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ISSUE 205 APRIL 2019 WWW.MOBILEBEAT.COM THINK AGAIN! MYTHS, MISCONCEPTIONS AND REALITY CHECKS Innovative LED www.innovativeledsales.com QSC...... www.qsc.com THINK AGAIN!
PLAYLIST
TECH TALK...... 6
Ben Stowe, CTS
FEATURE...... 8
By Staci Nichols
FEATURE...... 12
By Kevin Freese
A DIFFERENT BEAT...... 14
By Stu Chisholm
FEATURE...... 16 ADVERTISERS
By Magi Graziano Audio-Technica www.audio-technica.com 9
MOBILE MATTERS...... 18 DJ Trivia www.djtrivia.com 15
By Matt Martindale iDJPool www.idjpool.com 11
BRILLIANT DEDUCTIONS...... 21 Innovative LED www.innovativeledsales.com 2
Mixware www.mixware.net 5 By Mark E. Battersby Mobile Beat Las Vegas www.mobilebeatlasvegas.com 26 PRODJFILES...... 22 PCDJ www.pcdj.com 13 By Mike Cordeiro QSC www.qsc.com 3 SOCIAL MEDIA KNOWHOW...... 25 Wedding Word Search Call 970-302-0747 25 By Vanessa Joy
Publisher Events Director Editorial Assistant / Ryan Burger Jake Feldman Writer Mobile Beat Circulation Manager Rebecca Burger Editor-in-Chief Kitty Harr Events Director Emeritus Dan Walsh Michael Buonaccorso
TO ADVERTISE IN MOBILE BEAT OR EXHIBIT AT A MOBILE BEAT EVENT, CALL 515-986-3344 x300 OR EMAIL [email protected]
4 MOBILEBEAT.COM ▷ APRIL 2019 Mixware www.mixware.net TECH TALK Think Again...(Part 1) TECH MISCONCEPTIONS CORRECTED, PART 1 Ben Stowe, CTS
TECH TALK
Think Again...
TECH MISCONCEPTIONS CORRECTED, PART 1
By Ben Stowe, CTS
6 MOBILEBEAT.COM ▷ APRIL 2019 perhaps most unbelievable to me is that 27 years into my career uring the past two-and-a-half decades I have I am still explaining that DMX cable and mic cable are different. D presented, written articles, appeared in videos This one just keeps hanging around, and I don’t know why. Perhaps and have made myself available on industry forums to because both use a 3-pin XLR (at least for most DJ level DMX help DJs better understand how their gear works and fixtures) and the cables otherwise look and feel similar. As my mom get better performance from it. Through the course used to tell me, looks are only skin deep (and trust me, I’m beautiful of answering their questions, I have encountered on the inside, but obviously I didn’t get this job on my good looks). some prevailing myths and I’d like to try to clear I think my mom said that just to make me feel better… but anyway the air a bit on some of them. Here are some of the back to DMX cable. most common misconceptions and misinformation DMX is a digital signal. That’s its first name in fact, Digital. As I find within the DJ industry. I titled this “Part such, it prefers to run on a cable with different capacitive, inductive and resistive properties than an analog signal like microphones. 1” because I’m quite certain there will be more. DMX cable also has different shielding as it is more vulnerable to WATTS = LOUDNESS high frequency interference like RFI. This is not to say that DMX is better than mic cable, it’s just better at carrying a DMX signal. Each This is perhaps the most prevalent and pervasive misunderstanding is built to serve a specific purpose and carry a specific signal. in our industry. I think many DJs ask how many watts a speaker is simply because they don’t know what else to ask. Hopefully reading SIZE MATTERS this article will help you ask more meaningful questions to get the It’s not a myth… at least not when talking about cables and volt speaker that will suit your needs best. drop. All cables present resistance to the signal, and that resistance There is a relationship between watts (power) and loudness is greater when the gauge of the cable is a higher number. The (decibels), but it’s a logarithmic one that critically depends on the higher the gauge number the smaller the cable. For example, a 24 initial sensitivity of the loudspeaker. Since we only gain 3dB every AWG (American Wire Gauge) cable has a diameter of 0.0226 inches, time we double the amount of power we have, it is essential that whereas a 12 AWG wire has a diameter of 0.0808. A very substan- the speaker is as efficient as possible. An example I use in seminars tial difference, especially when we consider cross-sectional area. 24 demonstrates that a 400 Watt speaker with a sensitivity of 101 dB AWG is 0.2 mm2 and 12 AWG is 3.31 mm2. 1M/1W is actually louder than a 1000 Watt speaker with a sensitivity This size difference is reflected in a reduction in resistance to of 96 dB 1M/1W. the flow of electricity. Resistance is different from impedance but Ultimately, it’s decibels that we hear, not watts. There are far for the purpose of this article a simple definition is adequate. 12 more important considerations when choosing a speaker, like AWG has a resistance of approximately 0.002 Ω per foot and 24 frequency response, coverage pattern, weight, decibel output, and AWG 0.026 Ω. This results in a substantial difference in the loss of appearance. Watts are essentially only important for understanding a signal when carried across this wire. That loss is increased with how much power will be needed to run the loudspeaker to its full amperage. This is especially meaningful with passive loudspeakers potential. and power cords. SPEED OF SOUND To summarize, when choosing an extension cord the amperage and the length will determine what is adequate. For a 100’ cable if While the speed of sound is affected by temperature and humidity, sending 2 amps at 120v I can use a 16 AWG cord, but if sending 15 it does not change with frequency. Bass waves move at exactly the amps at 120v I need a 12 AWG cord. If attempting to send that 15 same speed as high frequency waves. Could you imagine what amps 200’ I now need a 10AWG cord, and at 300’ I don’t recommend would happen if that were not the case and you were 200’ back doing it at all. At that point a different power distribution system at a concert? It would sound terrible. My son and I tested this for should be employed. a science fair project, and even though I empirically knew that the speed was the same, the process of scientifically testing and [ I’ve put together a handy, quick reference chart for extension proving this was a fun one. cord sizing and if you contact me ([email protected]) I would be happy to send it to you. ] WIRELESS DMX If you have a misconception you’d like confirmed or clarified, DMX was widely adopted as a standard method of controlling suggest it to the editors and perhaps we’ll break it down in a lights by the early 1990s, and is essentially universal even to this sequel. day. However, the methods of making DMX wireless are not. There are prevailing protocols, but there is no standard. These protocols are proprietary and not interchangeable. Chauvet DFi is different Ben Stowe’s love for electronics began early on and led to from ADJ WiFly is different from Eternal is different from WDMX. years of schooling in electricity, electronics, robotics and lasers. They simply won’t work together. Fast-forward to today, and Ben has built NLFX Professional, a premier gear supplier, and his AV installs have been featured DMX CABLE VS MIC CABLE in almost every major industry trade magazine. He holds a Some of the things in this article might be unbelievable to you (like number of certifications and accreditations, including the InfoComm CTS. the idea that an increase from 1 watt to 2 watts gives you the same 3dB increase in loudness as 1000 watts to 2000 watts), but what is
MOBILEBEAT.COM ▷ APRIL 2019 7 FEATURE To Sync or Not to Sync THE CONTROVERSIAL BUTTON DIVIDING DJS By Staci Nichols
“No successful DJ or mix artist has ever felt threatened by the sync UNDERSTANDING THE PLAYERS: PERSONALITY DJS VS button or the growth of technology.” - Pri Yon Joni MIXING DJS The anti-sync-button crowd believes using the sync button means egardless of whether you use the sync button or a DJ is lazy or unskilled. Mostly they are looking at the DJs who use R not, you have no doubt heard the strong sentiments controllers, play full songs—usually radio edits, and do the same simple fade to mix between each song. In my experience, these of the so-called “DJ purists” against it. If you are new type of DJs are “personality DJs.” They entertain by dancing with the to DJing, the notorious button labeled “sync” will crowd, playing games, and acting as a host—in addition to playing automatically match the tempo of your incoming song music. Personality DJs do not aim to entertain with fancy transi- with the tempo of your outgoing one. If both tracks are tions, and the people who hire them are generally not expecting playing, hitting “sync” a set full of scratching and trick mixes. The anti-sync- will make the beats line button crowd are typically up. Sync does not match mixing DJs who entertain the “1” of song A to the with creative music pairings “1” of song B. It does and song transitions—many of them have little to no not know where two microphone or hosting skills songs should be mixed since it’s not their focus. together. It doesn’t Instead of shaming one side know if two songs are or the other by measuring compatible to blend them with the wrong ruler, let’s simply understand our together. And I’ve yet differences. to see a sync button that can read a crowd. ARGUMENTS AGAINST USE OF THE SYNC Why does DJ & producer BUTTON Pri Yon Joni, who has about 10,000 YouTube followers, If you do not check the say that he respects DJs who beatgrids on your tracks, use the sync button properly? Why does Phil Morse, recent MBLV using the sync button during song transitions can actually create speaker and founder of DigitalDJTips.com, not just advocate using quite a mess on those occasions when your DJ software misreads a sync but teach DJs how to do it better? Certainly DJ Jazzy Jeff, a song. If you do not have a sophisticated enough understanding of vinyl enthusiast and industry pioneer, says thumbs down to the song structure or your DJ software to know when a beat grid may sync button...nope! Let’s explore both sides. be off and/or how to fix it, then, yes, the sync button may be more
