(DJ/Artist Advice) Dealing With Success

DJ/Artist Advice Advice Blog

Volume IV

Dealing With Success

First off, I’d like to thank each and every DJ & Artist that’s tweeted, facebooked or reached out directly to me with responses on this weekly column… I’ve always been a firm believer in pay it forward. There were tons of people that believed in me when I got my start, but it came at a time before social media and when the internet was just taking of. There were no manuals (just DMC and how to videos). There are a lot of DJ’s and Artists out there that treat it like a hobby and end up messing the game up for other Dj’s: undercutting, free-play all day, and anything else.
Although the market is saturated, I hope you can see that there’s room for every DJ/Artist to make an impact in some way. With that, here’s this week’s advice column: Dealing With Success.

Before we can get into the advice portion, I have to bore you with the background of my career. Only by knowing it can you see the thought process going on in my mind at the time… and most importantly, realize what I did wrong before I even get to the advice portion.

1998: Quick Success

What a crazy time in my life. As a Junior in High-School I never imagined being in recording studios, working with some of the DJ’s and artists that I was fortunate enough to work with so early on in my “career.” I never thought I’d be getting paid to come into a club and play vinyl. I was only making $250/night, but at 3 nights each week at 16/17 years old? I was in heaven! I left my retail job to focus on DJ’ing and building a name for myself.
I had a brother and best friend who acted as my “managers” and got me club bookings via their relationships. My best friend was a business major in college at the time and he tried to teach me how to separate business and friendships. He was always good for a chin check every few weeks.
Let’s face it, “success” in any field at a relatively young age can get to you.
I was making money, hanging out with college girls, playing at clubs and college parties… Then I was introduced to Hot Import Nights.
By the luck of who we knew, I got thrown into the import scene. I started traveling along the northeast to be a DJ while my brother, Manny Lorenzo & Al Lee of Rhythm Method hosted the stage as mc’s. Sh** I can make money selling mixtapes? (I didn’t think of turning it into CD’s until 1999 when a Queens based group “Kuya Tribe Productions” started pumping CD’s out).
Again, more money and no problems… I was a kid…
I slacked off in school dropping my GPA from the high 3’s and 4.0 range into the C+ level. Although I eventually graduated from Rutgers (my 1st choice), dropping my GPA delayed my grad time by 1 year as I had to raise my GPA at a college in order to transfer into RU.

2000: Momentum Driven

In 2000 I was flying high! I linked up with great people in the music industry: Harve Pierre (Bad Boy), Rene Mclean (RPM), Hen-Roc (Bad Boy), Al Lao (Sony), Ed Banacia (Sony), Jeff Diones (Tommy Boy), Rich aka DJ Riddler (MCA (yeah MCA)), Fred Tessier (Sony), Dave Albertson (MCA), Jimmy Parilla (aka Borcua Jimmmy at RCA), Shawn Prez (pretty sure Prez was at Arista at the time)… but my biggest help came from John Rosenfelder (Def Jam) & Nathan Sheard (Epic) who basically introduced my to EVERYONE that I needed to know. All I knew about “servicing” was from DJ AP. I said sh** record companies give you vinyl before it goes in stores to play? By change Harve Pierre walked into 1 of my club nights and told me to play the acetate pressing of “Black Rob Whoa.” It all snowballed from there. Meetings at labels to pick up vinyl, invites to artist studio sessions, label dinners, concerts… Damn I was in Heaven.
I was now doing the HIN thing up & down the entire east coast and as far west as Chicago. The mixtapes were coming out every other month and were getting great reviews.
It was everything that I thought being a DJ could ever mean. Shoot I was even getting emails back from Jermaine Dupri and 2-waying with Timbaland while in class. I walked around campus thinking I was on top.. I didn’t need anything or anyone to keep the momentum going… was I WRONG

2003: The NBA Calls

With the help of my manager at the time: Nathan Sheard & DJ Irie vouching for me, I landed my biggest gig at the time… DJ’ing and MC’ing at the Nets games. By this time I was a “Tech.Nition,” had won awards from magazines, DJ conventions, and even got to do some cool things for tv. The club gigs were great and we were making a killing. I had a steady weekly radio show that aired on a few terrestrial stations and life was great. I shared my success with everyone that showed me love in the past… Game tickets, passes, credentials to come with me on the sound stage, whatever I could. I was still able to travel for HIN Shows, and club gigs around the country. I got whatever music I wanted, was awarded plaques for the music I broke at the games and on air. I was still in college so at that station (WRNU), I was the music director. I decided to start a record pool also to leverage my relationships with labels and hook up people that couldn’t get serviced at a cost that wasn’t ridiculous (c’mon seriously, $300/month for 50 pieces of vinyl that have 3 hits out of the lot?). I spoke at conventions, interviewed a few more times for local television shows, and decided to just push to graduate college (one of the smartest decisions).

