We caught up with the brilliant and insightful Danny Goldfarb a few weeks ago and have shared our conversation below.

Alright, Danny thanks for taking the time to share your stories and insights with us today. Can you talk to us about a risk you’ve taken – walk us through the story?

Growing up, I was the model child. I consistently did what I believed was expected of me. I was raised in a Jewish household, with a lawyer for a father who ensured I always did my homework and maintained a diligent approach to school. My grades typically ranged from B to B+, and I was both outgoing and creative. While I originally considered studying design, my father nudged me towards business school. I’ve always had an entrepreneurial spirit: I sold candy in 5th grade and burned CDs in middle school. In fact, I must’ve been among the first to own a CD burner. Given that I was in 6th grade around 1995 or 1996, the timeline seems to fit. I distinctly recall selling Tupac’s greatest hits to a buddy. In my high school senior year, I sold T-shirts to most of our graduating class, which landed us a spot on the local news. The shirts read “Absolute Seniors,” a play on an Absolut Vodka ad which I had modified using Photoshop. At my 20th high school reunion, someone even brought one of those shirts, and I couldn’t resist wearing it for a photo.

In 2003, during our “grad night” – an all-night celebration for high school seniors – I met the owner of a DJ company. I asked about working for him, and he told me to send in my resume. My love for music and outgoing nature made me think DJing would be a delightful summer job. After a few months with that company and barely scraping by, I realized I could go solo. I just needed the equipment. With a loan of about $1,000 from my parents, I bought my first DJ setup, in an era when DJs were still reliant on CDs, not computers. While finishing my AA degree, which I started in my high school senior year thanks to a running start program, I DJed at fraternity parties. I later transitioned to the UW Bothell campus for my business studies. DJing was a side gig, making roughly $500 an event, while my main goal was earning my business degree and entering the corporate world.

After graduating (making the dean’s list, no less), I decided to hang up my headphones and pursue a “real job”. I took a position at ADP selling payroll services. Though the job came with its perks like a company car, I found the work utterly draining. My next job was at a promotional company named BDA. Though it paid less, the job was enjoyable. During this period, a friend asked me to DJ his sister’s wedding. Initially hesitant because I had left that part of my life behind, I eventually agreed. This led me to buy new DJ equipment, marking my return to the DJ scene in 2007. Facebook was a new platform, and I used it to share photos from weddings I DJed, gradually boosting my clientele.

In 2008, the financial crisis hit. Marketing budgets were slashed, and BDA had to let go of several employees. I was among them. In 2009, I found a position at Expedia as a “market coordinator,” but all the while, I continued DJing. By 2011, my earnings as a DJ equaled, if not exceeded, my salary at Expedia. Taking the biggest risk of my life, I resigned from my stable corporate job to DJ full time.

The initial years were fraught with anxiety. Paying bills and rent on an irregular income was a challenge. But 12 years on, I have no regrets. I cherish my role as a DJ, being part of couples’ happiest moments. When they reflect on their wedding day, they often recall the joy on the dance floor, and I’m grateful to play a pivotal role in crafting that experience.

Leaving Expedia to pursue DJing full-time was undoubtedly the riskiest decision I’ve ever made, but it’s one I’d make again in a heartbeat.

Danny, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

My name is Danny Goldfarb. I own and operate a DJ business named waSOUND. While I specialize in weddings, I also cater to bar/bat mitzvahs and corporate events/parties. (I’ve previously explained my journey into this industry.)

What distinguishes me from other DJs is my unique personality. I bring a lively energy to each event, often dancing behind the tables. On the microphone, I maintain a playful tone that’s never over-the-top but always infused with character. My attire is always polished, and I take pride in maintaining a neat aesthetic. My setup is consistently impeccable, marked by its all-white and elegant design.

In addition to music, I provide a photobooth service for my clients. While many DJs focus solely on music, I identify as both a DJ and an Emcee. The way one speaks and behaves on the microphone is paramount. I ensure all essential announcements are made over the course of the evening. Collaboration is vital, so I always make it a priority to work in tandem with all vendors, especially wedding planners. Open communication with all involved parties ensures we’re aligned in our efforts. Above all, I am jovial, humorous, and I always smile at everyone I engage with during an event.

