If you’ve ever wondered what Marketing for DJs looks like when it’s built for longevity (not just a quick spike of inquiries), this episode is your reminder that the “secret sauce” usually isn’t a secret at all, it’s relationships, consistency, and a brand experience that makes people feel taken care of from the very first touchpoint.

In Episode 40 of Engage Your Brand®, I’m joined by Marz (Marcellus Lawhorn), the high-energy spark behind Charizma Entertainment to talk about what it takes to build a DJ brand that lasts for decades, stays human, and keeps booking through every season of the industry.

Listen to the episode

If you want the full conversation (and the stories behind it), you can listen on Spotify or Apple Podcasts or play it directly below.

Why marketing for DJs feels harder than it should (and why it doesn’t have to)

Let’s be honest: DJs are often marketed like a commodity.

Same buzzwords, same claims, same “we’ll keep the dance floor packed” lines, same price shopping cycle that drains your energy and turns your work into a race to the bottom.

But what Marz has built over 40+ years is proof that you don’t have to play that game.

Because the truth is: you’re not selling music. You’re selling trust, you’re selling emotional intelligence, you’re selling leadership, you’re selling the ability to read a room, carry a timeline, set the tone, and make a wide range of people feel like they belong in the same celebration.

And the marketing that actually works for DJs is the marketing that communicates those things clearly—before you ever get on a call.

Meet Marz: longevity, reputation, and the power of being unforgettable

Marz isn’t just a DJ. He’s a crowd-reading expert, a vibe curator, and the kind of person who makes clients feel like family from the first conversation.

He’s also living proof that staying power in the event industry is possible. Not just surviving. Thriving. Growing. Staying relevant without constantly reinventing yourself into someone you’re not.

One of the biggest takeaways from our conversation? Most of Charizma’s leads are referral-based—around 80%.

That doesn’t happen by accident.

That’s what happens when your brand experience is memorable, your service is consistent, and your relationships are strong enough to outlast trends, algorithm changes, and marketing fads.

So let’s talk about what that actually looks like, and how you can apply it to your own DJ business.

The real “lead source” most DJs overlook: relationships that compound

When you’re early in business, it’s easy to assume the only way to grow is:

• post more
• run ads
• get on more directories
• book more venues
• chase more visibility

And yes, visibility matters. But visibility without relationship doesn’t compound the same way.

Marz shared that a big part of their growth came from doing such a strong job that clients naturally became advocates. And not in a vague “oh yeah, they were great” way, but in a “you have to hire them” kind of way.

Here’s what that requires behind the scenes:

Make the experience easy to say “yes” to

One reason Charizma’s referrals convert well is because potential clients can find what they need quickly, especially pricing and clarity.

If you want your marketing to work harder, ask yourself:

• Does my website answer the real questions people are afraid to ask?
• Can someone tell, within 30 seconds, if I’m the right fit?
• Have I made it easy to understand what I offer, how it works, and what it costs?

When those things are clear, your inquiries become warmer. Your calls become more personal. And you stop wasting time convincing people who were never a fit to begin with.

Treat every event like the beginning of the next relationship

One of my favorite parts of Marz’s story is the “family DJ” legacy, serving the same families across milestone after milestone. Bar/bat mitzvahs, graduations, corporate events, weddings… years and years of trust.

That’s not just repeat business. That’s brand equity.

And the marketing lesson is this: your best marketing is often happening while you’re delivering the service.

Your follow-up, your professionalism, your calm leadership, your ability to read people, your emotional steadiness—those become the story people repeat when their friend asks, “Do you know a DJ?”

The “what, not why” mindset: a communication strategy that sells

Marz dropped one of the simplest, most powerful communication shifts I’ve heard in a long time:

“We don’t ask why. We ask what.”

Because “why” can feel like criticism, even when you don’t mean it that way. It puts people on defense.

“What,” on the other hand, opens conversation.

