you want. If you haven’t of the activities and sports I have done this already, then grab a No.2 pencil and tried since I was a little tyke. I’ve white college ruled paper (because I’m old been a person who likes variety from school) and write out a list of what types of events you want and who are your ideal clients. early on. It has kept my life pretty Then as you do a brand audit of your website, interesting and has given me stories social media, and marketing materials, go back for days that I could probably turn into to the answers of these questions. Are they a a novel someday. That lifestyle has reflection of what you listed? If not, then plan bled into my DJ life as well. As a music to change them to what you really want your focus to be. In short, if you don’t want to only mixologist, I love to perform at a variety be a wedding DJ, then don’t focus on marketing of events and mix music soundtracks yourself as one. If you have 50 photos on your that constantly expand my music website and 40 of them are wedding specific, knowledge and challenge my creativity. then you might have a corporate client see that and look the other way. I started DJing in nightclubs and bars, then started adding on mobile events. As I transitioned Show potential clients you do more and be into becoming a full-time solo-op business, I intentionally chose not more. Sadly, some people still have a distorted image that “all wedding to focus only on weddings, but rather continue being a multifaceted DJs are cheesy.” We all know isn’t the case as we see more and more DJ, simply because I love it! I average over 100 events a year, which wedding DJs pushing past that mold and thinking outside of the box. includes retail store events, fashion shows, cruises, charity events, However, until that stigma is banished (and all the cheese is thrown social parties, and a wide range of corporate events/conferences. out) then we have to do our part in representing our talents in a fresh and modern light. So, I’d like to share a few simple yet valuable pieces of advice on how I manage to make all of this magical variety of event madness Also, upload a variety of mixes on your mixcloud that showcase happen, just in case you are like me and crave an assortment of your music versatility. And don’t be shy to advertise what else you events to satisfy that performance hunger. do on your website and in your marketing materials. List out what types of events you can perform at. If you are struggling booking BEING A SUBCONTRACTOR IS A GOOD THING other types of events and want to get your foot in the door, seek While the majority of my events are booked through my own out experiences where you can position yourself to offer to DJ company, many of my booking opportunities come through other something for free or as a trade if it will get you the exposure you DJ/entertainment companies and agencies. are seeking. Lastly, when you are networking with people, be sure to share with them that you DJ events a, b, and c, etc. When I first started DJing years ago, I became a part of a large nationwide company (Scratch Events) that books DJs nationally NEVER NEGLECT NETWORKING for retail and corporate events. The advantage of being on their I can’t stress enough how valuable networking is. Networking both DJ roster, is that they already have contracts and contacts in place within the events industry and outside of the events industry. The with major retail brands and major corporate clients. It’s been a more people you get to know, the more your name/brand is going to win-win situation for me to have them as a resource for bookings. It’s also where I got my foot in get out, thus the more DJ opportu- the door as a Guest Entertainer nities will be offered. Remember, on cruise ships, for which I am DJ Dayna, a.k.a. “Ms. Sunshine,” a nationally recognized networking isn’t about passing forever grateful. DJ, event host and entertainer, has been taking out as many business cards as the world for a spin with her innovative mixology you can; it’s about following up, In addition, I have built great and energetic performances at nightlife, corporate, building relationships, showing relationships and connections wedding and fashion events across the globe, and on that you care, and showing people with other DJ companies in Ohio major cruise lines for more than 15 years. She has built (my stompin’ grounds) and across a highly successful solo operation, working at high- you have something valuable to the US over the years. If they have profile venues and with notable organizations in Ohio offer in a non-egocentric way. an opportunity that they feel I am and across the US. Recent highlights include: MCing a I hope these nuggets of a good fit for, they will reach out to local TEDx talk; endorsement by a global speaker brand advice were helpful as you get and Floyd Rose Audio headphones; DJing for FitRadio ready to go get your versatility me to book me as a subcontractor. (No. 1 rated workout music app). This way I keep my own identity shine on in the new year!

MOBILEBEAT.COM ▷ DECEMBER 2019 15 A DIFFERENT BEAT Body Mechanics for DJs: The Basics

By Stu Chisholm

massage client, or maybe a referral to an orthopedic doctor! Hitting ast September, you may have seen my column a snag, like a door frame, etc., can put substantial forces on your L on being mentally grounded before performing shoulder (glenolhumeral joint) that can result in a fairly serious injury! as a DJ; a great way to leave any personal issues at If you must pull, rather than push, such as when going up a step, then the door and be focused on your clients, guests and make sure you’re facing the load and pulling evenly with both hands. show. This topic came by way of my latest second Pushing a wheeled cart, hand truck or dolly over mats or carpet can sometimes add resistance, so it’s time to use “the lunge” career as a licensed massage therapist and faculty (sometimes known as “The Superman”): lean into the load, keeping member at the school where I trained. What is your spine aligned with your extended leg, shifting side-to-side truly stunning is how much both professions share! as you walk. This will keep the force from the small of your back For instance, you might think that someone doing such (lumbar area) and keep you from feeling tired or sore. physical work each and every day might get very tired SELF-CARE and worn out. Yes, we all have our limits, but ther- apists use certain techniques we call “body After the gig, and immediately after the mechanics” in order to reduce fatigue, physical activity of striking your gear and save wear and tear on our hands and any unloading you might have to do, be muscles and generally stay in optimal sure to stretch out all the muscles that shape. What I learned there can be you just used and abused. Simple applied here! stretches, such as a forward-bending toe touch can stretch out the THIS IS SPINAL TIP lower back and lats. A heel up on For instance, when we are a step, sturdy table or chair while packing our vehicles for a gig, doing a forward lunge, as you loading and unloading and may have seen runners do, is a setting it all up, we can keep great way to soothe angry ham- injury and pain away by being strings and glutes. And while our aware of the #1 part of our gigs usually end at night, doing body on which all else depends: a “good morning” stretch, where our spine. We were all taught in you throw your chest out and arms school how to lift a heavy load, by and head back, can uncurl your bending our knees, rather than our body from the near fetal-position that backs, and using our legs to lift. This hanging over a DJ console can produce. is all about keeping the spine straight, Lastly, it can’t hurt to grab an ankle and and perpendicular to the force of gravity. pull your leg back to stretch the quadri- The same goes for, say, lifting a heavy speaker ceps, as well as stretching your neck muscles by cabinet. Like a power lifter, if you need to oof a speaker holding a handrail in one hand while pulling your head onto a pole mount, it is best to swing that speaker upward like to the opposite side to alleviate neck muscle tension. a pendulum while, simultaneously bending at the knee, keeping Winter is also hard on the lungs! Humidity drops along with the spine straight and, now using both hands and lifting with the temperature, so be sure to drink plenty of water throughout the legs, bringing the speaker up to the right height. Be aware, too, night, especially after physical exertion. Heating pads or microwave of your shoulders; lift with the biceps and not at the shoulder (AC rice bags are also a good way to relax before turning in after a gig. joint). This will avoid rotator issues, as well as not aggravate any you These techniques, among others (I could seriously make this topic may already have. Apply this to any loads you might have to lift into a series or book) are the best ways to enjoy a long, healthy and remember: the spine always and pain-free career as a mobile stays straight! entertainer. Oh, and speaking Stu Chisholm had been collecting music since he was about IN MOTION of massage, don’t ignore this age 8 and began his DJ career in 1979. After a stint at the Specs important self-care option. You’ll When moving gear on hand Howard School of Broadcast Arts, he studied the DJ arts with be amazed by how much regular trucks, palettes or dollies, it is famous Michigan broadcaster Bill Henning, interned at Detroit's massage can do to help keep far better for your body to push rock powerhouse, WRIF, and later added voiceover work and the load rather than pull it. Every club gigs at Detroit's best venues. He has shared his extensive your body pain-free and mobile! DJ experience through MB columns, as a seminar speaker and Until next time, healthy time I see a fellow DJ with a through his book, The Complete Disc Jockey: A Comprehensive hand truck behind them as they Manual for the Professional DJ. spinnin’! walk forward, I see a potential

