Over the past 10+ years I have worked in the music industry, this question has been a huge topic in the DJ community. First, let me start by saying there are so many opinions that I have lost count. Today, a lot of venue managers, venue owners, and promoters ask us DJs, “How many people can you bring?,” or “Can you bring 50 people?” Sometimes this is even the very first question they ask, instead of something like, “Where have you played?”

For me personally, it’s a turn-off, if I’m being honest. I reached out about DJing, not promoting, right? So, the question at hand: should DJs be expected to bring people to a venue or event? The answer isn’t so simple, and it depends on the situation. In this article, we’ll take a look at why this is such a hot topic, and how DJs can navigate this difficult question.

The Debate: Should DJs Bring Their Own Crowd?

So, you reach out to a venue with the goal of doing one thing: DJing. That’s the job we are applying for. Our ability to play music has zero effect on getting people to show up. If a DJ happens to bring 20 people consistently to a venue or event, it doesn’t necessarily make them a good DJ. DJs become DJs because we want to, well, DJ. So shouldn’t a promoter or venue owner handle the responsibility of bringing people into the venue?

When a venue asks a DJ to bring their own people, they are actually giving us a second job that we did not ask for. Our number one priority is to provide quality music and perform a DJ set that makes your guests want to socialize, drink, dance, and come back to your place of business again. Yes, we are there to help up the potential revenue from ticket sales and the bar, but does that equate to maxing out a personal guest list?

I am sure this post will find its way around with bookers, owners, and promoters, so remember this: A DJ should promote where they are going to be playing — that is a must. Plus, promoting where you are DJing can help you build a following/fan base, and it can actually help you grow a promoter skillset, which you never know when may come in handy. But being expected to bring people and pack the house is very different from simply broadcasting the gig you are spinning at.

For example, if you are a DJ partnering with a promoter for an event, then YES, you two will work as a team to fill the venue. But if you are a DJ being booked solely to DJ, then NO. This is when it’s time to have that (negotiation) conversation with your client.

Now, let’s talk about DJs who have a strong fanbase. While their popularity can guarantee a good turnout, it’s important to remember that doesn’t automatically define their talent. (After all, amazing DJs come in all varieties.) As a former promoter, I can tell you that booking a well-known DJ can take some pressure off when it comes to attracting attendees. It’s a strategy that often proves successful, especially in venues built for massive crowds like those in Vegas.

But here’s the real key: Even with a big-name DJ, a well-rounded promotional plan is still essential. Highlighting additional aspects of the event, like unique drinks or special performances, can further entice potential attendees who may not be familiar with the DJ.

Many talented DJs possess the promotional skills to not only rock the crowd but also generate excitement for the event. But what I think is this deserves recognition. If you’re going to take on the extra job, make sure you negotiate for better pay. Negotiating a higher fee for these combined services ensures both the DJ and the venue benefit.

For DJs who thrive in this dual role, or if you’ve tried your hand at promotion and enjoy it, consider it an opportunity to start throwing your own events. There are a lot of successful DJ-thrown events such as The Trauma Retreat, R&B & Ribs, and Dutty to name a few.

So, how will you handle this situation the next time it arises? Are you up for the challenge of pre-promoting and stacking the guest list? And the real question: Will you negotiate extra pay for doing so? I am sure the conversation on this topic will not end here, but I’m encouraging you DJs to ask for the same respect and courtesy for your job as your clients have for theirs.

I would love to hear everyone’s thoughts, venue owners and promoters included! Feel free to contact me on socials at @CoryGiles_ to keep the convo going!

Read more articles by Cory Giles here.

About the Writer

Brooklyn native Cory Giles has a ten-year history in the music industry, working with companies such as Def Jam Recordings and Hot 97. A graduate of Jam Master Jay’s Scratch DJ Academy in NYC, Giles has worked with brands like Louis Vuitton, Mohegan Sun, The W, T-Mobile, and the WWE. In 2018, Giles joined Dash Radio’s Taste Radio Channel as a weekly host and DJ on “The Corner.” He is also the official DJ for the WNBA’s Connecticut Sun.