It’s January. People everywhere are recovering from the holidays once again. As I sit here in the cold limbo between wedding seasons, I’d like to take the time to reflect on 2009 and contemplate what 2010 has in store.

Last year brought many changes to my personal life but from a professional standpoint, I feel as though I’ve taken another step toward becoming established in a very fast-paced, ever-changing industry. I started working in private event entertainment during a critical transitional period when marketing strategies were changing and sales techniques were being altered in order to deliver information to clients in a more efficient manner. As the music industry itself struggles with the popularity of digital downloading, we also experience much of the same struggle. How do we present information to our clients as quickly as possible? How do we make it available to them when THEY want it? When it’s convenient for THEM? We’re beyond the days of US Mail. In the two days it takes for a CD to get to its destination, the client has already found someone else. Maybe not even someone better, but someone whose information was available quicker. A business that used to be based on communication and a veteran sales pitch is now based entirely on the strength of the internet. Evolving in stride with our clients is something we strive to do on a daily basis. We take a great deal of pride in having our best assets instantly accessible in cyberspace but also being readily available for a good old fashioned chit chat if the phone rings.

As a DJ in 2009, I thought the crop of popular music was extremely encouraging. Everyone has an opinion on music. Some of us are snobs, some claim to like everything, some think that pop music lacks substance and is somehow making us dumber as an American community. The truth of the matter is, there is something out there for everyone. If you don’t like certain things, don’t listen to them. In the world of private events, a DJ’s job is almost always to make people dance. That being said, I look at popular music in terms of its speed, its rhythm, and its dance floor appeal. The lyrics are more than likely hollow, unintelligent clouds of fluff, only written around a clever hook that will earn sufficient radio play. However, an infectious beat will have you singing those stupid lyrics against your will and waiting for the song to be played at the next wedding you attend. I think it’s beautiful. The whole dynamic is fascinating and I wouldn’t trade it for anything. A lot of the top 40 on the radio may not actually be fundamentally great songs but when I’m at work and people are dancing, I love them. 2009 was a great year for dance music. Previous years were soaked in too much mid-tempo R&B and it was nice to bring the beats-per-minute back up to a dance worthy pace.

Also in 2009, after DJing hundreds of weddings over the years, I got engaged! It’s been interesting looking at a wedding from a client’s perspective. It’s hard to tear yourself away from the business of timelines and speaker placement and vendor meals. My opinions are obviously well carved and I think I am more concerned about the guests having fun than I am about myself. Is that wrong? Maybe. Then again, maybe not. If they all have fun, I’m sure my good time will be a result. I do find it easier to converse with clients about their concerns when I’m going through some similar things myself. And I think clients like to see that I’m a real person with my own relationship. It allows them to open up a little more and makes them feel more comfortable. The big question I keep hearing is “Who are YOU using for entertainment?”. If you’re curious, give me a call!

Looking ahead to 2010 is pretty easy since most of our work is booked a year in advance. It already has the makings of a more successful year than the one that just passed. We’re preparing to move to a new facility which could change the way we do business. We have been tirelessly perfecting our demo material to make sure that we are presenting our artists in the best possible light. We are enthusiastic about a new season, the opportunity to work at new venues, and the comfort of revisiting some familiar ones. I’m getting married in September so if you want to talk shop or attempt to predict the weather, don’t hesitate to call.

-SR Arrington