Wedding Receptions a Variety of Views

#215 FEB MOBILEBEAT.COM 2020

WEDDING RECEPTIONS A VARIETY OF VIEWS

IT'S HERE! MARCH 16-19, 2020 TROPICANA LV ColorKey www.colorkeyled.com Roland www.roland.com/global/products/dj-707m P.20 WEDDING RECEPTIONS A VARIETY OF VIEWS

PLAYLIST

MBLV24 �� 8 10 Ways to Be a Better Wedding MC By Michael Walter

MBLV24 �� 10 The Mad Stuntman By Mike Cordeiro

MBLV24 �� 12 Rick Parisi: Generating Connections By Dan Walsh

FEATURE �� 14 Securing Funding For Your Small Business By Ami Kassar

FEATURE �� 16 Best of Times or Worst of Times? (DJing for Family) By Kevin Freese ADVERTISERS MOBILE MATTERS �� 18 Premature Departure Bose www.bose.com/F1 5 By Matt Martindale ColorKey www.colorkeyled.com 2

SOCIAL MEDIA KNOWHOW ��20 DJ Event Planner www.djeventplanner.com 19 How I Untied Myself from “The Knot” Innovative LED www.innovativeledsales.com 15 By Staci Nichols Mobile Beat Las www.mobilebeatlasvegas.com 24 A DIFFERENT BEAT �� 22 Vegas Is the Wedding Industry Doomed? QSC www.qsc.com 9 By Stu Chisholm Roland www.roland.com/global/products/dj-707m 3

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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

TO ADVERTISE IN MOBILE BEAT OR EXHIBIT AT A MOBILE BEAT EVENT, CALL 515-986-3344 x300 OR EMAIL [email protected]

4 MOBILEBEAT.COM ▷ FEBRUARY 2020 Bose...... www.bose.com/F1

MBLV24 10 Ways to Be a Better Wedding MC

By Michael Walter

10 Ways to Be a Better Wedding MC

By Michael Walter

t MBLV24 (Coming up, March 16-19, 2020 at the Tropicana in A Las Vegas) Mike Walter will again be teaching the popular “MC Institute” sessionsm, where attendees will learn “the fine art of being a professional wedding MC.” To get you ready for his interactive workshops, Mike offers 10 ways to improve your hosting… ~Ed.

1. Be early. Remember: “Early is on time and on time is late.” party. Find your style, get on the microphone and interact. 2. Use the couple’s first names as often as possible. I know that 6. Play requests (within reason). I don’t know why some DJs loathe seems painfully basic but you’d be surprised how many veteran requests. I love getting them from the couples I work with because MCs (and maybe even yourself) say “bride and groom” or “the then I can throw THEIR party. I know I can rock a dance floor, but happy couple” almost all night and rarely use first names. Stop. if a couple gives me few or no requests, how do I know I’ve made We all talk about “personalizing” events, so let’s start by using their vision a reality? Getting input from clients is essential. But I first names and not generic place holders. also don’t mind getting requests from the guests at a party, and 3. Preview your special songs. Their wedding song is “Perfect” will often go out of my way to play them. Of course if it’s wildly by Ed Sheeran and you just played that last weekend, so inappropriate I won’t play it; or even if I think it’ll clear my floor. you’re good— right? Wrong. I don’t care if it’s a song you just But short of those extremes, I do my best to accommodate. purchased for this wedding or a song you’ve used a hundred 7. Beat mix. It’s shocking to me that some “DJs” are adamant about times, play it, in its entirety, sometime between when you set not actually DJing. I’ve had conversations with some in our up and when people walk into your room. I’d suggest doing industry who claim beat mixing isn’t important or that their clients this for the parent dance songs as well, and if you’re playing don’t ask for it. These “DJs” are out of touch will soon be extinct. for ceremony, the processional and recessional songs. Files get Clients don’t ask for beat mixing...because they assume we do it. damaged sometimes. Make sure the most important songs of They also don’t ask if we can set up our speakers but that doesn’t the night are, well, “Perfect.” mean we can leave them in the car. And here’s another eye-opener. 4. Dress the part. Which means match the couple’s formality. If it’s Most guests (especially under 40 years old) know the difference a “beach casual” wedding and you show up in a black tuxedo and between good beat mixing and bad. And they are laughing at bow tie, you’re overdressed (and probably over-heated). And if you behind your back with all your fancy gear if you are just doing it’s “black tie formal” and you’re in an open collar with sneakers, simple segues (or worse, train wrecks between each song). Learn you’re underdressed. As wedding MCs, we should have multiple to beat match. Practice. Get good at it. Then get great at it. Not outfits at our disposal so we can match the wedding attire. (And only will your parties get better and your referrals increase, but we should have asked ahead of time about the level of formality, you will have fun at your events. I love the part of the night when which should go without saying, but...) all the formalities are over and I just get to play. Those are the times when I pinch myself that I’m actually getting paid for this. 5. Interact. I know some people think “interaction” means putting 8. End on a high note. I think the last ten minutes of a wedding on a chicken suit and leading the “Chicken Dance” but it doesn’t. reception can be as important as any other segment of the night. End Interaction doesn’t have to be cheesy and over the top. In fact, it well and everyone’s last impression of the party will be a good one. doesn’t even have to be done from the dance floor if you’re the type of MC and DJ who likes to stay behind the gear. But it is an essential 9. Play “one more song!” When a crowd chants for “one more part of your presentation and can take a mediocre party to a great song!” I play it. I take it as a huge compliment, like a band being called back to the stage for an encore, and I accommodate. I don’t look at the clock (are three minutes really going to make Mike Walter began DJing 1984. He is a graduate of that big a difference in your life?) and if the banquet manager the Connecticut School of Broadcasting and has a challenges me about it, I encourage them to turn the house communications degree from Union County College. lights on and start clearing tables. Mike worked with Star DJs from 1988 to 1993 where he helped develop a staff of over 50. In1993, Mike 10. Avoid fast food on the way home. Our health and fitness became a partner in a much smaller DJ company, matters, and there is nothing healthy available at a drive Elite Entertainment, in New Jersey. He bought out his through at 1:00 AM. If you really need a bite to eat after an partner in 1998 and continued growing the company event, pack an apple or banana and some cold water for the (20 MCs and 1000+ annual events) and setting the drive home. You probably hit that fast food joint out of habit standard for excellence in his area. more than anything. Instead of driving through, drive by. Your Look for Mike at MBLV24, where he will be presenting multiple sessions of the “MC waist will thank you in the morning. Institute” during the event.

