5 Ways Industry People Can Help Their Competition While Helping Themselves

It may seem like a strange concept to grasp at first, but done correctly promoters and djs alike have profited off this idea. The lovely thing about this route is the way it creates a stronger community and how it really sets and improves the standards in the industry. This article isn’t just for promoters either but the djs picking and choosing the events to get involved with. Let’s start with one of the most important but not always considered.

Why you should help your competition

1. Coordinate Dates

If 3 different niche promotional companies that showcase happy hardcore events lock in dates in the same weekend, they all stand to lose out.  They are catering to a similar demographic that will ultimately have to choose between events. The deciding factor may be ticket price, dates or location. Had the promoters split the events to different weekends, the patrons could more easily attend a majority of the events in turn benefiting all promoters involved.

5 Ways Industry People Can Help Their Competition While Helping Themselves

2. speaking Candidly With Venue Owners

Before locking down venues, promoters can benefit from speaking direct to the venue owner about their needs and hopes. It may be the crucial part when setting dates that have potential for conflicting shows. Being able to set those boundaries will be helpful . If it’s clear that the business owner does not understand nor respect the importance of alternating events, this will help the promotional team make more informed decisions on their future endeavors with that venue owner.

3. Use different venues from your competition

Establishments, no matter how lovely they are, when being heavily used for similar types of events, patrons can tire of the same old thing. While some promoters might see this as a way to cash in on existing clients, you can run into brand confusion. Like two people driving the same car but only one puts gas into it.  One weekend they are enjoying a dnb night that is well put on while the following weekend is put on by someone with far less effort, and maybe contribute to poor sound quality.  Suddenly the events at the establishment feel more “hit or miss” vs. consistent for the patrons.

5 Ways Industry People Can Help Their Competition While Helping Themselves

4. create a completely Different Concept

When you see what another promotional company is doing is working… don’t bite their style! Set yourself apart by doing your own thing. Let your company stand on their own, while that company can too. This allows patrons a choice between differing nights. Whereas If you book all the same djs, with all the same music at the same venue in the same weekend, again… you are no longer setting yourself a part from your competition and it poorly effects everyone involved. When you allow those demographics to enjoy different styled events, they are far less likely to become bored.

5 Ways Industry People Can Help Their Competition While Helping Themselves

5. Set & adhere to industry standards

From quality event flyers to payment of services, it’s important that promoters and djs set standards together. Whether it’s charging a fee as a dj or ensuring that the proper technical equipment is supplied. If a competing promoter is throwing an event and they don’t have to pay for their djs, nor equipment but those same djs are getting paid at another event, they are indirectly allowing one promoter to be held accountable while the other is not. As an artist we must set standards and charge EVERYONE, whereas promoters we sometimes have to say no to great artists that are allowing our competition NOT to pay them. Yes that’s right, a promoter that says I’m not paying YOU until you start charging your worth to all people. Image that?

5 Ways Industry People Can Help Their Competition While Helping Themselves

Things you think may be helping the industry, but actually aren’t…

Repeatedly booking the same freebie DJs
In the case of newer artists that are getting that “first time exposure”, you’ll note many of these artists are on at the beginning of the event and their “experience gigs” are very few at that. A newer dj should not be playing free gigs some 6 months after (s)he’s started playing out live and likely not more than 3-4 shows. If those gigs and experience are truly helpful, even in the way of “exposure” it should in fact be helping them gain paying gigs and better time slots. If however their skills are not improving it’s time for that dj to go back to the drawing board and start honing in on their skills. As promoters we have the responsibility not to abuse the kind acts of an artists attempts at exposure as free dj gigs.

Working with nonprofits or throwing fundraisers
A nonprofits organizations generates income through fundraising, grant writing and sponsors, The funds are use to put back into their community cause and the staff they hire. Yes, often including entertainment when it comes to music / film support. Knowing and understanding the nonprofits in your city run means collectively we set the industry standard and allow nonprofits to be held accountable for the way they run their organizations. 
Smart business owners ASK QUESTIONS, they don’t blindly agree without details and no matter how nice the event organizer comes across those details are crucial, especially when creating a scene to stand behind. I talked about this LOADS in why you should never give a quote before getting the details of an event.

A GREAT example of someone doing fundraising correctly was the Owner of EDM Apparel. In his effort to help refugees, your choice of monitory, food and clothing was being requested as donations at his event. Anyone giving money was to fill out a donation sheet directly to the charity with details for a mailed out receipt from the organization / charity. The food and clothing donations were picked up that very night by volunteers, through out the evening. You knew EXACTLY where your donations were going and each charity was listed on the event page for reference of their involvement.

We as professionals must be transparent about where those moneys go in the case of non-profit and fundraising. We must take care of our artists and ensure that they feel respected and appreciated. We as promoters need to respect the flow of the industry and how we are all  \a part of the scene, whether big or small. And as DJs we need to be smart about the business ventures we support and why.


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