It seemed like 2016 was packed full of surprises on a weekly basis. For local artist and entrepreneur, DJ Dollar, it was business as usual. The Ghana native and West Virginia University graduate continued his success building and expanding his brand across the nation – focusing on customer retention and services for his clients.
There is no doubt Dollar is constantly improving musical talent, however, his decision to grow his network and build upon existing relationships in the music industry has proven to be a smart choice.
“It’s important to know what one’s brand stands for and how it conducts business,” Dollar said.
Artists tend to focus on music production and performances, forgetting the roots of what make a truly successful act. Business.
“I see myself more as a brand because what I do is more than just manipulating records, Dollar stated, “Let’s put the turntables aside for a minute. I do marketing and event planning for several corporate entities and also perform talent search, artist management and public relations,” he added.
The last 12 months have been crucial for Dollar’s added success. Appearing at a wide variety of events in multiple cities around the U.S., he began the year working for the WVU athletic department – performing a two-hour pregame set for players and fans before each Big 12 matchup for the men’s and women’s basketball teams.
Aside from working with WVU athletics, Dollar keeps busy with weddings, fundraisers, pool parties and private events. He remains versatile and does not limit himself on the events he chooses. He attended Atlanta’s annual A3C Hip-hop Music Festival and the Soul Fuel Gospel Music Festival, networking and performing for some of the best and brightest in the industry.
“My brand has expanded to various cities, states and countries but one thing I set out to accomplish and I believe I have confidently achieved is ‘The brand that understands your brand’,” Dollar said.
Remaining transparent and loyal to his customers is his ultimate goal. In a time where quantity favors quality, Dollar sticks to his game and provides a top-notch product to meet the specific wants and needs of his clients.
“Every customer I worked with in 2016 was content because I understood exactly what they needed and provided that to their satisfaction,” Dollar said.
As the New Year approaches, Dollar is preparing for a busy, yet promising 2017. In early January, Dollar will travel west to Los Angeles to perform at the School Night! Music Showcase presented by Chris Douridae and Matt Goldman in partnership with SoundExchange. Dollar will continue working with the WVU men’s basketball team for the next two months, including nine, Big 12 home games and appearances at various athletic events. In late February, he will premiere his pregame show for the men’s basketball team at Georgia Tech in Atlanta.
You can catch Dollar live January 26th with Chris Allen, acclaimed songwriter from Cleveland, Ohio, on stage at the Met Theater in Morgantown, WVa. Allen is the front man for the alt-rocking band Rosavelt and founder of the all-original holiday band the Ohio City Singers, co-founder of the rowdy Irish band The Boys From The County Hell, and has toured the U.S. and Europe extensively as a guitarist for renowned singer-songwriter Tim Easton. He will be joined by special guests, El Lambert, $trange, and Woody Pond.