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ISSUE 194 MAY 2018 WWW.MOBILEBEAT.COM WEDDING DJ SECRETS MASTERING MUSIC AND MORE

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ISSUE 194 MAY 2018 WWW.MOBILEBEAT.COM

WEDDING DJ SECRETSMASTERING MUSIC AND MORE

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Global Truss America www.globaltruss.com

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Innovative LED www.innovativeledsales.com

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TO ADVERTISE IN MOBILE BEAT OR EXHIBIT AT A MOBILE BEAT EVENT, CALL 515-986-3344 x300 OR EMAIL [email protected]

PublisherRyan BurgerMobile Beat

Editor-in-ChiefDan Walsh

Events DirectorJake Feldman

Circulation ManagerKitty Harr

Editorial Assistant / WriterRebecca Burger

Events Director EmeritusMichael Buonaccorso

P L A Y L I S TWEDDING BE AT . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

Square Peg in a Round Hole: Beatmatching at WeddingsBy Staci Nichols

FE ATURE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

Your First Dance Is...WHAT?By Steve Sharp

MIDWEEK MONEY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

How to Attract New Trivia CustomersBy Daniel Fullard

MOBILE MATTERS.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

How to Have an Awesome Reception: 3 Keys for CouplesBy Matt Martindale

SPECIAL FE ATURE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14

A Better DJ Insurance Experience Is In SightBy Ryan Burger

FE ATURE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .16

“Why Should I Hire You?”By Stu Chisholm

PLAY SOMETHING WE CAN DANCE TO . . . . . . . . . . . . . . . . . . . . . . . . . 18

A Dream Wedding: It Takes More than MagicBy Jay Maxwell

PRODJFILES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20

Brennan Tallack By Mike Cordeiro

FE ATURE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22

How to Get on a Venue’s Preferred Vendor ListBy Kim Gleason

MAY 2018MOBILEBEAT.COM ▷4

ADVERTISERS

WEDDING DJ SECRETS

Audio-Technica www.audio-technica.com 17BOSE http://professional.bose.com/15promo 5DigiGames www.digigames.com 11DJ Trivia www.djtrivia.com 9Global Truss America www.globaltruss.com 2

Innovative LED www.innovativeledsales.com 3Mobile Beat Cruise www.mobilebeatcruise.com 23Mobile Beat Las Vegas www.mobilebeatlasvegas.com 24

Play Something We Can Dance To! www.mobilebeat.com/store 19

ProSight Direct www.prosightdirect.com 15QSC www.qsc.com 7Stage Spot www.stagespot.com 13

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BOSE http://professional.bose.com/15promo

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I was once at a bridal show in which I ended up talking shop with two other DJs during the last 30 minutes

of the event. One of the other DJs, who seemed professional and experienced enough, got this guilty look on his face. He lowered his voice and leaned in. He said, “Sometimes I don’t beatmatch at weddings.” There was an air of shame, but also curiosity, as he waited for us to call the DJ police. He explained that sometimes the client’s songs just didn’t “gel” right and he was running around checking on the cake cutting or bouquet toss instead of beatmatching.

We all know what he was talking about: when the bathroom is a three-minute walk and there’s a line of three people already waiting...when there are no songs between 130 BPM and 160 BPM that “fit”...when the coordinator comes over to chit chat while you are musically painting the Sistine Chapel and the battle between “completely ignore her and nail this mix” vs. “make eye contact and nod while screwing up this masterpiece” plays out in your mind. Beatmatching can be a square peg in the “round hole” of weddings.

SONG CHOICE ALWAYS RULESI certainly don’t have the official playbook on mixing at wedding receptions, as a lot of you reading this have been spinning since

I was at New Kids on the Block-themed slumber parties. But at least I can share how I navigate these hurdles and get the con-versation started.

One of the things DJ Hapa from the Scratch Academy taught me right off the bat is that successful DJing is about 90% song choice. If I can’t find a creative/harmonic way to mix a 130 BPM song into a 160 BPM song, then I just fade them together off-beat. (Don’t shoot me!) I remind myself that song choice rules (and of all the times I’ve added in a song that I knew was not “top shelf” just so I could make that BPM jump “correctly”—and watched my dance floor clear).

PRACTICE PROBLEMATIC SONG TRANSITIONSWanna know how many times I’ve tried to beatmatch “Sweet Caroline” (126 BPM) into, well, pretty much anything between 120-130 BPM and been disappointed with the results? Too many to count! I’ve made my own re-drums, tried live looping, added a kick, combed my music pools for DJ edits, all to no avail. This song is the bane of my wedding DJ existence! It does not play well with other music—period. (Please message me if you have have a “Sweet Caroline” secret!) Nevertheless, I continue to work on it...and I WILL master this white whale. When I have two songs I find myself playing together frequently that don’t pop, I work out a solution at home without an audience and re-group.

PRE-RECORDED MIXESIf the couple with the outdoor event only rents one porta-pot-ty and they put it as far away from the reception as possible, I don’t feel guilty about putting on pre-recorded mixes when I need to pee.

REQUESTS THAT SCREW UP THE FLOWYou’ve just finished your ‘90s Hip Hop block. You spent a good 25 minutes there out of the two hours you have for dancing. You’ve left 100 BPM and are now up around 120-130 BPM, doing Top 40 and EDM bangers. The bride comes over and asks for...a 90s Hip Hop song. Really??? But she’s the boss. It’s her party. And, as much as this frustrates me, the bride’s enthusiasm for hearing “her” song often transcends the “interruption” of backtracking with her request. Plus, what can you do? Tell her no? Just grin and bear it. Realistically, if anyone in the crowd even notice the disruption, no one will care as much about it as you do.

I view beatmatching as an “open format” medium (square peg), while weddings are very structured (round hole), so I don’t feel bad making up my own hybrid methods that make mixing “speak the language” of weddings. The essence of beatmatching puts the DJ in complete control of the music and the crowd—no restrictions. But, at a wedding, we are not in complete control. Maybe I’m not a “purist,” but I say adapt and overcome! The DJ police have yet to lock me up for all my “Sweet Caroline” train wrecks.

