Today we’d like to introduce you to Kevin Snow.
Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
I began my musical journey early. As a young child, I dreamt of being a DJ for an “oldies goldies” radio station, playing hits from the ’50s and ’60s. I planned out my format and would spend countless hours recording myself on cassette tapes. I’d even invite friends over and hold interviews with them. That dream never quite panned out – and as music broadcasting has evolved, there aren’t really radio stations anymore with a platform that would be conducive to my show. Maybe I could start a podcast?
Anyway! Meanwhile, in the early years, I began taking private piano lessons at 7 years old, I continued piano and began school instructed violin lessons which carried until college. Although, surprisingly not in music, I arrived to college as a visual arts major. I was interested in working for Disney as an animator or even an Imagineer. After too many hours spent alone in the studio and feeling as if I was not being collaborative enough with college peers, I changed my major to theatre. I quickly found out that theatre combined all of my interests: costume, sets, makeup, and lighting design fulfilled my artistic passions. Musical theatre fulfilled – well, music… and I learned a few dance moves. Studying theatre shaped me into the performer and skilled professional I am today.
After college, I spent several years teaching high school theatre and public speaking. However, I spent time on the weekends playing in bands (guitar and vocals mainly) as well as DJing events. There were many karaoke jobs, birthdays, and small parties… but it wasn’t until after the first wedding I DJed that I realized that weddings, to me, were actually real-life theatre productions! There were “performers” in their specific roles, an audience, a staged ceremonial and reception “set”… and the list goes on – cue this song, change the lighting, toasts (that are essentially monologues), a big finale of a grand exit! I mean, weddings seemed to perfectly blend everything I was passionate about once again – but in a very meaningful way. Being a part of someone’s story and celebrating life really strikes the chord within me.
I began working full-time as an event DJ with my business Events by Snow in 2011. I quickly realized this was the career path I loved and knew I eventually wanted to open my own event space, which happened in 2018 when I created the venue Twelve Oak Estate.
Along this path, I wrote a book that is available on Amazon, “No More Cookie Cutter Weddings: Secrets to Unique and Memorable Events” and have a podcast, “Inspire Your Event”. In my book, I really draw on the theatrics of weddings and walk the reader from the planning stages until the grand exit on their big day. Hopefully, the future will hold the opportunity to travel and speak at conventions and go back to my teaching roots – spreading ideas about the event industry.
We all face challenges, but looking back would you describe it as a relatively smooth road?
Definitely not. I began this journey with no sales or business training. Initially, I worked for free, food, and little pay in very small bars to get my footing. It’s been a long road filled with long nights. Many of my own special life events are sacrificed to bring entertainment to other people’s lives. My closest friends have stuck by – but you start losing invitations to spend time with people on evenings, weekends, get-a-ways, etc. They begin to fade after too many “I work nights and weekends”. If only we could take a trip on Monday and Tuesday!
I wish there were two (or more) of me. By branding my company with me as the main service or “product” it has been tough to spread laterally with more employees when the client expects “DJ Kevin Snow”. There are only 52 Saturdays in a year. Some Saturdays fall on holidays and other Saturdays are either too hot or cold for people to host events. With only 30 prime Saturdays available I’ve had to turn business away many times – which is heartbreaking. I want to be available. If they are kind enough to ask me to be there, I want to be a part of their big day.
Many people reach out specifically wanting me at their events. When I’m not available I have some close industry friends that are strong DJ connections and I frequently will book or recommend them. They are solid event pros. I learn so much from them. However, it can sometimes be challenging to get clients to take my recommendation. So, if you’re reading this – just know I have your best interest at heart. I’m putting my name on it and will leave you in amazing hands to have the party of your dreams!
As you know, we’re big fans of Events by Snow and Twelve Oak Estate. For our readers who might not be as familiar what can you tell them about the brand?
Events by Snow is a little over 10 years old now. Although I’d like to have many DJs working for the company, not growing my business laterally has paid off by offering an exclusive service where I get to connect and form real relationships with my clients.
I’ve created a strong connection to the community among businesses, networking groups, organizations, and private event hosts which has led to regularly DJing many of the biggest parties and events in Columbia. Being in front of so many amazing people and personally connecting with them has led me to winning many local awards for my DJ business.