8 MOBILEBEAT.COM ▷ APRIL 2019 Audio-Technica www.audio-technica.com FEATURE
“Lets party!” kinda look. A DJ could hit Staci demonstrates sync and spend that time instead focused “concentration face” while beat matching on the crowd, fist pumpin,’ and belting at MBLV23. out the lyrics—in other words, “entertain- ing.” The same argument can be made that in short, fast-paced sets, the use of sync allows the DJ to switch the songs more quickly, thus providing more “wow factor” to the crowd (if it’s done right!). TO SYNC OR NOT TO SYNC In the end, the sync button is little different than, for example, looking at the BPM read-out on your screen versus purely beatmatching by ear—it’s just another tool. Unless you are DJing laptop-free with records (and possibly still using dial-up), you are benefiting from modern DJ technology. Let’s accept it, be thankful for the advances, and focus on what really matters—keepin’ the dance floor hot!
of a crutch than a tool for you. As D-Jam to Kelis’ “Bossy” [100 BPM] in my set on the wrote in an article on DigitalDJTips.com MBLV23 expo floor. I set Kelis to 115 BPM. JAZZY JEFF REALITY CHECK entitled “Why Is Sync a Dirty Word?” he says, At my transition point, I brought Kelis’ BPM “I don’t understand this whole thing “The difference between ‘decent’ and ‘great’ down & volume up slightly then hit sync on that people are mad at the sync but- is when you can go manually when you Pitbull. Lather and repeat until both songs ton. Don’t f-ing use it if you don’t need, as opposed to skipping certain tracks are at 100 BPM. It has become one of my want to use it! ...The reason why because they won’t sync. I won’t tell anyone fave ways to make big BPM jumps). not to use sync, but I will tell everyone not you DJ is for them people out there to rely on it. A great DJ would never trap Especially for wedding DJs who deal to have a good time—they don’t themselves by the limits of technology.” with a much higher degree of distraction give a f--- about a sync button. Don’t worry about stuff the people you And sometimes your DJ software can’t than the average bear, hitting sync when are supposed to be DJing for don’t help but misread the beatgrid on a track Uncle Bob interrupts you in the middle of a care about. They don’t worry about because it’s a golden oldie that simply does transition is better than blundering the drop what kind of equipment you use. Be not have evenly-spaced beats. Especially if or giving Uncle Bob poor customer service. real—you got 10,000 people at a you DJ weddings, where a lot of pre-drum- You know those venues where they festival, 700 of them see you. They machine songs are on the playlist, this is a require you to plug into the house sound legit concern. In this situation, if you have don’t know what you’re using or not system (or events where you have a sound sync on, it can create a serious ear train using. I’m tired of people complain- tech setting the levels, and he or she has the wreck. Only songs that have evenly-spaced ing about the wrong sh*t. Play good beats are candidates for auto-syncing. bass thumping off the charts)? Often you music...and stop worrying about a simply can’t monitor your transitions well f-ing sync button!” - DJ Jazzy Jeff (DJ ARGUMENTS FOR USE OF THE SYNC due to the speaker configuration. In the sort City TV panel interview) BUTTON of blindness of really not knowing if your mix In one of his many video tutorial classes for is “on,” sync can help (as well as seeing the DJs, Phil Morse teaches a creative song tran- BPM levels and wave forms on your laptop sition that can ONLY be done with sync. I screen). loved the transition so much that I’ve added Finally, the time spent nudging the it to my “repertoire” and use it typically at pitch fader around to get both tracks at least once each time I play now. (I used it the same BPM typically means doing the to jump from Pitbull’s “Go Girl” [115 BPM] “concentration face,” which is not a fun,
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 For more thoughts on how to treat your sync button, go to: conferences and been featured on DJ News TV, ADJA and BookMoreBrides.com webinars, the Wedding MBA podcast, https://www.digitaldjtips.com/2015/06/your- and a BPM Supreme Female DJ Forum. Staci is represented by both Scratch Events & Purim Agency. questions-why-is-sync-a-dirty-word/
10 MOBILEBEAT.COM ▷ APRIL 2019 iDJPool www.idjpool.com FEATURE Leading vs. Reading CULTIVATING SET LISTS FOR YOUR PERFORMANCE By Kevin Freese
was afraid that my performance might come off as canned—something hat song are you going to play next?” more like an animatronic animal band at a kid’s pizza joint rather than “WIt’s always been a question that’s rubbed me the wrong an engaging, live DJ. The more I thought about it though, I realized that way and one that I literally feared when I first started out as a DJ. most live musicians relied on set lists at their shows. In fact, there is Let’s be honest, it’s a loaded question—one that any DJ would a palpable excitement at most concerts when a member of the stage rarely want to answer. The problem for me at the beginning of my crew comes out before the show to tape down copies of the setlist—a career is that I often couldn’t answer it even if I wanted to. piece of paper that is a sought-after memento for fans at the end of the I still recall the frequent feeling of not knowing what to play night. next—the pressure of a crowded dancefloor as a song’s time ticked Now, my ego isn’t so big that I thought this would be the response away, thumbing through a row of CDs (it was the Nineties) and from party guests at my gigs, but the set list approach resonated with wondering what tune would keep the energy in the room alive. With me as a way to build consistency and repeated success. I wanted to a modest catalogue of music in my very early days, relying heavily find the right moments my song order could create and then repeat them. It’s a concept U2 frontman Bono refers to as remembering the happy accident, a moment he tries to find again and again. As I began using set lists, I found that my confidence as a DJ Surprisingly, improved. I wasn’t ringing my hands, wondering what to play through- by using set out the night. Instead, I was able to focus on other aspects of my per- formance and become even more conscious of the energy in the room. lists I was Surprisingly, by using set lists I was better able to respond to the crowd, which is what I had always thought I was doing by selecting songs only better able in the moment. to respond While I still wouldn’t plan out an entire event’s play list from beginning to end, predetermining blocks of songs that I know I can to the crowd, rely on has enhanced my performance. When I discovered the right which is what sequence of songs coming together it was like a combination lock lining up. Over the years, I’ve come up with names for many of my sets. There’s I had always the “kick-off block” which includes party standards like “Celebration” thought I was by Kool and the Gang, Roy Orbison’s “Pretty Woman,” and “The Twist” performed by Chubby Checker. I also use what I have dubbed a “power doing by se- pack” with a number of group participation songs played together, lecting songs typically used after the bouquet and garter tosses. I think of another set as “the final spin,” and it consists of a group of songs that typically gets only in the the crowd moving one final time near the end of the night. moment. The ability to read a crowd will always be