8 MOBILEBEAT.COM ▷ FEBRUARY 2020 MOBILEBEAT.COM ▷ FEBRUARY 2020 9

QSC...... www.qsc.com MBLV24 The Mad Stuntman

By Mike Cordeiro

The Mad Stuntman

MOVING IT AND KEEPING IT REAL

By Mike Cordeiro

t’s no secret that for the past 23 years Mobile I Beat Las Vegas has put on some of the best shows of any DJ conference. This year the lineup is out of this world, including Tuesday night’s Signature Party (3/17/20), with the outrageous Sparky B as host, a killDJ Cyn, DJ Felicity and DJ Stephanie Stardust, and featuring headlining ‘90s dance music groups Snap and Reel 2 Real. Reel 2 Real is responsible for one of the most iconic dance songs ever recorded, the irresistibly infectious “I Like to Move It.” This song has been used in everything from tele- vision ads to Disney movies to Zumba classes. It was even translated into Czechoslovakian and recorded by a local pop band (Tezkej Pokondr). I can almost guarantee that is high up in one of your playlists or crates. I caught up with Mark Quashie, a.k.a. “The Mad Stuntman” of Reel 2 Real to talk about his musical influences, growing up in Trinidad, and his upcoming performance at MBLV24.

10 MOBILEBEAT.COM ▷ FEBRUARY 2020 Mike Cordeiro: Mark, tell me about your early years growing up in MC : How much of “I Like to Move It” is you riffing versus sticking to the small island nation of Trinidad. the lyrics? Mark Quashie: I really don’t remember much. We weren’t MQ : I mostly stuck to the lyrics, but for the hook Eric had me poor, but we didn’t have a lot either. I’m one of twelve so my do it over and over in different vocal tones. He picked out the parents had to struggle to provide for us. best ones and layered them into the track.

MC : Holy smokes! Twelve kids? I can’t even imagine that many kids in MC : How did you get the nickname “The Mad Stuntman?” Did you a house. Is that why your parents decided to move to Brooklyn? jump off the stage and do stunts? MQ : Yes, they wanted to give us a better life and more MQ : I grew up watching the Six Million Dollar Man and the opportunity. Fall Guy. We would go outside to play and do all the action in slow motion. I always liked how they called Lee Majors the MC : You have an island accent, but it’s not Jamaican. What is the unknown stuntman in the show. I thought, “I want to be a main language of Trinidad? lyrical stuntman.” The nickname stuck with me. MQ : English, but with its own dialect. There are some other languages spoken there, but mostly English. MC : You just had a birthday in January and released a new track on your birthday to celebrate. Tell me about that. MC : You and I are almost the same age. I remember being a teenager MQ : The song is called, “It’s Your Birthday.” I started writing in the ‘80s and having exposure it a few years ago. I was tired of all to a wide range of music, from the old birthday songs. I wanted hair bands to New Wave and hip to create something new and fun. hop. Who were some of your early Something high energy. musical influences? MQ : I listened to a lot of MC : The track is definitely high energy reggae artists, like Shabba and fun. (DJs, get this track!) Ranks, Yellowman, Ninja Man, So Tuesday night, March 17th, you will many of the old school artists. be on the stage at Mobile Beat Las Vegas. What do you have in store for the crowd? MC : Is that how you developed your own style? MQ : How much time they giving me? MQ : Yes, I listened to them and wanted to do it my way. MC : As long as you want brother, if you I would practice their songs promise to bring it! and write my own. I loved that whole era. I wanted to do MQ : Oh, definitely. I’m going to do what RUN DMC and LL Cool J the whole Reel 2 Real set, plus some and Rakim were doing. tracks for the ladies.

MC : How did you end up in the MC : I’m sure the ladies will studio to create “I Like to Move want to hop on stage with It?” you. Last question: What keeps you grounded in life? MQ : I knew this guy called “El General.” He liked my sound MQ : Women. That’s and introduced me to Eric who I love. That’s what Morello. I write about. That’s why I do this. MC : El General...sounds familiar. Who was he? MC : You’re killing me. MQ : He started what we now call reggaeton. He was the first person to record tracks like that. MQ : Really, it’s all about the fans. I love MC : So El General gets you together with Eric, then what to talk to people and happened? take pictures. I’m not afraid to jump off the stage and come out into the crowd MQ : I went to the studio in New Jersey. Eric had me get in the with everyone. I want my legacy as a performer to be that I recording booth and lay down lyrics over some house beats was human and grateful for all that my fans have helped me he created. He really liked my style and we started working on to accomplish. some tracks together. MC : Perfect! See you in Vegas on March 17th! MC : Is that when you cut “I Like to Move It?” MQ : The first song we did was called “Go On, Move.” After that (PS: Check out the video of Mike’s full interview with The Mad Stuntman we started working on “I Like to Move It.” Eric already had the on the Mobile Beat website. ~ Ed.) beat, I just needed to create the lyrics.

