DJ Taso Dakas is a successful luxury-wedding and event DJ based in New Jersey’s Raritan Valley area, about 25 miles outside New York City.
From his Monmouth County base where he runs Luxe Event DJ & Production, Dakas has been a full-time, single-op mobile entertainer since 2012. In the previous issue of DJ LIFE, you might’ve seen a feature that contrasted Dakas’ method of marketing (word-of-mouth) with that of another Jersey-based jock (online). Whatever works… and to each his own, right?
Well, Dakas has staked a formidable claim in his ultra-competitive New Jersey market, so we asked him for some more insights that can benefit other DJs.
When did you start DJing – and why?
I started DJing in my senior year of high school in 2004 with my best friend. Honestly, we started it because we would attend Sweet 16s and teen dances, and often complain with our friends about how the DJs just didn’t play a lot of the music we, as teens, wanted to hear. After months of talking about how felt we could connect better, we finally bought some equipment and went at it from there. While my best friend is no longer involved, due to having moved a few years into the journey, what I once took as a hobby has now been my full-time career since 2012.
Do you consider yourself a DJ first, or a business owner?
I do consider myself a DJ first and entered the industry because of my passion for it; but realistically, I am equally as much a business owner. I love DJing and everything about the private event industry, but without having that business mindset and operating successfully, I wouldn’t be able to do what I love for so many of my awesome couples and clients. The two identities essentially go hand in hand.
What’s most important to keep in mind?
As business owners, we must know how to operate our business from top to bottom. This includes understanding the numbers and knowing how to price yourself and your services appropriately, knowledge of marketing and creating a great brand image/identity, providing excellent customer service and being responsive – a common complaint about many in this industry – handling staff, and so much more. I realized early on that some of the best DJs skill-wise, unfortunately, can often be the worst business owners. I’m thankful that I was exposed to many great industry leaders early in my career, as well as educating myself through books, forums, and other materials.
You work in real estate – has that helped your DJ business?
I’ve been involved in real estate primarily as an investor since 2016. In my early twenties, I was taught the power of investing and thinking long-term, especially since being a DJ is a career that doesn’t provide retirement or other benefits, like typical W2 jobs do. After buying my first few properties, I finally decided to get my license as well, but primarily to benefit my investing in real estate. It wasn’t until the pandemic, when private events slowed drastically, that I used my free time to provide my services as an agent to others.
What are the similarities and differences between the two paths?
While I view the two as very independent and different businesses, there are similarities. In both cases, you’re helping people with very important life moments – one being the biggest celebration and one being the biggest financial purchase. Both require dedication, understanding your clients’ goals and needs, and making sure you provide excellent customer service along the way. In a way, I feel my DJ career prepared me more as a real estate agent, than the other way around. Now that the pandemic restrictions have faded, I’ve scaled back my services as a real-estate agent, but do continue to actively pursue investment opportunities. My career as a DJ will always be my main priority.
When you first opened the business, did you struggle finding clients? What did you do?
I suppose I’m fortunate that I started this in my late teens as a hobby and needing clients was not as much a necessity financially. It wasn’t until a few years later when I graduated college and the recession hit that I really pursued more DJ opportunities and more gigs. I had a challenging time finding a “real” job during the early days of the recession, so in addition to my part-time job, I also joined a known multi-op in my area to add to the small number of events I was getting on my own. This was a life-changing opportunity, as I now became exposed to a more professional approach in DJing private events, was able to learn from those better than me – I shadowed as many events as possible – and was also offered the opportunity to take on more events. With the additional events provided, the skills I learned, and doing my best to crush every event, I grew my personal clientele rapidly, and within a few years DJing became my full-time career and sole source of income.
Where do you see the business in five years?
From a wedding perspective, trends come and go, but the one constant I’ve seen is the appreciation for couples seeking to create the most personalized experience for their celebration with their loved ones. I don’t think this will ever change, but rather continue to become even more expected over the years. For the DJ industry, that means getting away from “packages” or cookie-cutter approaches and allowing clients to create a unique experience tailored to them. It also means couples will expect more from their DJ personally and not someone who will just “show up,” but actually invest time in them.
Anything else?
The other trend I’m noticing is that couples are looking to focus more on the party and dancing than ever. They’re cutting out formalities, such as bouquet/garter and even the cake-cutting, their keeping speeches to a minimum, and adjusting timelines to focus more on the dancing. Dance sets are getting longer as a result, and having a DJ who can read a crowd and maintain the energy and attention in the room is vital.
Let’s talk about your gear. What’s your main audio set-up?
For sound, my main PA system includes RCF NXL 24 tops and RCF SUB-8004 AS subwoofers, plus a Yamaha MG10XU audio mixer. I use Pioneer DJ DDJ-SZ controllers, Shure QLX-D mics, and Apple MacBook Pro laptops.
Lighting, effects and accessories?
For lighting, I use Elation Platinum Spot 5R Pro moving heads, various sizes of trussing from Global Truss and 9x18W RGBW uplights – I provide up to 40 at my events. Additionally, I use Astera AX1 PixelTubes, Blizzard Eclipse DMX software. My effects include Sparktacular Sparkler Fountains, Chauvet Nimbus dry ice machine for that “dancing on clouds effect, and a Club Cannon CO2 gun. My podium DJ booth is custom-made by Cases Center in Passaic, N.J., and I also have a Salsa Photo Booth by Photobooth Supply Co.
How will you adapt to the industry’s changes?
For me, personally, my business will continue to be about providing the highest level of service I possibly can for my clients. This means investing in the best technologies and equipment, being on top of the trends, continuously improving my skills, and ensuring that no matter what the future of the industry brings, I’m prepared to provide meet my clients’ expectations. My personal goal, though, is for my business to be 100-percent wedding-based in five years. While it is currently around 80-percent, I hope to improve that with each passing year.
What’s the most fulfilling part of being a DJ?
This is a two-part answer. First, I’m fortunate to be able to do what I love and be a part of so many incredible weddings and celebrations. Knowing I played a small role in creating the best celebration ever for my couples and clients is an incredible feeling. The entire journey from the first call with my couples and clients, to the planning and discussions, the packed dancefloors leading to the last song, and everything else in between is such an exciting experience.
Secondly… not only do I get to do what I love, but I’m blessed that I have been able to create an amazing living doing it. While I admit it was a lot of work with little to no time off at first, I’ve now brought my business to a level that I never could’ve imagined. The benefits of now being able to control my schedule and provide for my family in ways I don’t think most other jobs can, has been something I’ve been very thankful for, especially since my son was born two years ago. And while many often complain of the lost weekends that DJs endure, I’m fortunate to have my business at a level where I need to only perform between 50 and 60 events a year, providing plenty of available weekend dates to spend with family and friends. All of this motivates me to continue doing what I love in the best way that I can, for as long as I can!
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