DJ Salah Ananse spins at venues around the world – from Brazil to London to Ethiopia to his home town of Atlanta. He is a DJ, producer and promoter and constantly faces the challenges of running organizations and getting butts in seats. I spent some time with him at Spice Market in the W Midtown and he shared his experience about how to be successful. For all of the details, listen to the full interview
Being both a DJ and promoter, Salah is constantly facing the challenge of how to deal with promotions – and has been successful through innovation. He has a diverse toolbox that includes:
“The most important thing about building your business through social networking is you want a targeted audience; you want someone that’s going to respond to what you’re giving out … unless it’s something targeted to my audience, I’m not really worried about it.”
There can be a lot of noise in social networking. When you consider Facebook’s blending of people poking you and asking you to join their mafia, the promotional message can get lost. These networks connect you to everything that is related to everyone you know and it can be difficult to focus attention on connecting to those that are interested in getting out of the house and showing up at your events. Salah breaks it down like this:
- Myspace – He used to use MySpace, but has moved away from it.. it’s no longer that effective.
- Facebook – Facebook is still a great way to promote. He lists his upcoming events, updates his status for more unique events, and has a group page. He recommends keeping the information fresh by including new photos, videos and and links to free music. However, his biggest complaint is that Facebook has a more passive audience. People check it occasionally and announcements can get lost in the noise of the friend feed. He’s been moving more and more to Twitter.
- Twitter – this is where Salah sees the most opportunity. Twitter users are more likely to be monitoring their friend feed and he believes they are more active and more likely to be looking for things to do in the real world. The people that he follows and that follow him are “in a community that feeds off of each other.”
Beyond social networking, Salah uses a number of other technologies, creating a diverse blend of connection points to his audience.
- SMS – sending text messages should be limited to more intimate messages versus a mass broadcast. He uses this to connect to individuals that he wants to personally invite. One major thing to avoid is overloading people – he doesn’t want to hear from a DJ that is spinning on Monday and then again on Thursday – use in moderation.
- Email campaigns – These can be very effective, but again should be used in moderation. Try to send no more than one email every 1-2 weeks and include a consolidation of everything you have going on. Don’t take advantage of your fans’ patience and wear them out.
- RSS – rss allows subscribers to digest your information when they are ready to, is less intrusive, and still keeps people informed about what’s going on. If and when they are ready to connect to you, they have a single place they can look to find information about what’s going on without all the noise. Salah is implementing rss on his new site.
Salah is always looking at new ways to use technology as well. One idea he is actively working on is being able to extend special offers through SMS so that people can get benefits like no cover to his shows and RSVP through their phones.
The Human Touch
For some things, there is no substitute. Getting to know people on a personal level and being a great person is the first step in building an audience. People need to love your music and you. Turning your fans into friends helps to insure that people show up and builds connections that get you gigs.
Word of mouth is “the most effective form of promotion, no matter what anyone comes up with.” This ties back into the Human Touch as well as using viral social networking tools and real world conversations. Putting something in people’s hands is also a key part of this. A fan telling him that they need a new CD because some girl stole the old one is a metric of success.
Salah describes his audience as ranging from 18-45 and educated. This is fertile ground for his intelligent music that blends house, soul, hip hop, salsa and Reggae. Although he does do some lounge, his patrons mostly come to him to dance. The gigs that he gets are mostly clubs, some restaurants, larger events (like opening for Dave Chapelle 8 times) and corporate events including Hennessy, Lincoln Properties and even Whole Foods.
Social networking combined with real world interaction allows Salah to keep connected to his patrons. Providing people with a great experience keeps them coming back for more.
Give people music that makes them dance and be a reliable resource for venue owners that fits with the vibe they are trying to build and draws crowds – that is the magic enticement blend.
Salah uses the technology tools already mentioned to simplify promotions, but also has some tools of the trade to make DJ’ing easier. Most notably is Serato that allows him to perform with only his laptop in hand – critical when you are traveling internationally for a show and don’t want to drag around vinyl or CD’s. In fact, it is a prerequisite for all of the DJ’s that work for Salah.
Success is fundamentally measured by how many people show up and if they are on the dance floor. Effectiveness of different promotional tools can be loosely measured by the amount of activity on the social networks, including retweets, RSVP’s to events, comments on past events, and the fan base of his Facebook group.
Final Words of Advice
Music always comes first, but DJ’s need to also be aware that they are Personalities. They need to connect on a personal level to their fans, look the part for venue owners and event organizers, and do a lot of leg work interacting with people and promoting to be successful. For promotions, it is critical to reach your target audience effectively and to respect them – connect with them on their terms and don’t beat people over the head with announcements.
Salah Ananse was a child actor and actively involved in dance and promotion since he was very young. He broke into the scene with the help of his DJ friends that gave him access to gigs and he worked his way up by building strong friendships and being good at what he does. He is a DJ, producer and promoter – through his organization Soul Sessions which has worked with people like Erykah Badu and Rafael Saadiq.
Connect with DJ Salah
- Dave Chappelle – just a great guy to work with
- Anthony David – Grammy nominated singer
- D.R.E.S. tha BEATnik – hype man based in Atlanta
- Sean Alvarez from swanksociety.com - great people to collaborate with. Check out Swank Society’s page and hear music that will get you through your work day or party night.
- DJ Kwest – another great collaborator.
- Mausiki Scales – Jazz/Afro-beat musician that Salah is collaborating with on album, due out in August
- The Tabernacle – Salah always has a great time spinning at this venue in downtown Atlanta
- Sugar Hill – although closed now, this was a great venue with great people
- Jazz Cafe – the amazing venue in London is a great experience for any artist