MOBILEBEAT.COM ▷ FEBRUARY 2020 11 MBLV24 Rick Parisi: Generating Connections

By Dan Walsh

Rick Parisi: Generating Connections

FOR OUR MBLV24 EVENT DJ, THE KEY TO SUCCESS IS RELATIONSHIP-BUILDING

By Dan Walsh

ick Parisi seems young for a veteran DJ. R The “house DJ” for Mobile Beat Las Vegas 24 has been spinning tunes and entertaining crowds since his teens. After getting such an early start on his DJ skills, Rick has gone on to leverage those skills and a focused, relational approach to business to build his company, Marquee Events (www.marqueedj.com), based in Rochester, NY, into a leading player in the regional DJ market in just a few short years. I touched base with Rick to get some insight into the man who will be providing a major part of the “flow” for the MBLV24 seminar presentations, as well as sharing some of his experience in his own presentation, “Let Others Sell For You.”

12 MOBILEBEAT.COM ▷ FEBRUARY 2020 Dan Walsh: When and how did you get into the mobile DJ business? someone’s once in a lifetime celebration. Rick Parisi: I’ve always had the passion for music from a young age. My Uncle Pete, who passed recently was in a band. My DW : What are your goals for the future, business-wise and personally? mom would take me to see him whenever there was a public RP : Business-wise it is to make our brand a household name. event he was playing. However, while working at a bowling Although we have some incredible partners, we have only alley I met an owner of a DJ company that thought I would be uncovered the tip of the iceberg so far. Personally, I just want a great fit for his team. to continue to become a better version of myself. I work hard everyday to become a better husband, leader and DJ. DW : How did Marquee Events come about? RP : After working for other companies since I was 17, I made DW : How does it feel to be chosen to be the "house DJ" for MBLV24? the decision to start my own company. We started in July of RP : As a DJ who has attended MBLV for several years, it’s an 2018 and did 40 events. In 2019 we did 125 events and in 2020 incredible honor to be the DJ for MBLV24. This conference has we will double that! helped me in so many ways, enabling me to turn a part-time passion into a full-time career. When this opportunity was DW : What’s your primary event focus? announced, I had to throw my hat in the ring, and here we RP : The majority of our events are weddings, however we are today. I am so grateful to the judges, my mentors, and the cater to a number of corporate and social events as well. entire MBLV community and I can’t wait to take the stage.

DW : Which events do you personally prefer? DW : Without giving anything away, give us a "sneak peak" of what you have in store for MBLV24 attendees. RP : Although the majority of our events are weddings, I truly RP : On the DJ side, I am going to change it up each set. don’t have a preference, because each event is unique and Monday will be high-energy as we kick off MBLV24, and I have allows me to be creative in different aspects.

DW : What geographical area do you “It’s an incredible serve? honor to be the RP : I serve mostly in Upstate NY but have traveled and will travel all DJ for MBLV24. across the country. This conference DW : Can you pinpoint what’s unique has helped me about your DJ service? in so many ways, RP : Marquee Events is a company that thrives on relationships, both enabling me to with vendors and clients. We don’t believe in simply cashing a check turn a part-time and passing the baton to our staff. passion into a We believe that planning and per- forming events /with/ our clients, full-time career.” not /for/ our clients, is what sets us ~ Rick Parisi apart from the other cookie cutter companies that litter the industry. We bring a very modern approach to every event meaning we aren’t the cheesy DJ who are leading line dances and justify our “fee” by how much we can talk on a mic. All of our DJs know how to mix music regardless of what some interactive ideas that could take place during breaks as genre of music we have to play. well. On the speaking aspect of the event, I will be showing DJs how to secure more events for themselves or their business by DW : What equipment do you use? learning how to get other industry leaders in their market to sell for them. My presentation is geared towards all attendees, RP : Denon MC7000 controllers and EV Evolve 50 speaker regardless of if you own your own company or you work for systems. We also perform with custom DJ booths. somebody else. DW : How do you advertise or promote your business? DW : Any final advice for the readers? RP : Honestly, we do not pay for advertising. We focus on RP : A mentor of mine once told me “Don’t chase the money, creating relationships with venues and industry leaders. chase the dream.” I live by that everyday. I am very passion- ate about what I do and I wouldn’t change it for the world. DW : For someone who hasn't met you before, describe yourself. Most people are in this industry for an extra paycheck, I do it RP : I am just someone that loves what he does on a daily basis. because I LOVE It! The money is just an added bonus. I wake up looking forward to “working” and being a part of

MOBILEBEAT.COM ▷ FEBRUARY 2020 13 FEATURE Securing Funding For Your Small Business