DJ Staci Nichols is based in San Diego and specializes in spinning “country fusion,” Latin/Spanish, and mainstream music. Her know-how has appeared in San Diego Style Weddings, Offbeat Bride, Wedding Planner Magazine, and Book More Brides. She offers consulting at WeddingBizConsultant.com or check out her DJ biz at SanDiegoDJStaci.com. IG/FB/Pinterest/Twitter: SanDiegoDJStaci

MAY 2018MOBILEBEAT.COM ▷6

W E D D I N G B E A T

Square Peg in a Round Hole: Beatmatching at Weddings

By Staci Nichols

W E D D I N G B E A T

Square Peg in a Round Hole: Beatmatching at WeddingsDJ IDEALISM HITS REALITY

AT THE RECEPTION

By Staci Nichols

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The First Dance: This is probably the MOST personal decision couples make when

it comes to special moments at a wedding reception. It is designed to be the centerpiece of the event—the moment everyone remembers.

This is also why, if there's a problem with a first dance, it WILL be remembered for the wrong reason. It’s guaranteed there will be footage of it that will make you cringe. Since the universality of cell phones, there's ALWAYS a camera running during the first dance. (Please keep in mind: I do NOT give my wedding clients the above information. They're nervous enough as it is, so I won’t amp THAT up. My job here is to facilitate and encourage.)

I have a few lists I've assembled along the way of ideas and suggestions for songs to consider for these special wedding dances (which I fully intend to eventually import into Vibo, but that's an entirely different story). However, couples are free to reject them all and select something completely unexpected. Some have. Some might argue they're bad or inappropriate choices. Unless something is WAY outside the lines (at which point I might SUGGEST pulling it back a bit), I leave this up to my clients.

I've heard about (and of course seen video of ) couples who have made elaborate productions of choreographed mashups and pretty much "kitchen-sink" their first dance. This takes a HUGE commitment from the couple, and lots of practice. I have yet to work with a couple who wants this "full on" treatment. I have, however, had a few where I've been asked to deliberately start the wrong song for a few moment (for effect), and then "scratch" to the correct one. In my mind, this is a great way to surprise the audience, without the amount of work required to kitchen-sink it. To this day, most couples still pick a single, slow

song, although there are many more requests for shorter edits.Some of what follows may be difficult to grasp, just from the

written word. I encourage you to listen to the songs referenced to get a much more vivid idea of the nuances involved.

I remember when Mariah Carey was the hot, new female vocalist who just wowed everyone with her range and power, and her first, massive hit song "Vision Of Love." I used this often at weddings in that era, and probably even for first dances. Unfortunately, the genius of the lyrics of this song is the twist at the end where a "Vision Of Love" is "all that you TURNED out to be,"—meaning the entire love story was a sham. This would not be the message most newly-married couples would want to send out in a first dance.

Jeremiah Belknap of Tailor Made DJ in Buffalo, N.Y. shared a story with me of a wedding where the first dance was changed at the last minute from "I Hope You Dance" by LeAnn Rimes (a song "on the list" of standard recommendations) to "Like a Wrecking Ball" by Eric Church. Alcohol may have been relevant to this change being made. Sonically, the Eric Church song is a pretty, bluesy, slow dance. Lyrically, it's got a lot of sex drive. Pretty steamy stuff, but I told Jeremiah I had clients who were even more direct, but in a similar vein.

The most unique choice I think I've ever had a couple select for a first dance was "Feel Like Makin' Love" by Bad Company. This is a great classic rock song, but... I don't think I’d even cat-egorize it as a "slow" song. It COULD be one, if not for the hook, which rocks—hard (at least for the era). This one is definitely NOT on the list of recommendations, but it was right for this couple.

This would've been "too much" for my family; but it was either fine for this group or the couple simply chose it anyway. It was THEIR choice, after all.

What's the oddest first dance song you've ever played? What made it odd? How did it go over with the audience?

Steve Sharp has been entertaining Southern Californians since 1981, and is noted for his extensive music knowledge and music video programming skill. He is also a primary DJ product demonstrator for Hercules.

MAY 2018MOBILEBEAT.COM ▷8

F E A T U R E

Your First Dance Is...WHAT?By Steve Sharp

F E A T U R E

Your First Dance Is WHAT?By Steve Sharp

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At First Glance, Nice First Dance, But on Second Thought…Compiled By Dan Walsh

Some songs that have seen active duty as first dance tracks are actually inappropriate for the situation, lyrically speaking,

if you listen close enough. Most feature lyrics that seem fine overall, except for that one line that puts them in the wrong context. Obviously, couples choose songs like these based on their popularity, catchiness, or the emotional impact of the music and singing (despite the actual words). However, they may not actually listen to the entire song (or maybe even read the lyrics) to understand how it isn’t really right for a wedding day. But is it the DJ’s job to point out the problem—or just let people enjoy their favorite tunes on their big day?

Unchained Melody - Righteous Brothers (“...I’ve hungered for your touch...And time can do so much.Are you still mine?”) The Righteous Brothers’ 1965 cover is the most notable version of this theme to the 1955 prison movie Unchained. Yes, prison movie. ‘Nuf said.

When a Man Loves a Woman - Percy Sledge (“...she can bring him such misery, if she is playing him for a fool…”) Also big in the ‘90s with Michael Bolton’s hit cover, people don’t seem to hear anything after the first six, emotionally delivered words.

Every Breath You Take - The Police (“Since you’ve gone I’ve been lost without a trace...I look around but it’s you I can’t replace…”) The words of very attentive lover or an obsessed creep? You decide.

I Will Always Love You - Whitney Houston (“...Bittersweet memories—that is all I’m taking with me. So good-bye. Please don’t cry…”) Houston’s monster hit cover of Dolly Parton’s original country chart-topper had a greater impact on weddings in the ‘90s than in the the ‘70s. Too bad it was still about leaving someone.

