Personally, I think the market is very healthy for DJ's that try to stand out, as there are a good number of couples looking to have that stand out DJ. I think something that many are overlooking, not just on here, but in general, is that they're trying too hard to be like everyone else, and not offering anything that is truly them... kind of their signature style that can only be had by booking them.
I'll give a personal example of what I am going through right now. I just got engaged about 3 weeks ago. We have began our wedding planning and have locked down a few vendors already. The thing is, we are searching for things that stand out... things or quality that people don't see too often... like a live event planner (check out Katherine Gressel). My biggest dilemma has been with photography. I couldn't find anything that stands out and has that unique/artistic/mindblowing touch to it. The photographer I originally wanted who had that style was not available... and my backup plan was a photographer I met at a wedding we did together. Unfortunately, despite his amazing images, he has very negative feedback from that mutual bride (over a year with no albums and avoiding calls) and multiple weddingwire reviews stating the same. So at this point we had to act like a normal couple and do research and find someone from scratch (my connections failed me here). I found many photographers in the mid tier $2500-$4500 range (album, digital copy of edited files, ceremony & reception coverage)... but the images were all EXACTLY the same. The shooting style, colors, poses, etc. Put there albums side by side and you wouldn't know whose is whose. The only difference I guess would be the personality of who I was talking to. I said to myself, ok let me start looking at the guys that charge a little more... but I couldn't really find that range of vendors on my own. I found a couple who were slightly more at 5k, and while they had a more unique style, I still wasn't impressed with what I was getting for the amount I was spending. It wasn't until I asked around and I got to the $7500 -$10,000 range (again, for album, digital copy, all day coverage, etc) that I finally found that WOW factor (look up Duke Images or Susan Stripling) . Now, I don't know if I can get my budget to be that high for the photography aspect (especially since one requires flight and hotel accommodations) and may have to settle for a step down... but I will try my best because I know they are worth it for what they do (I may have to work a little more than I wanted to this or next year). Mind you the one I originally had found was what I consider a hidden gem... someone who should be charging more than what they are for what you get (in the mid tier price level).
I am 100% certain that I am not the only one that has this mindset and looks to get something that stands out and really makes them feel their money is well spent. I may have to think a little more about it, but the couples that really belong in the luxury market would probably not even think twice about locking in that vendor if they felt they were a match. One thing I noticed about all of these photographers in the "luxury" price range, was that NONE of them advertised. They didn't need to. Every one of those photographers I found came from a person that was mind blown by what they saw. The funny thing is that each person in this price range was uniquely different from the other as well, and targeting a very specific client. Some even wrote on their site that if you're looking for a specific style (one found commonly in mid tier), then he/she is probably not the right photographer. I could go on and on about what I've learned about the luxury photography market, and am planning on finding ways to incoroprate their strateiges into what I do.
Bottom line to tie it in with the DJ industry... those looking to serve all crowds and all parties will blend in with the rest and will really be competing on price... as they are attracting a crowd that doesn't value their dj like the ones willing to spend more. Now for those targeting a wealthier segment (each area has a different definition so lets not attach numbers to this), they will be targeting a smaller crowd, but a more lucrative one. However, you need to have a niche... you need to stand out and offer something that the others aren't... and when that happens people will talk. You also have to market well to your base as they will help spread your name... not to a market that has no idea who you are. Keep wowing the people that know you and have seen you, and they will do the selling for you. Through word of mouth I have wedding in chicago this weekend (don't even ask about the trail of referrals that led to this one), a plantation in maryland in september, and in the last two weeks I have been working on 3 new events... one in Baltimore, one in Miami, and one in North Carolina. Since Ricky and some others are near baltimore... its the Belvedere. I am able to drive to and from this event with no requirement of giving up other event days to make it possible so it's just a $500 surcharge to make it happen... total price $3300 compared to $2800 locally. Will probably leave with a $2900-$3000 profit after immediate expenses (labor, gas, tolls),