By Ami Kassar

FEATURE

Through its flagship 7(a) program, SBA-backed loans can be as large as $5 million for needs such as working capital. And through its lesser- Securing Funding known 504(b) program, as much as $12.8 million can be obtained for businesses seeking to buy real estate or major equipment. A $5 million loan, not to mention a $12.8 million loan, is way For Your Small above what a mom-and-shop needs. While there’s no one-size-fits-all template for a typical SBA loan customer, most are businesses that are going to have anywhere Business between $50,000 and $5 million in annual revenues and up to 40 BUSTING THE 3 BIGGEST MYTHS ABOUT employees. Those businesses are likely to be cash flow positive and are profitable. THE SMALL BUSINESS ADMINISTRATION Of course, if mom and pop need a loan, small amounts are By Ami Kassar available, too. There are no minimum guaranty amounts for any SBA loan program. MY BANKER DIDN’T TELL ME ABOUT SBA-BACKED iven that politics are always a hot topic, you’ve LOANS OR SAID I’M NOT QUALIFIED, SO I’M OUT. Glikely heard plenty from both political parties about Not to fear: You’re most likely not “out.” how government at all levels simply doesn’t work. There are about 2,200 banks and nonbank lenders through That’s not a new complaint, and just about everyone can share a the United States who write SBA-backed loans. Each one uses the story about some government nightmare they’ve endured. program differently and requires varying qualifications. But there’s a federal agency that bucks the trend: Thus, even if one lender rejects you, it doesn’t mean The Small Business Administration. The SBA that all will. It’s always worth trying another lender enjoys broad support from all corners of the (or two or three) if you get rejected—advice that political spectrum—and deservedly so. applies when seeking non-SBA loans as well. That’s because the SBA, which dates to If you go to a doctor and don’t like what he/ 1953, fulfills its mandate of helping small she says, you may try another physician, businesses. so why not do the same here? Don’t believe me? Google it. Sure, In addition, there may be other you’ll find scattered complaints, but reasons why your initial lenders may the SBA generally gets strong reviews. not tell you about SBA loans. That said, the SBA doesn’t always Perhaps they’re ignorant about get the credit it deserves and there’s the program. Or maybe their employer a lot of misinformation going around doesn’t give them incentives that as well, especially among entrepre- make them want to push SBA loans. neurs who are missing out on strong Remember, your banker is trying to financing possibilities. make a living, too, and might push you Let’s talk about three of the biggest toward more profitable options for his/ myths surrounding the SBA. her own pockets. It might even be something as simple THE SBA LENDS MONEY as your banker is lazy: Lining up an SBA loan Although the SBA can directly lend money in cases usually does require more documentation than a of disaster, that’s not its main role when it comes to regular loan. lending. Instead, it serves as a government guarantee program And large banks often aren’t interested in making small for banks and nonbanks. loans, which can be less profitable and more risky than larger loans. That means it essentially serves as a backup to lenders who So, if you get rejected for an SBA loan by a large bank, try a smaller might otherwise not be interested in making loans to smaller and/ bank, which may well specialize in the program and have lenders or unproven businesses—it offers guarantees up to 85% for loans up well-versed in the process. to $150,000 and 75% for loans bigger than that. Because lenders are Hopefully, I’ve cleared up misconceptions about the SBA and its less likely to endure the full brunt of defaults, they’re more likely to lending programs. These programs work, as many business owners will make loans to unproven businesses. attest, and there’s little to no downside in at least considering an SBA The SBA does set requirements and application process loan the next time you need funding. Its website, sba.gov, is helpful details. Applications will require personal background information, as well, providing further information in an easy-to use format. a business plan, personal and business credit reports, income tax returns, bank statements, and a resume, among other things. It’s also possible personal or business collateral is required. One benefit for you, the borrower, is that the loan terms tend to Ami Kassar is the founder and chief executive officer of Multifunding LLC, speaker, and author of The Growth Dilemma. Heavily involved be longer (up to 10 years) and require smaller monthly repayments in business finance for two decades, Ami has advised the White because of good interest rates. House, The Treasury Department and The Federal Reserve Bank on the state of the financing markets. A nationally-recognized expert THE SBA IS ONLY FOR MOM-AND-POP SHOPS on business capital, Ami Kassar has helped over 1,000 entrepreneurs raise over $400 million of debt for their businesses. For more Mom-and-pop shops are definitely among the kinds of businesses the information on Ami Kassar, please visit www.AmiKassar.com. SBA is looking to help, but they can also work with much larger businesses.

14 MOBILEBEAT.COM ▷ FEBRUARY 2020 Innovative LED www.innovativeledsales.com FEATURE Best of Times or Worst of Times? (DJing for Family)

By Kevin Freese

FEATURE

As professionals we’re always striving for success at the events we play. But the stakes become personal when it comes to perform- Best of Times ing for family and friends, especially when that relationship is with the bride and groom. Although it’s a dynamic that can lead to a few more butterflies than usual, the wedding of a family member or or Worst of friend is often a positive experience professionally and personally. It can help you develop as a DJ, changing your perception of what your connection with an audience can be. You’ll also be participating Times? in a loved one’s special day in a very memorable way, which is a joy. From those extra pangs of anxiety to the opposite and potentially dangerous state of being too comfortable, the weddings of family and friends can also provide unique pitfalls and increased THE PERKS AND PITFALLS OF WORKING stress. So, if you’re deciding whether this type of gig is right for you, FOR FAMILY AND FRIENDS here are a few things to keep in mind. READY, SET, REFERRAL It was fifteen minutes into dancing at my friend’s wedding By Kevin Freese reception when his seven-year-old cousin kicked into a choreo- graphed lip sync rendition of “Greased Lighting.” I stood behind my gear, watching. The groom stood next to me, checking in as his cousin lit up the room. “That’s pretty cute,” I said. “Yeah,” my friend agreed, then added, “Until you’ve seen it at every family party for the last two years.” I soon understood what he meant because I ended up DJing three more of his family’s weddings. The Grease routine may have gotten tired, even for me. The bookings didn’t. Since then I’ve learned that family and friend events often spell more business. The formula for new bookings as a result of an event begins with a job well done, but there’s more to it than that. Whether ou ever have that dream where none of your we’re talking about transforming guests into clients or generat- Y equipment works right, you’ve set up in the ing referrals from an event, you need to make a deeper impression wrong room (maybe even the wrong venue), and on your audience in order to keep the channels of future business flowing—one that instills confidence in your overall profession- everything fumbles out of your ballooning hands alism and cements your name in their minds. I’ve found that this as time rapidly slips off the clock? Yeah, me impression naturally occurs at the events of people I know. Many too, and the setting always seems to be at the of the family and friend weddings that I’ve done have led to wedding reception of someone that I know well. future gigs. In some cases, like the instance mentioned above, a