My Heart Will Go On - Celine Dion (...”Far across the distance and spaces between us, you have come to show you go on…”) This song is addressed to a lover who is VERY far away, indeed.

One - U2 (“...Love is a temple, love the higher law, you ask me to enter, but then you make me crawl…”) Bono: “It’s not saying we even want to get along, but that we have to get along together in this world if it is to survive.” He is also supposed to have said “Are you mad!?” when fans have mentioned using it at their weddings.

Make You Feel My Love - Adele (“...I know you haven’t made your mind up yet, but I will never do you wrong…”) Adele’s 2008 cover of this 1997 Bob Dylan ballad had a much bigger impact on weddings than the original. The oft-covered ballad definitely skews toward “unrequited” end of the love spectrum, however.

Ho Hey - The Lumineers (“...I don’t think you’re right for him, think of what might have been...”) A neo-folk favorite with a beau-tifully simple statement of love in the chorus; but jealousy lurks in the verses.

Marry You - Bruno Mars (“... it’s a beautiful night, we’re looking for something dumb to do. Hey baby, I think I wanna marry you…”) The “wedding” is the obvious joke of this song, which also includes ““If we wake up and you wanna break up that’s cool.” Maybe not the best choice for a first dance.

9MAY 2018MOBILEBEAT.COM ▷

DJ Trivia www.djtrivia.com

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Building your portfolio of trivia shows is hard work.

The good news is, there are plenty of angles from which to approach the challenge. The following methods of attracting and booking new business are offered to help you “work smart” and realize the best return on your investment of time and energy.

SAMPLE TRIVIA SHOWSThis is by far the most successful of all methods. Therefore, don’t take this matter lightly. DigiGames customers often report a 90% success close rate for new venue contracts by simply doing a free trivia show. Is your close rate even close to 90%? Without doing a sample show, it simply is not possible. Granted, no one likes to work for free, but if it helps you land a contract for a regular trivia account and puts at least $5,000 annually in your pocket, then why not?

Of course, once your reputation has been established throughout the community, you’ll have referrals and tes-timonials, and you’ll have years of proven experience—all of which you can rely on those when closing the deal. But espe-cially if you don’t have all of these things going for you, a sample show can get your foot in the door.

FLYERS AND LEAFLETSOne key method for getting your name out there is the old fashioned method of phys-ically sending letters and leaflets out to local venues in your area. Mailing them is one option but can be costly and it is more easily ignored by the potential customers. So what you need to do is take them in by hand. Devote one night to hitting all the

bars in your local area and get the leaflet and business cards and flyers out there. Hand them to the manager if you can or make sure at least someone gets them. Then what I would do is a follow up visit a week later to ask if there was interest. This also allows you to check if your leaflet got to the right person.

Make sure the leaflet is up to date, isn’t too heavy on the text, and really gives the potential client an idea of what you are all about. Professionalism is key in the trivia industry, so you need to make sure you are projecting a professional image of yourself.

SOCIAL MEDIAIn this day and age, social media is the key to all successful business. If you do not have a presence on social media you are going to find yourself struggling with all manner of business issues. Having a strong Twitter and Facebook presence, along with your website, will help your business sell itself.

Social media also provides a great way to contact businesses en masse. Sometimes businesses won’t have time to see you in person but leaving a Facebook message can be picked up anytime. Just remember the golden rule: Keep it profes-sional. In this case that means avoiding bad grammar, slang terms, or anything else that will distort your message.

WORD OF MOUTHIf you already host one trivia night, get your owner to recommend you or give you a reference if you are seeking other work. Always make sure the reference

comments on your reliability and the way in which your trivia business has boosted their business and the effect on profits.

VISITING THE VENUEHere I am talking about booking an appoint-ment to see the manager and coming up with a sales pitch. Obviously if they have zero interest in a new trivia host or starting up a trivia night then it’s not going to happen. They are only going to see you if they have a genuine interest in booking you. So, if you get a meeting, that is when you have to turn on the charm and make sure that sales pitch is as strong as it can be.

COLD CALLINGOne method I am not a huge fan of, but some people use to good effect, is cold calling. Businesses get so many cold calls that it’s hard to make yourself stand out. In my view, cold calling is a method of last resort if you have no other options and you can’t get out of the house to visit venues. One solid reason might be a need to phone venues outside your immediate area; a call can obviously save travel time and expense.

WHAT ELSE?One thing you certainly need to do is try to think creatively about how to expand your business. Don’t just rely on bars, as we have been discussing here. Instead, have a good think about where else you can do trivia. This depends on your own situation, the level of writing you can do (or buy) in terms of the questions, and the equipment you have at your disposal. I am talking about the likes of schools, training companies and such. I am also talking about getting into the lucrative corporate gigs and special parties and occasions (weddings, etc.).

You can see that when it comes to attracting new customers there is quite a lot to consider. If you can project your professionalism, make sure your message is clear and consistent, and then back it up with a solid or even stellar trivia night, you will be laughing all the way to bank.

Next time we’ll look at attracting new customers in terms of the players them-selves.

MAY 2018MOBILEBEAT.COM ▷10

M I D W E E K M O N E Y

How to Attract New Trivia Customers

By Daniel Fullard

PRESENTED BY How to Attract New Trivia Customers

CAPTURING NEW CLIENTS: AN OVERVIEW

By Daniel Fullard, DigiGames Consultant

M I D W E E K M O N E Y

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DigiGames .......... www.digigames.com

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When we sit down with a wedding couple before their big day, we often ask them what

three words describe how they want their day to be remembered. Certainly “fun and memorable” will make the list. The bride’s eyes begin to sparkle as she starts to explain her vision in detail.