16 MOBILEBEAT.COM ▷ DECEMBER 2019 MUSIC NEWS Wedding Songs to Watch in 2020

By Matt Campbell

MUSIC NEWS

All My Life by Sailr (August 30, 2019) “All My Life” is my underdog on the list. Sailr does not have a large Wedding Songs following but this song would make for a flawless wedding song.

Slow Dance by AJ Mitchell feat. Ava Max (August 23, 2019) to Watch in 2020 Looking for a modern hit to play during cocktail hour or dinner that By Matt Campbell will have guests tapping their feet and bobbing their heads?

Perfect by Johnny Gill and Ralph Tresvant (August 16, 2019) Past members of New Edition collaborate on a love song that will s 2019 comes to a close, you may have fond give any couple goosebumps. A memories of the big wedding hits from the past year. These include Dan + Shay’s Speechless, You Are The The Only One by Music Travel Love (August 14, 2019) Reason by Calum Scott, Lukas Graham’s Love Someone, For acoustic guitar fans, “The Only One” makes for a must-play and the many versions of Perfect by Ed Sheeran. ceremony song in 2020.

Who could forget the break out hits like Lizzo’s Truth Hurts, Lil Canon in D by Brooklyn Duo (June 18, 2019) Nas X’s Old Town Road featuring Billy Ray Cyrus, and Blanco Brown’s With more than 7 million YouTube views and a cover of a wedding The Git Up? Big album releases of 2019 included Ed Sheeran, Ariana classic, you have the ultimate wedding ceremony song. Grande, Jonas Brothers, and Tom Walker. For many songs, time is on their side as they are not played I Am Yours by Andy Grammer (June 28, 2019) at every wedding upon first release. As songs progressively work A beautiful love song creating a romantic first dance for any their way into streaming services and online radio, they increase in wedding couple. popularity. All of the below songs were released in 2019 and are favored to be requested at a wedding near you in 2020. Discovering new music is one of the best aspects of being a DJ. Playing the perfect song at the right moment can create a moment 13 WEDDING SONGS OF 2019 FOR 2020 that will be remembered for a lifetime. I hope the list above helps in For My Daughter by Kane Brown (November 1, 2019) your 2020 wedding playlist planning. If your couples are looking for a new Father-Daughter dance song, this song is spot on.

Our Song by Tank (October 25, 2019) Tank wrote this song with his wife Zena and can set the tone for a couple’s first dance.

Better Half of Me by Tom Walker (October 4, 2019) An Indie superstar with a song that is the epitome of a wedding love song story.

10,000 Hours by Dan + Shay & Justin Bieber (October 4, 2019) A Country/Pop crossover supergroup with a pop superstar and a love song. “10,000 Hours” already has more than 65 million views on YouTube.

When You Love Somebody by Robin Thicke (September 27, 2019) A mid-tempo R&B song that has a message of love for the newlyweds.

Carry Me Away by John Mayer (September 6, 2019) If couples are looking for a new recessional song, this one fits in nicely.

Fire't Up by Brantley Gilbert (September 6, 2019) With the right remix and queued up at the right spot, this song would be a grand entrance winner.

Matthew Campbell is the founder of My Wedding Songs (www.myweddingsongs.com). After mobile DJing in Montana during the ‘90s, and also attending a few Mobile Beat conferences, Matt continued his love of music through the creation of My Wedding Songs, a unique service focused on helping wedding professionals pick the best possible music for their wedding clients. My WeddingSongs is a charter member of the Las Vegas Wedding Chamber of Commerce. Matthew is also an SEO Specialist at Horizon Web Marketing.

MOBILEBEAT.COM ▷ DECEMBER 2019 17

DJ Event Planner www.djeventplanner.com PLAY SOMETHING WE CAN DANCE TO Future Plans / Yacht Rock

By Jay Maxwell

PLAY SOMETHING WE CAN DANCE TO

s a new decade begins, it’s hard A to imagine that two decades have passed since the fear of the Y2K bug was on everyone’s mind. When the new century neared, the concern was that computers everywhere wouldn’t be able to operate correctly because their “clock” would not recognize the new century. The issue turned out not to be the major problem many had warned about. For the most Future part, computers continued to work and life rolled on with only a few hiccups. The only personal memento I have from the Y2K scare is my business license had 1900 for the Plans year when I renewed my business license in 2000. The clerk had to handwrite 2000 on the license. I wished she hadn’t made BE PREPARED: the change so I could have “proof” that SMOOTH SEAS I had been a mobile DJ for over 100 years. NOT GUARANTEED This article is not about the past, it’s about the future and what the next decade holds. However, I am not writing this with a crystal ball in front of me. One of the college courses that I teach is business plan devel- By Jay Maxwell opment. It’s an interesting course to teach, because I have no idea whether or not the plan the students create will be successful or not. This is such a different mindset than other courses I teach like finance or statistics, when there is only one right answer – all other answers are wrong. What I tell my students in the business plan development class is that it is the process of planning that is most important. Think about what you want to accomplish, make a plan, and then allow yourself to be flexible. Although the plan is almost guaranteed to change over time, having a plan prepares you with options as you continue to strive for success with your business. Never lose focus on the reason you are in business. This is your “why.” My “why” is about providing the