Background photo by Vanessa Joy (www.vanessajoy.com)

16 MOBILEBEAT.COM ▷ FEBRUARY 2020 single wedding has produced multiple bookings. For that reason, you’re not a good fit for their entertainment needs, or you have weddings like these provide a great opportunity. a sense that you’ll be walking into a toxic environment at their wedding (let’s hope not). Whatever the reason, it’s important to WATCH YOUR STEP: AVOIDING SOCIAL TRAPS decide what’s best for you personally and professionally. “Remember to have fun. You’re a guest too.” Any DJ who’s performed Similarly, there are times when your bond with the bride at an event for someone they know has heard these words. What do and groom is such that they couldn’t imagine you working on they really mean? Sure, you’ll probably enjoy yourself in a unique way their special day. Instead, they want you to be there as a guest or because of your connection with the wedding couple, but you must member of the bridal party. Whether the decision is yours or theirs, keep your DJ senses about you. That means avoiding social traps. it’s always possible to be involved by helping them plan the enter- Chances are that if you’re familiar with the bride and groom tainment for their wedding. If you have a strong network of other then you probably know a lot of other people in the room. It’s nice quality DJ companies in your area, then you may be able to offer to see family and friends—and it’s great for them to see you in a referral. If appropriate, lend a hand by helping them with song action—but it’s important to maintain focus. Look out for guests choices or provide them with tailored cocktail and dinner playlists that want to chit-chat or expect preferential treatment when it based on their tastes and that of their guests. comes to requests. Find appropriate times for visiting; remember that you’re the best judge of requests; and be ready to say, “Well, I TO CHARGE OR NOT TO CHARGE, THAT IS THE QUESTION better get back to it,” on a repeated basis. Okay, now the big question. Conventional wisdom dictates that It’s also easy to feel overly comfortable when surrounded by small business owners should always charge full price for their family and friends—be wary of this as a performer. Just because goods and services—and that advice is correct for the most part. you know the groom is a headbanger doesn’t necessarily mean A quick search of the Internet offers plenty of reasons to support “You Shook Me All Night Long,” by AC/DC should lead into a full this and many experts go so far as to suggest (at least in theory) hard rock set. A good question to ask yourself is, would I play this that friends and family should be willing to pay the most for your song next if I had just met everyone in the room for the first time expertise because they’re invested in your success. Does that tonight? mean you should upcharge Cousin Fred? Probably not, though it should be a mindset that allows you to feel completely comfortable Finally, regarding social traps, don’t take advantage of the charging family and friends for your services. open bar. I know, this should almost go without saying, but it’s one of the most common issues I’ve come across in this situation. Charging full price, offering a discounted rate, or doing the Inevitably, someone will come up to you with a drink or offer to get wedding of a family member or friend for free is a personal choice you something from the bar. With the exception of a glass of wine and one that depends on the circumstances of the event. I’ll admit at dinner, I keep the same rules about drinking at the wedding of a that I’ve done a handful of weddings for free as a present for the family member or friend that I do at any other client’s event. bridal couple. It made sense for me in these instances given my relationship with the bride and groom. Perhaps the best arrange- JUST SAY NO (WHEN YOU NEED TO) ment that I’ve ever had was with a good friend that also owned a No. For many of us it’s one of the hardest words to say. There are DJ company. We were both getting married within a few months times, however, when you may have to tell your family and friends of each other and we were able to swap services. Every situation that you’re not able to DJ their wedding for various reasons. The is unique, but you should never feel bad about charging for your event may fall on a day when you’re already booked or a date that talents as a disc jockey. Just like the overall approach towards family you anticipate will be popular such as a holiday weekend. Given and friend weddings, consider the specifics of the event, then do your relationship with the bride or groom, you may know that what’s right for you.

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 ▷ FEBRUARY 2020 17 MOBILE MATTERS Premature Departure THE 3 MOST COMMON REASONS GUESTS LEAVE RECEPTIONS EARLY By Matt Martindale

aving personally performed over 1,725 THE CATERER H weddings over the years as the most-referred Sometimes the buffet line is long and very slow. Sometimes the caterer’s food service is much slower than expected. Sometimes, wedding DJ in Colorado, I’ve seen more than my unknown to the couple, the caterer is inadequately staffed, or ill- share of guests leaving wedding receptions early. prepared. And frankly, sometimes caterers simply “want” the dinner Why? The fact is, guests make an effort to come service to go excessively long in order to bill more staff hours, or to see and celebrate with the wedding couple. adhere to their belief is that the meal “is” the celebration, and not So, if guests take the time to get ready, make the journey, but just a part of a greater whole. Any of these become part of unnec- leave early, have you ever wondered what really causes them to leave? essary delays. Delays like these can cause the caterer to be slow Here are the three most common reasons guests leave receptions in breaking down the buffet line, clearing dirty dishes, pouring