Sometimes it’s “a day filled with lots of laughter, lots of smiles, lots of fun and lots of dancing.” To other brides it’s “a time where friends and family members can connect and feel welcome, included and involved.” And to some, it’s about “a place where we get a chance to express our personalities to make our wedding uniquely ‘us’.” Those are all awesome descriptions, as they explain what “fun” and “memorable” mean to them. Based on years of experi-ence and over 1,600 weddings done, I can say with con-fidence that regardless of their vision, every couple can experience a fun, memorable wedding by following these three tips (expressed directly, as you would share them with your couples):

TIP #1: BE IN THE MOMENTFirst and foremost, be in the moment. That means relax, and have fun. Enjoy your big day. It’s not a “show” but rather a time where you have chosen to celebrate your love for one another and to specifically spend that time with the friends and family that mean the most to you.

At a recent wedding reception, the bride actually had multiple color-coded checklists and a clipboard. She spent her wedding day running around barking orders at the caterer, photographer, DJ, florist, etc., non-stop. To her, the day was a “show” and not a celebration of love. Then “it” happened after the ceremony: She had a meltdown because photos took longer than the planned, which caused dinner to come out late. Everything snow-balled from there.

On the flip side, if the day is just about getting

MAY 2018MOBILEBEAT.COM ▷12

M O B I L E M A T T E R S

How to Have an Awesome Reception: 3 Keys for Couples

By Matt Martindale

M O B I L E M A T T E R S

How to Have an Awesome Reception: 3 Keys for CouplesTEACH YOUR COUPLES HOW TO ENJOY THEIR EVENTS

By Matt Martindale

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“hitched” and getting an official piece of paper, then go to the court house. The fact is, you chose to spend your day with the people you love. So, enjoy it and have fun!

How to Be in the Moment: In contrast to the micro-manag-ing bride mentioned above, make sure to assemble a team of vendors you feel you can rely on. Seek out and hire great people, see their processes and how they will do what they say, and then TRUST us all to do what we do best. There are countless things happening behind the scenes you don’t know about. Your job isn’t to worry about them but just to simply enjoy your day!

TIP #2: BE NOURISHEDThat’s right: Take time to eat! This one is huge—but easy to forget. Let’s be completely honest: Due to excitement, the couple (espe-cially the bride) tends to skip lunch and dinner the day before, and usually breakfast the day of the wedding too. At this point, nervousness takes over, and then she rarely eats lunch either. The ceremony is over, post-ceremony photos are done, and the grand entrance happens—but she still hasn’t eaten since the breakfast the day before. Then, at the reception...

There will be a steady stream of guests coming up to offer their congratulations during dinner. They are coming up to the bride commenting to the bride about her dress, how gorgeous she looks, wanting to get a glimpse of the ring, take a selfie, see her shoes, get a hug, etc. At best, she has had maybe two or three bites of food in the last 24 hours.

How to be Nourished: Guys, your number one job on your day is to make sure she eats. Have food delivered to your bride and her bridesmaids as they start to get ready. Send a groomsman out to get sub sandwiches for the whole wedding party. Have the hotel deliver room service, or have the caterer deliver a pre-ceremony meal as a surprise. Do SOMETHING. Then, after the ceremony is over, but before photos are about to begin, have your caterer deliver a generous plate of “non-messy” appetizers. If your caterer can’t or won’t do that, make your own version of a simple “lunchable” with cheese, crackers, grapes, granola bars, water, etc. Again, the key here is “non-messy.” It’s super-important to have something to snack on; if stress, alcohol and dancing are added together on an empty stomach, your wedding celebration might not be as fun as it could be.

TIP #3: BE THE EXAMPLEEvery guest at your reception will be influenced by what you do. After all, you are reason everyone is there. Your guests will always follow your cue for their involvement, enjoyment and activity (including dancing). As an example, if the bride puts her head on the groom’s shoulder during their first dance, everyone “feels” the love and the room “melts.” Guests will always look to where you BOTH are (physically) and see if you are active, involved, engaged in the celebration, having fun, etc. and ask themselves (con-sciously or unconsciously) “Where should I be?” “What should I be doing?” and “Should I be dancing?” Guests will also look at you and mentally assess: Are they in the moment?” and “Are they enjoying their day?” If it’s clear that the answers are “yes,” then they feel like they have permission to have fun too.

The most obvious situation where being “in the moment” is the example you want to set, is when it comes to dancing. If the bride is dancing but the groom decides to hang out on the deck or patio smoking cigars with his buddies or at the bar checking his fantasy football stats with the groomsmen (which really happens a lot in the fall) and is ignoring the bride and guests, clearly this sends a disjointed cue to guests. Guests feel they don’t want to

be there, because you (as a couple) act like you don’t really want to be there. You’re not enjoying the event together. If you leave, or guests perceive you left, due to things like a long sunset photo session (more than 5 to 10 minutes) during dinner, or being gone a long time for wardrobe changes, etc., at this point, guests feel like you aren’t there...and they came to see and celebrate with YOU.

How to Be the Example: Have fun and let all your guests see that you are having fun! Always remember, IF YOU BOTH DANCE, SO WILL YOUR GUESTS.

The reality is, every couple can experience a fun, memorable wedding reception if they remember to: 1) Be in the Moment (have fun); Be Nourished (take time to eat); Be the Example (show guests how to celebrate)

Matt Martindale has been a professional DJ and MC since 1989, performing at more than 1,600 wedding receptions since then. Along with running his award-winning, multi-DJ company, Amoré DJ Entertainment (www.amoredjentertainment.com), he has accumulated extensive entertainment experience including training in audio production, sound engineering, lighting and design, improv comedy, voice over artistry, magic, and much more.

13MAY 2018MOBILEBEAT.COM ▷

Stage Spot www.stagespot.com

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S P E C I A L F E A T U R E

A Better DJ Insurance Experience Is In Sight

By Ryan Burger

MAY 2018MOBILEBEAT.COM ▷14

We live in a world where we can get the latest movies from a big red vending machine, or order our

burgers and fries in an app and have the meal paid for and ready for us when we pull into the fast food joint. It’s in this world that ProSight Insurance has created the ProSight Direct online system where you can order basic coverage just by answering some questions to get the ball rolling.

However, just as a DJ can’t be replaced by Spotify and a speaker, ProSight hasn’t replaced an insurance agent with a website (yet). But for getting the minimal level of liability and equipment coverage most DJs need, there i. now an option as easy as working with a caveman or a gecko for your car insurance.

