#COVID19 Special Coverage: Over the next few weeks, Entrepreneurial Minds has switched over to virtual interviews in order to learn how different businesses are adjusting to this unique time. On this episode we have one of Brooklyn’s favorite DJ’s - DJ Alex Edge. Alex has been running his Brooklyn-based events and production company for over 12 years, and just this year won the “Wedding Wire Couple Choice” award. Alex is the resident DJ at Bathtub Gin and throughout his career him and his team have done the entertainment for countless US-based and destination weddings. We touch on virtual events and what human energy adds to a space, what COVID means for the wedding industry, and how the live music space will change coming out of all this.
#COVID19 Special Coverage: Over the next few weeks, Entrepreneurial Minds has switched over to virtual interviews in order to learn how different businesses are adjusting to this unique time. On this episode we have one of Brooklyn’s favorite DJ’s - DJ Alex Edge. Alex has been running his Brooklyn-based events and production company for over 12 years, and just this year won the “Wedding Wire Couple Choice” award. Alex is the resident DJ at Bathtub Gin and throughout his career him and his team have done the entertainment for countless US-based and destination weddings. We touch on virtual events and what human energy adds to a space, what COVID means for the wedding industry, and how the live music space will change coming out of all this.
spk_1: 0:01
Welcome to entrepreneurial minds. I'm Valerie Donahue. And on this podcast will travel around the world to learn everything that we can about individuals, which is secreted businesses from scratch. We'll dive into what drives them. What stops them and wouldn't buy or sell in order to identify are their common factors that unite us as entrepreneurs across continents. Here's your next episode, Theo. Today we have such a fun opportunity to talk all things music with deejay Alex Edge. Alex has been running his Brooklyn based events and production company for over 12 years and just this year won the wedding wire. Couple Choice Award. Alex is the resident deejay at Bathtub Gin. And throughout his career, him and have team have done the entertainment for countless US based on destination weddings. Alex, welcome. Hi. Hi. To get started, you mentioned at your company, Your current company actually came out of the 2000 and eight financial crisis. I thought that that was really interesting, given the time they were in right now. So can you tell us a little bit about how you got started?
spk_0: 1:15
Yeah. So I started deejaying, probably in the late nineties, Um, as a hobby and then ah, right As I was graduating college in 2005 I really started doing it every weekend. So you know, like once a week turn into two times a week than three times a week, and then it became its own thing. Somewhere around the time of 0809 is I think there was a strong pivot in the private events looking to hire a deejay instead of a band. And I've always thought that the financial crisis crisis had a lot to do with it because the budgets that people were either comfortable spending or just in general, um, had on hand became a lot less than they were pre await. And I think that the deejay became the norm even in the niche market that I'm currently in. Um, it was never the nor like a deejay was always someone that plays aggressive hip hop or late night club music. That wasn't an accepted form of entertainment. And I think that, um after our way, it made people resync, um, what they wanted to have for their their wedding, their holiday party there, um, any any family or business? Ah, event I feel like the deejay became more accepted.
spk_1: 3:01
And s So how did you at that time? How did you see that opportunity? Was it people that start id Teoh approach you? Or was it that you saw the potential there and started reaching out? I think,
spk_0: 3:16
like a lot of things in life, I was just in the right place at the right time. Um, I don't think it was a conscious choice like, Oh, my God. Like, um, I think it was I did the club thing for a while, and I think that exposed me to a lot more people without having to, you know, advertise or do wedding showcases. Which was the avenue that a lot of people have taken to promote themselves in the wedding market. I feel like just being out there did all the all the advertising I needed. And then once that pivot happened, I was I was there and people knew where to find me. Uh, yeah. I mean, you know, like the best things. They happen organically, organically. And this happened kind kind of organically. I was just in the in the right place at the right time, so I don't want to say, like, I had this great plan and I reach out to these people, and I That was never the case.
