SALES… MARKETING…SOLUTIONS…
As we all know, DJs around the world are hurting from canceled gigs and loss of income due to COVID-19. But one mobile DJ, Vermont’s Craig Mitchell, realized an opportunity to generate income by DJing from home. For him, live-streaming his DJ sets has turned into a business model that pays. Mitchell’s clients are hiring him because they need these services. Yes, this is an actual business model for DJs, but the question is: How can any DJ replicate this model for his or her own company? We spoke with the Burlington-based Mitchell and a couple of his clients to gain a clearer understanding of how it works. Read on to see if you think this is an opportunity for you. Summary: Community-based organizations who receive grant funding need to continue their programming in order to carry on their mission and qualify for future funding. They need to spend their budget in order to successfully continue benefiting the communities that they serve. The organizations vary in missions, but include supporting centers for the youth, addiction, LGBTQ groups, local arts, etc. There is another similarity among these organizations. They host dance parties for the benefit of their communities. Through grant funding, a budget is allocated for events. Some organizations regularly host a weekly party. That’s changed since COVID-19 influenced lawmakers to limit group sizes, which is leading to lockdowns. The traditional in-person events that we’re all used to have become less permitted. In the U.S.A., lockdowns started to happen in mid to late March. As a result, live-streaming has become the new normal for communication. We’ve transitioned to this new way of life known as social distancing. More than ever before, live-streaming is an essential communication tool for both social and professional needs. Community-based organizations are leaning towards shifting in-person events to live-streaming event. The concept includes hiring a DJ to live-stream for their private audience of community members. Due to the grant funds, organizations are able and willing to compensate DJs for their service. How To Do It: First, shift your focus from selling a physical DJ package to an online DJ package. Consider how you separate your brand from the competition. What marketing materials and digital platforms you use for your existing efforts that can be modified or updated to promote your new online package. Next, develop your online DJ package and the features that your company will offer by considering the following: • Streaming equipment and audio/visual quality. • Capacity of attendees that your streaming network can host. • Professionalism and design of the studio setup. • Musical style. • Number of hours that you can host a streaming party. • Audience engagement using a microphone, props, games, costumes, etc. Once your new package is ready, develop a game plan to sell it. Research the organizations in your area, then find out who handles events and entertainment programming. Here’s how: • Start with pre-existing contacts that you’re already in touch with. Utilize those contacts to begin building a reputation in this area of DJ entertainment. • Cold-emailing is a strong way to pitch your online DJ package (see Q&A for more tips). • Host a free live-streaming party to showcase your new DJ package – and, of course, your brand, too. • Take out an ad in your local newspaper or appropriate digital outlet. • Spread the word with friends and family on social-media channels. Q&A with Craig Mitchell DJ Times: Should any DJ feel guilt for profiting off of a community-based organization during a global crisis? Craig Mitchell: You have a population of people who are desperate for something to do. You have organizations with an unspent budget allocated to bring forms of entertainment to these people. AndCraig then you have this other Mitchell: Streams population who are DJs that are struggling creatively and financially. So take all for grant-funded outfits. three aspects and throw it in a chili bowl for everyone to eat. (continued on page 40)
BUSINESS LINE
HOW TO ADOPT A LIVE-STREAMING BUSINESS MODEL By Josh Kerman
Craig Mitchell: Streams for grant-funded outfits.
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