We had a great conversation with Darryl Siry, the Chief Digital Officer and Joe Beneducci, CEO of ProSight Specialty Insurance, which provided an opportunity for them to explain their new service.

“We’re very excited about this delivery and this launch,” said Darryl. “We think it’s exemplary of just about everything we’ve been doing at ProSight, which is to create a custom-tailored experience for a particular customer—in this case, DJs...As much success as we’ve seen across a variety of different spectrums and different customer segments, the DJ space actually has this unique dimension to it that one size does not fit all.”

He continued, explaining that the program provides “the ability for mobile DJs to be able to have much more tailored coverage in a much more simplified way to receive that experience in a way they’d prefer. And we’re pretty excited and pretty proud of what this delivery is so far, and I do think it’s a peek into everything else that’s going to continue to expand from a DJ perspective of what we’ve already been demonstrating in the market. We’re just going to get deeper and deeper into this space to deliver more solutions for that customer segment.”

The goal of the system is to make it easy to get the policy quoted, set up and rolling, all in minutes, all self service. Joe explained further: “When you go to ProSightDirect.com, you’re able to get a quote in under 60 seconds...and you can do it on your phone...It’s very simple, which is in contrast to a lot of online insurance companies where the process of trying to get a policy can be very complex...”

ProSightDirect.com gives DJs a fast, easy way to meet require-ments that may come up at the last minute, such as the scenario where a DJ just found out from a facility that they need to have ad certifi-cate of insurance for their company or they can’t work the upcoming weekend for the bride they contracted with.

“That’s absolutely right,” said Darryl, “and what we’ve launched so far really concentrates on the property exposures and liability exposures that are consistent with what a mobile DJ will typically run into. This process will continue to evolve and expand along with mobile DJs as their needs change.”

ProSight is focused on simplifying the process of obtaining proper coverage. The process of quoting the insurance, contracting for the insurance, and servicing the account is being done through one company, in one place. This is not a brokerage like what you would experience through some of the other companies advertising when you look on google for “DJ Insurance.”

As Darryl put it, this is the “evolution of the insurance industry” and that ProSightDirect.com, seeks to “create a very different experi-ence but still maintain all of the experience and depth of a very strong, knowledgeable insurance company that can handle customer’s needs.”

Check out more information at ProSightDirect.com.

S P E C I A L F E A T U R E

A Better DJ Insurance Experience Is In SightPROSIGHTDIRECT.COM LEVERAGES ONLINE TECH TO MAKE THE INSURANCE PROCESS LESS PAINFUL

By Ryan Burger

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F rom the very beginning days of my DJ business, I viewed what

I do from the perspective of my clients. I had only been in business for about five years when I got married myself, and was dragged through the process of planning a wedding with my wife and her mother.

It seemed like every vendor we spoke to was trying to nickel and dime us into spending far more money than we wanted to, or buy products or services we never thought we needed (and, frankly, didn’t want). While a great many things have changed since the 1980s, my perspective remains the same: What do I look like to my potential clients? What do YOU look like to yours?

THE ELEVATOR PITCHWith all due respect to the many industry gurus who extoll the virtues of “the elevator pitch,” how often do you actually speak to people on elevators? (And doesn’t it feel a bit creepy when people insist on talking to you there?) Yes, the purpose of the exercise is to force you to focus on your main selling point—I get that. But this is a marketer’s exercise. From a client’s per-spective, it can actually be off-putting. Let’s come at this from their perspective.

“So why should I hire you?” This question from one of my clients crystal-ized this point for me. After all, if they go online, they’ll see a ton of DJs. All will tout their experience, reviews and other selling points, yet to the client, they all seem the same: a DJ is a DJ is a DJ. The above comment came when a client had spoken to several different companies and gotten nearly the same speech. Apparently I, too, was guilty of having said what everyone else was saying. At the time, thinking on my feet, I began telling the client of a new activity I was developing for guests who aren’t there to dance. It was only a sketchy idea at the time, but I had nothing to lose; this client was beyond unim-pressed with everyone she had spoken with. To my surprise, she liked what she was hearing enough to book me. “That is the most original statement I’ve heard all

day.” I launched that new activity at her reception. It was an amazing moment.

HOMOGENIZATIONThere are many upsides to DJ shows, con-ventions, training classes and seminars; it makes us all more professional and, as many like to say, takes our businesses to “a new level.” Yet there is a nearly invisible yet massive dark side: We risk becoming homogenous—so similar to other DJs that it’s hard to distinguish between us. Back in the day, a DJ offering a photo booth was a rarity, and no doubt made those who offered one more popular. The same can be said for video and/or uplighting. The amazing Mark Ferrell, in his quest for originality, created his twist on a wedding montage. He took it up to a new level by applying his radio-borne production skills, turning it into The Love Story™. This set him far apart from any competitors. He has since turned what he did into a class, allowing his industry colleagues to duplicate his format. If you’re the only one in your market that offers it, then it could make you stand out, too. But chances are you are not exclusive, because your com-petition has access to the same classes.

No, this is NOT a slam! Mark’s “Love Story” is ingenious. Anyone offering them at his level should be proud! But because this is something that is now a commodity, that any DJ can purchase and duplicate, it no longer allows us to distinguish ourselves from the pack based on this alone. What we look like is “more of the same.”

THINK OUTSIDE THE BOX (AND AN ELEVATOR IS A BOX)The fact of the matter is that Mark Ferrell didn’t learn his presentation at a conven-tion. It’s something he dreamed up and developed himself. For a very long time, he was the only DJ that offered it. It made him unique. If you think about it, this is a word that we sometimes see, but is mis-applied; if you’re unique, that means there are no others like you. Queen was unique; they wrote “Bohemian Rhapsody.” Hundreds of other bar bands can play it, and they do every week. Some might argue that a band here or there does it even better, and they might even be right! But Queen originated it. Until this great

bar band originates something of their own, they will not be playing Wembley anytime soon.