one of the most important skills you can hone as a DJ—and there will always be many variables that determine what songs you play and in what order—but I’ve come to realize that developing a playbook through on pop compilation albums and a collection of party standards (DJ creating set lists has helped me to decipher how to react to what I Tools), it was a matter of inexperience as I learned how to step into read in the crowd and lead them in the best direction for the night. I the role of disc jockey. This improvisational approach to selecting still may not want to answer the question, “What song are you going songs, however, lasted beyond that stage of my career. And, quite to play next?” but now at least I usually know how to answer it. frankly, it lasted too long. Despite gaining experience and acquiring a more complete music library over the next few years, I held on to the principle of reading the crowd and picking my songs based on the impulses of the moment. Obviously, there were songs that I knew worked well and tended to play Kevin Freese began his career as a mobile DJ at age 16, when he at nearly every event, but I never gave much thought to the order of joined Chicago’s Bass Control Productions. There he performed them prior to a gig. The results weren’t bad, I often kept people dancing, at hundreds of elite events in the Chicagoland area, including an opening spot for K.C. & the Sunshine Band at the House of and sometimes it was downright thrilling to choose the next song as Blues. He later became the owner of Bass Control, operating the seconds slipped away on a track that was playing. It was also exhaust- company until moving to North Carolina. Kevin continues to ing, and I regularly felt like I was reinventing my performance with each stay connected with the mobile DJ industry while also focusing new event. That all changed when I began incorporating set lists into on his career as a freelance writer. His work appears in Midway my song selection process, and I soon found myself doing more than Magazine, Hair Trigger, F Magazine, and Carnival Magazine reading the crowd—I discovered how to better lead the crowd. among other publications. With an MFA in Creative Writing from I resisted the idea of setlists or playlists for a long time because I Columbia College Chicago, Kevin also serves as an editorial consultant and writing coach.
12 MOBILEBEAT.COM ▷ APRIL 2019 MOBILEBEAT.COM ▷ APRIL 2019 13
PCDJ www.pcdj.com A DIFFERENT BEAT Sacred Cows… Yeah, We’ve Got ‘Em
By Stu Chisholm
A DIFFERENT BEAT
Sacred Cows… Yeah, We’ve Got ‘Em
By Stu Chisholm
As the old saying goes, “rules are meant to be broken,” and while ack when I attended the Specs Howard School of I’m certainly not advocating the total rejection of sound advice B Broadcasting, we were emphatically told to “never from experts—if I was, then why would you be reading THIS?—I let that noise go out over the air!” “That noise,” of course, am, perhaps, advocating the idea of listening to your gut; that inner voice that suggests something innovative that might cut across the was the sound made when cueing up a vinyl record; grain. hitting that first bit of sound and, then, back-spinning. Or today, what we now know as “the scratch.” Of course, ONE RULE: NO HARD AND FAST RULES a fledgling hip-hop artist, Grand Wizzard Theodore Regular readers know that I constantly harp on a DJs performance. I advise them to innovate, and find those things—anything from a stood this “sacred cow” on its head, opening the door unique turn of phrase to entire routines—that they’ve never seen for artists like Grandmaster Flash, Kurtis Blow and, most before, or that they’ve never seen done like they think it should infamously, Herbie Hancock to take “that sound” to be. If we think about other entertainers, we can often instantly another level! It is now a staple of hip-hop, rap and even recognize what makes them unique: Mick Jagger’s crazy stage pop music, as integral as the drum solo at a rock concert. moves and dances; the one-of-a-kind guitar jangles of U2’s Edge; the late Sam Kinison’s scream (“Oh! Ooooooh!”) and the oddball LISTEN TO THE AUTHORITIES… WITH A BAG OF HALITE outfits worn Bjork or Lady Gaga. Some have become synonymous with the artist. In tennis, the Nadal, a revolutionary style of forearm I think of this whenever I’m told that “a professional DJ should technique that has saved many never [fill in the blank].” What if players from injury, is named Elvis Presley had listened to the after Rafael Nadal. More famously, TV authorities who told him to Stu Chisholm had been collecting music since he was there’s the “Arnold Palmer drive” in not move his hips? What if Lenny about age 8 and began his DJ career in 1979. After a golf. Their styles were so unique, Bruce had listened to his comedy stint at the Specs Howard School of Broadcast Arts, he they bear their names! mentors (not to mention actual studied the DJ arts with famous Michigan broadcaster police) to not talk about certain Bill Henning, interned at Detroit's rock powerhouse, They had coaches and subjects or use certain language? WRIF, and later added voiceover work and club gigs at instructors, but nobody showed Detroit's best venues. He has shared his extensive DJ them those techniques. Would somebody in 2019 still be experience through MB columns, as a seminar speaker So-called “sacred cows”— writing about them? and through his book, The Complete Disc Jockey: A Perhaps. But just as likely not. Comprehensive Manual for the Professional DJ. those often unwritten rules that we repeatedly hear and
14 MOBILEBEAT.COM ▷ APRIL 2019 sometimes take for granted—can actually be holding us back. I’ve from a bunch of “wedding DJs” to do THEIR event? See, the former often wondered how many bedroom DJs played with the scratch, is a demand for your “brand.” The latter is to support theirs, even if but then went on and forgot about it before Theodore busted it their “brand” isn’t a business. This is similar to, say, someone hiring loose as a valid technique? Matchbox 20 to come perform at their function; they don’t expect So what’s holding you back? “Always wear a tuxedo to a them to show up and do Rolling Stones covers! wedding?” “Never interrupt a song while it’s playing?” “Never allow ‘dead air’ (silence) for any reason?” “Just play the hits?” In my long KILL IT N’ GRILL IT career, authorities, peers and publications have told me all of these The sacred cow is dead; long live the sacred cow! The next time you’re things and more. How many are still believed? Did any of them told to “never” do something, hopefully it will trigger questions. Can make you chuckle? When you hear the word “never,” does it make you ever think of exceptions to said rule? Or a variation that might you nod or question? make it not only acceptable, but desirable? In television, a character looking right into the camera talking to the audience is known as STAY SKEPTICAL, MY FRIENDS “breaking the fourth wall,” a sacred cow edict first coined by French In a recent article, I read about “The One Thing All DJs Should Never playwright, Molière. George Burns was one of the first, but it was Do.” [SPOILER ALERT! I’m about to blow the premise! If you don’t taken to new heights in the 1960s comedy series, Green Acres. Fans want it spoiled before you read the article, then go HERE first!] of the late Garry Shandling will recall him totally eliminating the So what should we never do? The article admonishes us to fourth wall, taking his audience along for the ride like an unseen “Never play anything you don’t like.” I have to admit to nearly doing buddy. Rather than being taken to task and rejected, the audience a spit-take when I read that one! After all, how many of us who do appreciated being “in on the joke.” In these cases, the sacred cows wedding receptions actually like most of what we play? See, when were slaughtered, sliced and served up as prime rib! we’re engaged to do a private event, especially “life events,” we By all means, learn from the experts. Get educated. Find out know that those are not about US; they’re about the client. Our JOB what works and what doesn’t. Learn the “why” behind the rules, but is to create an event that reflects THEM. So is the premise invalid? never, NEVER, let them stifle your growth and innovation. If a rule Or, have I just now, myself, repeated a “sacred cow” statement? isn’t illegal, immoral or fattening, then it may well be a sacred cow Well...yes and no. It depends entirely on why you’ve been that needs some seasoning. It’s a boundary, and boundaries always hired. Did the client see you doing YOUR show at a local night spot need to be pushed. and ask you to bring that show to them? Or did they select you Until next time, safe innovatin’!