spk_1: 4:17
Yeah, but there wasn't a need for it. And then because you had a reputation already in the community and, uh and people knew you, they just, uh they just thought of you and s I think that's really cool. And so So given what's, you know, there's a big conversation right now with entrepreneurs on and at this time where a lot of industries air being hit hard. Ah, lot of people are talking about pivoting. They're saying, Well, like, there's there's an opportunity right now. Um, you know, what do you think? You know? Is there anything in the current space that that's happening, or is it too early to tell?
spk_0: 4:58
I think that people are trying, right? You see, you see a lot of like virtual parties and a lot of like streaming things happening. Um, I feel like it's too early to tell. We don't know what the world will look like in five months. And you know, the streaming parties is just all we can do right now.
spk_1: 5:21
I just
spk_0: 5:21
don't know what else? What else to do? So it's the first thought. Like when radio first came out, they were reading books on the radio because they just didn't know what to do with the medium. So I think it's kind of the same thing. You have this platform and, you know, I'm gonna go on Instagram live and reach all a bunch of people. But I think five months from now we will look completely different. Um, what it will be. I really can't say I've been thinking about a lot a lot, Um, but I feel like we don't know yet. Like, I think after a wait, there was a lot of changes, like companies like uber and Airbnb became the norm. So something will definitely come out of this. I think it's hard to tell what it is
spk_1: 6:07
And what is your What's your take on? I'm seeing a lot of the virtual streaming everywhere. What's your take on that? I think that, uh,
spk_0: 6:18
you know, it's cool, but I think we're realizing the importance of being in the same room and experiencing music or any sort of entertainment, um, together cause like, you know, there's that's a 50,000 people are watching a stream. It's cool, but you're still by yourself. And yeah, maybe with your spouse, maybe what you know, with the kids or whatever, but it's not. It's certainly not the same. I saw Day Breaker did a live feet lifestream, and maybe there's was the best one. But it pales in comparison to what day breakers like in real life. Yeah, like this crazy, euphoric experience, and it's it's hard to replicate that. So that's why I think that we don't know what what the next thing will be. Just it's hard to imagine.
spk_1: 7:11
Yeah, so so something that you're saying And I've experienced this to in the last two weeks I've gone to, like, live streams or people like what I'm like, really missing is like live music, Like I enjoy watching people play instruments and last night I love Gun and there were people singing and playing the guitar, but you don't know it was my connection, But it was like there was this lag time and, uh, yeah, like an even in moments where, like, I could hear, like, the entire, you know, like the entire stream and everything was going Well, I like I it actually like it made me more sad. Like to connect because, like, I started to miss, uh, I started to miss, like being in a group of people.
spk_0: 7:57
Yeah, and I think that, you know, 80% of what I do, which is live events. I think 80% of it is how the feeling and like, the vibe is in the place where that where the event is. So it's impossible to replicate it. And I think we're starting to realize that we're just kind of doing all we can to feel normal, which is understandable and given time. My son does my son. This treaty does virtual classes with his teacher from his daycare and zoom. And I had the same feeling that you had. I thought it was kind of sad, like he's, you know, you can't replicate kids interacting, you know? Yeah, there. And it was kind of like, Wow, they're missing an entire trunk of their childhood and trying to make it normal. But it's anything but
spk_1: 8:54
Yeah, and at the same time, right? Like it's on the one hand, It's like I think in times like this, like, oh, Perhaps we noticed that if we've been taking, you know, humanity, like for granted, like being with other people, like what the absence of it feels like. And, you know, and at times, like being so connected and still not being in person, that highlights it. And at the same time, like, wow, technology's amazing. Like I could speak to you like they're so many. Still like the like I was just thinking, you know, like, 30 40 years ago. Like, I mean, we just would have no idea you and how everyone is doing. We would just be like this would be like a really sad state, not knowing how you know how everyone is. Still not Maybe not. Maybe not. No, no, no, I think. What do you think?
spk_0: 9:49
Um, well, we definitely can't unplug. Especially now. Yeah, and I think that sometimes it's it's okay to unplug and, you know, reset your brain. But now it seems like almost impossible to unplug because there's an endless cycle of news and we're constantly now we're definitely grew to our phones. Yeah, and and I feel like it's only been two weeks, right, like two weeks that we haven't really left the house. And it seems like my god ever been on my phone this much ever.