18 MOBILEBEAT.COM ▷ DECEMBER 2019 highest quality service possible for the client. For me, the reason I SMOOTH YACHT ROCK GROOVES am still a mobile DJ after nearly 40 years is to enhance the experience of someone’s important event by providing music that will SONG TITLE ARTIST make their celebration memorable. 1 MAGNET & STEEL WALTER EGAN One of the ways to provide this level of service is with 2 YOU ARE THE WOMAN FIREFALL research. In order to play the right music at an event, the DJ must think beyond just the feel or the beat of the song. The lyrics to 3 DANCE WITH ME ORLEANS the songs matter. For example, one of the genres that our clients 4 KISS ON MY LIST HALL & OATES have recently requested is Yacht Rock. I was familiar with this 5 SAY YOU LOVE ME FLEETWOOD MAC category after listening to a channel on satellite radio dedicated to playing these tunes. Two clients who wanted Yacht Rock were 6 I FEEL THE EARTH MOVE CAROLE KING brides requesting this played during the social hour. One of my DJs 7 BIGGEST PART OF ME AMBROSIA was simply going to track the songs already programmed through 8 STILL THE ONE ORLEANS a streaming service. Not! Like any genre, lyrics often are about heartache or breaking up. What you play one hour after a man and 9 WHENEVER I CALL YOU "FRIEND" KENNY LOGGINS & STEVIE NICKS woman have committed to spend the rest of their life together as 10 YOU MAKE LOVING FUN FLEETWOOD MAC husband and wife shouldn’t have a trace of sadness in the lyrics. 11 BRANDY (YOU'RE A FINE GIRL) LOOKING GLASS The details of verifying the lyrics set apart DJs who actually care about the client and those who just hit play. 12 BEST OF MY LOVE EAGLES As the new decade starts, have a plan. Know that the road you 13 SO INTO YOU ATLANTA RHYTHM SECTION continue to travel could be a freshly paved highway, or it might be 14 MOONLIGHT FEELS RIGHT STARBUCK one with many potholes. You might find that your road to success 15 NOBODY BUT YOU LOGGINS & MESSINA has an unexpected detour sign posted. Or, to use a metaphor in line with this issue’s song list, at times, storms may rise and 16 AFRICA TOTO threaten your progress toward your goals. Never fear! Even if you 17 EVERYWHERE FLEETWOOD MAC encounter rough seas, you can still voyage successfully by having a 18 THE THINGS WE DO FOR LOVE 10CC solid compass and following your charted course. Always remember why you are in this business. It is to serve 19 SOMEBODY'S BABY JACKSON BROWNE your clients. And part of serving clients is to be ready when they 20 JUST YOU AND ME CHICAGO shout, “Play Something We Can Dance To!” 21 SAILING CHRISTOPHER CROSS 22 SLOOP JOHN B BEACH BOYS 23 STEAL AWAY ROBBIE DUPREE 24 DIAMOND GIRL SEALS & CROFTS 25 WILD MOUNTAIN HONEY STEVE MILLER BAND 26 SUMMER BREEZE SEALS & CROFTS 27 I CAN SEE CLEARLY NOW JOHNNY NASH 28 ROSANNA TOTO 29 BREEZIN' GEORGE BENSON 30 YOU CAN DO MAGIC AMERICA

Mobile Beat’s resident musicologist since 1992 (issue #11), Jay Maxwell runs the multi-talent entertainment company, Jay Maxwell’s Music by Request, LLC, in Charleston, South Carolina. He is also a professor of Business at Charleston Southern University. His passion for detail and continuous research of clients’ requests can be found not only in this column, but also in his annually updated music guide, Play Something We Can Dance To.

MOBILEBEAT.COM ▷ DECEMBER 2019 19

Play Something We Can Dance To! www.mobilebeat.com/store MOBILE MATTERS Building a Brand... Part 3 of 3

By Matt Martindale

MOBILE MATTERS Building a Brand or a Business? DIVERSIFICATION: THE PROS AND THE CONS - PART 3 OF 3 By Matt Martindale (aka “The Cerebral DJ” )

attention and attraction. s every business and industry reach that 2) With diversification, you may be able to tap more markets A point of stagnation, diversification is a viable or serve in other areas not possible. This may allow you to diversify strategy. It’s about building new products, exploring your income stream into other sources so that if one area declines, new markets, finding new uses and taking risks. there may be another area to help sustain cash flow. This is especially important in very mature or stagnating industries. Diversification can also be a great way to maintain 3) By diversifying, DJs can gain more technological advantages a measure of stability in a stagnating marketplace. by being able to create, use and adapt new (and existing products) It can broaden horizons into new opportunities. into the marketplace. 4) Through diversification, a DJ company owner should be able BUILDING A FOCUSED BUSINESS STRATEGY: to achieve substantial economies of scale. Your fixed costs (ie., adver- DIVERSIFICATION tising) now covers all your company offerings, to an expanded group The costs of ignoring diversification can be severe. Remember, of potential customers; thereby lowering your cost per customer. It’s Blockbuster? I know: Block-who? The same with Kodak. Kodak was also the same with delivering the service. For example, if you have living in an insulated bubble and refused to accept the changes in the truck carrying a DJ and gear to an event, but now the client wants to industry. They kept trying to improve the sales of film, but ignored the add a full production light show, then that same truck, driver and gas transition from film to digital. In 2012, Kodak filed for bankruptcy. Lots can go towards transporting everything for the expanded event. Your of DJs are headed that same direction. fixed costs for the same event decrease. However, diversification is NOT a cure-all strategy for a struggling 5) Diversification can allow you the ability to cross-sell, and company. It’s not a way to cement your lead position if you are already up-sell. It’s very possible, that with a wide product line, you can thriving. Diversification can help you remain competitive, though. introduce older products in the new market, use them in a new way, Some companies can diversify by adapting. Others by finding a related or introduce the new product into older markets. product, then adjusting its potential and entering into a new market. 6) Believe it or not, diversification can build brand equity for the Some find ways to creatively use an existing product in a new or term “entertainment.” It aids in brand recall by being known as the “go unique way. The path into diversification is always determined by the to” company for anything entertainment-related. amount of risk you, as the owner are willing to take. 7) Diversification reduces risk by broadening your offerings Amazon started selling books online, and over time, they’ve beyond a single product or service. This reduces the overall risk of evolved into the world’s most prominent distribution company of just your company—which is especially important in mature and stagnat- about anything and everything. Honda tapped the U.S. auto market ing markets. by not going head-to-head with U.S. auto manufacturers who held a Any business that does not keep adding new customers is bound grip on the gas-guzzling cars, but rather, by offering a simple, efficient to fail. A company that doesn’t expand at the right time, or in the right small gas engine. Walt Disney started in animation; Disney has evolved areas (ie., not chasing a fads), can be beneficial in the long run. into theme parks, entertainment, cruise lines, resorts, TV and movies, [ There is a great segment (about 3 pages of data in the most recent production, retailing and more. State of the DJ Industry Report concerning the service offerings multi-sys- TYPES OF DIVERSIFICATION tem owners have added, what they didn’t, and the coming trends (based on input from more than 3,500 DJs over the last three years). See link below. ] There are three basic types of diversification: Yes, DJs have added lighting, photo booths, and karaoke the last Concentric Diversification: adding similar products or services few years. Some have added trivia, tried officiating, wedding planning, to your existing clients, ie. a DJ offering lighting services to the same photography or videography. Others have dabbled in much more. booked client. Find out what others have added, what said they would add, and what Horizontal Diversification: adding new and somewhat they plan to add. unrelated products to your existing clients, ie. a DJ offering photo booth services to the same booked client. RISKY BUSINESS? Conglomerate Diversification: adding new products or services Diversification always adds a degree of uncertainty, but this risk can that are significantly unrelated to current offerings, ie. a DJ offering reasonably considered if you can honestly ask yourself and answer limo services or chair / tent rentals in addition to their DJ service to objectively: whomever they can. What can we / I do better than any one of my competitors in the With that basic understanding, there seven arguments why a DJ current market? would want to diversify beyond No, it’s not the music you just a DJ service: Get your hard copy of play. It’s not how you read the 1) It allows the pursuit of crowd. It’s never the lighting growth through product variety. the latest State of the DJ or sound gear you bring, etc. When diversifying, you can poten- Industry report before they Nobody cares. Those are easy tially capture more customer run out! CLICK HERE NOW to copy. The client doesn’t care.

