SEDA Chairman’s Report, July 2026
I hope you are all enjoying this fantastic weather and, more importantly, that your diaries are filling up just as quickly! As I sit here writing this, we’ve just experienced the hottest June on record and another heatwave is on the way. Always a good excuse to throw a party and get a DJ booked for the garden party…
Firstly, I want to say how grateful I am to remain in the privileged position I hold within SEDA. May’s Shownight was very well attended, and we were fortunate to see some excellent Photopod/Photobooth setups, along with Blue Acoustic and Kevin Headley in attendance. It is a genuine honour to lead such a remarkable organisation. The South Eastern Disco Association remains, to the best of our knowledge, the longest-running disco association in the world, and that is something every one of us should be proud to be part of. As I sat down to write my third Chairman’s report of this new term, I found myself coming back to the same thought: I genuinely hope your diaries are filling up. It is another curious time of year, with so many couples leaving their wedding entertainment until the last minute while hoping to secure the best possible value. Unfortunately, this remains a familiar pattern.
Fortunately, I work hard to stay ahead with my bookings, although I still have a few gaps in the diary. The question is whether people are simply taking longer to make decisions. It is an interesting trend, but there we are…. The industry has changed dramatically over the past few years. More and more clients are now finding and booking DJs through social media alone, and, if I am honest, I have seen some incredibly talented entertainers—people I respect enormously—finding it more challenging to generate those leads. We have, in many respects, gone digital.
Couples are younger too, with millennials now forming a growing part of the market. We must remember that many of them have grown up with tablets and smartphones from an early age, and spend their free time scrolling social media and watching the videos we capture at events. I must admit, I have received a fair number of leads through Instagram and Facebook. I have had no enquiries through my website over the past year, so I have made the decision to close that page. Word of mouth remains incredibly valuable, and probably always will be, but if you want to reach a wider audience, you must embrace social media. The DJs I know who consistently create content, advertise regularly and remain visible online are doing exceptionally well. Many already have their diaries full for this year and are taking bookings well into the next.
Education has always been something I have championed. No matter how many years you have spent behind the decks, or how extensive your vinyl collection may be, there is always something new to learn. One thing I see far too often is Facebook posts in local wedding groups asking for a “reasonable DJ”, followed by the same names jumping into the comments in an attempt to secure the booking. To me, this can create unnecessary pressure on pricing, when the real focus should be on the value and professionalism being offered.
Once again, let’s put things into perspective. The average UK wedding now costs well over £25,000. (Mine was around £18,000—and that was 23 years ago!). The evening entertainment is one of the most memorable parts of the entire celebration, so why sell yourself short just to secure the booking?
Professional preparation, PAT-tested equipment, public liability insurance and legally obtained music aren’t premium extras—they’re the foundations of being a professional. Equipment continues to rise in price, music licensing still costs money, and the investment we make in our businesses never stops. Of course, there will always be a market for every budget, but don’t undervalue yourself. Learn how to sell your service, not your price. Become the DJ people want to book, rather than simply the cheapest option available. There is nothing more disappointing than attending a wedding as a guest and seeing how poor preparation, uninspiring playlists or a lack of professionalism can affect what should have been the couple’s perfect evening.
This is exactly where education makes the difference. Learn from the people who are consistently delivering exceptional events. Pick up new skills, refine your presentation, improve your customer journey and discover what separates the good from the great. Technology has made mixing easier than ever, but reading a room, building rapport, managing an event and creating unforgettable memories are skills that no controller or laptop can teach on their own. If this sounds like I am having a moan, I promise you I am not. In fact, I am incredibly optimistic about where our industry is heading.
I recently attended the Pro Mobile Conference and was genuinely blown away by the quality of the speakers and educational content on offer. What surprised me, though, was that delegate numbers were lower than expected. In an industry that is evolving faster than ever, investing in yourself is not a luxury—it is essential. Better still, it is a legitimate business expense and tax deductible. More importantly, the return on that investment can be priceless when you apply what you have learned to your own business. Networking is equally important. I have spoken about this before, but it remains one of the greatest benefits of being part of SEDA. Sharing ideas, learning from one another and building relationships within the industry helps every single one of us raise our standards.
Looking ahead to summer 2026, we are excited to be expanding our educational offering through more SEDA Buzz sessions, workshops and learning events. These sessions are designed to give you practical ideas you can use straight away, while also giving you the chance to connect with other members, share experiences and keep your business moving forward. Members will, of course, benefit, but non-members will also be very welcome to attend for a small fee. We are still finalising these dates, so please bear with us.
Our next Shownight is booked for 20 September at Bridgewood Manor, Chatham. We will be joined by Showtec and Bernie from Prolight, which should make for another excellent evening, so please do come along. If you want to sharpen your skills, stay inspired and get more from your membership, make it a priority to get involved. The more you put in, the more you will take away. Let’s continue to learn, support each other, raise standards and keep this incredible industry moving forward. Have a fantastic summer, stay busy, and I look forward to seeing many of you at our upcoming events.
Tony Caliandro
SEDA Chairman.