There’s one main difference between selling DJ and lighting products compared to other MI gear. And it’s something you can capitalize on. While guitar and drum products are perfect for recreational music makers and dreamers, it may be tough to tell customers they will be the next Jimi Hendrix or Phil Collins. It’s also tough to tell the violinist they will be the lead in the New York Philharmonic. Of course, it’s possible, and there’s no question we should encourage any youngster’s dreams. But unfortunately, the odds are not good your customer will become the next Eddie Van Halen. In the DJ market, your customers are not likely going to become the next Paul Oakenfold either. However, becoming a professional DJ is definitely a realistic goal. Even if your customer doesn’t spin at the largest metropolitan club, there are tons of smaller clubs and bars where they can earn a job with a good income potential.
And DJs, just like musicians, have become famous, so your customers can be dreamers too. We also have a growing DJ market, as opposed to flat or slow growth in other niches of MI. There may be no better time to consider selling DJ products if you don’t already. The aforementioned income potential is something you can tell your customers about. Another selling point: In today’s fast-lane society, people want to learn instruments quickly. While it takes several months, if not years, to learn some instruments, the learning curve is often faster for DJs. “I think that assessment is 100 percent dead on,” said Russell Brown, president of Ortofon. “Even more so, as technology changes, it becomes even easier. I have always tried to educate dealers about both points. Many dealers have complained to me that 16-year-old kids with hats turned sideways walk into their stores, try out all of the DJ equipment, and buy nothing. But you often have 35-year-old mobile DJs walking into stores, [who are interested in purchasing products].
“I’ve researched it,” he added. “There’s no official data, but I guarantee you there are more working mobile DJs supporting their families than guitar players supporting their families. The amazing thing is, no one addresses these people. Nobody sells to them. I also would like to see NAMM address this category more. In its reports, wireless, speakers, and power amps are listed, but we don’t know how many speakers were sold to mobile DJs. DJ mixers, turntables, and CD players are not the only DJ products.”
“I absolutely agree with that [learning curve] assessment,” responded Jim Mazur, director of product management at Stanton DJ. “That’s the reason why a lot of people get into DJing. It’s a value proposition. You can even be a DJ who doesn’t have great mixing skills and still get a gig a week out, as opposed to a guitarist who is still trying to get an art form down. The barrier to entry in the DJ market is certainly a lot lower.”
“I agree,” added Jim Tremayne, editor of DJ Times magazine. “The reason DJs—especially mobile DJs—may be a better customer than ‘the traditional musician’ is because of the potential of repeat business. Many, many mobile DJs have more than one lighting system, more than one DJ rig. Many of them are also in the market to expand. They need big PAs for larger events and basic PAs for smaller ones. Also, DJs of all stripes tend to be tech-heads, so many of them ‘have to have’ the latest and greatest technology.
“Also, when you’re talking about DJ gear, you’re not just talking about CD players or turntables,” he added. “You’re talking a wide range of products—speakers, amps, lights, accessories like cases, signal processing, MIDI controllers, DJ software, etc. And retailers shouldn’t forget the different niches of the DJ market—club jock, mobile DJ, bedroom/beginner, and upstart studio owner. Whether they’re playing clubs or weddings, DJs are becoming more and more adept at making music. So that means, when you’re qualifying a DJ-customer, don’t forget to ask if they’re producing and remixing. That means sales for studio software, studio monitors, cables, studio hardware, etc.”
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