20 MOBILEBEAT.COM ▷ DECEMBER 2019 Those do not have any tangible value to the 18 up-lights for “free” just to get the booking. customer. What is IT? You absolutely MUST Bottom line, there is no reason to enter into know this BEFORE you try to mirror this com- a new market or diversify IF you have no way petitive strength into a diversified line of to beat the players already occupying the top services and/or products you plan to roll out. spot. Technology changes things! Competitors This is NOT about what you do, but rather, always come in. what you do BETTER THAN any of your competitors. This forces you to know how you can Think of it this way: add value in a new market with defined assets Is what you are planning to introduce like: superior distribution, creativity, superior rare in your marketplace, or the industry? If knowledge, etc. It’s NOT “we’re in the enter- yes, and you have the core competencies, then tainment business,” but rather, this has to be defined based on YOUR consider possible diversification. If no, then don’t. strategic assets. Can it be easily imitated by others? If no, then consider diversifi- What assets do you need in order to be the best in this new market cation, fill the space and charge a lot of money. If yes, then don’t do it. or at offering this diversified product or service? Can what you are planning to introduce be substituted? Even if a If you think that having SOME of the framework and strategic competitor can’t copy a core competency, can they create something assets in place will work...it won’t. You must have ALL of them—espe- similar enough that duplication doesn’t matter to the client? If no, cially the passion and expertise to do this! IF you don’t, then don’t then consider diversification. If yes, then don’t do it. diversify—period! What can you learn by diversifying? How can you grow, or Is it possible to catch or surpass your competitors already doing improve? this? (Even if they aren’t diversified.) Will diversification become a necessary stepping stone to help you For example, you want to add a photo booth. There are 150 enter into an other business realm quickly and cheaply? Is what you learn photo booth companies just in Denver alone. Not booths, but transferrable and can it be re-applied in to your existing DJ business? companies, some with as many as 15 to 20 booths. If you were to add a photo booth to your DJ business, can you outshine the photo booth IN CONCLUSION companies (and DJs) that already occupy that photo booth space? So, to diversify or not to diversify? If you enter, go for the number 1 spot. Period! If you’re not, and Yes. No. Maybe. It depends. you’re diversifying for the purpose of chasing revenue to fight for Diversification is never an easy game. I’ve done it and sold two 4th, 5th or 71st place, then stay out! Doing so will eventually lead to businesses. I’ve used multiple strategies. obscurity. Obscurity over time will erode profits because you didn’t It takes a very diligent and thorough assessment to weigh objectively consider your lack of skill, finances, expertise, time, or whether or not diversification will work. An owner can easily be experience that is needed up front. Diversification takes all of these. so inwardly focused building the brand called you that you miss IF you have these, then can they (or should they) be transported excellent growth opportunities (like Kodak who eventually went into a diversified product or service offering? bankrupt because they chose to ignore the death of film and the For example, McDonalds is in the fast food business. They have emergence of digital photography). competencies in family entertainment, frozen foods and distribu- An owner can also become so outwardly focused that each tion, and obviously the restaurant business. Should McDonalds enter diversified venture becomes a money pit sucking out any profits, the theme park business, distribution and trucking, or frozen foods? time and joy from your core competency. (Dyson actually tried to I’d argue no. At least not yet (if they ever do). Arguably, the success enter the electric vehicle market. How? Why? Nobody knows...and McDonalds has, is because they have the knowledge, competency they failed miserably.) and understanding of the synergy between each of these areas within What I do know, is whether you do or don’t diversify, you need their restaurant business. So, just because they have those compe- to have the highest passion and core competency for what you are tencies doesn’t mean they “should” diversify into those markets. The doing. Strive to occupy the top spot. question really is, can you pick out one line of diversification and Let me simplify: move it elsewhere and occupy the number one position? If yes, you If you are cranky, lost the passion and are simply burnt out, and can break it apart, recombine or relocate it separately, then it may be you are the brand, then get out of the industry. plausible to diversify. If you are looking to diversify for an additional income stream, Will you be just be another player in the market, or will you be #1? but don’t have the expertise, competency, resources or lost (or don’t Similar to above, from a slightly different perspective. have) the passion for whatever you are diversifying in to, then don’t Diversification requires a unique competitive advantage. Otherwise, do it. Stay a DJ, and stay out of diversification. You will screw up it will be short-lived. Imitations will quickly enter. Margins will vanish. both if you don’t have the passion! Technology also reduces costs for If you are diversifying for imitators. So, trying to leverage additional income streams and technology as a strategic asset Matt Martindale, a professional DJ and MC since 1989, are cranky and lost the passion for may not necessarily yield the com- has performed at more than 1,650 wedding receptions, what you are doing as a DJ and for diversified offerings, then don’t petitive advantage hoped for. Take and still counting. Along with running his 18-time award-winning company, Amoré DJ Entertainment bother, and get out of the industry. LED up-lighting for example. So (www.amoredjentertainment.com), he is a regular But if you have the passion many DJs spent immense amounts MB contributor and creator of the yearly “State of and love what you do, whether as of money the first five years they the Industry Report.” His extensive entertainment experience also includes training in audio production a brand called you, or by building came out. Technology changed, a diversified business, then build the prices came down, to the and sound engineering, lighting and design, improv comedy, voiceover artistry, magic, and more. what fits you and your vision... point now most DJs offer 12 to and rock it!

MOBILEBEAT.COM ▷ DECEMBER 2019 21 FEATURE Life Is a Highway: Danny Koker

By Mike Cordeiro

FEATURE

Imagine being able to wake up every day, do all the things you love and Life Is a enjoy AND get paid for it? Sounds like a dream, right? How do you make all your hobbies and interests profitable? The first step is to stop thinking you’re Highway... a “DJ” and start knowing that you are a business owner. Once you realize that DANNY KOKER: COUNTS you are a business owner first and a DJ KUSTOMS AND MAKING second your eyes open up to a whole CREATIVE DREAMS REALITY realm of financial possibilities. It’s really about having the right mindset and per- By Mike Cordeiro spective. Being a business owner is what you “are”. Providing entertainment as a Mobile DJ is what you “do”. After you’ve embedded that mantra t some point in your life you decided to deeply in your head, you can easily apply A become a Mobile Disc Jockey. Maybe you it to other things you love and enjoy fell into it or maybe it was something you doing. Any hobby can be made prof- always wanted to do. Some of you worked for itable. One person who knows more other companies until you learned enough about turning your passions into profits to go on your own or you just dove right in than anyone is Danny Koker, (AKA the “Count”). The owner of the world famous and built your business through trial and Counts Kustoms in Las Vegas, Danny error. Along the way you learned a few truths rose from humble beginnings in Detroit like being able to make more working one to owning an empire that has branches wedding than you do all week at your day in cars, bikes, music, clubs, tattoos and job. You also learned that the DJ word is way television. I sat down with Danny, Kevin Mack (CEO), Stoney Curtis (Member of bigger than you thought it was. The one Counts 77 band) and Ryan (Lead painter thing many of you haven’t learned is how to and designer) in their new recording make the jump from day job to full time DJ. studio on the Counts Kustoms lot.

