So you're a DJ. Well what do DJs do? They spin at events. And how do they get booked at these events? Very often through friends, and word of mouth. But the day will come when someone asks you for a demo.

At first, you think "no problem!" that is, until you realize that there's more to it than just spinning your favorite tracks while the tape is recording. For some DJs making a demo on tape or CD can be one of the most traumatizing things that ever happened to them. Until now…

This is the SISTER SF guide to making a professional quality demo. We see so many press kits and demos each week, and the difference in quality and style is so huge, that we have a few pointers for the DJ making their first public appearance on tape (or CD).

Target your demo:
First consider your target audience. You'll be giving this tape to promoters, friends and fans. What do they want or need to hear?

And what level of demo is expected? Your friends might be just fine with a handmade tape with no cover, but how many promoters with money to spend is that going to impress? Appearances do count, and as we know (or you soon will) promoters can have all the depth and culture of a saucer full of yogurt sometimes…

What we're asking is: how do you want to represent yourself? What makes you different form all the other DJs? Take a moment to think about that.

Choose your format:

Tape versus CD? Tapes are easy to produce, and most people have a tape deck. Tapes have been the accepted standard for years, but CDs are gaining ground for many reasons: their sound quality is better, prices are coming down, and more and more people have CD players in their car stereo (the favorite "listening-station" of many promoters and DJ bookers.) If you do use regular audio tape, try to fade out the volume at the start and end of each side - don't just let the tape flip over itself in the middle of the mix: it sounds clunky.

Other options? DAT (Digital Audio Tape) and mini-disc (MD) formats are also high quality, but few people have the necessary hardware to play a DAT or MD if you send them one, and they can be costly.

And don't forget online mixes! Internet radio stations will often archive the DJ's mixes online, and a simple link emailed to a promoter can serve as an audio, and sometimes visual, sample of your work. Very often this is a free service. If there are no Internet radio stations in your area, you may have a friend who's computer-literate enough to get your mix online. The downside to this is that it can require a speedy connection on long download time on the promoters' end, something you can't guarantee they'll have access to. We recommend both a CD or tape and an online mix so all your bases are covered.

Track selection and mixing:

Your track selection is pretty crucial. Yes, promoters need to hear you own, personal style, but they might be really impressed if you whip out that rare Nibble and the Niblets 12". Conversely, they might be really bored of hearing all the latest house hits AGAIN - is it time to go record shopping? And don't forget the classics, remixed, or the older tracks blended with newer ones in combinations nobody's ever heard before. Play what you love and it will shine through. (Unless it's drum and bass, in which case you should only play what's less than 5 minutes old, no matter if you like it or not, and you should be fine.)

Now on to how you mix those tracks. Choose tracks that fit the story you're telling, build a set that flows well, and represents your usual style. Some musical genres, like hip-hop and breaks, lend themselves to DJing tricks. Scratching, beat juggling and other skills can really grab attention in a positive way, and a hip-hop mix without them is going to fall short. Long, smooth mixes that can go on for several minutes require a solid command of beat matching, and are favorites of the trance, techno and house sets. Dropping in vocal snippets, acapellas, unusual intros or outros and using sound effects, as well as using a sampler or effects box can make all the difference in setting you apart from the rest.

But beware - it only takes one mistake and your mix will get you nothing but gigs in Nowhere City. Record yourself when you're just messing around so you get used to having the little red light blinking at you. Practice, practice, practice, and learn your records, dammit! There's no substitute for it. Oh, wait, well, yes, there is the old Mac sitting in the corner. Retouching the demo on a computer can lead to the Holy Grail of Mixing, the Flawless Demo, but guess what happens to people who fix the mix? They get gigs they're not prepared for, they get in over their heads and as a result they get no respect. Is that what you want? To have promoters book you on a lie? At the end of the day your job is to be able to mix, live, in front of an audience. Sister says "NO" to retouched mixes, and don't think we can't tell! If you must edit, at least be honest and give credit to the sound engineer that did it.

Packaging makes a difference:

Humans are visually oriented animals. They judge on appearance, no matter how open-minded they say they are. If you're not already versed in the graphic arts, commandeer a good designer for your sleeve, cover and tray cards, if any, and make your mix stand out. And don't forget that the text content of your demo can also make it or break it. You wouldn't believe how many demos we get that have no contact information on the CD or tape! When that CD or tape goes into The Big CD Pile of Doom without a label, it only surfaces later as a coaster at one of my tea parties. You have been warned!