So I took a look at what I was doing. Was it the same as everyone else? My clients assume that I’m going to have great sound. They don’t care whether I’m using Serato or Virtual DJ; they don’t even care if I’m still using CDs! They simply want good sound. They assume I’m a good public speaker. They assume I’ll take requests and work to plan their event with them. In short, they assume I’m a DJ that offers everything the others do. But what am I doing that others AREN’T doing?

UNIQUE FEATURESThis brings me back to that activity I mentioned above. I have created a fun group activity that is purposely focused on the non-dancers at weddings. In a nutshell, it fosters interaction, and hopefully leads to those special moments that can provoke tears, laughter or anything in-between, the intent being to bring two families closer together and strengthen a new bond. And yes, I’m being vague. That’s because I’m keeping it to myself for a while. Maybe one day I’ll turn it into a course or seminar and offer it as Mark Ferrell has offered his “Love Story.” I have also not stopped there; I have roughly a half-dozen things I’ve included in my presentation and business practices that nobody else offers. (At least that I’m aware of.) My question to you, then, is this: if I was your client, how would you answer me if I said, “So why should I hire you?”

Take a look at your events. Do you see anything that can be done better or differently? Are there people, such as the non-dancers, who might be feeling left out? Are there successful things you’re doing that other DJs also offer that maybe you can put your own spin on? Something that, like the old Spinal Tap guitar amp, which goes up to 11, goes at least one step beyond the expected? Even if you’re not very creative (which is doubtful among DJs), you can plainly see what goes on at your events. While we all love to bask in our successes and those moments that really work, what we need is to take a long, hard look at are those parts that aren’t as great as they might be. Apply yourself; find ways to make them better, or even depart completely and create something you’ve never seen before, anywhere. Then, one day, maybe you will be showing off your creation at a Mobile Beat or other DJ expo.

Until next time, safe (and unique) spinning!

MAY 2018MOBILEBEAT.COM ▷16

F E A T U R E

“Why Should I Hire You?”By Stu Chisholm

“Why Should I Hire You?”By Stu Chisholm

F E A T U R E

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Audio-Technica www.audio-technica.com

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A sk questions, lots of questions. This is sound advice when a bride

and groom are planning their wedding reception with a DJ. Most newlyweds hire a DJ with the idea that his or her job is solely to play music to keep people on the dancefloor. They do not consider all the other traditional events during a reception where special music is also required. This is why it is vitally important for the DJ to ask questions before the event, giving recommendations when needed, and gently guiding the bride and groom as they plan their special day.

One of our recent brides wrote on her survey that we “made [her] wedding a dream come true.” This is what every DJ yearns to hear – that the client’s dream came true. The DJ wants to create a magical experience they will remember for a lifetime. However, DJs are not magicians and the “magical” experi-ence only happens when the right questions are asked so that the DJ knows the couple’s expectations. Then the DJ can mix the ingre-dients, add some special touches, and create an unforgettable experience.

The consultation with a couple should begin by asking what genre of music they want for the social hour. Most often, brides and grooms have given scant thought to the type of background music for their guests to enjoy when arriving at the reception hall. The typical choices are lively jazz, American Songbook, and Top 40 love songs. Regardless of the genre chosen, to set the tone of a party, upbeat songs are preferred.

The next decision is what music to play while introducing the wedding party. Three options are available. The DJ can play one song for the entire wedding party, the same song for the wedding party, but a different tune for the bride and groom, or a separate “snippet” of a song for each couple.

The one song that most couples have selected prior to the consultation is their first dance song. The only guidance for this song is when they have it narrowed down to two songs and cannot decide which one to use as the first dance. One solution is to recommend they dance to one of their choices for the first dance and use the other song as a last dance. Along with the first dance, the bride-father and groom-mother dance must be planned. This decision could be a delicate one for the bride if she has

P L A Y S O M E T H I N G W E C A N D A N C E T O

A Dream Wedding: It Takes More than Magic

By Jay Maxwell

MAY 2018MOBILEBEAT.COM ▷18

P L A Y S O M E T H I N G W E C A N D A N C E T O

A Dream Wedding: It Takes More than MagicUNDERSTANDING THE COUPLE’S DREAM IS KEY TO MAKING IT A REALITY

By Jay Maxwell

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LAST DANCE1 DON’T STOP BELIEVING JOURNEY

2 SAVE THE LAST DANCE FOR ME MICHAEL BUBLE

3 AT LAST ETTA JAMES

4 COME AWAY WITH ME NORAH JONES

5 LAST DANCE DONNA SUMMER

6 TIME OF MY LIFE DIRTY DANCING

7 TAKE ME HOME TONIGHT EDDIE MONEY

8 WONDERFUL TONIGHT ERIC CLAPTON

9 THEN BRAD PAISLEY

10 CLOSING TIME SEMISONIC

11 THE WAY YOU LOOK TONIGHT FRANK SINATRA

12 ONE MORE TIME DAFT PUNK

13 HOME PHILLIP PHILLIPS

14 SEND ME ON MY WAY RUSTED ROOT

15 HAPPY PHARRELL WILLIAMS

16 WHAT A WONDERFUL WORLD LOUIS ARMSTRONG

17 BYE BYE BYE NSYNC

18 UNFORGETTABLE NAT/NATALIE COLE

19 SKY FULL OF STARS COLDPLAY

20 LET'S GET IT ON MARVIN GAYE

21 I GOTTA FEELING BLACK EYED PEAS

22 COME FLY WITH ME FRANK SINATRA

23 PERFECT ED SHEERAN

24 SIGNED, SEALED, DELIVERED STEVIE WONDER

25 JUST THE WAY YOU ARE BILLY JOEL

26 CAN'T TAKE MY EYES OFF YOU FANKI VALLI

27 TODAY WAS A FAIRYTALE TAYLOR SWIFT

28 FRIENDS IN LOW PLACES GARTH BROOKS

29 I DON'T DANCE LEE BRICE

30 GLAD YOU CAME THE WANTED

31 HOME EDWARD SHARPE

32 I WON'T GIVE UP JASON MRAZ

33 WE ARE YOUNG FUN

34 I'M YOURS JASON MRAZ

35 WANTED HUNTER HAYES

36 LOVE YOUR LOVE THE MOST ERIC CHURCH

37 FIRST DAY OF MY LIFE BRIGHT EYES

38 LATCH DISCLOSURE

39 GOOD LIFE ONE REPUBLIC

40 BETTER TOGETHER JACK JOHNSON

more than one father-figure that she wants to honor. Likewise, there might be another family member who will dance in lieu of the parent.

