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Lessons from Running Open Decks Sessions

Last year, I noticed two key issues that motivated me to set up regular Open Decks sessions.

• Firstly, the affordability and digitisation of DJing have led to a surge in new DJs, many of whom are formally trained but struggling to get gigs.
• Secondly, bars and pubs are facing challenges due to the cost of living crisis and shifting trends toward alcohol-free lifestyles.

As DJs and pubs are both part of my “tribe,” I decided to try and create an Open Decks in West London where new DJs could gain airtime in front of an audience while also helping our local pubs.

Three sessions in, I’ve learned a lot, and I hope these lessons can help you if you’re considering organising Open Decks in your area.

1. It’s More Challenging Than I Thought to Get a Bar Onboard

I live in West London between Acton and Chiswick, so there are plenty of bars that could host this event. However, all bar managers initially refused—even the one I really wanted. Reasons ranged from concerns about noise and ambience to skepticism about the event’s potential.

2. Pitch the Value

Best way to get into a venue is to spend a lot of time there and get to know the people, without putting your agenda first. Take a genuine interest and pop by at different times to see what it’s like.

When approaching bars and pubs, focus on what’s in it for them. Highlight benefits like attracting new customers and nervous DJs who will bring friends for support. While I understood this concept as a salesperson at heart, my initial pitches were too focused on the event itself rather than the venue’s gain. Lesson learned: always lead with their benefits.

3. Set Up a Trial

We got started by proposing a one-off trial session to a hesitant pub owner. Once they saw the event in action, they agreed to host monthly sessions—for a year!

4. Be Consistent

I promised the bar manager that the event would run every month without fail. This commitment meant that I flew in from Utah on a 10-hour flight for the last session, took a quick shower, and went straight to the event. Consistency builds trust and credibility.

5. Be Patient, Both Ways

The bar manager and I share the philosophy that consistency is key and growth takes time. We’ve committed to a year-long trial, and I’ll evaluate its success based on attendance and engagement over time, not just one-off results.

6. Expect Friends to Come Once—Maybe Twice

Anthony Bourdain’s Kitchen Confidential taught me that friends will show up to support you initially, but they won’t keep coming back.

This also counts for DJs who I ask to bring two+ friends to the event. Something that, as you get older, becomes more tricky for sure.

So to sustain the event, you’ll need to focus on attracting a broader audience. Marketing becomes crucial.

7. You Can Get Sucked Into Marketing

There are countless channels to manage—Instagram, websites, YouTube, blogs, Facebook. While I’m using all of these, I’ve chosen to stop at WhatsApp because it’s too time-intensive to manage effectively alongside my business.

8. Get Into Print

Print marketing has been surprisingly effective. I’ve invested in high-quality business cards with our radio station branding, a large display stand, and 10 A3 posters promoting the event. These tangible assets add professionalism and visibility.

9. Gender and Age Are Non-Issues

Our sessions have attracted a 50/50 mix of male and female DJs, ranging from people in their 20s to retirees. Each brings their unique style, and it’s fascinating to hear their stories. Younger DJs often aim for nightclub gigs and dance enthusiastically behind the decks. Older DJs are thrilled just to play and tend to sway more than dance. As long as the crowd enjoys it, the diversity only adds to the experience. We even had our local MP, Rupa Huq, spin a vinyl set!

10. Open Decks appears to be helping all

The event brought a different crowd and boosted the pub’s revenue. A small group of DJs is gaining valuable experience playing live, achieving one of my primary goals.

If you’re considering starting Open Decks in your area, I hope these lessons help you navigate the challenges and maximise the opportunities. It’s quietly rewarding to see both DJs and venues benefit, and I’m excited to see how the event evolves over the year.

You can find more details about our Open Decks here.