You work hard enough to make sure people come to your event, so here are tips and tricks for making sure that event goes well.
I currently run sound for a young, successful monthly club in San Francisco, which is growing in popularity mainly because the team behind it works hard on making sure everyone has a good time.
If you’re a DJ wanting to promote your own night, it very much pays to understand where you should put your efforts, in the same way this team do. So today I offer you five tips to help you grow your fledgling event – tips I picked up both by watching others and from when I promoted club nights myself.
The black art of promoting…
This article isn’t about promoting, but bear in mind that while you can throw the best party in the world, none of that matters if people don’t come.
To get people to actually show up is a black art, and one I think should be seriously explored, analysed in every situation, researched, deconstructed and meticulously reconstructed piece by piece. Does this express how important getting people into the club is?
To get people to actually show up is a black art, and one I think should be seriously explored…
Of all the things I did as a promoter, I’d say networking to get your venue full is the hardest. Luckily, if you’d like to learn more about promoting your own club night, you can do so at our club promotion series.
From there, though, the only way to build a name for yourself and your night is by growing your clientele, and to do that it’s imperative you appeal to what your supporters want. Here are some time-proven truths that should help you to tread the right path:
Five simple secrets of success…
Start small and pack the place, rather than being over-ambitious and having a nearly-empty venue on your hands.
- Start small – Start small, like a house party or small bar, and do not move to a larger space until your patrons demand that you do so. Around 100 people in a little bar seems like an epic event; 100 people in a dance club seems like everyone had somewhere else to go (this is the psychology of perspective)
- Don’t trust promises – Even if you get 1,000 people to say they are “hand-to-God coming”, you might see 50. It’s nothing personal, it’s just how people are nowadays… party people are flaky people and you have to offer the best option to these party people just to get that small number to show up
- Stay calm! – If you want to survive, nip any drama in the bud. Solve it as diplomatically and nicely as you can, but resolve any issue about your club firmly and fairly, or expect it to die. Having good doormen and a club manager who understands what you’re doing and is on your side can be invaluable in this
- Make every punter your friend – Make sure you get to know everyone who comes to your club for as long as you can, and treat these people the way you treat your friends (good). Make sure everyone has a good time, and in return they will help grow and support your club by recommending it to their friends. You cannot do any better for endorsement than a friend vouching to their friends
- Improve your night every time – Once you get the party started and people regularly come, show notable improvements; get really good speakers, make the visuals better, and so on. The important thing is to show perpetual improvement everywhere. People respond positively to a growing club and they feel special because they are part of it
Musically speaking…
Just one final word: make sure the DJs playing can read and respond to the crowd. They don’t have to be big name DJs (not that you could afford them anyway), and of course if you’re DJing yourself then you’re definitely not a big name (yet!).
No, the more important thing is that your DJs are able to go with what the crowd you’ve so painstakingly got to the venue wants to hear.
Get that right, and follow the tips above, and there’s no reason why your club night can’t grow into a success.
• DJ ForcedHand is a DJ from from San Francisco, California. You can find him on Facebook and SoundCloud.
Have you promoted your own events? What tricks did you learn? What mistakes did you make you can advise other DJs about? Please share your thoughts in the comments.
Now go to:
How To Promote Events & Throw Your Own Parties: Part 1
Over To You: Why Did My Party Flop?
Using Facebook & Twitter To Promote Your DJing, Pt 1
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Tags: beginner digital dj tips, business of djing, promoting, promotion tips for djs, throwing parties
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Hey! Our first club night is in 4 weeks. All of the above are on-the-money tips.
One killer thing I’d stress is to start small and build up over time. A mad buzz in a tight space of 70 or so people is far better than 150 plus in a room that can 400-500.
If the party rocks and people keep coming back, you’ll reach that tipping point for a bigger space.
One other thing: have a back-up plan for everything you’re doing. May never need to use them but you’ll feel more in control if you do.
And enjoy!
[ link ]Can’t wait for you to let us know how it went.
[ link ]I’d add to this “Network with complimentary businesses” that is get in good with the likes of the Red Bulls of this world, have them co-host a promo night or even an hour in your club. Use that as a draw-card. Celeb pop-ins help too if you can swing it. Heck, get the local fast-food joint to help out. Spreading the love externally is just as important is it is internally with those who do come through the door.
The other thing worth mentioning is “Theming” – always have one or many different themes on the go. Things like “nurse night” or “jocks and cheerleaders”, rotate them weekly, get people into the mindset of anticipating a new and exciting reason to come along.
[ link ]I agree, theme nights can work well, and they can be an extra revenue stream as you can throw them as well as your usual nights – for instance, have a classics night on a public holiday.
[ link ]Just looking a launching a new night my self at the moment. I agree with Starting small. Don’t rely on social media I have seen so many promoters come and go thinking they can promote a event totally on line. Also make the venue your own when your in there, banners are next to nothing thease days. Get a load of stickers printed and stick anything or anyone that moves can be a good ice breaker as well. But the main one is start small and be patient.
[ link ]Thanks i’m reading this article at the good time, i’m preparing my first personal party in a little place max 70 pers, it’s the 13th of october, if you have other advices…
[ link ]Are doormen obligatory ?
[ link ]Good question, and it all depends on your town, the size of the venue, etc. So no, they’re not obligatory.
[ link ]QUESTION!! will this apply to most any EDM party or is it djing specific? i have a bad feeling in my country, electronic music isnt as well known (aside from the obvious ones…you know who i mean) and was wondering if this applies to helping with the creation of a scene here…personally i dont dj, but wouldnt mind playing live acid or minimal techno…just asking
[ link ]I’d say they’re pretty universal rules, so yes.
