October 23, 2014

Mobile Profile: DJ Greg Mixes Deck Savvy With “Nice”

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Howell, N.J.—DJ Greg’s career epiphany occurred while at college—and not in the classroom, but at parties. It’s where he found his vocation. “During my second year of college, I was always being asked to DJ at parties and at friends’ weddings,” he recalls. “That’s when it first hit me: ‘Hey, I think I might be able to make a living from DJing, and it’s something that I really love doing.’”
Greg Lambiase (aka DJ Greg Nice) was born in Manhattan, and had developed a passion for music at an early age—sound familiar? By the time he was in the 8th grade he had purchased his first pair of decks and learned to mix vinyl. When friends and family saw his talent, they encouraged him to pursue music, and Lambiase eventually started working as a mobile DJ for several multi-system DJ operators. That’s when he found he could MC and dance, too.

But it was in college in 2005 when he took the bold step of co-founding Alpha-Omega Entertainment. It lasted until 2009. The following year he went solo, founding GSL Entertainment. It wasn’t easy.

To the public, GSL Entertainment was a new company and brand. With a glut of DJ companies in his home market of Central New Jersey, it would take time to stand out in a crowded field. “Initially, I spent too much money with an outside web designer on a website that did not live up to expectations,” he says. “Eventually, I took down this site and re-did it myself.”

The key to his new website’s success? “Photos,” says Lambiase. “People use their senses and they like to see things. My photos are important to me because they let me share fun, excitement and special moments, while visitors to the website can also indulge their other senses by viewing our video gig logs and listening to our online mixes and mash-ups.”

And then DJ Greg pursued three paths to generate gigs for his new company. He kept in contact with old clients and introduced them to his new company. “That’s really important, keeping in touch,” he says. “Even if your original clients don’t have any future events, they always know someone who is and they refer you to their family and friends.”

He decided where to place advertising based on the types of gigs he wanted to book. “For print, I selected Celebrations Magazine, a Central Jersey magazine geared towards teen events and weddings,” he says. “And for online I opted for WeddingWire and EventWire.”

He deployed the power of Social Media to spread awareness about GSL Entertainment. “Social media has also helped me to gain valuable networking contacts,” says DJ Greg, whose preferred platforms are Facebook, Instagram and Twitter. “Twitter has helped me to connect with other professionals in the events industry. These online relationships can be converted into business relationships by taking the next step to get together for a cup of coffee. Before long, you are referring each other’s services and doing real business.”

Eventually, Lambiase began to scale his business, which required vigilance when it came to training new DJs. “I believe strongly in on-the-job training,” he says. “I take new DJs to gigs and walk them through the process of setting up, and I show them the proper way to interact with catering staff at venues. I have them work with me side-by -side in the DJ booth, where I can give them some hands-on experience.”

DJ Greg also trains them at the office, where they can practice beat matching and microphone skills. To his DJ newbies he espouses the four principles of DJing:

  • Watch for people’s expressions
  • Observe carefully what’s going on
  • Keep your eye on the dancefloor
  • Stay connected to your client and crowd

One thing that he can offer newbie DJs is a chance to watch him work with DJ Frankie. Together, they book themselves as The Duo, a package geared toward specialty events like Sweet 16s, Mitzvahs and club engagements. “Clients get two DJs that can both MC and DJ,” says Lambiase. “Frankie and I play off each other, which takes the music and interaction to a whole other level.”
One other pursuit that has yielded benefit for DJ Greg is membership in the New Jersey Disc Jockey Network. “You can learn from everyone,” he says. “The guys who have been around a long time—they have experience, and they share how they’ve made it in the business for so long. The new guys, they have fresh ideas to share about technology or different thoughts on marketing. You take tidbits from everyone to make your business stronger and keep things moving. I enjoy the networking opportunities and variety of perspectives.”

When I asked DJ Greg where he saw his business in five years—he currently employs 10 DJs—he was unhesitating in his reply. “I foresee performing at more events, and more high-end events that take full advantage of my experience and talent,” he says. “On the wedding side of the business, I am currently developing a unique, high-end package that will be ready for market soon.”

As we close our conversation, Lambiase tells me that he’d also love to expand his tutorials in his DJ Academy. “Teaching the art of the DJ to others is important,” he says, recalling that the words of encouragement he had received from people as a young DJ were a big part of his inspiration. “In addition to keeping the art form alive, my DJ academy will be a great place to recruit GSL Entertainment’s next great DJ!”

Read more in this month’s Digital Edition

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