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At DJ Expo, Nick Spinelli from SCE Event Group and Rachel Lynch of DJ Rachel Entertainment will co-host “The Art of the Personal Brand” seminar.

At the show, which will run Aug. 12-15 at Harrah’s Resort in Atlantic City, N.J., they’ll talk about how social media informs their branding and marketing strategies. We spoke to them and asked for a teaser of their program.

How can a DJ use Instagram? 

Nick Spinelli: Instagram is your online résumé. Generation Z and millennial couples will almost always creep your Instagram and make decisions based on what they see.

How can older DJs reach millennials and appear contemporary?

Spinelli: So many older guys put all their time and energy into Facebook, and they’re losing business to younger DJs with established Instagrams.

Rachel Lynch: Now more than ever, younger clients are looking for “real” and authentic brands. I can’t stress enough how important it is to show the personality behind a business. Being relatable has little to do with a polished website or ditching the formal wear for skinny jeans and a trendy haircut. The truth is, the “who” matters as much as the “what.”

Relatability translates to trust; people like and buy from those they connect with. Gone are the days of traditional advertising that feels disruptive and pushy. We have to remember that younger clients grew up with the internet with fast-paced information is thrown their way 24/7. In result, these younger clients have to filter through tons of “marketing noise” and are trained to have laser-precise BS filters. Ultimately, with this hypersensitive mindset, “selling” is much more difficult for the modern DJ. If you want to be relatable, you have to show you are in touch with their world.

Here is a personal example. My most viewed video on YouTube (currently with 92,000 views) is of me doing the “Git Up Challenge” by Blanco Brown. This song/dance is now going viral. I am not directly selling DJ services in this video; however, potential clients see a DJ who is fun, approachable, and in-tune with current trends. The video has a great response and lots of support. Younger clients want to hire DJs and entertainers who exhibit these qualities. I’m not talking the talk on a website; I’m walking the walk on YouTube. It boils down to creating ways for them to see themselves in the scenarios you place before them. Your content should capture what’s important to them. That’s how to be relatable.

What are some other marketing things a DJ can do?

Spinelli: vLogging is huge. Maybe how-to videos like my “Wedding DJ Tips.” I think putting out content that has entertainment value and/or education value can really help bring your name to the forefront of the industry.

What are some things that older DJs do that tell younger clients they just don’t “get it”?

Spinelli: Some tend to do the same exact show every weekend. Play the same songs. Say the same things on the mic. When they get requests for newer music, they decide that “it won’t work” and stick to what they’re comfortable with.

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