If you want to build a DJ brand that books through relationship (not pressure), this matters in your client experience and your marketing messaging.

Here’s what that looks like in real life:

• Instead of: “Why do you want that song list?”
  Try: “What kind of vibe do you want guests to feel during that part of the night?”
• Instead of: “Why aren’t you doing a formal timeline?”
  Try: “What matters most to you—flow, flexibility, or structure?”
• Instead of: “Why is your budget so low for what you want?”
  Try: “What’s most important for you to prioritize: sound quality, MC presence, lighting, or dance floor energy?”

This isn’t just “nice.” It’s strategic.

Because the more your clients feel heard, the more they trust your recommendations. And the more they trust you, the less the conversation centers on price.

Pricing transparency: the fastest way to shorten the sales conversation

This part of the episode is a big one, especially for DJs who feel stuck in constant price shopping.

Marz talked about how having pricing accessible helps their inquiries come in better qualified. It takes the awkwardness out of the call. It lets the conversation focus on connection and fit.

Here’s the key: pricing transparency isn’t about giving everything away.
It’s about giving enough clarity that people can self-select.

You can do this in a lot of ways:

• “Starting at” pricing + what that includes
• package ranges (with clear differences)
• a pricing guide download
• inquiry form that routes people into the right tier

The goal is simple: less convincing, more connecting.

When your pricing is hidden, your website becomes a teaser. When your pricing is clear, your website becomes a filter.

And filters are your friend.

Consistency is not boring, it’s what builds recognizable brands

One of Marz’s biggest branding lessons after decades in business?

Consistency.

Not constant rebranding, not constantly changing your tone, ot chasing whatever aesthetic is trending.

Just consistency, done well.

A lot of DJs feel pressure to stay “fresh” by reinventing everything:

• logo
• colors
• vibe
• brand voice
• marketing angle every season

But recognizable brands don’t do that. They evolve, yes—but they don’t abandon the foundation every time the industry shifts.

Here’s what consistency looks like in practical terms:

Visuals match everywhere

Your website, your Instagram, your email signature, your brochures, your client guides, it should all feel like the same brand.

If someone sees a post and then clicks your site, it shouldn’t feel like whiplash.

Message stays anchored

You can talk about different topics, different types of events, different seasons, but your “why you” should stay clear.

Pick a few core themes you’re known for (and repeat them):

• calm leadership
• crowd reading
• personalization
• timeline guidance
• inclusive energy
• high-end production
• multi-generational dance floors

Whatever your true strengths are, repeat them until you feel sick of hearing yourself. That’s when the market is finally starting to remember it.

Client experience stays aligned

If your marketing promises “calm confidence,” but your process feels scattered… people feel that disconnect.

Branding is not just what you say. It’s what it feels like to work with you.

Know your market: the most underrated marketing decision you’ll ever make

One of the most practical pieces of advice Marz gave: decide what market you’re actually serving.

Not just “weddings.” Not just “events.”

But what kind of events, for what kind of clients, with what kind of expectations.

Because marketing for DJs gets so much easier when you have clarity here.

Ask yourself:

• Do I want luxury weddings or high-volume budget weddings?
• Do I want club-style mixing or MC-led structured weddings?
• Do I want corporate galas, school events, mitzvahs, country clubs, festivals?
• Do I want to be known for a specific culture, genre, or experience type?
• Do I want to travel? Stay local? Be destination-available?

There’s no “right” answer—but you need an answer.

Because when you try to market to everyone, you end up sounding like everyone.

Build the team around you (so your talent can actually scale)

Another huge theme from this episode: get help.

Marz talked about building a team around you, not just DJs and staff, but professional support:

• legal
• accounting/bookkeeping
• coaching
• mentors and peers through organizations and events

This is especially important for DJs because you’re often balancing:

• performance work (events)
• sales (consults, follow-up, inquiries)
• admin (contracts, planning, timelines)
• marketing (content, social, SEO, ads)
• operations (gear, travel, staffing)

If everything relies on your brain and your energy, burnout becomes inevitable.

