Chubby Chub made Tuesdays at Aria hot for 2 years. DJ Buck made Fridays at Jovans hot for 7 years. Ron Steele made Saturdays at Vertigo hot for 5 years. I made the DancePlex on Saturdays hot for 3 years. Back in the day, Jammin' Gee-Clef made Fridays at the Officers Club hot for 3 years. Kevin Lawyer made Thursdays at the Harbor Club hot for 2 years. Ron Boston made The Gallery hot for 2 years.
The common denominator? Each DJ was the only DJ for that night (no rotating DJs… what I call DJ Roulette). Each DJ consistently played the hottest music, kept the dance floor packed, and created anticipation for the next week. And each DJ was the highest paid DJ at the club (or in the city, in Chub, Buck and Gee-Clef's cases).
Why do top DJs charge so much? Because they know their value to a promoter or club. Their name on a promoter's flyer legitimizes the night. They have a track record of success in many different clubs, with many different promoters, with many different crowds. They can make 10 people or 1000 people have a great time. And they never, ever have a bad night.
Unfortunately, most promoters don't understand the power of a great DJ. DJ A charges twice as much as DJ B. Promoter says "hey, I can save some money by going with DJ B," failing to realize DJ B has never had a steady DJ gig. DJ B has only worked at small clubs. DJ B can't play to different crowds. DJ B doesn't know what to do if people are not dancing. DJ B can't keep people dancing, even when he has them on the dance floor. DJ B can't make the night so hot that the crowd can't wait for the next event DJ B is going to be at. DJ A can do all that, knows it, and charges for it.
You see it all the time: XYZ Promotions presents Ties & Timbs Night at Rodeo Bill's. XYZ did their job… hyped up the night… got a good crowd into the building. Rodeo Bill's is actually a nice spot. Parking wasn't bad; the bouncers were courteous; the line was long, but went quick. Get in, get a drink, walk around the club, give dap, pounds and hugs to your friends… find that right spot to see everyone… now we're ready to party!
But…Everyone is standing around the dance floor like it's quicksand they can't step in. "It's midnight. The party should be jumping by now." "Who's the DJ?" "DJ WTF." "DJ who?" "DJ WTF." "Who is DJ WTF?" "I don't know, but if XYZ has him here, then he must be good.
12:30 am…
"What is this DJ doing? Cutting songs off in the middle, scratching over everything, and talking like he's getting paid by the word!" "What song is this?" "I don't know, I've never heard it before." "Oh, wait, that's my song right there!" (starts dancing and singing the lyrics) "NO! He cut the song off again! What song is this??"
1:30 am…
(Yawning) "Are you ready to go?" "Yeah, let's get." "Damn, there's a line at the coat room. I guess everyone had the same idea. This night was wack!"
4 weeks later…
Ties & Timbs night is done. It went from a good crowd, to a decent crowd, to a bad crowd, to no crowd. Why? Because the promoter hired a wack, cheap DJ to save some bucks on the front end instead of hired a great DJ and cleaning up on the back end.
What do you think? Am I completely off base or right on target? Let me know!
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