DJ Who?™ Wedding and Events Entertainment is a Nashville-based wedding and events DJ, Photo Booth Owner/Operator, Lighting Technician, and Special Effects brand.
Against all odds, the company, which launched in January 2020 during the Covid pandemic, leaped from a $0 to $50,000 brand, combining all aspects of Entertainment and transporting events into modern-day trends, providing the most electrifying of experiences!
How DJ Who?™ leaped to success is a noteworthy strategy that revolves around two words: Brand Association! But the real question is why brands would want to associate themselves with a virtual “nobody.” The story circles around podcasting. “I created a podcast called the ‘ConnectWed Podcast‘that featured different wedding vendor types. By allowing these vendors to tell their stories, their fans were exposed to DJ Who?™”, explained Tom Covington, Mastermind and founder of the brand.
Brand association proved to be a masterstroke for DJ Who?™ Wedding and Events Entertainment as the company ramped up dramatically. Tom, an erstwhile employee who only managed a paltry 6 events in 2019, was able to break even through marketing and branding, working over 20 events individually without company assistance even with events occurring infrequently. “I have now grown the company to 3 people with 30 events booked to date in 2021”, Tom Covington remarked.
Video Link: https://www.youtube.com/embed/uigmQhv3zR4
Tom’s podcast videos also exploded his YouTube channel, taking it from zero subscribers to a monetized platform. The podcast episodes have over 20,000 views within the first season. Additionally, sponsorships were gained from various channels from a professional lighting control company (Soundswitch), a national wedding magazine (Perfect Wedding Guide), a local wedding style company (Happily Connected), and an online electronics store (PhotoSavings.com)
Tom is not resting on his laurels yet. This year, plans are already underway for a new behind the scenes show, “DJ Who Underground,” which will feature how weddings are done while highlighting the venues and other wedding professionals who are making the weddings happen! Additionally, the company started a local DJ Networking event series for in-person networking events! This has aided in new industry relationships to gain event opportunities as well. This approach is now under review for manufacturing brands and sponsorships as well.
With a mind full of innovations, plans, and entrepreneurial ingenuity, Tom Covington continues to expand the frontiers of his brand. Recently, he associated his brand to a new product line named “Pop-Up Façade.” This has also created an additional revenue stream by providing an innovative new product for the US market. “I have begun adding multiple product types to expand my customer base”, Tom declared.