And if you want longevity, you have to build systems that protect your energy—not just your calendar.

“Don’t let loyalty become a liability” (aka: leadership is part of marketing)

This is a leadership lesson, but it’s also a brand lesson:

If you want your business to have a reputation for excellence, your team has to be aligned.

Because your brand is only as strong as the experience people have when you’re not the one behind the booth.

Marz shared a reminder that every small business owner needs:

• Is everyone on the bus in the right seat?
• Do they still share the vision?
• Are they growing with the company?
• Do they have what they need to succeed?

That’s not harsh. That’s responsible.

Because consistency doesn’t just come from your marketing, it comes from your delivery.

The website lesson: your brand should feel like a warm chocolate chip cookie

We had to include this, because it’s so Marz and honestly such a perfect way to describe what great branding does.

He told me he wanted the website to feel like the experience of breaking open a warm chocolate chip cookie—comforting, inviting, joyful, and immediately positive.

Here’s the marketing takeaway:

Your brand should make people feel something specific.

Not “professional”, not “fun”, not “modern”.

Something more real, something more sensory, something people can recognize.

So if you’re unsure how to improve your marketing as a DJ, start here:

• What do you want people to feel when they land on your website?
• What do you want them to assume about working with you?
• What should they trust you with immediately?

Then build your visuals and copy to support that feeling, on purpose.

How to market a DJ business without feeling salesy

A lot of DJs resist marketing because it feels performative. Or pushy. Or like you’re bragging.

This episode is a reminder that marketing doesn’t have to be loud to be effective.

Here are a few ways to market from a place of service (not pressure):

Share what you notice (because experience is valuable)

Instead of “Hire me!”, try:

• “Here’s what makes a reception flow effortlessly.”
• “Here’s how to make multi-generational dance floors work.”
• “Here’s what couples forget to plan for—and how we fix it.”

Teach through stories

People remember stories more than tips.

Share moments like:

• the song that brought three generations together
• the timeline pivot that saved the night
• the shy couple that ended up owning the dance floor
• the family you’ve served through multiple milestones

That kind of content builds trust fast—because it proves you’re paying attention.

Let your process be part of your content

DJs have incredible behind-the-scenes value, and most of it never gets shown.

Talk about:

• how you guide planning calls
• how you help couples choose music without overwhelm
• how you read a room in real time
• how you collaborate with planners and venues
• how you handle last-minute changes calmly

That’s marketing. And it positions you as more than “someone who plays music.”

The marketing strategy that outlasts trends: be human

Marz said it best: allow yourself to be human.

You don’t know everything. You don’t have to pretend you do. And your clients don’t need you to be perfect—they need you to be present, steady, and trustworthy.

And when you show up as a real person in your marketing (and in your process), people connect faster.

They book faster, they refer faster, they remember you longer.

That’s how you build a DJ brand that lasts.

Key takeaways from Episode 40

Here’s what I’d want you to walk away with:

• Referrals don’t happen by accident, they’re built through a consistently excellent experience.
• Ask “what” instead of “why” to create trust and open dialogue.
• Pricing clarity shortens sales conversations and filters for better-fit leads.
• Consistency is what makes brands recognizable (and memorable).
• Know your market and build your niche, even if it’s not what everyone else is doing.
• Build a team around you so your business can scale without burning you out.
• Your marketing should communicate what you really deliver: leadership, care, and a vibe people feel safe inside.

Ready to strengthen your DJ brand and marketing?

If this episode hit home, you’re not alone. DJs carry a lot, and your marketing should reflect the real value you bring to an event.

You can listen to Episode 40: Marketing for DJs with Marz from Charizma Entertainment on Spotify, Apple Podcasts, or right here on the blog.

And if you’re ready to build a brand and website that feels clear, elevated, and unmistakably you, the kind that turns “price shoppers” into “we’ve been looking for you”, I’d love to support you.