How Luxe Productions Went from Good to Great

When COVID-19 hit, it forced event entertainment companies to either adapt or risk going under. Luxe Productions, based in Chicago, made a pivotal shift during that time. In a recent podcast, Jordan Chance, founder of Luxe Productions, shared insights about this transformative journey and the powerful lessons for event DJs and entertainment business owners.

The Comfort Zone: A Hidden Threat to Growth

Before 2020, Luxe Productions was thriving in its “safe bubble,” operating primarily in the Chicago area, providing a mix of DJ and AV services for mid-level corporate and wedding events. It was a solid business, delivering reliable results and keeping clients happy. But as Jordan admitted, they weren’t aiming for greatness—they were merely “good.”

Then the pandemic hit, disrupting everything. Luxe Productions had no choice but to evolve. With many high-end competitors exiting or pivoting, Luxe saw an opportunity to rise into the luxury event space. They didn’t just survive—they thrived.

Key Takeaway: Good is the Enemy of Great

As Jordan puts it, “good is sometimes what’s in the way of great.” For many DJs, being “good” is safe. But “good” won’t push your business to the next level where you can command premium rates and land clients who rave about you. Are you offering a memorable experience, or are you just delivering what’s expected?

Lux’s Post-COVID Evolution: Seizing the Luxury Market

In the post-COVID world, Luxe Productions began targeting luxury events. They took risks they had previously been too scared to consider. Now, they handle high-end weddings and travel coast to coast for luxury gigs. What was once a company that played it safe is now delivering some of the most stunning, creative events in the industry.

Key Action Item: Think Bigger and Take Calculated Risks

Step out of your comfort zone: Just like Luxe Productions, don’t be afraid to break into new markets or target higher-end clients.
Stay adaptable: Use times of disruption as an opportunity to retool your services and aim higher.
Create your own luck: Lux didn’t wait for the luxury clients to come to them. They actively sought them out by rethinking their brand and approach.

Building a Memorable Brand: More Than Just Good

One of the defining moments for Jordan was when a fellow DJ told him, “You’re a good DJ, but not a memorable one.” This hit home. Luxe wasn’t just doing good work, they were doing memorable work. To command higher fees and build a loyal client base, it’s not enough to be good—you need to leave an impression that sticks with people long after the event is over.

Key Action Item: Become Memorable

Create unforgettable moments: Think about what makes your services stand out. Are you just playing music, or are you creating a unique atmosphere that will have guests talking for weeks?
Focus on experience: Luxe didn’t just upgrade their services—they transformed how clients experienced their events. Think about how you can elevate your client’s experience to something truly special.

Empowering Your Team: The Secret to Scaling

Luxe Productions didn’t grow into a luxury brand by chance—it was the result of a team effort. Jordan emphasized that you can’t achieve greatness alone. You need a team that is not only skilled but also energized and excited about the brand. For Luxe, this meant creating a company culture where ideas flow freely, and everyone has ownership over the success of the brand.

Key Action Item: Build an Empowered Team

Foster open communication: Encourage team members to share their ideas, even if some of them flop. Create a safe space for collaboration.
Lead by example: Be willing to get your hands dirty. Whether it’s loading gear or working behind the scenes, showing your team that you’re invested in the day-to-day will inspire them to give their best.
Cultivate brand loyalty: When your team is passionate about the brand, that passion will reflect in their work and create better client experiences.

Putting Ego Aside: Why You Might Be Holding Your Company Back

Jordan admitted that his own ego was holding the company back. It wasn’t until he started getting out of the way that Luxe Productions really began to grow. If you want your team to take ownership and help your company evolve, you have to be willing to step aside and let them shine.

Key Action Item: Check Your Ego

Trust your team: Give them the freedom to take on more responsibility. The more you trust them, the more invested they will become in the company’s success.
Focus on the brand, not yourself: Build your company’s reputation, not just your own. As Jordan said, “I have a tremendous ego around Luxe, but not around Jordan.”

Final Thoughts: From Good to Great

Luxe Productions’ journey from being a good, mid-level DJ company to a coast-to-coast luxury event powerhouse is a testament to the power of stepping out of your comfort zone, empowering your team, and always aiming higher. If you’re ready to take your DJ company from good to great, now’s the time to evaluate where you’re playing it safe and where you can take bold, calculated risks.

Action Steps for DJ Company Owners:

Evaluate where you’re playing it safe and look for opportunities to expand into higher-end markets.
Create memorable experiences that go beyond just a good performance.
Empower your team by fostering open communication and leading by example.
Check your ego at the door, and focus on building a brand that your team and clients will rave about.