MOBILE DJ PROFILE
New Jersey DJ Finds the
SWEET SPOT
Taso Dakas: A hobby became a career.
By Stu Kearns Marlboro, N.J. – DJ Taso Dakas is a successful luxurywedding and event DJ based in New Jersey’s Raritan Valley area, about 25 miles outside New York City. From his Monmouth County base where he runs Luxe Event DJ & Production, Dakas has been a full-time, single-op mobile entertainer since 2012. In the previous issue of DJ LIFE, you might’ve seen a feature that contrasted Dakas’ method of marketing (word-of-mouth) with that of another Jersey-based jock (online). Whatever works… and to each his own, right? Well, Dakas has staked a formidable claim in his ultracompetitive New Jersey market, so we asked him for some more insights that can benefit other DJs.
What’s most important to keep in mind? As business owners, we must know how to operate our business from top to bottom. This includes understanding the numbers and knowing how to price yourself and your services appropriately, knowledge of marketing and creating a great brand image/identity, providing excellent customer service and being responsive – a common complaint about many in this industry – handling staff, and so much more. I realized early on that some of the best DJs skill-wise, unfortunately, can often be the worst business owners. I’m thankful that I was exposed to many great industry leaders early in my career, as well as educating myself through books, forums, and other materials.
When did you start DJing – and why? I started DJing in my senior year of high school in 2004 with my best friend. Honestly, we started it because we would attend Sweet 16s and teen dances, and often complain with our friends about how the DJs just didn’t play a lot of the music we, as teens, wanted to hear. After months of talking about how felt we could connect better, we finally bought some equipment and went at it from there. While my best friend is no longer involved, due to having moved a few years into the journey, what I once took as a hobby has now been my full-time career since 2012.
You work in real estate – has that helped your DJ business? I’ve been involved in real estate primarily as an investor since 2016. In my early twenties, I was taught the power of investing and thinking long-term, especially since being a DJ is a career that doesn’t provide retirement or other benefits, like typical W2 jobs do. After buying my first few properties, I finally decided to get my license as well, but primarily to benefit my investing in real estate. It wasn’t until the pandemic, when private events slowed drastically, that I used my free time to provide my services as an agent to others.
Do you consider yourself a DJ first, or a business owner? I do consider myself a DJ first and entered the industry because of my passion for it; but realistically, I am equally as much a business owner. I love DJing and everything about the private event industry, but without having that business mindset and operating successfully, I wouldn’t be able to do what I love for so many of my awesome couples and clients. The two identities essentially go hand in hand.
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What are the similarities and differences between the two paths? While I view the two as very independent and different businesses, there are similarities. In both cases, you’re helping people with very important life moments – one being the biggest celebration and one being the biggest financial purchase. Both require dedication, understanding your clients’ goals and needs, and making sure you provide excellent customer service along the way. In a way, I feel my DJ career prepared me more as a real estate agent, than the other way around. Now that the pandemic restrictions have faded, I’ve scaled back my services as a real-estate agent, but do con-
