DMX lighting, LED video panels, digital workstations, new and innovative ways of marketing—all are great tools in any DJ’s arsenal, but their mastery can prove elusive, leaving DJs with questions, like, “What the hell is uplighting?” or “Who’s that guy walking away with my laptop?”
American DJ and American Audio have come down from the mount with answers. The L.A.-based company has introduced ADJ University, a free online video instruction series that promises “subtle” humor with clear, easy-to-follow lesson plans—from DMX programming and audio mixing to gear maintenance and marketing.
“We’ve always viewed our role as not just selling products, but as partnering with DJs to help them elevate their performance and achieve their goals,” said Scott Davies, General Manager of American DJ. “As lighting and audio gear has become more technologically advanced, DJs need more knowledge, so they can take full advantage of these powerful tools. This is why we created ADJ University; we owe it to our customers not only to provide them with great products, but to help acquire the knowledge to get the most out of those products.”
Davies says the ADJ University video courses do not promote specific American DJ and American Audio merchandise, but products in a generic sense, gear in general, whether it’s made by American DJ or not. “This is not about selling,” he said. “It’s about supporting the DJ community.”
Available to DJs now, ADJ University features eight videos, with more in the pipeline. “We will be constantly adding and updating videos,” said Brian Dowdle, American DJ Marketing Director and the “DJ Dean” of ADJ University. “We’re committed to keeping this program relevant, entertaining and informative, as well as comprehensive. Our ultimate goal is to have a complete learning center that DJs can go to online anytime to learn something new or to refresh knowledge they already have. Needless to say, we welcome feedback from users about courses they’d like to see.”
The video courses in ADJ University have tests at the end. Anyone who completes the courses and the tests earns a PhD-J degree and receives a diploma and a free ADJ University T-shirt.
To matriculate, click here and click on the ADJ U banner. Although the site is open to DJs worldwide, residents of the United States must register in the ADJ Advantage program to enroll. DJs who already are ADJ Advantage program members simply have to enter their membership number to enroll. There is no cost or obligation to enroll in the learning program.