Besides the basic "music only" system, many DJ services offer extra options in their programs which may enhance the mood of the party or fit in with a particular theme. Some of these options include:

• Special effects lighting.

• Bubble machines.

• Confetti cannons.

• Party favors.

• Dancers.

• Other entertainers (emcees, clowns, multiple DJs, etc.).

• Karaoke.

• Hats (sombreros, baseball caps, top hats, etc.).

Issues & Trends

After a decade of industry growth in the 1990s, disc jockeys faced a difficult year in 2001, according to an article in The New York Times (December 19, 2001). Those who rely on corporate parties for a substantial amount of their business struggled to make ends meet as companies canceled or scaled back holiday celebrations in the wake of the economic recession and the tragic events of September 11th. Those companies which did book entertainment often requested reduced-cost options.

The DJs who were interviewed by Profile America, Inc. expressed their concerns about a few issues in the industry, which they consider obstacles to growth, including:

• A proliferation of inexperienced DJs who drive down profits and the overall level of professionalism within the industry.

• Strong competition and saturation in the field.

• Technical advancements with home audio equipment which allow consumers to "DJ" parties themselves.

Many DJ services are joining industry associations, such as the American Disc Jockey Association, in an effort to educate the public and raise standards within the industry. Membership reflects professionalism and increases the public's level of confidence in a DJ's work. Members of good standing in both associations are asked to follow a strict code of business ethics and uphold high levels of customer service.

The editor of Mobile Beat Magazine reported that in the competition for event bookings between DJs and live bands, DJs are definitely winning. Some of the reasons

that he said disc jockeys are preferred over a live band or a "juke box" follow:

• There is greater variety in the types of music played.

• People are able to dance to their favorite tunes by the original artists.

• Cost is usually considerably lower because there are fewer people to pay.

• Disc jockeys can encourage active audience participation more easily than live bands.

• Sound levels can be tailored easily to the various phases of the event.

• Musical requests are easily accommodated.

The DJ service industry is a competitive one, and it can be challenging for consumers to find the disc jockey who is best suited for their events. When contacting a booking agent or a multi-unit operator, it is important to inquire about the specific disc jockey who will be playing the event. Some of the questions consumers may want to ask when searching for a disc jockey include:

• Do you use professional audio and visual equipment?

• Do you provide a back-up system in case of an emergency?

• Are you insured?

• Will you provide a list of references that may be called?

• Will you be appropriately dressed for the occasion?

• How many years of experience do you have?

• Will you allow requests?

•  Is it possible to see the DJ live? If not, can a video tape of a live performance be seen?

The DJ service operators who were interviewed by Profile America, Inc. said they use a number of advertising vehicles to attract customers. The most frequently mentioned are listed below (not ranked):

• Yellow Pages

• Newspaper

• Internet

• Bridal shows

• Direct mail

• Trade magazines

• Radio

Many of the DJs who were interviewed also said that they encourage referrals and believe word-of-mouth is very important to their businesses.

Some of the characteristics that are mentioned in the advertising that is run by DJ service operations are intended to motivate potential customers to call, or to make them feel comfortable doing business with them. Some characteristics can be categorized as "confidence factors" and some as "convenience factors."

Value of Products and Services in the Industry

The national average cost for DJ services is $125 per hour, according to NAME. Costs range from $80 per hour in the midwest, to $150 per hour or higher in New York or Los Angeles.

The owners and employees of DJ companies who were interviewed by Profile America, Inc. provided a sampling of the costs for their services. Rates vary depending on the time of the year, location of the event, length of the event, and type of service desired. A sampling of the varying average National rates follows:

According to the DJs and booking agents who were interviewed by Profile America, Inc., one of the most important elements in the formula for success is "good customer service." Several observations about what constitutes good customer service follow:

• Professionalism in appearance, entertainment material, and in dealing with business matters (contracts, billing, etc.)

• Listening to customers and tailoring the show to their needs and interests.

• Promptness.

• Cheerful, courteous attitude.

• Anticipating problems and being prepared to handle them should they happen.

In addition to good customer service, the DJs who were interviewed said there are other elements that are critical to success in the DJ service industry, including the following:

Industry Resources

American Disc Jockey Association
20118 N. 67th Avenue Suite 300-605
Glendale, AZ 85308
888-723-5776
www.adja.org

Mobile Beat Magazine
ProDJ Publishing
PO Box 42365
Urbandale, IA 50323
515-986-3300
www.mobilebeat.com