early, identified during my years of overseeing wedding festivities. champagne and preparing for the cake cutting. Unfortunately, THE PHOTOGRAPHER delays like these are commonplace. Again, guests may become Excessively long photo sessions before and after the ceremony with bored or annoyed and will leave early in frustration. the photographer can strain some guests’ ability to participate. Okay, THE BRIDE AND GROOM the plan is 25 to 45 minutes for photos, but the session often lasts an Yes, the wedding couple can self-sabotage their own event by hour—or even more! Believe it or not, we’ve seen many photo sessions trying to visit with each and every guest, table to table after dinner. go 2 to 2.5 hours this year. It’s often longer when wedding photos are off Since the bride and groom eat first, they often feel obligated to say property, or with a newer wedding photographer, or a photographer who “hi, thanks for coming.” But they need to keep moving so the other is unfamiliar with your the venue. It doesn’t seem to matter whether they guests don’t get bored and leave. Suddenly, the aunt you haven’t are based in-state, or are from out of state. This problem also includes the seen in 15 years, wants to talk for five minutes. Then somebody very common sunset or romantic else, and then another guest, and shots that tend to happen just another (...all at the same table!). after dinner—about the time for Matt Martindale, a professional DJ and MC since 1989, has performed at more than 1,650 wedding receptions, Doing some simple math the toast and cake—causing even and still counting. Along with running his 18-time here, if you have 100 guests (10 longer delays. You know the ones: award-winning company, Amoré DJ Entertainment tables with 10 guests per table), They’re supposed to last about 10 (www.amoredjentertainment.com), he is a regular you can expect this to take about minutes...but in the end usually take MB contributor and creator of the yearly “State of 50 minutes, allowing only 5 about 45. All of these scenarios lead the Industry Report.” His extensive entertainment minutes per table. If the couple to guests growing restless, bored or experience also includes training in audio production attempts this, it can create even annoyed, and will always result and sound engineering, lighting and design, improv comedy, voiceover artistry, magic, and more. the perception of long delays in someone leaving early. among the guests, especially the

18 MOBILEBEAT.COM ▷ FEBRUARY 2020 parents. As DJs, we can’t “make” a couple visit tables faster. Rather, THE DJ’S PART all we can do is simply check in with the bride and groom a couple of times ask that they let us know when they are ready to proceed A wedding DJ is the person hired mainly to play music, but is often with the next part of the event. If this process takes an excessive perceived as the “face and personality of the celebration.” He or she is amount of the reception, guests who aren’t involved in the table largely responsible for “making” the day’s memories, i.e. making those greetings may become bored while waiting for the next important special moments truly memorable, by eliciting the smiles, laughter, thing (ie. toast and cake), and may leave early. and joy of the guests, as well as the guests of honor. As the “face” of the event, the DJ becomes the person guests come to for every- THE WAITING IS THE HARDEST PART thing—especially when they feel that things are dragging along. As professional wedding MCs and experienced wedding DJs, we (There are many, many complaints the bride, groom, photographer, must carefully plan each moment at a wedding from the guests’ caterer or other vendor never hear. DJs hear them all the time.) perspective. What are they thinking? What are they feeling? How Since the wedding DJ is the only visible and accessible wedding are they interpreting the flow based on what’s going on? The professional to guests, it is usually presumed that we make the many following is based on an actual event... moving parts at every wedding flow together. DJs do facilitate much From the guests’ perspective, they may arrive 30 minutes of the flow but certainly not all of it. We also often secretly help prior to the ceremony for seating, see the couple get married over cover up the messes and delays of the other wedding professionals. that 30-minute span, then woooosh, the couple is off for 60 to 90 The truth is, that no matter how much we want to, we can’t control minutes of photos, while guests enjoy an extended cocktail hour. how long wedding photos take, or how fast or efficient the catering Yes, it’s often in a secluded, remote setting. Perhaps even off-site. staff (or bar staff) is. As professional wedding DJs, we will confirm So, in the first two to two-and-a-half hours, the couple has hardly a wedding timeline beforehand, but we can’t control the process, been seen by their guests. other vendors’ staffing or their methods. We also can’t control how long it takes for a couple to visit their guests after dinner. They return for the reception. The photographer hurries in first, sets up a few flashes, then the bride and groom are introduced into All too often, the bride and groom overlook the opportunity the room. After a quick welcome by her dad, the bride and groom to leverage the experience of their wedding DJ as the host (truly are served their food, followed by a dismissal of the wedding party the master of ceremonies) to create the celebration they want. Let to the buffet. The buffet service takes about 70 minutes, as the your couples know that you understand the potential pitfalls of and couple finishes their meal, they begin to visit guests table to table. schedule challenges inherent in coordinating multiple vendors to create a great event, and that you can help them avoid or at least Unknown to the couple, with some guests completing their mitigate the common problems described above. meal 45 minutes previously, the caterer asks for another 20 minutes to clear dishes and break down the buffet. Then, another 15 minutes to pour champagne. (We’re at two hours for the meal service at this point—though “disguised” while the couple is visiting tables.) While the champagne is poured and nearly passed out, the photographer makes a comment about the lighting outside, or an opportunity for sunset photos. Poof—the photographer then takes the couple again, but now is outside for sunset or romantic photos. This is supposed to be for a quick 10 minutes. It turns out to be another 35+ minutes. Guests are waiting, and waiting, to the point about a third of the guests leave without offering well wishes or saying goodbye. Mom and dad are upset guests are leaving, and they let the DJ know. They wonder why the flow isn’t moving along. It can’t. The bride and groom aren’t even around. From the guests’ perspective, at this point, just under five hours of being “at the wedding of...” guests have seen the guests of honor just a quick, fleeting glimpse during the ceremony, and quick “hi” at their table and we haven’t gotten to any key moments yet (father/daughter dance, bouquet toss, etc). This IS the perception from the guests’ perspective at the event so far (pre-ceremony until toast: 5 hours). The time the bride and groom are “visible” to guests: 3 hours at most. Guests’ perceived time bride and groom are really “accessible” to them with any personalized attention: 2-5 minutes (often only during the table visits). The time guests actually spend waiting for something to happen (i.e. waiting for the ceremony to begin, awaiting photos during the cocktail hour, waiting during the long dinner service, waiting for dishes to be cleared, waiting for the champagne poured, waiting for the bride and groom to complete more sunset photos, etc): 4 hours. Now you can see why guests are bored. Guests perceive that things are “dragging”…and they are.

