March 1999 |
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Monthly Success Story |
Elite Entertainment Shares It's Growth Secrets
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Learn How Mike Walter Of Elite Entertainment Grew His Company To The Million Dollar Mark, And How You Can Too!
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Background |
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Mike Walter is the owner of a very successful company called Elite Entertainment Elite Entertainment in New Jersey. Elite was originally the brainchild of Mike and his former partner, Eric Taylor. The two took Elite from Eric's basement to having to change locations twice due to accelerated growth. Though Elite Entertainment proved to be extremely successful, Eric sought to pursue another business interest, and lifelong passion. Dividing his time between the two would not be possible and Mike has recently took on as sole owner of Elite. Eric remains on as an entertainer and is building his new business.
Continuing a DJ career that began in 1988 at Star DJs (also in New Jersey), Mike has personally trained each of his 16 talented DJ entertainers and is booking gigs at a record pace. |
DJ Tips Q&A With:
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Ray Mardo: Hello, Mike. Thanks for having Me. This is a very
impressive office. Our online readers at DJ Tips certainly would welcome input on how they can
enjoy some of the success you have achieved over the past 10 years. Mike Walter: Thank you, Ray. It's my pleasure. Ray Mardo: How did you get started in mobile DJ entertainment? Mike Walter: I went to the Connecticut School of Broadcasting and while I didn't find a job on the radio I did get recruited by Star DJs which was the biggest and best DJ company back in 1988. They trained me and I quickly grew to love the interaction with people that this job gives you (as compared to being on radio) as well as the money (as compared to radio!!!) Ray Mardo: What was your first gig like and what do you remember about it? Mike Walter: It was wedding. I don't remember much. It went by pretty quick. Looking back I was badly under trained and "thrown to the wolves" but I had enough natural ability to survive. Star's training got better through the years and I want to believe I've perfected it here at Elite!
Ray Mardo: What would you like to forget about it? Mike Walter: The cake fell after the Bride and Groom cut it and I just stood there and didn't say a thing. It was my first gig and "ad-libbing" wasn't exactly my strong point yet. 1000 weddings later and that hasn't happened again since. Damn, I could be pretty funny nowadays if that happened. Ray Mardo: When did you break out on your own and why? Mike Walter: I left Star in 1993. I felt they were going in a different direction than they had been, getting away from an emphasis on customer service and I decided to leave. Ray Mardo: In '95 you moved into your first office. What made you move; ego, necessity, or vision? Mike Walter: Yeah, Eric and I had been running the business for a while out of his house but it had it's limitations. I didn't realize it at the time but our head level changed too once we got our office. I remember the OJ trial was on and we used to watch it a lot at Eric's house but then when we got an office and didn' t have cable it was like, okay, we have all this free time let's do work! It was a novel concept and we started growing just from the extra time we spent working the phones. So to all you guys running things out of your house: turn off the boob tube. And get offline! Ray Mardo: Unless they're at the Dj tips web site learning how to be successful with all the useful training tips and links! Mike Walter: (Nods and laughs out loud.) Ray Mardo: What advice do you have for DJs wanting to open their own DJ companies? Mike Walter: Start small. Do what you do best. Don't even think of expanding until you can MAX out your own schedule. I mean 120 gigs a year. Than look to bring in new people. I see so many guys try to be a small company (6 or 7 DJs) right off the bat and it's like, wait. Get yourself out there first. Build it on your reputation. You have nothing else - and to be honest, you don't need anything else either. Ray Mardo: I know that you, like myself, share a passion for writing. You have written a book and have another in the works. Tell me about that. Mike Walter: Fiction writing is an escape for me. I can create another world and people it myself and make these people do what I want. Put them in scenarios and get them out of crises and at the end of the day, even if I kill a character off, I still get up, take a shower and go to work. It's fantasy. I'd love to make a living at it someday but even if I don't I think I'll always write for the fun of it. Like Sting says, "It beats heavy lifting!" Also, and you learn this in every creative writing course but it's so true: Write what you know. This career has afforded me the opportunity to get to know some pretty interesting things, people and places. My