San Fran DJ Keeps Love in the Mix

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Berkeley, Calif.—Prior to making DJing his full-time job in 2011, Dan Rosenbach was a traveling salesperson for a company that imported and distributed decorative lighting fixtures from Europe and Asia.
You think DJing is exhaustive? He was traveling two to three weeks a month for 11 months out of the year for almost 10 years—an experience has helped him grow his DJ business.

“On one hand, I was communicating with interior designers and lighting designers on a regular basis,” he says. “To do that intelligently, I had to learn quite a bit about lighting fundamentals. Obviously, all of that education is helping me now in creating innovative and interesting lighting designs for my clients. I can not only explain what each type of light does, but how they’re best used in harmony in a space to achieve the look or vibe the client is going for.”

Knowledge of lighting fixtures wasn’t the least of it—10 years of intensive sales experience has left its mark, too. “The ability to sell is the number-one, most-important thing for every business,” he asserts, “and I would say that not having that ability is what differentiates DJs with DJ skills, and DJs who take whatever skills they have and convert that into a successful business. Salesmen are born, not made. If you don’t have one, hire one. I see so many businesses in the weddings and events industries fail to achieve, because they just don’t understand how to get the sale, despite offering an extremely high level of service and performance.”

Rosenbach’s chief deliverable for his company, Love in the Mix, relies on his song-selection skills, which, like most DJs, was developed through his adolescent years, busy with tapes and a boom box.
“Getting my dad to take me to the record store was a weekly event,” he says. “I always read Rolling Stone and Spin and I seemed to ‘discover’ artists before my peers did. For me, good music is an essential element for a party. So, at an early age, wherever there was fun to be had, I wanted the right music there, and I found out that if I wanted to hear the music I liked, I was better off bringing my own boombox and tapes—and I guess that’s how it started. Anytime I would become complacent and let someone else take care of the music, I was always disappointed.”

Today, the goal he strives for is to never disappoint a client. “I don’t scratch or do a lot of live…
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