MOBILEBEAT.COM ▷ APRIL 2019 15
DJ Trivia www.djtrivia.com FEATURE Risky Business 5 DOUBLE-EDGED SWORD PHILOSOPHIES THAT LEAD TO DESTRUCTIVE COMPANY CULTURE By Magi Graziano
ost of us spend the majority of our time at the office 1. WINNING ABOVE ALL ELSE Winning is an incredibly powerful motivator. The desire to win can or actively working inside or as part of a human M move mountains and bring in profits, however, when the need work system. Whether we are conscious to it or not, the to win overwrites better judgement, fragments and erodes core corporate culture of an organization can make or break values, runs over people, and leads people to the brink of exhaus- how we feel about the organization and our place in it. tion, it must be called out and new behaviors that promote and While most awake and aware leaders say they want a construc- inspire must be integrated into the culture. In pursuit of results tive corporate culture, many are uncertain of what it really takes above all else can cost of relationships, health and wellness, trust, to shape it. Consequently, these executives and managers uninten- quality and safety. tionally lead their people toward the fatal, destructive side of the Inside competitive work cultures, members are often expected culture coin. They do this by buying into five double-edged sword to operate in a “win-lose” framework, outperform peers, and work philosophies: Winning above all else, commanding and control- against (rather than with) their coworkers. What begins with a ling, opposing others, pursuing perfection, and keeping the peace. healthy race often devolves into unproductive dog-eat-dog internal These philosophies will undermine your mission to craft a construc- workplace behavior. tive corporate culture. A once healthy desire to “beat the competition” gone unchecked, very often, creates opportunities for unproductive behavior and perpetuating neural pathways and automatic ways of thinking and being that result in an organization eating itself alive. This shows up on the floor by people arguing for win/lose scenarios, in-fighting for power, control, rewards, promotions and resources. A focal shift from we to me, where silo' and personalized thinking prevail. Even though the intentions of leaders who want to “win” is most often well-meaning, a workplace culture that values winning above all else can be fertile ground for destructive behavior and employ- ment brand erosion.
2. COMMANDING AND CONTROLLING In power-driven organizations, hierarchy reigns and members of the management team are expected to take charge, control subordinates, and yield to the demands of superiors. Historically, this has been the ‘right’ way to lead and for many decades it actually worked. This model is flawed, however, and those managed by people who admire and enjoy this model atrophy and stagnate. In workplace cultures where this type of behavior is rewarded, the powerful take over and the powerless surrender.
16 MOBILEBEAT.COM ▷ APRIL 2019 When leaders and team members are sion, and the byproduct of making a good expected and even encouraged to power up impression and following the rules is that over others, people in the organization often creativity and risk-taking are thwarted and view themselves as pawns in the microman- innovation becomes impossible. Resistance agement chess game, or simply as cogs in to change becomes a blocker to progress the organizational profit wheel. They lose and complacency sets in. While certain motivation and initiative and give less of roles demand perfection or someone could their discretionary time to make the organi- die, perfection as a culture, limits and con- zation better. Commanding and controlling strains what is possible for the organization is a vicious cycle, and the only way out is to and the people in it. call it out, and inspire a new way to lead and a new way to follow. 5. KEEPING THE PEACE AND GETTING ALONG 3. OPPOSING OTHERS Everyone who is anyone in business under- In oppositional workplace cultures there is stands the need to cooperate with others in often a root of overcoming obstacles that the workplace and the need for teamwork afforded the organization sustainability and and collaboration. However, creating a success over years. But what often got us work culture where everyone has to be here will not get us there; and opposition is liked and everyone has to get along with one of those elements of culture, much like little to no emphasis on performance or winning at all costs, that turns the organiza- results; most often leads to over-the-top tion against itself. In work cultures where consensus building, perceived favoritism, members are expected to be critical, oppose a loss of focus and ambition, inconsistent ideas of others, and make ‘safe’ decisions, accountability and a very destructive fear people drop into fear, and suppress their of conflict. ideas and creativity. Opposition shows up In a work culture where needing in communication such as, “Yes, but,” “We approval is a core component of how the already tried that and it failed,” “I have been organization works, team members are here for years and I know it won’t work,” expected to agree with, gain the approval and “No, because.” While everyone ought of and be liked by others. In a work place to be singing from the same overall hymnal and work together in such as this, disagreements are frowned upon and people are tolerance and engagement, members of this type of organization encouraged to go along with the crowd—even when the crowd is spend far too much time navigating personalities and conflict, than prepared to drive off a cliff. When team members fear conflict, even collaborating, innovating and solving problems. constructive conflict, they are incapable of engaging in debates or openly voicing opinions. The team avoids conflicts; which involve 4. PURSUING PERFECTION speaking up against bad decisions thus leading to inferior organi- In other cases, there are leaders’ of quality-driven organizations zational results. who pride themselves with a commitment to excellence. While It‘s imperative to understand that “keeping the peace” that intention may have been initially pure and congruent with the workplace cultures can be an insidious thief of organizational and leader’s values, all too often the unconscious underlying behavior talent optimization. Keeping the peace has the potential have rob that is fostered with this value, is perfection. In a culture of perfec- the organization and its people experiencing the highest levels of tion, people do not take risks, they do not try new things, and they role fulfillment and role satisfaction. When people and the human almost certainly do not put themselves or their reputation on the system they operate in does not actively engage in productive line to color outside the lines. ways of being including; constructive conflict, speaking their truth, Leaders of many modern organizations often stake their repu- giving new ideas, and sharing insights of what is not working; they tations on delivering excellence or superior service. There are not can never really get to real engagement in the workplace. many CEOs who would stand behind sending out sloppy work, The five double-edged sword philosophies can sweep the or delivering code to customers littered with errors; but there is a rug out from under your company’s overall mission and set you subtle difference between standing for quality and being in pursuit drastically off track. Shaping constructive culture is about inten- of perfection. tionally causing the kind of corporate culture that exemplifies Perfection, by nature of its definition, leaves very little room your brand promise. This takes a solid and palatable intention for risk taking and creativity in your organization. When curiosity for that culture as a holistic human system, a system of people is stifled and looking good is operating as a living and agile the primary focus, mistakes are organism. Intentional culture hidden, learning is mitigated, Magi Graziano, as seen on NBC, is the CEO of KeenAlignment, a speaker, employee recruitment and is all about monitoring what and growth is constrained. In an engagement expert and author of The Wealth of Talent. you are creating and making environment where perfection Through her expansive knowledge and captivating necessary shifts along the way is celebrated and rewarded, con- presentations, Magi provides her customers with actionable, to ensure you are accomplish- ventionality emerges as a safe bet practical ideas to maximize their effectiveness and ability ing what you set out to by for staying out of the boss’ cross to create high-performing teams. With more than 20 creating the intentional culture hairs. In a work place that priori- years of experience as a top producer in the Recruitment in the first place. tizes perfectionism, members are and Search industry, she empowers leaders to bring expected to conform follow the transformational thinking to day-to-day operations. For rules and make a good impres- more info on Magi please visit www.KeenAlignment.com.