first novel was set in a night club. Lots of cool scenes with packed dance floors and drugs and women. I'm also working on a short story with a DJ as a main character. He's the goofy guy, a little left of center who ads some comic relief to scenes. But the point is I know about these things and can write about them and hopefully that'll help me sell eventually. Ray Mardo: Mike, you are famous for your quote, "If you don't work it out, it's going to get soft." This is a direct reference to exercising one's creative talents. A lot of DJs get started with visions of being a remixer, producer, recording artist, or on the air personality, but don't really follow through. Why do you think some fail while others, like yourself, succeed at multiple projects? Mike Walter: I think the answer is in the question. Because they don't "work it." There's nothing I've ever done in life that came easy, nothing that's worth writing home about anyway. So if you have "other dreams" writing, producing, dancing, acting, singing - heck even if it's just pumping gas! I say, "Do it the best you can! Be the best at it and work hard to get there!" I have talent for writing, but if I don't write for a month, when I finally do sit down at the computer, it takes me a while to get back into the flow. When I'm disciplined and force myself to write daily, I stay sharp. Same goes for any "talent." Ray Mardo: What do you think about motivational training, tapes, and books? Have you ever used them? I know that your former partner is into them. Do you feel that they can help DJs stay focused? Are they helpful? Mike Walter: They help people who want them to help. I think it's just like quitting smoking or losing weight. If you really want it, the program that you sign up for WILL WORK. If you're a lazy piece of shit and you never want to get off your couch all the motivational books and video and techniques in the world won't help. But if you're motivated, listening to tapes daily or reading different techniques will help. It's positive reinforcement. Like Prince asked, "Have you had your plus sign today?" Ray Mardo: You have an associates degree in communications. Is formal education necessary to running your own business? Mike Walter: No No No! Formal education is great and I loved my college courses but I learn more in a day at the office than an entire semester in school. Live and work! You'll learn everything you NEED to know. Go to school for the stuff you WANT to know. Ray Mardo: Mike, many DJs treat DJing as a hobby. You have been full time at this for over 10 years now. Why do some DJs make a lot of money while others make just a few extra spending dollars? Mike Walter: It's a matter of focus. This gig is not for everyone. Especially the longevity that I've had. I get about 2 Saturday nights off a year. Think about that. That's 20 Saturday nights off the last 10 years! Pretty pathetic. Most people have some semblance of a social life and could never conceive of that. But I love the work and love the attention and so I've stuck it out. I don't look down on "part-timers" - only when they undercut us - and drive the market price down. Ray Mardo: In your opinion is proper training necessary? Mike Walter: Oh man absolutely! Beck says, "I got two turntables and a microphone," and I think a lot of jocks have that opinion. They spend 5 grand on equipment, a coupla G's on CDs and think they're ready to conquer the world! But what do you say, when do you say it, What do you play, when do you play it, how do you stand when you're saying it, what do you do when you're playing it? These are MORE important than whether you have the latest intelligent light or the best CD player. Training is essential, Ray. Training, training, and more training. Prince says, "There's joy in repetition,"" and I know he was talking about sex, but it's the same thing. Practice - practice - practice. Ray Mardo: What are future goals for yourself in, and out of, the DJ industry? Mike Walter: Don't want to be too philosophical. Want to keep growing Elite. Finding new ways to be the best in the business, to market ourselves better than the competition. Train our staff so we're always better than the competition. I think"setting the standard" in any industry is a lofty goal, but it's one I aspire to in the Mobile DJ Industry. Nothing hurts me more than when I hear about a DJ who was unprofessional and sucked. People say, "But Mike that's the competition. Be happy." No way. That guy just lowered the standards in my industry, while I endeavor every day to raise them. So if you want a "future goal" I'd say that's it. I want to live long enough to see the day when "Mobile DJ" appears on one of those career questionnaire things you fill out for taxes so I can stop checking the "other" category. I'd like to see this industry legitimized and I want to believe that I do my little part everyday to help. That and the free food ain't bad! Ray Mardo: Mike, it was a pleasure speaking to you. Best of luck. Mike Walter: It was great. Let's get together again soon. |