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

J.Plantana, looking forward to hearing all of your stories today. It’s easy to look at a business or industry as an outsider and assume it’s super profitable – but we’ve seen over and over again in our conversation with folks that most industries have factors that make profitability a challenge. What’s biggest challenge to profitability in your industry?

Profitability is difficult in my industry if you’re like me, and you like to prioritize fair compensation for artists and musicians. I run an event management company – I specialize on putting on entertainment and music events. Think themed DJ nights, concerts, open mics, and karaoke. Even if I’m able to rent out a venue for free, it’s difficult to balance keeping costs low for attendees while simultaneously paying each artist, performer, and of course – myself, the planner. However, I’m okay with sacrificing my own profitability. Creating a community in which performers feel supported and compensated is essential – I wouldn’t feel satisfied if I didn’t take care of them first. Plus, in my city, people go to events because they like the DJs, singers, rappers, etc. that are involved – not because of the promotional brand attached to it. I owe everything to my performers, and I’m going to make sure that they know how much I truly appreciate them.

One instance in which I was able to make substantial profit from an event was when I put on a drag show featuring local drag performers, as they were compensated in tips given by audience members. I was able to split cover costs between myself and the DJ/MC of the night. In the future, though, I’d prefer to pay any drag performers with a percentage of ticket/cover revenue.

J.Plantana, 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?

Night Alliance is a single-member LLC owned and operated by J.Plantana. I plan, coordinate, and market entertainment events alongside already-established venues and other event planners in the mid-Michigan area (primarily within Greater Lansing). It’s no secret that nightlife is important for a city’s culture – city governments in cities like Detroit and Pittsburgh even hire “nightlife business advocates” to stimulate growth in the sector! Night Alliance contributes towards Michigan’s nightlife industry by providing two primary services working alongside venue owners/managers to plan and market engaging arts and entertainment events to draw crowds and/or generate revenue. I also provide promotional and talent booking services to partnering event planners to increase reach and supplement events with engaging musical acts. Past event titles include Sweat Tour Countdown, Afrobeats at Altu’s, Karaoke at Altu’s, and Crafty Sounds.

Here’s a few things that set Night Alliance apart from other event planners:
– Legally liable event planning services — Night Alliance is a formally incorporated LLC with general liability insurance
– Access to a diverse pool of talent to fit the needs and desired audiences of collaborating venues and event planners
– Eye-catching flyer designs paired with robust promotional plans focusing on key platforms like instagram, Facebook, and Eventbrite
– Consistent communication and financial flexibility
– Emphasis on sustainability by concentrating promotions digitally

How did you build your audience on social media?

Followed those I’m connected with in the local music scene and followed their followers, creating a network of individuals already involved in Michigan’s music scene. Plus, I followed those who commented on posts from promoters and planners whos audience I wanted to tap into. Since September, I’ve gained around 450 followers.

Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?

I originally wanted to control each performers’ setlists to make sure my events were hyper-curated, but upon speaking to other performers, I realized that this is disrespectful to their craft. I just gotta trust them!

Contact Info:

• Website: https://linktree.com/nightalliancemi
• Instagram: nightalliancemi
• Facebook: Night Alliance