MOBILEBEAT.COM ▷ FEBRUARY 2020 19

DJ Event Planner www.djeventplanner.com SOCIAL MEDIA KNOWHOW How I Untied Myself from “The Knot”

By Staci Nichols

SOCIAL MEDIA KNOWHOW

How I Untied Myself from “The Knot”

YES IT CAN BE DONE… BY TAKING FULL COMMAND OF YOUR WEB PRESENCE

By Staci Nichols

Weddings.” I bought a new domain and the host to ask all the attendees to leave ike many of you, I started completely started over fresh as “San me a quick Google review. Bam! 10, 20, 30 L advertising with The Knot when Diego DJ Staci.” How was this rebranding reviews in one night. I am now the most I made the transition from “side going to help me draw in more free leads? reviewed single-op DJ in our country's 8th hustle” to “full time” DJ. That was Because the keyword phrase “San Diego DJ” largest city—toot toot, beep beep! was now in my name. Nobody sits down In addition to this, I also invested about 5 or 6 years ago. I think my googles “revolution weddings.” That name about $700 to hire an SEO professional first monthly commitment to The was dead weight. My line of thinking was from Upwork.com who helped get my Knot was about $120, which felt really no different than those companies website up to the top of page 2 for “San steep, but I thought, “You gotta back in the phonebook days that would Diego wedding DJ” and first page for other spend money to make money, call themselves AAAA Locksmith so they niche keywords (like “San Diego female could rank higher alphabetically than AA right?” But soon I did start getting DJ”) in the organic search listings. Finally, Locksmith. I took a blogging class and learned how leads from The Knot and the monthly Did it work? Yep. Mostly because to create an easily replicatable system for fee lost most of its “sticker shock.” they display the “Google my Business” quickly churning out fresh, keyword-rich, For many years, The Knot was my results ahead of webpage results, and I high-ranking blog content. As many of you biggest business expense, but it was also my consistently appear in the top 3 business know, I then mastered Pinterest marketing biggest source of income. When I decided listings. Renaming my business and a new and started getting a flood of site visitors to cancel my premium account last year, I $9 domain name instantly got me on the from there to my blog as well. In a nutshell, was paying $225/month (or $2,700/year). front page of Google across any and all each month that I was gulping while The I booked an average of 2 to 2.5 weddings keyword variations of “San Diego DJ.” Once Knot auto-deducted half a car payment per month from The Knot (single-op). Per I had accomplished this, I stopped asking from my bank, I was getting more and wedding booked, I was typically paying $100 for client reviews anywhere else (Facebook, more free leads. It was only a matter of time (6-8%). Events I was booking from other paid Yelp). I get the 10 reviews a year I need for before I would not have to experience the sources were only $10-$40/gig (4-6%). “Best of The Knot” because that is a search- monthly gulp! I’ve always been very interested in able category on their site, and everything I realized about half-way through 2019 how I could market myself for free, like else goes to Google. I've used my free drink that I would have enough reviews on The ranking my website higher on Google and tickets when playing in bars to get Google Knot to get my 4th “Best of The Knot” award, blogging. I jumped in with both feet, and reviews. When I've DJed for free at women which, as many of you know, means that I the results were truly astounding. The first entrepreneur mixers or my kid's school, I've qualify for the “Best of The Knot” Hall of thing I did was kill my old brand “Revolution asked for only one thing as payment—for Fame. This meant I would still rank

20 MOBILEBEAT.COM ▷ FEBRUARY 2020 pretty well on the San Diego DJ page even with a free account if someone searched by “Best of The Knot.” It seemed like the right time to take the plunge and see if I could keep my calendar full without it. I do think it is also fair to say that this coincides with me wanting to DJ fewer weddings and instead do more bar/club residency type work. I did not really notice much of a difference honestly until January (last month). The Knot did give me almost all of the “engage- ment season” boost I was used to experi- encing each January. I planned accordingly and things were fine financially, but that January boost has been the main difference I have observed. I am now getting 1-2 leads a month from my free ad on The Knot. Most of them have gotten to my profile because they need either a female DJ, a country DJ, or a Spanish-speaking DJ, so they have not been hard leads to close. While this isn't marketing related, the final thing that has helped me untie myself from reliance on The Knot is working on my DJ skills. I was never on any venue lists until this last year, in which I was placed on several (without asking, by the way -- the venues approached me). The only thing that changed was me gigging with turntables and delivering more creative, complex sets. I have also had talent agencies approach me and start booking gigs for me. I now have a part-time virtual assistant who handles all my red-tapey work so I can spend the majority of my time DJing, working on skills, prepping for upcoming gigs, and being a mom.

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 like Lamborghini and Reebok. Staci has spoken at industry conferences and been featured on DJ News TV, ADJA and BookMoreBrides.com webinars, the Wedding MBA podcast, and a BPM Supreme Female DJ Forum. Staci is represented by both Scratch Events & Purim Agency.