MOBILEBEAT.COM ▷ APRIL 2019 17 MOBILE MATTERS Carefully Considering Subcontracting A SUBCONTRACTED DJ, A DEPARTMENT OF LABOR AUDIT AND WHAT HAPPENED TO ME By Matt Martindale
MOBILE MATTERS Carefully Considering Subcontracting A SUBCONTRACTED DJ, A DEPARTMENT OF LABOR AUDIT AND WHAT HAPPENED TO ME By Matt Martindale
According to the most recent State of the DJ Industry hen your DJ company is thriving that means survey, 19% of all respondents said they plan to hire people are happy, employed and doing well. W somebody in 2019, with 48% of company owners It means that clients are booking more! That also planning to hire DJs (it was 31% in the previous survey). means company expansion…and probably hiring.
18 MOBILEBEAT.COM ▷ APRIL 2019 That’s right: The economy is booming! People who actually egories in every situation: want to work, are working right now. Here’s the issue: potential job • Behavioral Control - evaluates whether you have the candidates who want to work, are actually already working now. right to direct and control how the work is done (training Will DJ companies who plan to hire in 2019 be able to find help? and instructions). Since there is a shortage of labor, look for DJ company owners • Financial Control - considers whether you have the right to consider subcontracting out other DJs, rather than risk their rep- to direct and control the economic aspects of the work (sig- utation with new employees. nificant investment, expenses, opportunity for profit or loss). If you are thinking of subcontracting, or already do subcon- • Relationship of the Parties - looks at how you and the tract, BE VERY CAREFUL! This is far beyond hiring employees as worker view your relationship (employee benefits and defined by the law, department of labor and IRS code. (For the written contracts). record, according to current data in State of the DJ Industry survey, All of the facts and circumstances of your situation must be 39% OF THE DJ INDUSTRY ALREADY SUBCONTRACTS OUT OTHER examined to determine whether a worker is an employee or sub- DJS! contractor. No single factor provides the answer. (Herein lies I’m not a labor attorney or a CPA (so please consult with your the problem, because it’s subject to human interpretation of the paid professional accordingly), but I can simply share my personal auditor and every situation and scenario is different.) experience. In 2017, my calendar was very full. I had a colleague I Right before Mobile Beat Las Vegas 2019, I spent untold hours know and trust ask if I could sub-contract him when I was booked. I gathering documents, answering lots of questions via email and did...for only five events -- that’s it. phone calls, and on several expensive consultations with my CPA We had a signed 2-page agreement for each and every event; and bookkeeper. I’d answer one question from the auditor, only an invoice for each event; he received a 1099 as well. He had his to have three to five more questions come back. This process took own gear; his own music; his own vehicle; and his own legitimate considerable time. DJ business (although he wasn’t really that busy, but he did some Under Behavior Control, the auditor was looking to see if I DJ work his own). He had his own liability insurance policy with me provided detailed instruction, including topics such as: named as the additionally insured. He did his own prep. He had his How, when or where they do the work own back up gear. And so on. What tools or equipment to use I thought “every ‘i’ was dotted and every ‘t’ was crossed” as our relationship progressed. I was extremely thorough and did tons of What assistants to hire to help with the work research before exploring this. I’m glad I did, because in the end, Where to purchase any materials and/or services the DOL auditor argued to classify him as an employee. Here’s the For example, the auditor tried to argue Behavior Control, rest of the story. stating that booking events through me was “an exercise of Much to my surprise, I received an audit notice from the control and direction.” This was mainly due to the reputation of Department of Labor. It was five pages long. Three of those were my company for performing key moments at events with what questions and a list of documents I had to gather, which ended up amounted to be a loose interpretation of a “trade secret.” The DJ I as a stack about an inch tall. (Oh, and by the way, the DOL auditor sub-contracted had his own interpretation and freedom to execute said they are specifically targeting the wedding industry right now those, but I still originated the ideas. The auditor also tried to assert nationally -- especially DJs and photographers.) that the clients’ contracted starting and ending times comprised They really look at four aspects: an exercise of control. Other factors involved the client selecting the attire (tux, suit, etc), but I’d inform him of their chosen wedding • Does the company have control or have the right to colors so he could coordinate with his tie (if he chose to); or I might control what the worker does and how the worker does it? suggest an arrival time to his specific venue, since it was new to him • Does the company have any control on the business but I had experience with that venue’s load-in, parking and set up aspect of the worker’s job? (ie. how they are paid, if expenses requirements. are reimbursed, who provides the tools and supplies, etc.) Under Financial Control the auditor was looking to see if I • Is there a written contract or any employee benefits to the provided direction and control on the financial aspects of the work. worker? For example, the auditor tried to argue Financial Control, interpret- • Will the relationship continue, and is the work a key aspect ing that booking events through me was “an exercise of control and of the business? direction” due to the final price booked to the client. Who deter- The fact is, both the IRS and DOL tiptoe around the issue, mined what he would be paid; for what; how long? providing general guidelines rather than very specific rules. I discovered over the course of two months that there are According to the auditor, “Each State has a different set of rules, multiple tests used to determine their interpretation of Financial even though they are all based on the Federal FUTA statue, so Control. I had to unequivocally prove he was an independent you can see big differences.” Despite the vagueness, they are subcontractor (even though he had his own gear, music, back-up serious about implementing and gear, vehicle, methods, etc.) enforcing regulations. Each state by providing concrete proof also has very specific tests to Matt Martindale, a professional DJ and MC since 1989, that he had his own registered has performed at more than 1,650 wedding receptions, determine a person’s status both business identity with the state; under worker’s compensation and still counting. Along with running his 18-time award-winning company, Amoré DJ Entertainment his own liability insurance; and unemployment insurance (www.amoredjentertainment.com), he is a regular proved that he did work for laws. There is a “control test” used MB contributor and creator of the yearly “State of other DJ owners besides me to determine if the worker is the Industry Report.” His extensive entertainment during the audit period (which economically dependent on the experience also includes training in audio production was very difficult); he had his business. and sound engineering, lighting and design, improv own marketing collateral (and They look at three basic cat- comedy, voiceover artistry, magic, and more. website), and more. I essentially
MOBILEBEAT.COM ▷ APRIL 2019 19 MOBILE MATTERS
LEGAL REFERENCES “Federal Unemployment Tax Act”. (1)(a) “Employment”, subject to other provi- sions of this subsection (1), includes any service performed prior to January 1, 1972, which was employment as defined in this subsection (1) prior to such date and service performed after December 31, 1971, by an employee as defined in section 3306(i) of the “Federal Unemployment Tax Act” and any service per- formed after December 31, 1977, by an employee, as defined in subsection (o) of section 3306 of the “Federal Unemployment Tax Act”, including service in interstate commerce. (b) Notwithstanding any other provision of this subsection (1) and notwithstand- ing the provisions of Section 8-80-101, service performed by an individual for an- other shall be deemed to be employment, irrespective of whether the common- law relationship of master and servant exists, unless and until it is shown to the became a private investigator. satisfaction of the division that such individual is free from control and direction Under Relationship of the Parties, the in the performance of the service, both under his contract for the performance auditor was looking to see how we viewed of service and in fact; and such individual is customarily engaged in an indepen- our working relationship. For example, the dent trade, occupation, profession, or business related to the service performed. auditor tried to argue Relationship of the For purposes of this section, the degree of control exercised by the person for Parties by bringing it back to the two page whom the service