PROdUcTS - Music & Sound Retailer

are extremely flexible, allowing
mixing between as many as four
‘turntables’ and triggering of
sampled clips, as well. Features
like automatic tempo control and
beat matching are commonplace
now, as are independent manipulation
of pitch and tempo.”
Grabowski continued, “one
very exciting trend is blurring the
line between traditional DJing and
live performance. Using software
like Ableton’s live or Native
Instruments’ Traktor Pro, along
with hardware controllers like
Novation’s launchpad or Native
Instruments’ Traktor Kontrol F1,
DJs are triggering and mixing together
a variety of samples, loops
and individual parts of songs in
real time and applying effects,
essentially performing a live remix
for their audience and more
directly performing music than
if they were simply playing back
and mixing together full songs.”
If the economy continues to
stumble—as compared to the
economic strength exhibited
earlier this year—all MI retailers
are sure to feel the pain. Fryman
pointed out that consumers
have reverted to buying food and
gas at the expense of musical
instruments. But, as has been
mentioned in several of our DJ/
lighting update stories, when
economic times get tough, there
is a silver lining for DJ retailers:
Some consumers forced to seek
secondary income—and, for
some, primary income—return
to DJing. In addition, couples
getting married during tough
economic periods often look to
cut costs, with many choosing
to switch from bands to DJs as a
form of entertainment.
Grabowski said that Sweetwater
serves those income-seeking
customers, but there are plenty
of dreamers, as well. “I think
there is as much of a ‘DJ dreamer’
market as there is for any
other instrument, especially with
younger customers who view DJs
and people who use these tools
for live music performance very
‘Five years ago, you
were considered
a nerd if you
used a computer.
now, it’s the
standard.’
similarly to instrumentalists,”
he said. “I think the potential
for income is also similar, with
many people enjoying DJing
and DJ-based music production
as a hobby, and some of those
people finding ways to make
money by DJing. Historically,
performing as a hired mobile DJ
at weddings, events and parties
has been the most sure-fire way
to earn income as a DJ, much as
playing in a cover band might
have been the most reliable
income source for an instrumentalist,
and I think that’s still the
case.”
“Unfortunately, for some,
DJing takes a back seat to life,”
commented Marsh. “However,
when the economy changed,
yes, many people who were DJs
years ago for extra money came
back to the market to use their
craft as a necessary supplemental
income source and, for some,
a primary source of income. We
saw a similar trend in the early
1990s when the economy was
changing then, as well. Certainly
not to the level of today, but definitely
similar. We recognize the
trend of some customers who
take their DJing commitment
to different levels. Some visit
our stores monthly; some visit
us annually. Some will visit for
a few years and then you won’t
see them for another few years.
In the end, they do come back in
some fashion.”
Fryman said Audiolines.com
has also served customers who
are seeking income that only being
a DJ can provide. However,
he pointed out that the sheer
number of DJs has risen dra-
matically in the last few years,
meaning competition for gigs
has become fiercer than ever.
“From what I’ve seen, a lot of
guys who get gigs have the best
personalities,” said Fryman, “not
those who have the best gear,
the best music or the best ability
to mix.”
looking forward, Marsh
understands that the DJ industry
faces challenges, as it always
has. But he’s ready to face those
challenges head on and is very
optimistic about the DJ and lighting
industry.
“We’re seeing plenty of revolutionary
products continue to
come down the pipeline from
intuitive manufacturers of all
sizes,” he said. “We’re seeing a
wider base of customers use DJ
products for various reasons,
and we’re seeing a global push
toward creating and playing music
in all sorts of markets. You
really can’t go anywhere without
hearing music. Certainly, the DJ
market has changed over the
last couple of years. But that’s
actually the DJ market in itself: a
constantly changing market.”
Marsh continued, “Something
more to be optimistic about is
the industry itself. The recognition
of being a DJ and the
level of professionalism you can
aspire to take it to is huge. Take
a look at what David Guetta
and Deadmau5 have done for
giving DJs global attention.
They, among many others, have
brought DJing to the popularity
level of movie stars and
professional singers. The DJ
can now be the artist featured
on a number-one hit song, they
can now be the featured person
playing at the Grammys and they
can now even be a reason to buy
a video game! This is the real
trend in our market. Did you hear
about Simon Cowell’s new reality
talent TV show underway in his
search for the ‘World’s Greatest
DJ?’ How’s that for optimism?”
I DJ Now’s President and
Founder also points to new
technologies that will allow
customers to make return store
visits. “Certainly, I see wireless
becoming popular, from Bluetooth
speakers and controllers to
battery-operated lighting effects,”
he said. “I think it’s the next ‘turn’
in the market.”
MUSIC & SoUND RETAIlER 53