Every wedding has its own special touches and events based on the couple’s situation and desires. However, most weddings still have the ceremonial cutting of the cake, the bride tossing the bouquet, and the groom removing the garter from his bride’s leg. These events also require a song, and most often, the DJ will need to offer appropriate suggestions.

We send all our wedding clients a four page planning guide to complete prior to meeting that helps make their dreams come true. The guide asks questions about every aspect of the reception, from the social hour to the last dance (see list). If you’d like a complimentary copy of our guide, email me at [email protected]. Couples are surprised to learn how much planning it takes for a DJ to make the “magic” happen on their dream day. They thought all the DJ had to do was to play music when someone shouts, “Play Something We Can Dance To!”

Mobile Beat’s resident musicologist since 1992 (issue #11), Jay Maxwell runs the multi-talent entertainment company, Jay Maxwell’s Music by Request, LLC, in Charleston, South Carolina. He is also a professor of Business at Charleston Southern University. His passion for detail and continuous research of clients’ requests can be found not only in this column, but also in his annually updated music guide, Play Something We Can Dance To.

19MAY 2018MOBILEBEAT.COM ▷

Play Something We Can Dance To! www.mobile-beat.com/store

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I ’m often curious as to how DJs in other countries program events. How similar or

different are their events from ours? How do DJs abroad deal with networking, associations and competition? What about gear?

As luck would have it, I recently ran across a cool post on a DJ forum. The thread was about custom stands and setups. Brennan Tallack of Spin Audio in Red Deer, Alberta, Canada had posted a very cool picture of a unique stand he designed and had custom built. I reached out to Brennan and he graciously gave me the inside scoop, not only on his stand, but also on Canadian DJs and his love for our industry.

Mike Cordiero: How did you get your start as a DJ?

Brennan Tallack: When I was in high school MP3s were just starting to becoming a thing. I was raised by music lovers so I was fortunate enough to have access to hundreds of

CDs. Back then pretty much all DJs were still using CDs or even tapes. I had already ripped over 100 of these CDs to my laptop and at a school dance I took an interest in what the DJ was doing and how he was playing on dual CD players, and decided I could do that myself without the hassle of CDs. Somehow I managed to convince student council to pay me to do the dances instead of bringing someone in. With the money they paid me I went and bought some basic DJ lights and used the school gym's PA speakers for my first dance. From there I kept building my light system and even-tually bought my own speaker system from an auction.

MC : Which events do you specialize in?

BT : I specialize in weddings and corporate events.

MC : How did you develop your company?

BT : Networking has been absolutely key for me. I'm very fortunate to work in a city with very amicable profession-al DJs; one of which has been a good friend of mine for many years. I'd stopped DJing for a while after high school because of migraines, but after I got those under control and wanted to get back into the industry, I found myself in great company with a supportive group of local DJs who welcomed me with open arms. They've helped me grow my skills, my equipment, and my prices. In turn, I've been able to pass on unique things I've learned to them and to train new members who want to improve themselves.

MC : What sets your company apart from others in your market?

BT : As mentioned above, my market is a bit unique. We all work together to better each other and ourselves. As a result many local DJs have the same set of skills and because we constantly share equipment as well, we can even offer similar equipment. That said, everyone does have certain unique skills and offerings. I always work to improve my music knowledge, the appearance of my setup, and my skills. I offer a clean professional service and offer straightforward services with flat rate prices clearly listed on my web site. I've found many of the couples getting married these days appreciate everything being laid out and simple to under-stand. It's hard to blame them. I wouldn't want to call 10 different photographers, DJs, caterers, florists, venues, etc. to have to find out pricing and services. I want to make it as simple as possible for my clients to get the information and the services that they want.

MC : What's a typical wedding like in Canada? Differences from USA weddings?

BT : Our weddings are often referred to as “marathon” weddings in Canada. A typical ceremony will start around 1:00 or 2:00 PM, followed by the wedding party going off for photos. From there, the reception will usually start around 5:00 with the cocktail hour, grand introduction around 6:00,

MAY 2018MOBILEBEAT.COM ▷20

P R O D J F I L E S

Brennan Tallack By Mike Cordeiro

Rocking Alberta Receptions WESTERN CANADIAN BRENNAN TALLACK TALKS TRADITIONS AND MORE

By Mike Cordeiro

P R O D J F I L E S

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followed by dinner, toasts, speeches, and special dances. Finally the dancing will usually get started around 8:00 or 9:00 PM and usually goes until at least 1:00 in the morning. I've done many weddings that didn't wrap up until after the sun was coming back up. Usually the ceremony and reception are at different locations so we're required to either have two setups or to move our setups between ceremony and reception. Sixteen hour days are pretty common for DJs around here with set-up and take-down.

MC : Do you have a wedding season?

BT : It's a long running joke that Alberta has two seasons: winter and construction. It's pretty rare to see a wedding in winter with the exception of New Year's. A lot of people choose to have their ceremonies outside so it usually isn't until late May at the earliest that people are comfortable with an outdoor wedding. From there wedding season wraps up around early September as it starts to get cold again.

MC : Do you belong to any groups or organizations in Canada?

BT : Canada has two major DJ organizations, the CDJA and the CPDJA. I've belonged to both at one point or another but truthfully I've gotten way more out of networking with the local DJs in my area. Some also belong to the bigger orga-nizations, some don't. We've created our own small orga-nization known as the Professional DJ Alliance of Central Alberta. (https://pdja.ca) I probably get more business from referrals from other DJs in my network than any other source. Many of us are single ops and can only do one event per day. As a result we like to be able to recommend each other as we know the client will still be getting service up to our standards.

