Imagine how many DJs are out there right now wanting the same things that you want? How many hardworking musicians are competing just to get recognition and be known both in their local market and globally? There are a lot, as a matter of fact there are more than you may even imagine. So what makes you standout? How are you able to promote yourself as a DJ in your local market?
Well, it takes more than just great talent to stand out and get noticed in the music business these days. That is why in order to be successful, it is important for you to know that no matter how great you are, you need to be able to come up with a substantial and steadfast marketing strategy.
Here are some techniques to help you efficiently promote yourself as a DJ in your local market:
Setup a Brand
Establishing a brand is a must. It is made up of a name and logo that will speak for you as a DJ. Every good business in any market owns a brand that perfectly represent their companies. It’s important, therefore, that you come up with the perfect brand to speak for yourself and your music — something that is memorable, recognizable, and can easily be associated with you. Take your time when planning this out as this step is very important and in most cases hard to take back. Once your logo has been published and advertised, it won’t take long for your fans and followers to get used to it. They will then remember you each time they hear your name and see your logo. Changing your brand in the long run may affect you, not greatly to the extent of destroying what you’ve built, but it will stir your career in some way.
It’s important to understand that your brand name and logo will be printed on all your promotional stuff – music posters, business cards, shirts, and so on. With that in mind, a well-thought of and well-designed logo won’t hurt, but in fact will benefit your exposure and subsequent marketing effort. It could actually contribute to your success while a lousy logo can possibly turn off your clients and fan base.
While setting up your brand, it is also crucial that you take into consideration your personal style. Remember that you are your own endorser. Your personal preference on music should be reflected on your brand and clothing style. Everything has to go together from your preferred brand name to your logo and style. This also translates to the way you communicate with your fans and the rest of the world, and essentially the way you project yourself as an artist to the world. Your brand is your name and logo, yes, but also the way you communicate, the way you interact with others and the way you portray yourself on social media (more of that later)
Keep in mind that the brand you use to promote yourself as a DJ in your local market will epitomize you and your music forever. It will also be the exact brand that will promote you internationally. It will embody you as an artist and it will be your best agent. Even after you retire, your brand will still be remembered by your fans. As Forbes explains: “Brands are psychology and science brought together as a promise mark as opposed to a trademark. Products have life cycles. Brands outlive products. Brands convey a uniform quality, credibility and experience. Brands are valuable. Many companies put the value of their brand on their balance sheet.”
Use the Internet Wisely
These days, you can easily promote anything through the Internet. As a DJ, it’s imperative that you use this to your advantage and always update your followers and potential fans through your social media channels. Make a Facebook page, Twitter and Instagram accounts, Soundcloud, MixCloud, and utilize music applications and platforms like iTunes and Mixcrate to your advantage. Furthermore, do your best to continuously engage with your fans. Comment back once in a while even if just for the simple reason of making them feel special. Why? Because you are nothing without your fans. Aside from you, your fans are the next people who could greatly help you in terms of promotion.
It’s important to understand that everything that is posted and written by you on the internet automatically becomes a part of your brand, for life. In the past two years alone we have seen artists and nightclubs make social media blunders that all but cost them their careers. We are of course alluding to Ten Walls’ homophobic Facebook rant as well as the political posts by Populux Detroit and a Schimanski Brooklyn talent buyer that got them all into hot water with members of the local and global dance music industry. Think before you post, especially if you;re considering posting about controversial subjects that may alienate your fan base.
Make Use of Promotional Materials
Creativity and communication are your best weapons in order to survive in the music industry. Think of new ways to promote your music. Endorse your brand unlike any other and always communicate. You don’t really have to talk to convey a message, you can communicate and reach out to people through posters, flyers, and through well thought-out social media posts. Publicize your music and events in a catchy and noteworthy way. The verbiage and style of your communication is an integral part of your overall branding.
When using print or digital ads, make sure to coordinate the fonts and colors used to your brand as a whole. Use professional graphics and design, and make sure everything that represents your brand gels well together and is professional. Look at your print ads and ask yourself, “what message does my ad relay? Does it represent the kind of music I’m selling? Does it embody me as an artist?” Think of your target audience – whose attention would you like to catch? In order o promote yourself as a DJ in your local market, you have to first know your market!
There are loads of ways to successfully market your brand and make a name for yourself. It doesn’t have to be difficult or expensive. Keep in mind that all great things were born from the simplest ideas.
Networking is key, especially when you’re facing competition from countless other local DJs that are coveting the same play time as you. We recently talked with Jack Wins, a past resident at London’s famous Ministry of Sound for 5 years, who shared with us some key tips on how to become a resident DJ at your local club.