I'm not sure where you see a "contradiction" in what I've posted. I was indeed late in spotting the fact that the other DJs in my market had lowered their rates. In a way, I had let the old paradigm blind me. I was still in the "getting what you're worth" mindset -- which is fine, by the way, and still my goal -- but I missed the reality of how my colleagues responded to our dire economic conditions. Again, we've always had the rate slashers and lowballers, but we survived them because we're generally better entertainers. It's when the better entertainers start to acquiesce that the fun starts!
Since the first DJ appeared, people have said, "Anyone can do that!" How many of US became DJs because we saw one and said, "Hell, I can do that -- maybe even better!" I'm reminded of the old Dire Straits song: "That ain't workin' -- that's the way ya do it. Get your money for nothing and your chicks for free." As a former drummer, everyone thought they could do THAT job, too.
Yet the difference between the verbally gifted audiophile with the nice home stereo and me is that I pursue DJing full time. While he / she is at their day job doing whatever, I'm working on my business. I do far more public speaking and listen to far more music. I know much more music history and I know a hell of a lot about equipment -- not because of any innate gift, but because I spend my 40+ hours a week practicing my craft while they work in their cubicle, machine shop, dentist office or whatever.
And before I blunder into another minefield here, NO, I am NOT slamming the part-timers. If the economy keeps sucking here, I just might end up among their number sometime soon! Yet even they come home from their day jobs and put in far more time than most non-DJs. Again, they generally do far more public speaking. It's no lie when Mark Ferrell points out that public speaking is the biggest fear among the general public! We routinely do something that the vast majority dreads! And those of us who actually ENJOY it set ourselves apart. So I'm not totally different from everyone -- just the vast majority! If we're not selling ourselves, then what?
Look at the recent big news about Bob Barker. Did he string together coherent sentences? Don't other people have great personalities or a sense of humor? Sure they do! But there's only one Bob. This is why everyone is in an uproar about who will replace him. Now I'm sure they'll find someone. Leno took over for Carson and the Tonight Show survives. (Yet he's no Carson, is he?) One thing is certain, though: the show WILL be different!
This is what makes my show different from yours and vice-versa. We might use the same gear, or maybe we both have massive libraries. So why would someone pass ME over to hire YOU? What is your edge? As you point out, my customers don't care if I'm playing music via a Cortex, a CD player or even spinning vinyl. They want entertainment. The Cortex simply helps me deliver that entertainment more efficiently. (It also saves wear and tear on the ever aging DJ!)
There are indeed certain trends, especially in the wedding industry. At our last ADJA meeting, many DJs described the amount of brides looking for lighting beyond the dance floor. The current trend is to "paint" rooms with light -- to decorate using lighting -- and DJs are incorporating this into their shows, both to expand what they have to offer AND to be able to coordinate ALL the room lighting with their show. (If a private contractor is hired to do said lighting, then it may clash or even render certain effects non-usable! Think about those halls where they don't dim the lights and your strobe is useless.) Trends aside, replacing heavy PAR cans with LED lights again lightens our load, allowing us to provide a better show more efficiently.
You DO have one great point I'd like to comment on: profitability. As DJ / businessmen, we must THINK before plunking down our bucks on new gear and effects! We must ask the tough questions: Who is this for -- my clients or myself? Will it make me more money? Will this increase or reduce my efficiency? Face it -- we buy a LOT of crap because it's COOL. But unless it will increase our income, demand, capability or efficiency, it's simply a waste of money. Don't buy things just to impress your DJ pals.