MOBILEBEAT.COM ▷ FEBRUARY 2020 21 A DIFFERENT BEAT Is the Wedding Industry Doomed? DO THE GLOOMY STATISTICS TELL THE WHOLE STORY? By Stu Chisholm

his was the provocative headline written by another ADD IT UP I found this to be slightly perplexing, as another factor in 2015 pre- Stu in another DJ publication, itself provoked by T sumably boosted the number of weddings available: According to discussion on social media. The discussion was spurred MarketWatch (www.marketwatch.com), as of June 2017, over one by a report showing that marriage rates in the U.S. million LGBT couples had become legally married. And yes, my own seemed to be slipping, and that it may be “the beginning bookings confirm this, as roughly 5% of my wedding business over of the end.” Having done my fair share of weddings the last two years has been same sex marriages. (Prior to 2017, I had only two “commitment ceremonies,” as same sex marriage in since I started my DJ service in 1979 (yes, that’s 41 Michigan had been illegal before the federal law changed.) years!), I decided to dig into the facts and see for myself. Logically, then, there must be other factors in play that My own, limited, parochial view paints a fairly grim picture are balancing out this influx. If we consider the average ages of when compared to my personal peak years, but my location potential wedding couples, it turns out that most are millennials (Southeast Michigan) and other factors would make my experience and post-millennials, and according to several sources, this age meaningless to your situation. Suffice it to say that my percentage group takes a skeptical view of marriage. of non-wedding events has gone way up, and the weddings that I The Gottman Institute, for instance, says that this group is do book are not the lavish affairs that used to be the norm. Rather “redefining marriage,” placing their personal needs and values first. than depend on opinion, which made up the bulk of the aforemen- The general consensus is that this age group is generally calling tioned article, I first hit their main source of information: Statista. into question the institution of marriage itself, and those who aren’t Indeed, the chart they show would seem to show a gradual, but are putting off their wedding plans to pursue careers and other life steady, overall decline in weddings from 1996 to 2018. goals. Pew research, also cited by the Institute, notes that:

22 MOBILEBEAT.COM ▷ FEBRUARY 2020 • 29% feel like they aren’t financially ready • 26% haven’t found someone with the right qualities • 26% feel they are too young to settle down While some might see this last statistic as reason for optimism, thinking that millennial weddings may surge down the road, there’s some indication that their idea of “settling down” doesn’t include a traditional wedding. Again, according to Gottman, “For some millennial couples, they’d rather avoid the term ‘spouse’ as well as ‘marriage’ alto- gether. Instead, they are perfectly happy to be lifelong partners without the marriage license.” Bentley University paints an even clearer picture, showing marriage rates plummeting and stating that “an unprecedented portion of millennials will remain unmarried through age 40.”

CORRELATION IS NOT CAUSATION Okay, so millennials aren’t all that hot on marriage, but is this the only thing bringing down the wedding industry? (Or is it even being brought down at all?) Making projections from past trends can be a tricky business. Any Wall Street trader knows this. Those who depend on weddings for their livelihood and have been around for a couple of decades or more, however, almost univer- sally decry the downturn in wedding business. According to a post on the website Every Last Detail (https://theeverylastdetail.com/ pro-posts/is-the-wedding-industry-dying/), it’s due, in part, to increased competition, mirroring some of the discussions on Facebook DJ forums. “Competition increases, prices go down, and this is for sure happening,” writes Lauren Grove. “There are more and more people starting wedding businesses, which means that these is unable to find a job that pays more than $25 per hour. Add the fact newcomers are priced lower than those who are more experienced that student debt is such a big part of the typical millennial graduate’s and have been in business for a longer amount of time.” life, it gives us an uncomfortable perspective. Speaking of uncomfort- They also cite differences between today’s wedding couples able, it forces us to ask the next question: Will things get better? and those of years past. They “aren’t valuing services as much as they value THINGS, and therefore they don’t want to spend as much TURN AND FACE THE STRANGE: CH-CH-CHANGES on the services associated with their wedding.” History being the best predictor of the future, one can make a case that perhaps millennials will follow the pattern of their Boomer and THAT’S ME IN THE SPOTLIGHT, LOSING MY RELIGION Gen X forebears and simply marry later in life, and that this dip is When considering marriage as a religious institution, it becomes but a temporary one. We could also consider, however, that there clear that another aspect of millennial life that might be playing is no precedent in history for some of the factors impacting our a part in the decline of weddings is the fact that they’re leaving, or industry. Add things like cheap, easy availability of high grade DJ have never participated in, religion. Four in ten millennials say they software, Spotify playlists and streaming music, the ever plummet- are “religiously unaffiliated,” according to Pew Research. In fact, they ing cost of audio gear and other electronics, and the strong trend of are now almost as likely to say they have no religion as they are to DIY weddings, the future can indeed look ominous. From my own identify as Christian. It seems logical, then, to assume that millen- experience, I’ll add this: like many on the DJ Idea Sharing forum, I nials giving up on religion would see little or no value in having a know that there will always be a need for talented MCs, entertain- traditional wedding. ers, DJs and musicians. With a potentially (or actually) narrowing A reality of life in 2020 America injects a few other factors field of weddings, history again suggests that it will be those of us that might play a part in the decline, a major one being economic. who innovate, stand out and expand our horizons beyond the usual Despite what some of our politicians like to tell us, good paying jobs wedding reception that will remain viable. In short, we need to step are becoming scarce while our population is steadily increasing. A up our game...or step out of the way of those who do! Until next friend of mine looking for work has a master’s degree in finance, yet time, safe and creative spinnin’!

MOBILEBEAT.COM ▷ FEBRUARY 2020 23 Mobile Beat Las Vegas www.mobilebeatlasvegas.com