spk_1: 10:29
Yeah. So, uh and so how are you dealing with it? Like in terms of structuring your day? Like, how are you spending your days now? Because, obviously,
spk_0: 10:39
no. So my wife's a teacher. Um, street has to teach from home. Okay, So I have to be sort of, you know, I don't say teacher, because I'm far from it. E think most of us are realizing how hard it is now, Thio teach little kids. Um, I'm more like a guidance counselor. This, you know, from, like, nine Thio too. I'm trying Thio make my son's day as normal as possible. So my wife will come up with a number of things for us to do. You know, something writing, reading, um, some kind of physical activity, maybe painting. Um, and then after two, I try thio, they catch up on some work or do some learning. So I'm trying to use this time as best as I can to learn some software and some other audio applications that I've been putting off forever, like I'll get to it eventually, but Now that's that's no excuse, right? It's tons of time. Yeah. So, yeah, that's that's essential in my day. And then the rest of the time, after five or so, you know, I'm dealing with things like moving events or cancellations or, Ah, for the most part, people over scheduling. But that's that's the last in the last part of the day. So to say,
spk_1: 12:13
Yeah, and so to that, um, you know, maybe like you because you're working so closely with in the wedding industry. Um, and obviously, you know, uh, what's been going on there in terms of, you know, the rescheduling in the bride's, like, how are things going?
spk_0: 12:35
Um, I think, you know, freaked out. I don't want to overstate it, but I think people are freaked out. Um, you're planning for something a year out, then within a week or two, you have to understand and blow up your entire plants. So I think it's a pretty horrible feeling. Yeah, um, I honestly can't even imagine what that would feel like. I don't want to say that, um that I can, because it's hard. It's hard to imagine, right. And I think what I'm trying to tell my clients is that as long as you're healthy, uh, as long as your family is healthy, um, moving it is okay, because you'll be able to celebrate even Maur as long as everyone stays healthy. So I think that's priority number one. And I think everyone agrees, right? For the most
spk_1: 13:35
part, Yeah. Um, no. And I'm curious, Like like for different vendors like yourself and venues, Um, our vendors generally just happy to to do things over to a new date. And what are the like? What's the earliest state like, how our people now planning? Are they putting things on hold? Are they saying, like, are people actually picking new dates now?
spk_0: 14:01
I think that people are starting to look further out then originally had thought so. I think the first people like, Oh, I get married in June. But now it seems that October November is the new June. Yeah, um, yeah, and I don't mean to stress anyone out who's gonna listen to this, but that that seems like, um, the sober choice that a lot of people are making now.
spk_1: 14:31
Sure. I mean, that sounds that sounds like it makes sense like if you're thinking like, whenever you know, like way we'll have our thoughts on, like when we think that this is going to end. But whenever it is like at another 234 months, right? Like as a cushion, Because like, that's just that's just a
spk_0: 14:51
domino great, like First of March event. See the postponed or cancelled in April, May. And now I think we're looking into June starting to reschedule, and it already started happening. Um, I really thought that it would be over by June. Yeah. What? Even if it is over, I feel like people won't be as excited going on wedding in June, right? If this thing just ended in May, people will still feel kind of iffy being in large gatherings. Yeah, I think that maybe it makes sense to kind of at least the June events to start moving them to the fall.
spk_1: 15:33
Yeah, don't make sense. And it's actually, like, interesting. Like what you're saying, Like how quickly, like our brain re wires, like I notice myself now, like everything that I'm watching on that flakes. I'm like the's person is touching a torn up like like it's like like my brain is firing off for everything on. And I've been giving this a lot of thought, like I I believe that, like, once we're out there like me, it'll be like a small readjustment period. But I think so.
spk_0: 16:01
So I had a wedding that was, um, supposed to happen last Saturday. And when we spoke, we were still under the impression that it was still going to happen. It wasn't a big wedding. Um, and one of the first things that the bride said to me said, How do we make sure people are not dancing too close? Yeah. And I thought that while like, this'll, maybe the next This may be some kind of thing that people are uncomfortable with going forward. Um, and I feel like if you do go to a wedding in June, that that's probably what's going to happen, and it will definitely affect the outcome. Um, did you just hear that That was my, uh, Alexa talking. I don't know why, but I think that people will Certainly it certainly will change how everyone party's right. Yeah, I don't know. Well, like pure Ellen on tables become the new norm like the most expensive, uh, centerpiece of of all time?