2005: The Crash

At the end of the 2005 NBA season, my contract with the Nets had ended. On the morning of my graduation day, I got the notice that the team wouldn’t be exercising their option to renew (how’s that one for you? 1 of the biggest days of your life, and you lose one of your biggest contracts). Later on that summer I finished up my syndicated radio and then was let go from that as well. Since I wasn’t with the team anymore, we couldn’t charge the prices that I was asking at the clubs. Bookings started to drop off, and since I wasn’t with a team or on radio, those label reps that I thought were friends (not the ones that I shouted out), stopped calling. Losing radio back before the digital age was like being the black sheep of the family. You get bumped off of radio lists and the product doesn’t come as often or even at all… unless you call and email and harass just to get a damn record to play at a club…
The low point of a 7 year high tide that I rode out had me literally sitting on the beach of Miami one December after I had rocked with Irie…. thinking: WTF is going wrong?
What did I decide to do? TAKE A YEAR OFF.
I picked up a 9-5 job as a finance analyst for UMDNJ.
I still DJ’ed here and there… a few clubs every now and again, but nothing like the frequency of days passed.
I had to honor my contract with Hot Import Nights so I still got out around the country just to get away from a life that I didn’t think I’d be living (with the success of the past).
I thought to myself: WTF just happened? Last year I was booked 3-4 nights per week and traveled to at least 40 cities to play. Where did things go wrong??? and why the hell am I in so much debt?

2007 – Present: The Resurgence

During the 2006 Football season, I shot email proposals to a bunch of different teams… In 2006 Rutgers Football Responded. I’ve been blessed to have the support that the team, program and university gives me. It was only my first season, but receiving a bowl ring, and speaking with the players who many are in the NFL now and still hit me up… seeing how I can impact other DJ’s in the community… how I can make a kid’s day by bringing him down to hang out before I start my set… playing a certain song for our quarterback or picking a team song… that to me was the love I needed to come back… and stronger.
I stopped relying on a manager and learned how to negotiate contracts myself.
I studied legal terms and agreements (thanks in part to my sister-in-law who happens to be a great lawyer).
I viewed the careers of other DJ’s that I aspired to be.
I went out to clubs to hear other DJ’s, ask to meet the managers or booking staff.
Pressed CD’s and media kits…
mailed them out to clubs individually… walked them to clubs… went after promoters and I didn’t CARE if I was coming on too strong
I wanted to take my life and my career into my own hands.
After another conversation break with Irie while we were down in Miami, he said: focus on what you want to do and treat it all like a business.
He showed me that you have to play to the people that you want to be partying with. Why say yes to a certain event for the $ if that’s not where you want to see yourself?
Why be involved with people that you wouldn’t normally want to be involved with just for a check?
Imagine, Innovate and reinvent… and that advice has stuck with me.
From finding the right branding managers, to spending $ out of pocket for PR reps and marketing in areas that I didn’t touch before.
I wanted it all: Television, Fashion, Sports, Film, The Red Carpet Events… and we’re slowly but surely getting there.

The Lesson

It has been a STRUGGLE. A FIGHT. A freakin WAR to get back into the nightlife scene. And, I’m fortunate enough to have surrounded myself with the right people that have helped me try to get there… we’re not at the level that I want… but it’s going to get better. It HAS to get better, because I’m approaching things differently.
So after reading my story… what lesson have you learned before I tell you what I feel, why I think/act the way that I do, and why I’m so damn passionate about helping others?

1. Remain Humble
What’s hard about this is that as DJ’s, we have to come off with a certain swagger. An unbreakable confidence that we know what we’re doing, we’re the best at what we do, and we can help you as a patron to the event have a great time. Now that DJ’s are on the forefront as entertainers, producers, personalities, I have seen some of the most humble people of the past become the biggest ASS FACES around. I’ll gladly raise my hand and say that ego was part of my most recent downfall in the mid 2000’s. Being humble not only makes you easy to work with, but it’s just a great quality to see in a person. People don’t like working with Hollywood fake Prima Donna DJ’s. Nightlife and the entertainment industry is a game of ego’s. Check yours at the door before each meeting. Drop it before each set, and just know that you’re NEVER too big to replace. I was a part of game operations entertainment for the Nets and we saw how quickly that was dropped. They threw money into branding and PR for me, and at the drop of a hat, it was all gone. Chin Check Yourself!

