Nightclub Music Management Secrets
Business Wouldn’t Be Nearly as Sweet Without the Proper Beat
By Wyatt Magnum
 As 2005 draws to a close, now is an excellent time to review the
current state of your DJ entertainment presentation. With the holiday
calendar in full swing, don’t wait to address specific challenges you
may have to fully maximize your beverage revenue potential.
This operator-oriented checklist will help you review the basics of
managing your recorded entertainment presentation. As with any
position, the DJ booth also needs a periodic check-up or beverage
revenues can and will decline. Take a moment to review the following:
1. Hire the Right Disc Jockey
A club operator cannot be completely successful without the right disc
jockey. If you don’t feel confident in the abilities of your DJ, begin
looking now, and don’t stop until you’ve found the best candidate.
Place an ad in the appropriate section of your local newspaper to begin
your search, and network with local radio stations, mobile DJ services
and area record pools. The following example may give you some idea for
your ad copy:
DJs
needed for exciting night club concept. Must have knowledge of ‘80s,
‘90s and current music, possess good mic skills and accept criticism
well. Ability to take directions a must. To explore your potential, contact (name) at (number).
During the interview phase, review each candidate’s work history and
experience. If possible, have the candidate audition during a slower
night of the week by spinning a set and performing several voice-overs on the microphone. If you’re not
satisfied, keep looking. You may have to go outside your market for
qualified talent or utilize a placement service. Do it. You won’t be
disappointed.
2. Establish a Written Music Format
So many operators fail to establish their music format and concept in
writing. Do you have in writing a basic concept of your nightly
entertainment presentation that can be managed and evaluated? This can
be as simple as a list of songs to be played in your club or can be as
far-reaching as outlining specific percentages of music to be played
each hour. Your format should also include the number of voice-overs
and music video selections you wish to program each hour.
It’s very important to involve your DJ staff in this crucial
decision-making process. Remember, those who are involved in the
creation of the game plan are much more likely to follow it, and as
with any game plan, make sure this is looked over and updated when
necessary.
3. Keep a Nightly Playlist
Another area that is so simple but rarely used is the tracking of the
nightly entertainment presentation. Do you require your bartenders to
ring up each drink sold? I’m sure you do. It seems, however, it would
be just as easy to pour the drinks and put the money in the register.
So why ring them up? To track what’s selling? To ensure product
control? To prevent pilferage? All of these reasons and more also
apply to your nightly music presentation. If you haven’t done so
already, create a form that includes the following information to be
used as your nightly playlist:
1. Time
2. Title of song
3. Artist
4. BPM
5. Category of song
6. Number of people in the club
7. Promotions/drink specials
If you’re using a computer for music playback, most of these programs
keep a log that can be printed out at the end of the night. A file then
should be created to keep these playlists for review during your
monthly entertainment meeting, which we’ll discuss in a
moment.
4. Schedule a Monthly Entertainment Meeting
It’s amazing how many operators do not hold regular monthly staff
meetings, let alone department meetings. When they are held, many times
these meetings turn into gripe sessions that produce little in the way
of results. However, it’s important to schedule a monthly — or
preferably — a bimonthy entertainment meeting to be attended by your
DJs, lighting and video operators and key managers. This should be a
mandatory meeting scheduled during a day and time that is most
convenient for everyone. The following itinerary will give you some
idea of the topics to be covered:
1. Review of monthly revenues
2. Review of nightly playlists
noting positives and areas to improve
3. Discussion of monthly music adds
4. Discussion of upcoming promotions
5. Other key areas
As you would in any meeting, assign someone to take notes. The meeting
should last no longer than one hour. Also make sure that each staff
member has at least one goal to accomplish before the next meeting. Be
sure to set up some form of reward system for those who accomplish
their goals. Don’t be afraid to review beverage revenue goals with your
staff, too, especially your DJs. This is known as managing by
accountability. Try it. You will see the
results.
5. Establish Control of Your Music Library
Do you allow your DJs to provide your entire music library? Too many
operators have lost control of their music simply by allowing their DJs
to bring in their case of CDs or laptop loaded with thousands of MP3
files. Smart operators have learned not to be held hostage by their DJ.
Plan on spending a minimum of $4,000-$5,000 for a complete turnkey
nightclub music library.
Additionally, how do you decide what new music to purchase for your
club? Do you simply give your DJ a budget and tell him to buy what he
wants? It’s important to utilize a set of criteria in deciding what
music to purchase for your club concept.
Many factors can go into deciding what new music selections to purchase
for your club and where to locate these tracks. With record companies
eliminating most retail CD singles, online music stores and commercial
music services offer the best value.
The following criteria may be important for you to consider when making your music purchasing decisions:
1. Local radio airplay on the station you
most closely identify with or
advertise on
2. Chart activity in Billboard magazine
3. Requests from customers
4. A combination of all three
If you don’t have one already, get a subscription to Billboard
magazine. It is considered the industry Bible, and it is a must for
everyone in the club business.
Finally, music purchases should occur every two weeks or at least
monthly. Establish a monthly budget of $150-$250 depending upon your
hours of operation and the music format of your club. Review
these purchases during your entertainment meeting.
Following these tips will be helpful in assessing the current state of
your nightly entertainment
presentation. NCB
About the author: Wyatt Magnum is president of CMS and MMG, the
nation’s leading nightclub and restaurant music consulting firm. Magnum
is considered one of the world’s leading experts on recorded
entertainment programming. He can be reached at (800) 266-4700.
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