spk_1: 17:13
Uh, yeah, that's too funny. And, uh, like one of the conversations that, like I'm having with my friends, That was like, Look, so we were kind of like we didn't get to this point like what we were talking about. It's like the moment like they say, go outside. Like perhaps there's gonna be, like, a few, you know, like, minutes where you're gonna be like, Okay, this isn't but still people we felt the whole people are just gonna rush. Like, even if, like, the economy's down or like, your businesses were down. You weren't making money. You're gonna spend all the money that you have like to have a drink with your friends. Like so, um, you know, feeling hopeful for the for the events industry for you know that, like, you know, maybe this is a time like you said, like, you're you know, you're taking the time to, like, learn the things that you wanted to learn and, you know, like, organize yourself in the way. Uh, because usually your schedule is like your schedule is crazy, right? Like when it's ah, when this normal time, like you're working all weekend. Yeah, you look like
spk_0: 18:14
so. So, ironically. You know, May June, July of the busiest months of the year. My new sayings has been the November is gonna be the new June. Yeah, but normally it's, you know, Friday, Saturday, Sunday, um, sometimes Thursday and then the rest of the week is planning getting ready Meetings? Um, I think a lot of meetings will probably go virtual now. They already have. Yeah. Now, people won't just want to take a chance. They're just gonna let's just do a zoom call, right? Like before. I've been using Zoom for, like, two years now, and it was always like, um, here's the link Click here. I'm like, Oh, can we just facetime instead? So now Zoom is like, totally became, like, you know, like Google became a verb. Right? So, like, zoom will probably be the next verb.
spk_1: 19:11
Yeah, they say zoom is, um, this is the real winner of this, But in reality, I think you know what their c always doing. I screamed, and I think it's a Yeah, it's definitely accelerated. The, uh the speed of which people are adapting this kind of technology for our business as well. I mean, we've we've been totally virtual been using all these tools forever. And now now everyone else's is getting on to anyone, people that are older than before. You thought, Hey, there's no reason to know. Maybe just me, like, Okay, we're not gonna teach you how to do this like, you know, Now it's like, No, it's a necessity. So every like, everyone's learning has accelerated.
spk_0: 19:54
Yeah, Zoom is definitely to clear the clear winner, But it's an awesome tool, right? So
spk_1: 20:01
yeah, yeah, exactly. Um and so So I want to go back. Like so when? What? When we're living in the time of the normal. I've been obviously to so many of your events. I really feel like, um, you just have, ah, unique talent that that for me, I really haven't experienced with other professionals in your industry and everyone I mean, everyone says this perhaps is just that, like it's like the style of that you place like it's just like it's it's totally I feel like it's my style, but I feel like everyone says that when they go to an event of yours is it always feels different. It's just you know how to feel the crowd, and I always will. I've always been curious. Like what kind of decision making goes on in your mind when all of that is happening? Because you like your like, Your weddings are always different, like all of the things that you do like. Even if the songs like the sauce could be like that, it just feels different, you
spk_0: 21:10
know? Ah lot of it. Like, I guess it's It's, like 60 40 or like, 40 60 like preparation and then being present in the room. So maybe 50 50. You know, I I tryto listen to people. Um, and I try to listen to people intently about what they like, what they don't like. And I think that that determines how your client feels in the room, determines how everyone else feels. And I think that people feed off the energy. Um, so you need to understand, like what your client likes and doesn't in order to make them feel comfortable at first. And I think that's important. Um, because it kind of, you know, everyone. Everyone likes going to parties generally, um, but there's always the reservation, right? Like that the fifth grade dance. We're like the boys stand on one side and the girl stand on one side, right? So everyone has had those reservations that you kind of try to break that wall down and make people feel comfortable. And I feel like having the client I feel the most comfortable is your first move and then the other 50% of sort of, um, just being present in the room and and feeling the crowd Look, if something works or something doesn't work like to really to really know, um, the changes
spk_1: 22:40
Can you walk me through, uh, through some of like, the decision making or is it like, something that's like on autopilot, like it's just company?