There are several things that set me apart from other DJs. For one, which sounds cliche – I’ve always had a love for all types of music, spanning decades and genres. I’ve got a natural knack for retaining information from music – the rhythm, the melody, the patterns, the lyrics. I understand how it can create an atmosphere and mood. I commonly joke that 90% of my memory is song lyrics. Being able to select the right song at the right time is a puzzle. Every event is a different puzzle.
It isn’t enough to just “play songs”. If I am working a nursing home – I know their artists, I know the lyrics, I know the power in the songs they want. If I’m playing to an elementary school I can tailor to their interests. When DJing a wedding there are guests from 7 to 70 years old. Being able to connect with every guest is of utmost importance.
Beyond that, being a musician and having theatre training has helped me create unique events as well as deliver top-notch performances – leading to an unforgettable experience. I understand music theory and have spent countless hours on stages playing with bands as well as recording and producing. I’ve also performed roles in many stage productions as well as television and movies. I’m comfortable as a performer. If needed, I can put myself in a character role when I am on stage. I love speaking, but I am personally not a chatty “yo, yo, yo put your hands up right now, let me see them hands in the air” kind of person. I can be, if that’s what the client wants – that’s the character I can become, yet still be “DJ Kevin Snow”.
At the end of the day, this job is not just a paycheck for me. If no one dances, I don’t go home thinking “that was easy, I just sat back, put on a playlist, and got paid”. It’s important to me to help create the event. My clients know they aren’t just hiring someone to play music. Although, there is a market for that and there are many DJs who do just that. My service is to bring your event to life and I am proud of that.
I’ve DJed at many venues in the region and have noticed there are things I appreciate for the vendors or find to be valuable to the couple/guests. There are also certain aspects that I would have avoided. At my venue, Twelve Oak Estate, I’ve curated everything I’ve loved from other venues. We entered this space with a blank canvas to create dream weddings and events. The property is on more than 100 acres. which means no busy streets and no interference from outside noises – when you’re here you feel as if this place is for you and your event. There’s plenty of outdoor and indoor space. We can host an intimate gathering but our permit allows up to 5,000 people. There is ample parking for guests and ease of parking for vendors. Our reception space has incredible acoustics with in-house sound and lighting. The bar is right by the dance floor. Vendors have their own storage area. There are so many amazing things about this property. We have a list on our website TwelveOakEstate.com detailing why we are a great fit for your event.
Do you have any advice for those looking to network or find a mentor?
I’ve found there a lot of people who are willing to mentor if you ask. Just because someone isn’t in your field of business does not mean they can’t be a great mentor. I once went to a DJ conference where a speaker specialized in growing massive pumpkins. Seems strange for a DJ convention, right? His message was applicable to any business and was absolutely amazing.
Another key skill is learning how to develop a “useful attitude”. Truly listening and helping other people is one of the best paths to success. Your mentors and everyone you work with can benefit from you if you are a giving person. What you put out comes back to you.
There are many local networking groups in any community that give you the opportunity to help others and receive help at the same time. There are entire worlds of people who are movers and shakers in your community who are meeting regularly to help each other grow their businesses.
You must be present and open to receive help. Sometimes it can be hard to swallow criticism. When someone criticizes you – that’s your opportunity to grow and turn their criticism into a positive. If no one criticizes you… it’s not because your business is perfect – it means you’re not finding the people who care. Look for people who want you to grow. Being complacent or “good enough” is the enemy of you becoming “GREAT”. And then, still, look for ways to become even better.
Pricing:
- As of 2022, my pricing for DJing special events begins at $1,850 for a 5-hour event.
- Twelve Oak Estate varies depending on the amount of guests and which area of the property you choose. Clients can expect to pay around $4,500 to $12,000 including other services such as DJing.
Contact Info:
- Email: kevin@eventsbysnow.com and reservations@twelveoakestate.com
- Website: www.EventsBySnow.com and www.TwelveOakEstate.com
- Instagram: instagram.com/events_by_snow and instagram.com/twelveoakestate
- Facebook: facebook.com/eventsbysnow and facebook.com/twelveoakestate
- SoundCloud: https://soundcloud.com/dj-snow-music
- Other: Inspire Your Event Podcast: https://podcasts.apple.com/us/podcast/inspire-your-event/id1434811018
Image Credits
JMann Photography
Twelve Oak Studios
The TenOhEight Co.
Moss and Oak Events