MC : How did you get the idea for that stand?

BT : I'd seen a few different setups on the Facebook DJ groups like the Hoerboard (www.hoerboard.com) but I never found one that could actually integrate all the gear that I rely on. I started making notes about what I liked and didn't like about the stands I've found and started figuring

out how to make something that meets my personal needs. I settled on a top cut to fit my controller with hidden cables, and a central leg with a 4U rack on rails so I could access the cables behind the rack as needed. Finally I realized I'd need somewhere to hide the cables, which is where the cubby in the bottom comes in. I then commissioned a local carpenter friend to build it based on my design.

MC : How much did it cost to build?

BT : All together about $200 (CAD) in material cost and about $700 (CAD) in labor to get it built.

MC : What are some of the challenges you have as a Canadian DJ? Do you experience a lot of the same stuff we do in the USA?

BT : For the most part I'd imagine the challengers are similar. The biggest challenge of course is education. Not just for myself but for clients as well. Through my local organiza-tion we've been able to help clients understand the value of a professional DJ over hiring the cheapest guy on Kijiji [a Canadian classifieds site similar to Craigslist]. There’s also the challenge of keeping up to date with the latest music, espe-cially for the rare teen or school dance I do. I'm fortunate in that I'm fully self-employed so I can dedicate the time I need to my DJ business. I also run a professional web design company and have actually built the web sites for most of the other DJs in my area. From there, the next biggest challenge is marketing and growing my brand. Being a single-op I only do about 30 events per year so I don't get the same word of mouth that some of the multi-ops doing several hundred per year would get.

I found it very refreshing to learn from Brennan that DJs in Canada face many of the same issue DJs in the US do, with net-working, venues, client expectations and competition. After 27 years in this industry I don’t know if I could handle doing 15-hour wedding receptions. I’ll stick with the five-hour celebrations we have here. Brennan is also happy to share the specs of his unique and awesome DJ stand. It is a real testament to the innovation and talent we have in our industry, no matter where the DJ may be located.

21MAY 2018MOBILEBEAT.COM ▷

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Getting on a local venue preferred list can be like gold to many wedding providers. Because the

venue is often one of the first major wedding-related purchases a couples makes, if not the first, it’s also where many couples turn for recommendations on other local vendors to consider. When your name is on that list, you can get a stream of new prospects effortlessly coming to your business without any advertising costs.

So, as a venue owner, it’s probably not surprising that a question I am often asked by vendors is how to get on our venue’s preferred vendor list. Since every wedding supplier we recommend reflects on us, we are very particular about who we refer and have often built up relationships for years before adding someone to our list.

Still, there is always room for a new supplier. As new, hip pro-fessionals appear on the scene and more seasoned businesses decide to retire, venue preferred lists can evolve.

So if you are looking to position yourself well for that next DJ opening on your local wedding venue’s preferred list, here are a few tips I can share from my own personal experience regarding what we look for in a DJ. Some may seem rather obvious, but they are critical for winning favor with a venue, nonetheless.

TOP TIPS ON HOW TO GET ON VENUE PREFERRED LISTS Showcase your skills at an open house or vendor nightIf you haven’t yet been booked by a couple to play music at a venue you’d like to build a relationship with, then you will need to find another way to showcase your talents to the venue. Many venues have an open house or vendor night and it’s possible they might be open to letting new vendors contribute services. Offer to DJ one of these events complimentary in order to demon-strate the quality of your work and what you can do.

Communicate well with a venue’s event coordinator When you do get booked by a couple, remember to stay in constant contact with the venue’s event coordinator, not just with the couple. Compare notes, share itineraries and ensure that you are on the same page with regards to timing, transitions etc.

Get to know the staff Introduce yourself to all the staff at the venue and be friendly. A venue will be more likely to refer you if the entire staff had a great impression of you as a professional.

Be charismatic The couple wants their guests to have a good time, and the venue will want to see that, too. Play the music that gets people up on the dance floor, and be friendly and sociable with the guests, as needed.

Look fantasticWe all know that personal presentation really matters at weddings. Everyone there will be looking their best and, as suppliers, we need to follow suit. As always, dress appropriate-ly for the occasion, and ensure that equipment looks fresh too, not beat up. Your appearance will make a big difference to the impression you make.

Be organizedGet there early, be efficient and tidy as you set things up, and ensure that you’re ready to go at least an hour prior to the start of the event. It will give the venue coordinator peace of mind knowing that everything is in place with plenty of time to spare and raise their confidence in your professionalism.

Be great at what you do!It probably goes without saying that a venue wants to see that you know your stuff and are awesome at your job. Having a wide knowledge of music that allows you to play the right songs at the right time in order to keep guests happy and dancing is a must. But it’s also really important to be a good MC; reading the crowd, bringing a nice energy to the atmosphere and helping the venue keep the timeline on track.

It doesn’t hurt to ask the venue you have in mind what they are looking for in a DJ that would qualify you for their preferred list. While I like to see all of the above qualities in our DJs, your local venues may have a slightly different set of criteria. Don’t be afraid to reach out and express your enthusiasm for their venue and a desire to build a relationship. It may not happen overnight, but it’s possible with communication and persistence.

Kim Gleason is the founder of Tre Bella, a stylish and affordable wedding venue in Arizona. With a refined eye for design and an impeccable coordination process, Kim is passionate about keeping platinum-level weddings stress-free and within reach for busy couples.

F E A T U R E

How to Get on a Venue’s Preferred Vendor List

By Kim Gleason

By Kim Gleason

By Kim Gleason

MAY 2018MOBILEBEAT.COM ▷22

F E A T U R E

How to Get on a Venue’s Preferred Vendor List

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Mobile Beat Cruise www.mobilebeatcruise.com

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Mobile Beat Las Vegas www.mobilebeatlasvegas.com