is performed over the performance of the service or over the contract for each event we signed. They individual performing the service, if exercised pursuant to the requirements of wanted details on who wrote up the sub- any state or federal statute or regulation, shall not be considered. contractor contract* for each event? Was it (c) To evidence that such individual is engaged in an independent trade, oc- signed? Did I receive a written bid before- cupation, profession, or business and is free from control and direction in the hand? Who wrote the final invoice? (*Note: performance of the service, the individual and the person for whom services even with a two-page contract for each are performed may either show by a preponderance of the evidence that the event that we had signed, it was, in and of conditions set forth in paragraph (b) of this subsection (1) have been satisfied, itself, not sufficient evidence for determin- or they may demonstrate in a written document, signed by both parties, that ing a worker’s status. The auditor said, “That alone does not meet the statutory guideline the person for whom services are performed does not: for an independent contractor agreement” To evidence that such individual is engaged in an independent trade, occupa- and that “actual facts in each situation are tion, profession, or business and is free from control and direction in the per- more important than a contract.” formance of the service, the individual and the person for whom services are I was then sent the “Legal References” performed may either show by a preponderance of the evidence that the con- you’ll find in the sidebar. ditions set forth in paragraph (b) of this subsection (1) have been satisfied, or When it was all said and done, I suc- they may demonstrate in a written document, signed by both parties, that the cessfully proved he was an independent person for whom services are performed does not subcontractor…only BECAUSE I DID ALL (I) Require the individual to work exclusively for the person for whom services MY RESEARCH first. I was extremely diligent are performed; except that the individual may choose to work exclusively for knowing “every ‘i’ was dotted and every the said person for a finite period of time specified in the document; ‘t’ was crossed.” The real cost wasn’t the proposed fines and penalties, but rather, (II) Establish a quality standard for the individual; except that such person can the significant amount of time it took to provide plans and specifications regarding the work but cannot oversee the gather the stack of paperwork and adhere actual work or instruct the individual as to how the work will be performed; to information requests, all while continu- (III) Pay a salary or hourly rate but rather fixed or contract rate; ing to run my business effectively. My parting advice: If you subcontract (IV) Terminate the work during the contract period unless the individual violates DJs now or are looking to do so in the the terms of the contract or fails to produce a result that meets the specifica- future, I encourage you to seek out your tions of the contract; state’s regulations and get competent (V) Provide more than minimal training for the individual; counsel first. Remember: my DOL auditor said they are specifically targeting DJs and (VI) Provide tools or benefits to the individual; except that materials and equip- photographers. ment may be supplied; (VII) Dictate the time of performance; except that a completion schedule and a range of mutually agreeable work hours may be established; (VIII) Pay the individual personally but rather make checks payable to the trade or business name of the individual; and (IX) Combine his business operations in any way with the individual’s business, but insteadmaintains such operations as separate and distinct.
20 MOBILEBEAT.COM ▷ APRIL 2019 BRILLIANT DEDUCTIONS Who’s Afraid of the IRS? RECONSIDERING THE TAX COLLECTOR By Mark E. Battersby
BRILLIANT DEDUCTIONS Who’s Afraid of the IRS? RECONSIDERING THE TAX COLLECTOR By Mark E. Battersby
the tax returns. Those records generally ne of the more nerve-wracking should be kept for three years from the date O aspects of taxes for many mobile the return is filed. entertainment business owners and The IRS will usually provide a written managers is the possibility of being request for the specific records needed. If records are kept electronically, the IRS may audited. Surprisingly, the IRS’s own request those in lieu of or in addition to other figures reveal that, in general, only one types of records. or two percent of all taxpayers actually The Taxpayers Bill of Rights, part of the IRS have their returns audited each year. Restructuring and Reform Act of 1998, requires However, once a large and inefficient the IRS to provide a written statement detailing federal bureaucracy, the IRS is changing to the taxpayer’s rights and the IRS’s obligations become more streamlined and, most impor- during the audit, appeals, refund and collec- tantly, catching more tax offenders. The IRS tion processes. Among the most important enforces the tax law in a number of ways; the more common of the rights given every taxpayer whose returns are targeted for an methods include correspondence (examination by mail) and field audit is whether to be represented by a tax professional, or whether (face-to-face audit) examinations. to attempt to answer the IRS's questions alone. Another important consideration for everyone and every business owner and manager Agents in back offices are being replaced by computers with being audited is where to hold that meeting. complex algorithms that cast a wide net, one that pulls many law- abiding people into the chaos of an audit. Any DJ, VJ or KJ who The increased emphasis on small business tax audits comes hot hopes to survive and thrive under the new algorithm-based IRS, on the heels of an IRS announcement that it hopes to speed up the should follow a few guidelines. audit process with something called the Fast Track Settlement (FTS) program.. • Always be prepared for scrutiny. Understanding the tax rules and potential red flags is essential The IRS’s Small Business Employed Fast to knowing what information should be Once a large and inef- Track Settlement Program (SB/SE FFS) was saved and for how long. created to provide an expedited process for resolving disputes with small businnesses and • Be prepared to move quickly. ficient federal bureau- professional practices. SB/SE taxpayers that Information Document Requests (IDRs) currently have unagreed factual or legal issues and face-to-face audits now move on a cracy, the IRS is chang- in at least one open year under examination shockingly fast timeline so have a plan ing to become more can work together with SB/SE and the Office of action. Build a relationship with an of Appeals to resolve outstanding disputed accountant who can step in quickly when streamlined and, most issues while the case is still in SB/SE jurisdic- you get the dreaded IRS audit notice. importantly, catching tion. Once an application is accepted, the IRS’s • Consistency is key. Inconsistencies in goal is resolution within 60 days. paperwork happen even to honest people more tax offenders. Unless or until a DJ agrees with the IRS, when the accounting is not handled pro- the appeals process remains open. Most fessionally. The IRS, however, is increasingly seeing discrep- importantly, from the initial screening for accuracy that each return ancies as fraud until proven otherwise. receives up to the final appeal has been exhausted, mistakes in the • Expect no mercy. IRS agents are being allowed no wiggle favor of the taxpayer are discovered in about 25 percent of all cases. room and no grace. This attitude is being passed on to the The IRS is usually quite sympathetic to honest mistakes and businesses they deal with. more than willing to discuss underpayments of taxes that may Many mobile entertainers, even those with no intent to result from the many so-called "gray" areas of our tax rules. They'll commit fraud, often fall short when it comes to documentation frequently negotiate the amount of tax due on occasion. But they and paperwork. The IRS appears increasingly determined to find don't like fraud. and audit these businesses. Once sent only to those suspected of Honesty and clarity go a long way toward preventing, dealing failing to comply with the tax laws, with and surviving an IRS audit. IDRs are being sent out in record Naturally, every DJ. Along with numbers as a screening tool. Even his or her mobile entertainment if the DJ or mobile entertainment Mark E. Battersby is a freelance writer based in the Philadelphia business should have a strategy business pays its taxes dutifully, area. His features, columns and reports have appeared in leading for avoiding audits as well as for it may be penalized for lacking trade magazines and professional journals since the early 1980s. dealing with an IRS auditor. A documentation. After all, the law When not actually writing, Mark spends most of his time digging for exciting tax and financial strategies to write about. fallback position should those requires every taxpayer to retain strategies fail should also be in the records used when preparing place.
