Technology has made it easier and cheaper for individuals to work events as a D.J. (Photo Courtesy: Associated Press)
Dec.6 – It wasn’t so long ago that D.J.’s themselves were the latest new thing. Today, software like iTunes, Garage Band, and laptop computers are changing the D.J. industry. They have made it easier and significantly cheaper for individuals to work as D.J.’s in events.
Ruben Rios lives down the street from the Douglass Houses. He exchanged his microphone for a crate full of records in the early 90’s to enter into the D.J. industry. He said that because of the latest technology anyone can now become a D.J. “You just buy a laptop and a couple of speakers and you are a D.J. You don’t have to have skill.”
New and self-proclaimed D.J.’s are using software like iTunes D.J. according to Rick Karr, who works for Public Broadcasting Service‘s Need to Know and is a former technology reporter for National Public Radio. “This software lets the user create a playlist that will randomly select songs.” And other party-goers can have their input too by using gadgets like an iPad or iPhone. They can vote for the songs they want or on the songs they like. Karr said it is an interactive tool. “They can vote. If you are having an informal party, what is the point on spending money and hiring a D.J. It’s something fun people can do.”
Technology, Karr said, makes it inexpensive to D.J. an event. “If you want to D.J. and not just spin tunes, you can do it for a relatively small investment as compared to 10 to 20 years ago.” And this was the case for a party Karr D.J.’ed in Berlin, Germany, last week. He used D-JAY, a Macintosh software, that cost him 20 dollars, and an external D.J. mixer for 230 dollars. Ten years ago, similar equipment would have cost a D.J. over two thousand dollars. The lower investment price tag makes it easier for anyone to call themselves a D.J., said Karr.
The invention and popularity of D.J. software is one reason Rios recently retired. The market, he said, has become over-saturated by new D.J.’s. And that influx of new D.J.’s has driven prices down. “Its economics 101,” said Karr. The costs of D.J.’ing have plummeted because the demand has stayed constant but the supply has skyrocketed. So what you have, he said, is “a more or less fizzed demand for D.J. skills.”
Rios said he can’t make a living in the industry anymore. The prices for events have also plummeted because clubs and bars can’t afford to pay a full-time D.J. They are still suffering from the recent economic crash. And without a steady gig, Rios said you can’t get a following. “If you work in a place and you have your own crowd, you have a following, and you begin to ask for more money.” Instead, Rios said that clubs use guest D.J.’s and pay them forty or fifty dollars an hour.
Another Manhattan Valley D.J., Oscar Milian, also known as D.J. Chito, is facing a similar fate. He said the competition now is just too tough. He thinks there are roughly 140,000 D.Js in New York City. But unlike Rios, Milian blames sites like MySpace, YouTube and Google for the more competitive market. “More people are computer savvy and can promote themselves using social media and the Internet,” he said. “They can get their name out. You have an opportunity to maybe present your music. Before music was stored on records, your fame spread through word of mouth.”
As file sizes have shrunk, music has become more accessible. Vinyl records to compact discs. CDs to .mp3 files downloaded from the Internet. Milian said you don’t need a good ear for music anymore — software does that. It’s also a lot lighter he said. “As I‘ve gotten older I have wanted my equipment to be smaller and more compact.” He didn’t initially choose to embrace new technologies; he was forced to. A lot of us held out but then records became harder to find, prices went up, you couldn’t find a lot of them.”
So what is the future of the D.J. industry? Karr thinks the demand will always be there for big D.J.’s at upscale dance clubs. Music enthusiasts will pay for big name D.J.s and the authentic tune created by traditional skills like beat matching.
Technology has come a long way, but it hasn’t made the D.J. obsolete. Unlike an iTunes playlist, a D.J. can gauge the crowd’s mood. They interact with dancers and watch for changes in attitude. Milian said younger generations are needy and impatient. Most people, he said, want a new song after two minutes. That’s why, he said, a D.J. still has to be present at events. “Sometimes the song isn’t working for the crowd properly. A D.J. has to interact with the crowd sometimes visually.” If the song isn’t making the crowd boogie, the D.J. has to smoothly change it to something that will.
But the prospect for D.J.’s at weddings, and birthday parties isn’t as bright. Karr said “people may not care about whether or not the Hokey Pokey matches Celebration or We Are Family. Aunt Stella may not care that the beats match.” But when it comes down to it, it’s just about playing a bunch of tunes people will enjoy.