spk_0: 22:48
Um um, so you know, like, yeah, yeah, so I'll create, like, a blueprint, um, for the client to give me some suggestions on Spotify. Um, And then once, I guess I have a blueprint in my head. Um, that at first I try not to be like, too aggressive or abrasive with the style of the type of music. Um, at a private event, you need to kind of bring everyone together. So you're tryingto play music that everyone will enjoy. Um And then I guess most of it happens on the field. Like just It's hard to explain, I guess. Verbalized. Um I guess a lot of it was built up over the years that I've been doing this. Yeah. So you you you try to read like body language and people's demeanor and essentially, people's mood. Um, and you're trying to be the guide for that. So you say,
spk_1: 24:09
Yeah, Yeah, I find it fascinating. And that's, I think, like from speaking with real professionals who have been, you know, doing their thing for for a really long time. It's like, Uh, yeah, it's something that, like you haven't into, like it's already something into it him and like I would also find, like sometimes it's hard to put into words how you're making those decisions. But still, at the end of the daily, you're like, you're just you're making decisions and just your possibly not even like thinking how you're doing them like. That's like the level of fresh symbolism like you got to notice.
spk_0: 24:44
I think a lot of it, Yeah, I think a lot of it just kind of lives at some deeper level that, um we can turn on, you know, just kind of like sitting there. But then when you once you're in the room, it's turned on immediately. Um, a lot of times people had, um, problems replicating what they do live on a recorded mix. I feel like that's always the best way to explain it. So, like if you want to record like the same songs you played at a wedding in your bedroom, uh, it will definitely not be the same. Um, and I've been tryingto record my sets live for, like, the past couple of years. And the way you're presenting and material live in the room versus in your bedroom is like, completely different. It could be the same song, but it's just I don't know. I don't know what it is. And I guess, as we're finding out now that being president in a room full of people is has a lot to do with that.
spk_1: 25:56
Yeah, And Alex, I love to ask this question of people who are who are really creative and in different industries. What does creativity look like for you? Like where? Like where does where does it come from? like, how often are you thinking about music?
spk_0: 26:16
Uh, all the time. But
spk_1: 26:19
90 like 90. Like what percentage of the time?
spk_0: 26:23
I feel like it's 100% of the time, but not like actively, you know? So like, if I'm watching a movie and that someone comes on like I immediately think, like, why would a great song? I think that creativity comes from wanting to do what you do constantly. Your ideas will come with constantly doing it. Very few ideas will come just by kind of sitting there. And, you know, um, maybe if you're writing, like an action plan and you'll get some ideas from that But from my experience, that has not been the case to kind of getting getting to do. It is what generates most of their creativity. Oh,
spk_1: 27:10
my God, Jim. Yeah. And okay. And for my last question, what do you think? Um, when When? When we all when this is all over. And you know, whenever that ISS what do you think that's gonna look like, uh, for your business and for you, For the industry as a
spk_0: 27:26
whole. Oh, you mean the the current virus scare?
spk_1: 27:32
Yeah. Yeah, I think it
spk_0: 27:34
will change it. Uh, I don't change it completely, but I think it will change it a lot. We don't know how yet, but if I think that, um, it's a very good question. Um, uh, I think that I don't want to like over speak, but I think that it will change it drastically. I think what we know as as, ah, the wedding business will completely change. Yeah, I don't want to sound alarmist or anything like that, but the longer it goes, the more the other side will look completely different
spk_1: 28:26
from the perspective of like when people are planning, like, Do you think that people are going thio, um, downscale their events? Do you think they're going to feel like, at the end of the day? I think so. I'm spending a lot on this one day. Like, do you feel like we were like, like, a really, like, extreme in the U. S. And then with the wedding and distribute? Think it was an exchange, but it
spk_0: 28:49
definitely grew on. I could see that it grew over the last 10 years and grew a lot. So just I don't want to say budgets because budgets are all different. You can spend X y Z It will. It will always be different. But it certainly grew like became this giant ship. Ah, and the ship was completely sustainable. Like, um, everyone was doing great. Yeah. Yeah. And I think that after this is over the gear that was my son.