MOBILEBEAT.COM ▷ APRIL 2019 21 PRODJFILES DJ Rachel Lynch VERSATILE AND DETERMINED, THISº SOLO-OP IS A MULTIPLE SUCCESS—ALL ON HER TERMS By Mike Cordeiro
would venture to say that most part-time I DJs are happy just to fill every Saturday with some type of event and make enough extra money for vacations or to help take care of their families. Very few make the investment in themselves and the industry to give back or become leaders and mentors. That number is even fewer for females DJs. One such lady DJ who is crushing it and making a big name for herself is Rachel Lynch from Connecticut who took a family near-tragedy and turned it into a career.
Mike Cordeiro: Rachel, please tell me a little bit about yourself and company. Rachel Lynch: My company is DJ Rachel Entertainment. I was born and raised in Connecticut and have built a very rewarding small business here. I’m blessed to operate in an area that is close to huge cities (like New York and Boston) with booming nightlife, as well as beautiful local destinations for private events. Since there is such a diverse market in Connecticut, I am able to DJ many different types of events outside of the standard wedding and school dance parties. Building partnerships with small business has been the best move I’ve made. Over the past 15 years, these relationships have kept my calendar full. The variety of clients keeps things exciting and fresh for me. open to see what new things come my way down the line. MC : Why did you use your real name instead of a “DJ” moniker? As a solo-op, I’ve focused on streamlining and elevating my RL . I decided to use my real name instead of an alias or unique business. I obviously offer DJ/MC services but have recently “DJ name” in the hopes to develop a personal and authentic added premium up lighting packages, and video projection/ brand. I spent months trying to come up with a “cool” DJ monograms. Since I’m not a “production” company, my focus name only to realize it felt awkward and forced. I must have is on providing premium basics delivered with world class thrown out countless sets of business cards before I came to customer service. If a client is looking for something specific that my senses. I asked myself, “Why are you trying so hard to be I don’t offer I have tons of DJs that I could contract. I like being someone other than yourself?” I’m the same person on and off able to be the best at what I do not necessarily the biggest. the stage so keeping my name DJ Rachel made sense. Clients should know who they are booking and what to expect from MC : How you got started as a DJ is a very interesting story. Please their entertainment, so I decided just to be me. My company, share it. DJ Rachel Entertainment, represents something completely RL : My brother has been a DJ for many years. As his little sister, genuine and real. I used to tag along and watch him. I found what he did very interesting. Naturally, I had some understanding of how things MC : You’ve been pretty adamant about being a single-op. Why? worked but I never actually intended to become a DJ myself. In RL : I enjoy the simplicity of running things solo. Right now a life-changing series of events that all changed. One morning there is no time or desire to become a multi-op, but I am always I heard a loud crash come from my brother’s bedroom. We had
22 MOBILEBEAT.COM ▷ APRIL 2019 found him collapsed on the floor. 911 was called, and he was genre or style. I float around during my sets and make a point rushed to the ER where we later found out it was undiagnosed to tastefully change up familiar tunes. If people wanted to hear type 1 diabetes. To make matters worse, he had a wedding standard music, they could turn on Spotify or their radio. My that day, which meant the couple now didn’t have a DJ. In my goal is to deliver a unique mixing experience. It’s unreason- heart, I knew something had to be done, so I decided to step able to think all guests will love everything a DJ plays, but it is in on his behalf. I asked my dad to help me load the gear and possible to give a little something to everyone. If guests feel drive me to the event. At the time my brother owned a large noticed and included in the set list, they will walk away happy. passive Bose system, and I couldn’t lift the miserably heavy I have had to dig deep into my bag of tricks, but there are ways amps or his large coffin (makes me appreciate my QSC K12.2s). to make even the most challenging requests work. It's part of When I arrived at the wedding instead of my brother, naturally the fun of being a DJ. the couple was freaking out and VERY upset. I was probably freaking out more than them! I put on a strong face and MC : Do you limit yourself to certain types of events? assured them they would have a great event...even though I RL : This is hard to answer. I literally do everything from clubs, never had done a gig by myself in my life and was praying, I to car shows, to food truck festivals, to weddings. I don’t fit in a made it out of this disaster alive. I essentially pretended to be box, and I wouldn’t have it any other way. the DJ I wasn’t and had to hide the stress of having a family member in critical condition. I somehow pulled it off, and from MC : What have you done to stand out in your market? that moment on I thought “If I can do this, I can do anything.” It gave me the confidence I needed to step into the DJ world. I RL . I stand out in my market mostly through a lively social realized I had more natural talent than I thought. So, in reality, media presence. I have Instagram, Facebook, Twitter, YouTube, my brother was my inspiration and driving force to become MixCloud and SoundCloud. It is exhausting trying to keep DJ Rachel. up with it all, but it has been instrumental in reaching my customers and audience. I work on producing content to MC : Describe your personal DJ style. add value to the DJ community. I want to be known for being helpful and kind. I don't just want to be a DJ, I want to be an RL : My open format DJ style is fun and timeless. I try to be ambassador of information. I want to have an impact beyond as versatile and uninhibited with music as possible. I make a the music. I don’t see many females doing what I do with edu- point to not DJ for me. It’s always about them, and because of cational and training content. It’s time to change that. this, I'm able to play almost anywhere. I don't specialize in one MC : Do you have any mentors? RL : The past three years have been incredible for me. I have made countless professional contacts, and am blessed with a fabulous few mentors that have guided me with support, brutal honesty, and critical information. It’s essential as a DJ to find people who will keep it real and have the courage to tell you things family or friends won’t. For the sake of not writing a novel, I won’t name each person individually, but even as a veteran (doing this for 15 years or so), I am always looking to others to help me be my best self. I’d be lying if I said I accomplished what I have on my own. In this business, it’s important to surround yourself with those who are as passionate as you and are willing to give more than they take. I’m making an effort every day to be one of those leaders.
MC : You also have a fulltime job besides all the things you do in the DJ world, true? RL : Many people may not know this, but I am an EMT and work as a full-time Corporate Security Trainer. I teach things like Active Shooter Response and Stop-The-Bleed courses for companies throughout the Northeast. While I do hold down a 9-5 during the week, the DJ world has become a full-time venture for me. I easily put in (depending on the time of season) an extra 25-30 hours a week taking care of “DJ” stuff. I am a busybody behind the scenes. I work 24/7.