Mike Cordeiro: What was it like being a kid in Detroit in the 1970’s? MC : I can tell by the way you speak about them that they had a Danny Koker: Well, actually I lived in Akron and had family in profound effect on your early life. I don’t think enough people really Detroit. So my school time was in Akron and all my summers show respect or reverence to their elders. were spent in Detroit. My heart is really more connected with DK : They did, and because of them I’m in a position where I Detroit because all my relatives lived there and many of them get to do cars, bikes and music all day and it’s awesome. worked for Ford Motor Company. MC : Do you remember the first car or bike you built? MC : Your dad worked for Ford also, right? DK : Well, I’d say I was tinkering with cars around ten or eleven. DK : He worked for them for a short period of time and decided I built my first car around sixteen. it wasn’t for him. My dad was an interesting character. He was a real renaissance man. He a special forces Green Beret, jumped MC : What was it? out of airplanes, played hockey for the Army, all kinds of stuff. DK : A 1979 Z28 Camaro and I still have her. MC : What did he do after leaving Ford Motor Company? MC : You do? Wow! Does it still run? DK : He was really into music. He toured the country as a DK : Yeah, I have it stashed away. One of these days I’ll restore musician playing Gospel. it just out of pure love. It’s time. MC : Is that where you got your love of music? MC : That would make a great episode. DK : Definitely from my father. I was surrounded by cars, music DK : I would love to do it on the show just because it’s such a and bikes growing up. My Uncle Peter was an executive at personal and nostalgic thing in my life. Hopefully one of these Ford Motor Company. He had all the toys, so all the cousins days we’ll see it on the show. It’s a cool car. and I would end up at Uncle Peter’s house riding scooters and hurting each other like all boys do. My father’s other brother Milford was the biker in the family. He was always in and out MC : How did you get from Detroit to Las Vegas? Big jump from the of trouble. He ended up moving to Europe and becoming a Pit Motor City to Sin City. Chief for a Formula One racing team. None of them are with us DK : I’ve lived here twice. The first time was the end of 1977. anymore. The good Lord has called them all home. My father had a wonderful music related business opportunity

22 MOBILEBEAT.COM ▷ DECEMBER 2019 so the whole family moved out here. I graduated from Valley warehouse where a few guys and I would work on stuff after High here in Vegas and went to UNLV for a couple of minutes. hours. Small projects. After a while people would ask about the cars and bikes we built. It became evident fairly quickly MC : A couple of minutes? that people were digging what we were doing. DK : Yeah, I wasn’t digging that. It wasn’t the right time for me. My father got a job in Minneapolis where he built the first UHF MC : That was the genesis of Count’s Kustoms? television station in the area. Channel 29 WFBT. We were there DK : Yeah, we decided to turn it into a business but didn’t know for about three years then my father sold the station and we what to call it. Since everyone in Vegas knew the Count from moved to South Florida around the Palm Beach area. the show we called it Count’s Kustoms. I had no idea it was going to become what it has. We are on in over 160 different MC : That’s another big jump. Why South Florida? countries around the world. I just thought it was going to be a local hot rod shop. I had no idea it was going to be this big. DK : My mom always liked that area and wanted to live there. So we got out of the cold and moved to sunny Florida. MC : How did you manage growth in the early days? MC : Is that where you started working in TV? DK : We were getting a lot of notoriety for our builds at car shows, in magazines and being interviewed by TV shows that DK : I had worked with my dad in Minneapolis at the station featured cars and bikes. As a business I’d have to say that we and started my own company Surf Side Tele Productions. I got weren’t really running ourselves properly in the beginning. We a business opportunity in Vegas with my dad to build another were still a hobby shop with a business license. station around 1988, took it and stayed. MC : So at what point did you determine it was no longer a hobby, but MC : How did you get into the late night horror show? a full-fledged business? (DJs, are you listening?) DK : I’ve been a huge horror movie fan my whole life. The DK : When I realized that I couldn’t do it all myself and brought station we ran didn’t have any news or a personality type that on Kevin as my business manager. could go around town and interview people like the other affiliates. Something Vegas was lacking at the time was a late night horror hosted show. There was a gentleman that did one MC : Were you starting to get overwhelmed? before my time named Jim Parker. He went by the name of DK : Not overwhelmed, but the office stuff was taking up “Vegas Vampire” on Fox 5 when it was owned by Johnny Carson too much time. I’ve always been the creative guy. I needed broadcasting out of an ex–gas station on Boulder Highway. someone like Kevin who is a cross the “T’ and dot the “I” kind of guy to run things. MC : I love the history. The stories of how things are connected are just fascinating to me. So you jumped in and became “The Count”. MC : I can totally agree. I love doing events, but I hate doing DK : Almost. There was nothing like that going on in Vegas so paperwork in the office. That’s also where many business owners fail. we designed this Elvis-loving vampire character called “Count They never learn to delegate or they’re afraid to give up control. Was Cool Rider.” that an issue with you and Kevin? DK : Not at all. Kevin and I started out as riding buddies like 25 MC : Did you find it difficult to step out in front of the cameras? years ago. I knew his background and knew that I could trust him. He does his thing and kind of keeps me in line. DK : No, not at all. My life is so all over the place you would swear I’ve lived fourteen different lives. When I was a kid I was always on stage singing, so being I front of people comes easy. MC : When did the idea for the tattoo parlor and rock club come At times it’s more comfortable to me to be on stage than in a about? room with people. DK : Early 2000s. A few of us were talking about opening a club and starting a studio. We were looking around for investors MC : I think most DJs can relate to that. Where did you get the back- and trying to make sense of it all. I got tired of listening to ground for TV? everyone talk and decided to do it on my own. DK : When I lived in Florida I was involved with a lot of theater and acting. I also studied singing and dance. Everything I’ve MC : That right there is probably the most important quality a done in my life has brought me to right where I’m at. business owner needs: knowing when to take action and what action to take. MC : Your journey really prepared you to be in this position. DK : True. I’m the type of guy that will go out and play in traffic if I can’t keep my brain occupied. Around 2008 when the good DK : It’s like the good Lord was guiding me all the way. Lord called dad home I went through a period of time where I kind of lost my mind and needed to make myself real busy. MC : How did you bring the “Count Cool Rider “character full circle back to cars and bikes? MC : How hands-on were you with the design of the club, the hiring of DK : The station started in 88 and signed on officially in 1989. the restaurant staff and the artists for the tattoo parlor? I did that show every Saturday night for about ten years. Each DK : Very hands on, but here’s what I told everyone involved. I week I would have new guests and talk about current events know how to design and build it but I don’t know how to run in Vegas. I took very little time off and literally did about 40 it. So I hired great people that do. episodes each year to keep the show fresh. Meanwhile behind the scenes I still had my love for cars and bikes. I had a small MC : Was it easy for you to let go of the reins?