2. Separation
Yes I will consider some of the people that I do business with as friends. We’ll break bread, watch movies, hang out and smoke cigars outside of nightlife and music… BUT I used to take everything personally. It really is a catch 22 because since you work so closely with some of the people, you automatically associate that closeness as a mutual friendship.
In this crazy game while you’re on top, everyone wants to be around your positivity. Positive and successful people attract people that want to latch onto that. Be careful as these people may just be the first to throw you under the bus to get ahead.
I always try to separate my personal life from the business side of me. It’s a tough task, but these days I keep everyone at a distance unless I can say that I fully trust them with my life. If the people that you’re doing business with aren’t folks that you’d hang out with while your parents are around, then you might need to rethink your “friendship” with them.

3. Don’t Take It Personal
This was the biggest problem for me to overcome. How could I not? I busted my ass to get to where I’ve been fortunate enough to get to. I’m not the best in the game, but I’m certainly not the worst. In the past when I didn’t get a contract, heard the word no, received criticism, heard people run their mouths, I took it personally.
Why did I yearn for everyone to like me, my work, my events, the show…
Why did I need to have people see things the same way that I did?
Call it an insecurity from my past, but I’ve lashed out with some words that NEVER should have been said in the heat of the moment.

I’ve lost contracts and credibility in certain forums from taking it personally.

Now instead of responding back to a “hater” or criticism… before I open my mouth or seclude myself from those that have dropped the critiquing ball…
I think: what valid points have they made?
From there I’ll respond accordingly.
Sure we’re all guilty of letting something fly out of our mouths or off the tips of our fingers when that feeling of WTF hits you…
Don’t let it get to you.
What you’ve taken YEARS to build up can crash down on you with a quick sentence.

4. SAVE
Damn do I wish I did more of this. When you’re in your teens, you dream of making 50-60k. You think that’s all you need (and in reality making that type of $ puts you in the top 15% of the US income).
You run into your early 20’s and it’s a 6 figure goal…
Finally you touch 6 figures and now you say I need to make a million.
The truth of the matter is, people in EVERY market can be comfortable making the median income.
Sure it’s tight making 50-60k living in NYC… BUT just because you DJ there, doesn’t mean you HAVE to live there.
Don’t get ahead of yourself and let the spending and expenses be commensurate upon your salary.

Yes I enjoy doing expensive things. I have a HUGE love for the game of golf. I play 4-5 days each week… I probably always will play that much as I have the dream of getting my tour card within the next 5 years. However, I’ve cut other things out of my life that I didn’t love as much as golf.
I used to be the dumb a** that spent on average $750 a week on food, going out, cigars,
But, after my economic crash of 2005, I’ve been playing catch up. I didn’t save the money that was being made.
I thought that it would ALWAYS be that good. I would always be making that crazy bank.

It sounds cliche, but I encourage all DJ’s and entertainers to think about life outside of the “spotlight.”
Think of how you would manage the money if you were at an office job?
A portion would go to savings, a portion gets placed into a 401k or an IRA.
So why not open those up? Speak with financial advisers to help guide you.

5. Diversify Yourself
As stated in the save portion, the money from DJ’ing is up and down. Production wise, you can sell 5 tracks 1 month, and sell 0 for the next 6.
When the money starts rolling in, don’t be dumb. Figure out a way how to make the money coming in from DJ’ing become a regular stream of cash.
A lot of DJ’s are opening barbershops, pizza chains, promotional printing companies, etc.
Figure out what you can do to make your money work for you and don’t let “entertainment” be your life.

When I’m eating breakfast in the morning before going to my office, I’m watching the ticker on CNBC or watching the news to see what could possibly impact the market.
If it’s something pressing, I’ll do it at night and I’ll change how my investments are allocated.
It’s a nightmare at times to deal with money markets and investment strategies… that’s a job in itself…
BUT, once you get the hang of it and understand how the market really works… economics in general, it’s something else to add to your topic of conversation with people.