[ link ]Another DJ and myself throw a monthly open format jam. We’ve been doing it for 5 months now. Its in a small intimate venue and we can play whatever we want. Our regulars are our close friends, but we’re having trouble getting new faces from outside of our circle to our night. We have guest djs every other month; they usually bring some new faces but our venue still isn’t being filled up.
Every jam has gotten slightly bigger than before, and this one was supposed to be the biggest one yet. We had one of the biggest local djs come spin and our FB attending guest was twice as big as ever. I know you can’t count of FB attending but I thought it was gonna be our first packed night, instead we had less than ever before. I think the rain deterred some people…
I’ve read all the guides on promotion/starting a night and put them into action…
[ link ]Does anyone have any other suggestions to help us grow our night?
It sounds like you’re doing everything right. You now need to keep doing it. One thing aboutnew club nights is you don’t get the consistency that comes with established nights – but that builds over time. Your night is still young.
[ link ]Never underestimate the power of doing whatever you can to get young, attractive people in your club. It’s not so that older people have hot young things to hit on, the younger people tend to have more energy and that makes the older people feel more alive, still “cool” and they will be the talk of the office to the other people of their age group. Remember that you want to satisfy as many desires as you legally can with your club, but watch the bottom line… No club lasts longer than the money needed to operate it.
[ link ]Any party I’d say. Above tips cut across all kinds of nights – whatever you’re planning.
One thing I didn’t mention is be prepared to obsess over the detail. You’ll be mulling over all sorts in the run up to that first night.
And I think you should: you want your punters to have a great night and for many that comes with the detail. Some of which you might not have direct control over – e.g. how many people will be behind the bar, parking, seating etc. Not rock ‘n roll but for many people not being able to get a drink quick is pain. We’ve all been there!
Sort stuff like that well upfront and you’ll feel more in control. You can then focus on the fun stuff.
Keep y’all posted on how we get on.
[ link ]Remember to listen to people you trust and the people working with you. Just like the Lawyer who represents themself having a fool for a Lawyer, a Promoter who doesn’t listen to the feedback of their staff and friends about how the night went and what could be improved has a fool for a committee (of one).
[ link ]Great tips. 25 years ago I was resident DJ in the small room in a Students Union. People paid their money at the front door and could just drink, dance in the main auditorium or come into my room. Every person that came in, and stayed, made you realise you were doing a good job, and when the dancefloor was packed the feeling was fantastic.
Also I remember when the Haçienda used to turn large numbers of the people queuing away, so think carefully before deciding to move to a bigger venue. If you build a small exclusive night then move to a larger venue, the very fact you moved could stop people coming.
[ link ]I DJ as a warm-up at a local club in a smallish town (30,000ish people) the DJ used to usually show up at 11.30pm so everyone got used to the night kicking off then, but now I DJ as a warm-up from 9.30 till 11.30 it’s been advertised for several weeks, ive told everyone I know but the public still comes at roughly 11.30 (you get the odd couple of people who show up a little earlier for a couple of beers but no dancing)
[ link ]All the tips above are being followed in this instance as far as I can tell but it isn’t working. The club won’t go downhill as the crowd still shows up at 11.30 as always but any tips to try draw them in just that little bit earlier??
Early drinks promotion?
[ link ]Yup they already do that and offer cheaper drinks, student rates and everything. Is it a possibility it’s just the general atmoshpere of the town to not go out earlier??
[ link ]People I’ve talked to say they drink at home before heading out to the club. It would take a mass effort to get enough epople in at the same time because usually someone will show up an see theres barely anyone there and just walk right back out and wait till 11.30
I think you’re probably right – I managed to finally get my club to fill at 10.30 instead of 11.30, but it took many months of hard work. Sometimes people just don’t want to go out early.
[ link ]Can I be potentially cheeky and ask how you managed to do it?? Was it a club management thing or simply DJ related?? It’s no fun playing to an empty dancefloor on the positive side though I get to ‘test’ new tracks and use the time as more of a practice session
[ link ]Seems like you could move into those home-drinking-intros, and use it as a jumpstart for peak-time slot.
[ link ]Offer club entrance ticket discount for guys that’ll get in before 10:30 pm.
[ link ]Hi all.
I am starting an event company and i saw the start small. our first event is at a club with two floors and holds 1 500 people. we will be having one international DJ and well known locals. im just wanting to know is it to big or not? we have a lot of high paid promoters getting people for the event.
please respond.
[ link ]Can’t really answer that without knowing much more, but my gut instinct is: Yes, far too big. 1500 is not small.
[ link ]Great thread. Really helpful for us small party arrangers. We’ve done two nights and our third is a month away. Still same concept and venue. We’re refining each one based on last night. Little things like changing lighting, moving speakers to new spot in too and reducing seating area. All helps and it’s a slow burn but word is getting out to our target audience and beyond. Just got to keep plugging away at it. Keep y’all posted…
[ link ]Hey guys. I currently have two weekly nights in Philly. One on Saturday and one on Thursday. The club on Saturday is a. 2 story bar, fills about 300 people. No one generally shows up till about 11:30. It just is what it is. It’s hard to get people to show up anywhere before 11. It’s the nature. And if your a. Warm-up, then that’s what u are. A warm up. Ur not supposed to get the crowd pumpin before the main Dj. That’s not cool, and not considered good etiquette.
[ link ]Anyways, my advice is to create a flyer. And keep it simple and familiar. Post then on fbook or in real life. Just make sure the flyer is easily recognizable and stays the same so people can see it and realize the event is happening.
Solid article. I am curious, do DJs usually team up with promoters when they are just starting out? On of my DJ friends who is starting to do club nights was offered a gig, but they wanted him to be about to bring 40-50 people a night and he didn’t think that he could do it by himsself. Should he team up with a dedicated promoter?
[ link ]Mmmm maybe – or do as I did and BECOME a promoter.
[ link ]