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DK : Easy to let go because I didn’t know what I was doing. So have to believe in who you are and what you do. Kevin and I for me to try and hold the reins would have been a train wreck. recently went to Detroit for the Autorama show. It is by far the I did go through a handful of people at the club and tattoo biggest automotive show I the country. I was asked to give the studio before I found the right ones. keynote speech in front of about 500 people. It was quite an honor. The who’s who of the automotive industry was all there. MC : How hard is it for you to fire someone? MC : Were you a little apprehensive about speaking in front of your DK : Easy. Well, let me rephrase that. I am a softy. That being said, when you push me to the point that I even have to peers? consider firing you, I don’t think twice about it. DK : A little...but I’m used to being on stage.

MC : Watching the show it seems like everyone here is more than MC : Speaking in front of your peers is a different level. employees. Do you find it hard to separate friendships from business DK : True, in that context it’s a little like whoa, but afterwards relationships? I shook so many hands and so many people thanked me for DK : For me, I tend to put business on the back burner and keeping it real and for doing what I do. It was one of the best friendships first. I care about my people tremendously. experiences of my career. Sometimes that gets me in trouble, but if you push me to a certain point I’ll have to make that call. MC : How important is reputation? DK : Very important and I’ll tell you why. Someday the televi- MC : What have been some of the hardest business lessons you’ve sion show is going to be gone and the business will still be learned while building your brand? here. So if I sell out for the sake of the show and do a bunch of DK : To not give everything away. Like I said, I’m a big softy. junk for the sake of the show my business is gone. This place is When someone comes to me with a real sad story I just want rock solid because what we do is so real. We were here 15 years to do it all for free for them. Luckily I have people like Kevin to before the show came along and I plan on being here long pull me back. after the show runs its course.

MC : I see that dynamic play out on the show a lot. MC : Speaking of the future, I just turned fifty and I’m starting to think DK : Yeah, that’s all real. We are really blessed to have support of what my endgame is. Have you started to do the same? from our network to keep the show very real. The builds are DK : Welcome to the club, brother. To be honest, I have no real, the stories are real and the drama is all real. answers. I’m still going strong. It is in the back of my head and maybe I should take a look at that, but right now everything MC : One of the biggest things that can suck the passion out of any is full steam. business owner is a tough client. How do you deal with clients that don’t know what they want or have unrealistic expectations? MC : Does that worry you? DK : If I have a customer with unrealistic expectations I have DK : No, not really. My whole life nothing has been planned. no problem in suggesting that they talk with someone else. If It’s just kind of run its course. For right now, I’m just going to sit I just see that this is going to be a losing battle I know in my back and see what happens. head that I have to walk away. I could take the project on and fight for my way, but then at the end I come out the bad guy. MC : What would be your dream build? That’s not good for my business or my health. I’d rather have DK : Easy. A 1972 Lamborghini Miura SV coupe. them talk to a few other people and hopefully get an education along the way that what they’re looking for is unrealistic. MC : Wow, you answered that one quick! You’ve been thinking about that for a while, huh? MC : You work with a lot of high-profile clients. Have you had to turn any celebrities away? DK : My entire life. To me that’s one of the greatest cars ever built. DK : Yes, and I hated to do it but what they were asking was just too crazy even for me. (Note from Mike: Danny and Kevin told me a few stories that I promised not to share. Suffice it to MC : What advice would you give to someone wanting to turn their say that the DJ industry is not the only one that gets outra- passions into profit? geous client requests.) DK : Great question. I think you have to take the long road and be willing to work for it. You also have to learn not to sacrifice MC : It’s got to hurt giving up the pay check though? your principles for your passions. If you can survive that and still put food on the table, eventually people will recognize DK : Oh, I love the big pay checks, but if my heart is not in it that your passion is real and it will start to grow. then the build is not going to be the best we can do. To me that’s most important. I want everything we do to be the best it can depending on the person’s budget. We will go as far as MC : No shortcuts? we can and then some for all our clients. On the other hand if DK : None. Stay on it, because if your passion is real. It is worth my heart is not into it, I do everything I can to get away from it. the wait. It’s a longer road, but it’s a solid road.

MC : How do you deal with criticism from other industry guys? I’m MC : What was a turning point for you or a marker on that road that sure you must hear the “Oh, they’re just TV show guys” line. let you know you were heading in the right direction? DK : Yeah, we get that. People are always going to talk. You just DK : I would say when other people in your industry take

24 MOBILEBEAT.COM ▷ DECEMBER 2019 Danny Koker on turning passion into profit: “I think you have to take the long road and be willing to work for it. You also have to learn not to sacrifice your principles...If you can survive that and still put food on the table, eventually people will recognize that your passion is real and it will start to grow.”

notice of what you’re doing. We go to all the major auto shows each type of music at our events, mixed with formalities to keep all and so many people from the car world come up and thank the guests entertained. us for keeping it real and tell us they love what we are doing. How important is charity to you? You always seem to be donating something or helping a veteran. MC : That’s a great point. In the DJ world there is no shortage of people who are ready to bash you once you start making a name for DK : That’s how I was brought up to pay it forward. I firmly yourself. I imagine that’s true in the car and bike world. believe that to this day that you’ve got to give back. What’s DK : Brother, car guys invented trash talk. I’m not one to do it that biblical quote? For those that much is given too, much is myself. I don’t believe in it, but Kevin and I have heard all sorts expected back. If I expect the Lord to bless what I am doing of things said about us, my company and the show. I’ve got to give back. You know, biblically ten percent belongs to the Lord. The Bible doesn’t say exactly how to give that ten MC : Does it get under your skin? percent so I do it any way I can. The important thing is that when you do give its not boastful or with the intent of patting DK : A little, but it just drives me to do better. I know what my yourself on the back. Sometimes my “tithe” or giving is done shop does is real. There are a few other shows on TV that are in very bizarre ways and I don’t question it. I’m just happy that just “shop shows.” What they’re producing is just not real. I’m able to do it.

MC : How did you develop the formula for the show Counting Cars? MC : What is your personal life philosophy? Personally, I wish it was an hour long. I’d like to see more of the process on the builds. How do you find that happy medium each week of fun DK : T.C.B. stuff and mechanic stuff? MC : Taking Care of Business. Love it. Why? DK : The new episodes are going to be an hour and you’re going to get more of the process mixed in. It’s hard with just a DK : I am very much an Elvis guy and I’m all about taking care half hour to get the right mix where we’re keeping the regular of business, but there’s a part two to that and it’s: “Take care fans who aren’t mechanics or gearheads happy and giving of business, but have as much fun along the way as you can.” enough meat to the true car guys. That’s something I’ve always said. As long as you take care of business we’re good, but I don’t want people to come to work MC : We go through the same thing with trying to play enough of every day and be miserable. You’ve got to mix it up.

