For those who do not know what undercutting is, its defined as “Offering goods or services at a lower price than (a competitor)”. This is good when you selling candy or ice pops in your neighborhood, but when it comes to DJing… HELL NO!!
You dj’s who are undercutting are killing us a a DJ culture. When you undercut, the market value for a DJ decreases. You think you’re doing yourself a favor because you got the gig…Nope!!
Earlier this year I tried to DJ this event thats pretty big in Atlanta. I was offered the gig, not too long after the promoter called me back and said another DJ called him and said he will do it for $40… Has this happened to you before as well?
Wait. Hold up…
I’m charging $250, which nowadays seems to be more than standard and this N*GGA — excuse my ghetto — charges $40! Lets say your equipment gets stolen. ALL OF IT. Laptop, Turntables, Speakers, etc….That average setup cost around $1,500 – 3,000. Now lets go back to that $40 that you got with yo undercutting A$$….$40 is less than 2% into $3,000 you idiot! SMH.
See it doesn’t help you at all so why do it? We know why!! Because you can’t any gigs, and charging low is the only way for you to get your proverbial “foot in the door” . Foot in the door tactics acceptable when you do one or two gigs for free just to get into that promoters grace. That’s fine. We’ve all done it, but when you’ve been DJing for at least a year or two and you’re charging $40.. N*GGA PLEASSSE!!!!! Please duct-tape two Technics 1200’s to your ankles and jump off a bridge.
If you feel like you’re going to lose a gig if you charge more, PRACTICE MORE. Get it to the point to where no matter what price you put out there, you will be paid. WE are the party, without music there are no people dancing, no one is enjoying themselves, etc.
Back in the day, DJs charged $600-1000 standard. What gives you the right to erode the image of our profession and passion?. STAND YOUR GROUND. Yes, we are in era where DJing is becoming less talentless daily, but if we don’t take a stand for our literal self-worth, we will continue to lose gigs to someone’s “Ratchet Playlist” on their iPhone.
Make the right choice, don’t undercut.
Now, the undercutting DJ is not all to blame here. There is also the promoter who is hiring that DJ for $40. These promoters do not respect the hip hop culture and they feel dj’s are just human juke boxes. In many cases, promoters are not educated with what “Real” DJ’s do, because there are so few “real” DJ’s left. A real promoter wants his party to jump. The party jumps when you have a real DJ. But a lot of these promoters are only counting the money, and not trying to build a brand. They look at this hip hop culture as a hustle, and take no pride in what they do. They are raping the game and it is effecting everyone, such as the DJ’s who really rock parties who are now being undercut. It effects the fans who go to the club and want to have an experience, because now they are in the club listing to a human juke box, and weather they know it or not, it effects the party promoter because people didnt enjoy the party so they stop coming back.
I want to open up this discussion to you and the entire djservicepack.com community in the comments below. So who is to blame, The Undercutting DJ or the Promoters who hire the Undercutting DJ?