Get your cunningly written bio, up to date contact info, list of times you're played with Keoki, track listing, favorite Power Puff girl and all that other important stuff together and format it right. Yes, your designer friend should be able to cover this one too. Printing up inserts at home vs. having them done professionally really doesn't make any difference if you have a good printer and time to spare, but as we get older and more cynical, we at Sister very often go the pro route. Leaves more time to do the nails, see?

Shrink-wrapping looks slick, and it's fun to rub on your sweater and make it stick to your cat's fur after you've ripped it off the CD or tape. Silk screening on the CD looks sharp too, but sticker labels do just as well - make sure all contact info goes on these too. Jewel cases come in slim line and regular versions - choose what fits your needs, or go with plastic sleeves if your demo is just for handing out to those you know, or if accompanied by a one-page printout of your bio. If you're feeling inventive, make up some new type of packaging so you'll stand out, and don't forget the bubble-pack envelopes for mailing: opening up an envelope full of shattered jewel case is a pretty sad experience.

Duplication:

To get pro-quality audiotape replication, with that silk-screened art on the tape, you'll need to send it out to the pros. Period. But what about CDs? You can burn at home, or leave it to the pros. For small CD runs you should have the time to do it yourself at home. Sending your mix out to be put to CD by the pros is another matter.

Different companies offer very different services. Some specialize in burning relatively small runs of CDs-anywhere from a few dozen to 250, maybe even 500. For your first demo, this is probably all you'll want. Be sure to read the instruction pages carefully to send the CD duplicator everything they'll need to get your CDs out fast! Turnaround, by the way, can be anywhere from a couple of days to a couple of weeks.

If you want about 1,000 CDs, and this can be done affordably, you'll have the benefit of CD replication. "CD Replication" (vs. "duplicaton", the term for "burning" a CD) is when the CD is actually "pressed" from a glass master. It's better quality audio, and will play on all CD players.

There are millions of companies out there, all offering different packages and rates, many of them will even design and produce inserts for you too, so go wild checking them out. And here's why you should shop around-the prices posted are not the price you have to pay! Select a few CD vendors you like, prepare a description of the services you need, and send them into the bidding war. Watch the price go down, and get that demo done cheaply. Here are a few companies we suggest - there may be others in your area that will do the job for less:

http://www.crystalclearcds.com
http://www.commandproductions.com
http://www.oasiscd.com
http://cdduplication4less.com
http://www.discmakers.com
http://www.designinfinity.com

One warning: unless the tracks you use have been produced exclusively by you, or have been licensed (that is, you have a contractual agreement that you're allowed to use them, direct from the artist or their management - and you'll need to pay for that) then you cannot legally sell these CDs or tapes without risking a lawsuit. Read our article on licensing tracks here.

Distribution and marketing:

Mail your demos to people who want to hear them. Does that sound silly? Not really, when you think of the number of demos Sister SF gets sent by men (when we only book women) or the number of demos sent to record labels, when they don't usually book DJs. Do some research!

Gather the addresses of promoters and clubs who promote your style of music, and can afford your expenses, from friends, the web, anywhere. Horde them like a demented squirrel, then when you're ready to mail, address the promo pack to a person if you can, not just to a promotions company. Enclose a letter explaining who you are and what you want. I have lost count of the CDs I receive that come from DJ Fluffypants in Outer Mongolia that arrive on my doorstep with no apparent reason for being. Just say "hey, I'm DJ Fluffypants and I'll be in San Francisco in July and I'd like a gig/contact info for other promoters/saucer of milk left outside the door for me."

Then, and this is crucial, follow up. Email or call a week or two later, ask if the promo has been received, and remind the promoter of your existence. Most promoters are working a day job too, or just really busy, so the squeaky DJ gets the gig! Don't forget to keep a few press packs or CDs/tapes with you every time you play, so that you can hand them out to potential bookers. There's nothing like being able to hand a CD directly to a promoter after an awesome set to make them drool for more.

Another option is to get a manager who'll send out your promo for you…but that's a whole other story: look out for the Sister article on DJ management soon!

The bottom line: Decide how you'd like to represent yourself, create a solid mix, then be persistent in passing out and mailing your demo and make it work for you.