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MC : Is that why you put up with Horny Mike? Does he really drive you as when the people who founded them were alive. I believe that crazy? Counts Kustoms has that potential. DK : Oh, my Lord, he can push my buttons. MC : How do you disconnect? You can’t live work 24/7 and not get MC : He really does all that crazy stuff we see on the show? burned out. DK : All real. There are sometimes I walk into the shop and see DK : I’ve learned to turn off my phone. I don’t have a fancy one. what he’s doing and I just have to walk away. I don’t even know Mine just takes calls and people can leave a message. All the where to begin with him, but at the same time he’s a fantastic business stuff goes to Kevin’s phone. I will say this, because I painter. He’s a great member of my team. love what I do I can still enjoy it even when I’m not working. I can go to a car show, take off on the bike or the big one for me is play in my band. MC : That’s probably one of the more difficult things about being a business owner, managing all the different people. MC : What about kids? Was that a conscious decision to not have DK : Brother, you have no idea. That is the biggest expense of any? my business, managing people. DK : Yes. With my lifestyle having kids just wouldn’t fit in. I wish more people, especially some that have kids would’ve realized MC : You must have a huge overhead. that before they did and let them run around the streets DK : Oh, man you don’t know the half of it. Just keeping the getting into to trouble (where I’m sure mine would be). showroom open for tours is one big expense. I have hospitality folks on the floor to answer questions and take pictures. I’ve MC : Where does your band Counts 77 fit in? got guys in the parking lot to keep that straight because I’ve got neighbors. People don’t realize that all costs money, but I DK : That feeds my soul. I grew up singing gospel with my dad. do it to make their experience here better. It’s important to me Playing in the band is such a release. We’ve got two albums that if people are going to come here they have a good time. out with Shrapnel Records and we’re working on a third. I’ll tell you every time I’m on stage I have a moment with my dad. It’s random and I don’t know when it will hit me, but I get at least MC : How do you deal with that over multiple businesses? The shop, one every show. It inspires me. Those moments help me get tattoo parlor and the club all run a little differently. How do you keep up every day and do what I do. everything humming along? DK : It’s a challenge. I think a lot of it is having the right people MC : Everyone knows you as the car and bike guy. Have you found it in the right places, like Kevin. You also have to understand that difficult to get respect as a musician? not everyone is you. People work their own way. As long as you let them know what is expected and what you want done, DK : At first. The band’s been together for eight years now and then you have to learn to get out of the way and let them do it. everyone in it is an accomplished musician. We still get those people that think when we show up at gig that it’s going to be me and a bunch of guys from the show, like Horny Mike on MC : Do you ever wish you could clone yourself? Would it be easier to drums and Kevin playing bass. The look on their faces when run your business with 100 mini Danny’s running around? we start playing is priceless. Stoney always looks at me right DK : God, no. That goes back to what I said earlier. I know how before we take the stage and says “This is my favorite part”, to create things, I have the vision, I just don’t know how to because it’s like Led Zeppelin just crashed landed in the room. do it all. I don’t know how to do all the fabrication or how to create an amazing paint job. I can see the design in my head MC : You really have a deep faith. I believe that is so important in life. and I know what I want. It takes the right people to make it all Tell me this though, what do you fear? happen. DK : Wow, that’s a good one. I fear stopping. That really scares me. I know I’m not a kid anymore. I get tired, but stopping scares me. MC : Running a business (let alone multiple businesses) can beat you down. How do you stay motivated? What drives you and keeps you grounded? MC : Why? Most people look forward to retirement or the next phase. DK : I have a firm belief in God that’s been instilled in me since DK : That’s not me, man. I’ve just seen people in my family or I was small. That keeps me grounded. My father had an insane friends in business that have stopped working and just died. work ethic. That keeps me motivated. I have a hard time sitting That was it for them. That’s not how I want to end up. around. I like to stay really busy. The love for the cars and the bikes is real. The addiction for the cars and bikes is real. The MC : So keep moving, keep breathing? love from our fans. All of that keeps me going every day. DK : Absolutely.

MC : How do you define success in business? Is it more than just MC : Last question. What do you want your legacy to be? wealth and assets? DK : That people remember DK : Great question. I would me as a nice guy who kept it say when you know that Michael Cordeiro is the owner of M.C. Entertainment, a small multi-op in real. what you’ve built can survive Rhode Island. He has been on TLC’s Four Weddings, hosted an episode of past you. I look at companies Toddlers & Tiaras and has opened for many celebrities. He has a degree MC : That’s it? like Boyd-Coddington Hot in Entertainment and Event Management from Johnson and Wales University. Rods, Harley and others. DK : That’s it. Simple. They’re going just as strong

26 MOBILEBEAT.COM ▷ DECEMBER 2019 FEATURE Keeping the Count: Kevin Mack

By Mike Cordeiro

FEATURE

that comes with a promotion? For a different perspective I turned to Kevin Mack, CEO, CFO, problem solver and brand manager for Keeping the Count’s Kustoms in Las Vegas. Mike Cordeiro: Hey Kevin. You were born and raised here in Vegas? Count Kevin Mack: Yep, all my life. KEVIN MACK ON MANAGING COUNT’S MC : And you’ve known Danny [Koker] for about 30 years now, CUSTOMS AND MUCH MORE correct? KM : Yeah, about 27. It’s been a long time. We started out as By Mike Cordeiro riding buddies.

MC : You have many different hats here. What exactly is your title? wasn’t always a DJ, let alone an owner of an KM : I like to keep it simple and just say I’m the business I entertainment company. Like many, I started out manager. working in clubs and bars doing karaoke and playing other small events. I worked as a roadie for some friends MC : You not only handle the shop here at Count’s Kustoms, you also who were DJs and started learning some skills. In 1996 oversee the club Vamp’d and the tattoo shop? I had the opportunity to work for one of the biggest KM : Yes, I take care of all three plus the office and I’m the tour manager for the band. mobile DJ companies in southern New England. I took it. Fast-forward seven years and the owner was looking MC : Wow. Do you have other managers at each property? for a new manager. Here was my shot to go full time. KM : Yes, I have a shop manager here, the restaurant has its I jumped at the chance. Three years later he wanted own manager and we have a great gal Jordan who runs the to retire and I was able to buy the business from him. tattoo shop. If there’s a big problem they send it to me. It was not an easy road jumping from DJ to manager to owner. I made a lot of mistakes along the way; but I wouldn’t trade it for MC : Day to day, do you find yourself putting out a lot of fires? anything. If you work for a multi-op, you know all about the inner KM : Luckily things run pretty smoothly and most of the issues dynamics and the unseen “pecking” order. Everyone is fighting to we have are handled right at each property. be seen and get the “good” gigs. So how do you rise above your peers to become a manager? What challenges and new headaches MC : What upsets you the most? will you face? How will you deal with criticism and the whispering