6. Save Your Sanity
I see a lot of people get burned out from nightlife, entertainment and sports.
They make their scenes THEIR lives! They LIVE the life instead of just working in it.
Although I’m EXTREMELY Passionate and love DJ’ing and entertaining people, IT’S A JOB.
If you held down a 9-5, you wouldn’t be hanging out ONLY with coworkers.
When you leave your office at the end of the day, your office issues don’t follow you.
Your social calendar doesn’t consist of work dinners, work gatherings, work life only!

Successful people have an outlet. A place or activity where they can “get away.”
For me.. it’s the gym, golf and our puppy.

Aside from the fact that I’m a health nut, the gym is a place where I can go 4-5 days a week and it’s JUST ME.
I’m not thinking about my problems while I’m in the middle of a super set.

When I’m on the golf course I’m envisioning: what type of shot to hit, what club to swing, how high or low to hit the ball.
I leave the questions about #DJLife behind and focus on what I have to do while a club is in my hand.

Our new puppy has probably brought me the most joy. When I have an off day in a club or when I found out someone else got the tour we were gunning for,
I go home, take the dog for a walk and run… and it helps to ground you as you think: “he eats, sleeps, plays with toys and goes to the bathroom.” He doesn’t
have the most expensive toys in the world, but he’s happy.

So I suggest that you FIND YOUR OUTLET & KEEP IT.

7. Grow
There’s a saying that as a nightclub promoter, you’re only as good as your last party.
The days of walking out making 10-20k a night are few and far between.
The game is saturated, and With the invention of Digital DJ’ing and production, you’re only as great as the last event you’ve played.
Find ways to reinvent yourself. Expand your listener base and fan base.
Figure out how to remain relevant… even if you lose a big gig or contract.
Remember that there’s always someone out there gunning to be you at some point.
Figure out a reason..even if it is a gimmick to keep getting booked.

8. Know When to Walk Away
There are situations that seem GREAT when they first arise. The formation of a new promotional group, coming into a club residency… whatever it might be, it seems like that’s what you need.
Whether it be money that drives you to take the deal, or because of a relationship, you take the deal.
Just know that whenever it comes to money, people are always out to handle themselves and then MAYBE you.
Even though the sticking point is: well this event/party is bringing me in x amount of dollars than I normally get in a week, how does being involved truly impact you?
What I’m trying to say is, there’s DJ’ing to Dj and stay booked, and there’s DJ’ing with a purpose.
I’ll gladly say that I turn down tons of club offers and events in a given period of time because it doesn’t fit my style.
I can’t go into a venue and do a thug life set and be happy (I can rock a thug set if you want, but I know I wouldn’t enjoy it).
I’m an open format guy. I hate seeing fights or thug mosh pits at parties and clubs.
So think about how your affiliation with a certain project, party, club… whatever will impact the public’s perception of you.
You don’t think that it will? you’re wrong!
for every hood party that I play, I say no to 10 others like it, and I focus on my next 10 booked nights being nothing but ultra exclusive, uber sexy and maybe even corporate awesomeness to get the thought of: “well let’s book him for our hood nights” out of the question.

Recently I’ve found myself talking to different people in nightlife or personally and they ask:
“don’t you roll with that douche bag?”
“that’s your crew.”
or someone I don’t know said: “I thought you were an a**hole just like the people you hang out with.”
In this game, image IS everything.
You don’t want your name to carry a negative connotation.

9. Ride The Waves
There’s up’s and down’s. This game is a freakin roller coaster.
You should and NEED to learn how to ride the waves of good and bad. You should figure out how to remain as steady and even as possible…
financially, bookings wise, events, and of course personally.
You know how to manage controlling people’s emotions at a club… so learn how to manage yours and don’t let the positives and negatives get to you.
I know people have this: “let’s get rich quick” plan in their heads.
Others have the mentality of: “I just want to DJ because I love it.”
My mentality: “I love DJ’ing, but I also want to make a living out of what I love to do.”
Some months you’re unstoppable, other nights you might find yourself struggling to scrape change together just so you can get a
small chili at Wendy’s (thank God this has never happened to me)…
As long as you find a way to remain steady, you won’t let things get to you and you can continue to operate at an efficient level.

I know that I probably killed your eyes and time reading this..
I apologize if you felt that it was a stupid advice column, but this one I wrote from the heart…
Do I still love to play? ABSOLUTELY… or I wouldn’t be writing this nor would I be going hard at everything.
But I understand the in’s & out’s, what turns people on and off. I hope that at least 1 or 2 of you that read this can look away and say
that it helped to open your eyes to new things…
and with that, thank you guys.