Can you open up about a time when you had a really close call with the business?

The year was 2008. I was DJing a wedding at a local community center situated in a residential neighborhood. I arrived very early since my business was still in its early stages, functioning more as a side hustle alongside my regular job. I had recently purchased new DJ equipment that enabled me to use MP3s. This was during the era of Napster and Limewire, so I had all my music prepared on a flash drive.

Once I had set everything up and began testing, I discovered, to my utter horror, that the song designated for the couple’s first dance was a corrupt file. The groom had a rugged cowboy demeanor. My imagination ran wild with thoughts of a distressed bride and a possible confrontation with the groom. Although it might not have been the probable outcome, the fear was very real in that moment, and I was resolute in not disappointing them.

Stuck without a solution, I considered my options. Internet access was not readily available since I didn’t have a laptop. Remember, this was 2008 when CDs were the primary medium, and iPhones and hotspots weren’t ubiquitous. What could I possibly do?

I concluded that the only viable solution was to locate a computer and re-download the song. But how would I find a computer in a residential neighborhood, especially when home was hours away?

With determination, I began knocking on doors, hoping someone would allow me to use their computer. After approaching what felt like 20 homes, a kind gentleman finally acquiesced. “Sir, I know this might sound strange, but I’m the DJ for a wedding at the community center today. The first dance song I have is corrupt. Could I possibly use your computer to download a fresh version?” I was genuinely astonished when he agreed.

There I was, inside this man’s office, presumably in his 40s. As I was in the process of downloading Limewire to access the song, his wife returned home. They had dinner plans, and she was irate to find a stranger, me, in their home using their computer to download music. Their argument intensified. With the song nearly complete, she urged me to leave. Trying to convey the gravity of the situation, I told her, “Ma’am, you’re saving this wedding!” She retorted, “It sounds like I’m saving YOU!” To which I conceded, “Well… you’re doing that too.”

As she ushered me out, the song finished downloading, and it worked! I returned to the wedding venue in the nick of time. No one suspected a thing. The bride remained blissfully unaware of how close she came to her wedding’s first dance not unfolding as she had dreamt.

How did you build your audience on social media?

Facebook was instrumental in the initial growth of my business. I resumed my DJing career in 2007, having dabbled in it shortly after high school and during college. I purchased a DSLR camera and began taking copious photos at events, consistently posting them on Facebook. Initially, people were puzzled about why I was sharing so many pictures from weddings. However, they soon understood that I was doing so because of my role as a DJ. This strategy significantly aided my brand recognition.

Now, I’m an avid user of social media. Over the past two years, I’ve made it a habit to share stories throughout every event I cover. These stories highlight the food, the music, and any unique aspects of the venue I observe. I always display my setup and the event decor. Viewers are particularly interested in seeing the altar, the sweetheart table, the cake, the floral arrangements, and the table settings.

Many of my followers comment on these stories, expressing their enjoyment in seeing the various elements of each event.

For me, it’s crucial to remain top-of-mind. When people think of weddings, I want them to instantly recall my services and recommend me to friends who are planning their own nuptials. I often share photos of myself too, as I take pride in donning both vibrant and classic outfits.

I once read that having 100 dedicated “super fans” is more valuable than 10,000 casual followers. Super fans are the ones who refer you and are genuinely vested in your success. I don’t aim for a vast clientele; I only need about 30-40 events annually to maintain a comfortable living. Therefore, nurturing and valuing those who genuinely support and appreciate my work is a primary goal of mine.

Contact Info:

• Website: www.wasound.com
• Instagram: https://www.instagram.com/danny_goldfarb/
• Facebook: https://www.facebook.com/waSOUND
• Yelp: http://www.yelp.com/biz/wasound-seattle

Image Credits
Some of the images are from: https://www.instagram.com/justinclarkphotography/ https://www.instagram.com/emettjoseph/