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KM : People not doing their jobs. some great department heads. It’s selves out, but if there is something in taken us a few years to collect the right disarray or a project is just way out of MC : Besides the obvious, why does that people, but the payoff is huge. budget, Danny and I talk about it and bother you so much? usually he listens to me. KM : Because like Danny, I’m passion- MC : What are some of the biggest challeng- ate about everything we do. I hold es you face managing a worldwide brand MC : Does Danny ever just flat out override like Count’s Kustoms? everyone to the same standard. If you? there is a big problem or a real issue I KM : Dealing with fans. I say that in KM : He is the owner, so if he wants will head right over and handle it. Most a good way. Sometimes it takes me something he’s going to buy it or build things sort themselves out. twenty minutes to go across the parking it if he wants to build it. The key thing is lot to another building. I get it. People to talk about it and make sure it makes MC : What other responsibilities do you are in Vegas and they chose to spend sense for the business. Usually I can have? part of their day here. I always want to reel him in and make things work. respect that, but at the same time I have KM : I manage Danny’s appointment MC : Do you ever keep stuff from Danny problems that are urgent. It’s like when and tour schedule and I usually travel so he doesn’t run off and spend all the you first get to work in the morning, do with him. Danny can’t travel by himself. profit? [Mike notes that Danny is actually in you want to be bombarded right when For more reasons than anything, it’s the room listening.] you get out of your car or do you want too hectic. to get in the office, have your coffee, (DK : [in the background] Be careful relax then get motivated? how you answer this one Kevin.) MC : So you go and act as a buffer. KM : (smiling) I don’t keep things from KM : Right. He’ll stop and take a picture MC : I get that. with anybody. He would never keep him. I try to make sure he has the right KM : It’s a blessing and a curse. Without his schedule without someone to keep information to make good decisions for the fans we wouldn’t have a show, so him on track. the company. over the years we’ve learned how to balance that out. MC : I’m sure he gets mobbed. MC : I get what you’re saying, the “right” information. [Air quotes] (Everyone laughs) KM : Everywhere we go. When we fly MC : Have you had fans that wanted to work KM : Yeah, that’s it. Seriously, though, I take the middle seat so people can’t at the shop? get to him. ultimately it’s Danny’s company and KM : All the time. We’ve had to he’s going to do what his vision is. My weed through a few managers and job is to help him support that and MC : That has got to be overwhelming. staff because they wanted to take make it happen. KM : People are unbelievable. Pictures advantage of being here or they didn’t are the most important thing right realize we actually work and work hard. MC : How much veto power do you have? now. We call them posts. What people (Everyone in the room laughs) will do to get a photo with Danny is MC : That has to be frustrating. KM : Not much. crazy. I don’t blame them. I get it, but it KM : It is. Sometimes we take three can get out of hand sometimes. My job steps back to take two steps forward. is to control it. MC : In the DJ industry we have “shiny We’ve had a hard time finding certified object syndrome.” You go to a convention or mechanics to work at our shop. It tradeshow and you want to buy everything. MC : Besides managing the properties you seems the younger generation doesn’t You’re ready to drop thousands on new gear have to oversee all the social media as well. have the same work ethic that we do. and lights. Meanwhile your office manager KM : Yes, and that’s probably the most is shaking their head. How do you deal with challenging aspect of my job. I not MC : You see that in every industry. that? only have to make sure we’re posting KM : There is a real shortage of people KM : It’s a difficult task. I’ve learned good content, but I have to double who know how to build stuff these how to get around that. I’ll tell him if check everything and make sure there days. we buy this then there’s no money for are no rumors or negative posts. that. I leverage the options with him. MC : How do you prepare for that? When I give him choices he usually MC : On top of all that you have film crews picks the right one. in the shop around the clock. How does all KM : I try to keep my eyes open. that work? I’m always in hiring mode. If I meet MC : How do you handle downsizing or KM : We’re lucky to have the same crew someone who has any skill or talent I getting rid of old stuff? tell them to come by the shop. each season. I do have to make sure KM : We’re always going through that the right cars are where they need inventory and cleaning house. The to be for filming and that other cars MC : That’s great business advice. You have a good handle on dealing with staff, but hardest thing is getting Danny to let stay hidden. It takes a lot of commu- go of some of the cars. nication with the crew and the shop how do you balance out the budget with the whims of the boss? manager. MC : Is it the mentality that you should keep KM : You fly by the seat of your pants it in case you might need it or you just can’t MC : You’ve built up a pretty reliable staff. (laughing). We have a really great let go of stuff? accountant who makes sure every- KM : Yeah, we’re really blessed to have thing gets paid. Most things sort them- KM : Mainly it’s because of Danny’s

28 MOBILEBEAT.COM ▷ DECEMBER 2019 emotional attachment to many of his only to have Danny override you? KM : There’s no point to that for me. cars. They’re like his kids. Although KM : Yeah, that happens. We just had a We have too many things going on he’s been good lately, he sold off a lot Mustang build for a very nice couple. here to worry about what the guy of project cars that we were just never They had a good budget and we liked down the street is doing. I’m not saying going to get to. I’ve learned when it the back story for the show, but when that I don’t care what they’re doing; I comes to the cars to step back and let we got the car, like Danny says, “It just don’t let it occupy my day. That him sort it out. was rust holding hands.” The car was being said, we’re friends with many of roached. I wanted to back out of it but the local shops and guys around the MC : How do you deal with clients that have Danny went ahead with it and overall country. We all share ideas and trade champagne tastes and a beer budget? the build cost twice their budget. But information at shows but at the end of KM : It’s not easy. Some people I’m able he does things like that. I just have the day we have still have to build cars to put things in perspective for them, to manage it and average it out with in a way that’s unique to us and gives but others are so far off I have just have other projects. our customers what they’re looking to walk away. for. That’s who I’m concerned with. MC : How do you deal with the competition? MC : What advice would you give to MC : What about all the charity requests? I KM : We don’t. I mean people can get those every week. “Please do my event someone who wants to step up and become choose to have their car built by for free.” I try to help where I can, but you just a manager? What pitfalls should they avoid? can’t do everything for free. anyone. We have a unique way of doing things and that has gotten us a KM : Be prepared. You have to be ready KM : Danny goes out of his way to help loyal fan base. We cater to a different to cross the line from employee to anyone. You’re right though, we get a demographic and we stick to doing boss. Remember that as a manager ton of requests and sad stories every what we do best. you’re still working long after everyone week. It’s impossible to help everyone. else has punched out or gone home. The biggest thing is to not let yourself We just do what we can and try to MC : Great point. Too many business owners make a difference. spend their time worrying about what the get blindsided. Every day is going to other guy is doing instead of pouring their have curve balls. You have to be ready MC : Have you said no to a charity request energy into making their own company better. and expect them.

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