spk_1: 29:27
I always conscious.
spk_0: 29:30
I think that the mike, that whatever Mike is like, picks
spk_1: 29:33
up e. I
spk_0: 29:39
think he's trying to contribute to the start. But I think that it will downscale a lot. I really did. But that's just something. It's a horrifying thought for a lot of people. But I think if this goes on toe like August, let's say July, August and, you know, cause away. A lot of people lost their job and it was uncomfortable, period. But people were weren't dying. They were generally healthy. Yeah, this is different. I think that and they will. People will start reevaluating like, um what they spend their money on who they choose to be in a room full of people with Yeah. So I think that I'm right now. From where I'm sitting, it seems like a well downscale a lot and it will change. Ah, I think that the business will change. I think that the top pros there were around they they'll still be around, but sort of like the budget choices. I think they won't be around.
spk_1: 30:47
Yeah, sure. It's hard. It's hard to say. Yeah. I mean, look at the end of the day, right? Like we're all, uh we're all speculating for sure, right? Like, we'd go out and, like, make a whole bunch of different decisions wherever we just so no. And and for that reason, just interesting to have these conversations. Like early on. Perhaps, uh, you know, if we have a conversation, they get, like in two months, right or something like or once once all of the, you know, like but November, right? Like it just maybe yeah. Like like I would be curious to see, like reality. Um, actually, just if
spk_0: 31:30
I'm totally wrong, just like
spk_1: 31:32
yeah, this is never, um actually, I want to end on this note for anyone who waas just starting out in the fences and the kind of like in the in the d J industry, like at this time and out, they're experiencing this'll pause like, Do you have advice for anyone in the beginning of their journey? Especially at this time?
spk_0: 31:59
Um, I think that it's important to learn all the little aspect that have to do with having a successful event. Whether it's, um, let's lay out of the room audio equipment, lighting, video. Um, how you're how do you communicate with clients? How do you communicate with other vendors? So, like Sri MME lining all these things that took years to learn and master, I think are now much, um, much more available to people. So I feel like if you're starting out, to learn all these tools is super important, because it will make your business, um, more more lean, and it will make you look like a top notch pro versus someone that's, you know, scribbling notes on a note pad and then losing them somewhere. I think that, um, the top pros are organized. They know all the little details that make an event happen. So I think that learning all these tools and learning how all these small things add up to make one great big thing, I think that's important. And now that you have the time for the most part, right? I think that most people have a right now. Yeah, you're not commuting to work. At least
spk_1: 33:30
that's what is that exactly? Exactly. I think I think that's really good advice. And I think it's that's just really good advice for, um, you know, for anyone starting out in any industry right now, right way we could We could look at it in a positive ways, Like you have the time to do a lot of learning. And I think that, like, where we were a few months ago, perhaps like if they give the industry was hot. And you were, like, running, like, fast as you can. It was, like tempting to skip all of the steps. You're like, I'll learn it on. You know, I learned it on the go, and now you actually have an opportunity to like things thoughtfully. Create a plan for yourself and just, um, and ready yourself, because it is going to come back eventually on. So you know what that's gonna look like for you? Yeah.
spk_0: 34:15
You gotta be ready, right?
spk_1: 34:17
Yeah. I'll be ready. Alex, Thank you so much. This was this was so much fun for me Thio to get a tiller in a little bit more about thinking that you know that goes behind what you d'oh! Uh, and yeah, I can't wait until, uh, until we're all in a room back together and doing our thing.
spk_0: 34:37
Need to thank you for having me.
spk_1: 34:39
Thank you. Thank you for listening to this episode of Entrepreneurial Minds by chatterbox. Our dedicated and on demand virtual executive assistant team specializes in supporting entrepreneurs and business owners with pretty much any admin task. Go to chatter, boss dot com toe, learn more.