MOBILEBEAT.COM ▷ APRIL 2019 23 PRODJFILES
MC : Have you ever used your EMT training at an event? MC : I wouldn’t have figured you for a car fanatic. What would be your dream event to DJ? RL : Yes, I have! This isn’t a terribly exciting story, but I was the DJ for a corporate holiday party where an intoxicated RL : This may sound lame, but I would love to DJ in a Vegas guest thought it would be a good idea to do an “exotic chair night club. I’d love to hold down a major venue like Omnia. It’s dance” in the middle of the dance floor. She lost her footing been a fantasy of mine from the beginning. The lights, sound while standing on a chair and face-planted the floor. I saw the and energy would be incredible. Maybe one day... whole thing unfold and realized how seriously hurt she was and decided to cut the music and help. After giving her a quick MC : Do you have any favorite events? assessment, I could see she broke her nose and had a signifi- RL : My favorite types of events are those where I am given the cant bleed in her hairline. Due to the severity of her injury ran freedom to do what I do best. I thrive with diverse crowds. I get to my car and got my supplies and did what I could for her excited when I have a variety of different ages, races, genders, until the ambulance arrived. Needless to say that the party was and palates to please. This is why I tend to stray away from over, but I got a great tip! childrens’ parties. They don’t offer the flexibility in music I crave...
MC : How do you juggle two careers and your personal life? MC : What are some of the challenges you’ve faced building your DJ RL : I’m sure most of us would agree that this career/family company? “balance” isn’t easy. In truth, I’m not sure it exists. It’s impossi- RL : I get asked this a lot, and usually, people assume my chal- ble to give 110% to EVERYTHING that demands our attention. lenges have to do with being a “female DJ.” While there are That said, being so driven and career-focused has absolutely some unique benefits and challenges to being a female DJ, I’d caused things and people in my life to take a backseat. This like to think I face the same hurdles as everyone else trying to business and lifestyle are very taxing on families and rela- make it in this business. Things like proper marketing, social tionships. However, I’m one of the lucky ones with a support media presence, sales, staying current, skill development, etc. system like no other, and this has allowed me to keep my are always on the mind. sanity. I do practice small things to attempt to balance family Specifically, though, one of the biggest things I have had and career, but for me, there will never be an even split. A few to overcome is the stereotypes. Ignorant and disrespectful things I have adopted are to make an effort to protect my comments appear in my inbox frequently. People assume I don’t know how to set up my own gear or troubleshoot technical issues. They assume I’m too weak to my lift subs or accuse me of getting jobs solely because I’m female. People have said I’m not mixing my own music or went as far as to ask me to show up to DJ in spike heels and a push-up bra. Rather than complain, I face my challenges head-on and work every day to change the negative narrative. This actually was the catalyst for me to hit social media as hard as I have. Rather than be upset, I focus on putting out valuable content that is knowl- edgeable and informative. I create an opportunity to show my successes and failures openly. By being real and transparent, I am able to combat any misconceptions about me or any female private time and to learn to say no. I used to have my phone DJ. It’s a move in the right direction. in the bathroom while showering! Not anymore. I deserve to have 30 minutes uninterrupted by calls or Facebook notifica- MC : Besides being an EMT and running a DJ business, you also do a tions of people wanting to ask questions about Virtual DJ or lot within our industry. their newest gear purchase. It’s been hard for me because I RL : I am very involved in the DJ industry. I spend my downtime don’t like to disappoint or let people down, but I have realized working on content for major companies to bring DJs informa- you will never find time for anything unless you make it, and tion and tips. I’ve had the privilege to partner with companies that starts with saying “never get so busy making a living that like IDJNOW, Promo Only, Digital DJ Tips, and DJNTV to develop you forget to make a life.” (Dolly Parton) tutorials, blogs, gear reviews, and DJ-related content to help DJs just starting out or those looking for a fresh perspective. This is my MC : When you do have some personal time how do you like to spend it? passion, and I hope 2019 brings more opportunities to get involved. RL : I play the piano, and I am really into cars. I enter numerous car shows in the Northeast with my 2004 Subaru and 2006 Trail MC : Where do you hope that will lead you? Blazer SS. I have been building and modifying for about 14 RL : Short term, to get on XM radio and mix on Pitbull’s years now. The Subaru was my first car, and I just couldn’t let it Globalization or Utopia channel. It's been a dream of mine to die! 14 years and an absurd amount of money later I currently be heard on this platform. That’s my goal for this year. In the hold the first place title for my class at Carlisle, PA, Performance, long term, I would like to become a household name as an and Style for the past 8 years. I have everything from custom industry leader with product review and training content. I hand-sewn Alcantara seats, to air ride that can drop the car to really take everything one day at a time though. the ground, to one-of-a-kind powder-coated rims and custom lighting that would put some DJ setups to shame. (Ha-Ha.) Of MC : Awesome. OK, one last question for you. What gets you course, as a DJm the car has an incredible stereo system too. I motivated each day? carry pictures around on my phone of it like it’s my child! I also hold a special talent for being THE WORST cook in America and RL : Every morning I tell myself: “You did not wake up to be consuming unhealthy amounts of pizza. mediocre!”
24 MOBILEBEAT.COM ▷ APRIL 2019 SOCIAL MEDIA KNOWHOW Two Essential Types of Tags MAKING THE MOST OF YOUR INSTAGRAM EFFORTS By Vanessa Joy
SOCIAL MEDIA KNOWHOW Two Essential Types of Tags MAKING THE MOST OF YOUR INSTAGRAM EFFORTS By Vanessa Joy
Either way it’s a great way to get your posts seen more wildly across the platform. Anytime you can get your work featured on another account, in front of someone else’s hard-earned audience, it’s a win.
HASHTAGS Hashtags should be used on every post. You’re allowed up to 30 hashtags per image and you need to use them all and wisely. While it may seem like a great idea to tag #fashionphotography in your image, you and 10 milion other people had the same idea. No bueno. For hashtags to be constructive, you need them to be noticed. I know it seems like when you use a crazy popular hashtag like #wedding you’re getting your picture there in front of a billion people, but in reality, you’re just throwing away your image in a garbage can full of a billion other images. Use hashtags that give t’s no big secret that Instagram is the social you picture a longer shelf-life than 1/250th of a second. As your account grows you can use more popular hashtags. media platform for event professionals. If you’re I Instagram growth takes time and effort, so don’t be discour- not sure about it still, don’t forget that leading aged if you don’t get the interaction you want right away. Lay the social media network Facebook bought Instagram. foundation by posting and interacting consistently. Keep up with it Hey, if you can’t beat them, buy them, right? and over time you will see a difference in your numbers. Depending on your genre of entertainment you may not think your client is actively using Instagram. However, regardless of whether your target market is wildly active on IG, a large number of consumers today judge your credibility as a business based on your following. In other words, people are deciding whether or not to use your DJ services based on what you look like on social media. To prove my credibility on Instagram, feel free to check out my Instagram profile at www.instagram.com/vanessajoy. 27k followers isn’t bad, and I have an average engagement rate for that following number. Here are some of methods for getting there.
PHOTO TAGS The number one thing you want to do is increase visibility on your posts. One of the easiest ways to do this is tag other accounts in the photo your post. This is not tagging them in the description. It’s tagging the actual photo itself. It’s best to tag people that actually have something to do with the picture. For me, if I post a wedding photo I’ll tag wedding vendors as well as big brand name clothing and shoe lines that are featured. You can also tag popular industry blogs and accounts that are relevant. However, since this is tagging the photo, and the photo will then appear under their tagged photos in their profile, they may remove it or have a setting where they manually have to approve it.
Vanessa Joy has been an influential business coach in the wedding community for years. Starting her photographic journey in 1998, she has since earned 5 college degrees, started her own business in 2008, and began teaching around the world in 2009. She has spoken at Wedding MBA, WPPI, Imaging USA, WeddingWire World, and Mobile Beat, as well as internationally. See more at www.BreatheYourPassion.com and follow her at www. Instagram.com/vanessajoy
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