Treat Every Play Like It’s the Game-Winning Play

In a sea of copy-paste DJ companies, originality wins—and conviction scales. That’s the story behind Jazmine, the fierce force behind Hype Productions and Loft 21, whose journey from college athlete to entertainment mogul is everything DJ business owners need to study, steal from, and be inspired by.

She sat down with David Osborne, founder of BlueprintLearn.com—the industry’s leading training platform for multi-op DJ businesses—on the Million Dollar Multi-Op Podcast, and dropped what we can only call a masterclass in mindset, growth, and building a business that actually means something.

The Accidental Entrepreneur

Jazmine didn’t plan on owning a DJ company. Her goal was to become a news anchor. But while in college, she picked up a side job performing with a New York-based entertainment company. She didn’t just take to it—she thrived.

When she announced she was leaving the industry after graduation, event planners literally tracked down her parents’ home number and begged her to stay.

“They said, ‘Start your own company. We’ll bring you clients.’ I thought they were crazy. But something clicked. I realized this might be worth building.”

That moment led to the launch of Hype Productions, which quickly grew a reputation for tailored, high-impact events—and for a founder whose energy was unmatched.

Building a Venue That Feels Like a Vision

Nine years later, Jazmine opened Loft 21, a venue she designed with one mission: remove all the usual limitations and create a blank canvas where entertainers and clients could dream bigger.

Think: aerialists descending from trap doors, full-scale AV built into the walls, nature preserves outside the windows, and enough creative flexibility to transform the space into anything from a high-end Miami lounge to a whimsical mitzvah wonderland.

“We made it for people who want something different—something that feels like them.”

Culture Comes First

One of the most powerful themes in Jazmine’s story is her unshakable commitment to culture.

She didn’t hire for skill first. She hired for character. Former athletes. Natural teammates. People who understood that their role—whether behind the booth, on the mic, or setting up lights—was part of a bigger picture.

“You can teach someone to DJ. You can’t teach them to be a good human.”

She looks for people who approach every show like it’s the championship game. In fact, the motto she teaches her own softball teams—“This team is built on hustle. Every play is the game-winning play.”—also shapes how she runs her business.

Scaling With Intention

Jazmine didn’t try to grow fast—she tried to grow right.

After her first year, she committed to hiring one person at a time, ensuring that each new team member had a clear path to real stability: healthcare, retirement, and long-term support.

“If I was going to bring someone in, I needed to make sure I could deliver—not just gigs, but a career.”

She also invested time in learning what she didn’t know—taking free SBA classes, figuring out how to navigate benefits and payroll, and treating her business like a real company, not a weekend hustle.

Lessons for DJ Company Owners

Whether you’re just starting out or trying to level up your business, here are some powerful lessons Jazmine shared:

1. Trust Your Gut

When something clicks, follow it. You don’t have to have the full plan to take the first step.

2. Lead With Vision

She didn’t create a business just to make money—she built a platform where others could thrive.

3. Hire Humans, Not Résumés

Skills can be taught. Integrity, humility, and drive can’t.

4. Start Small, Think Big

Scaling doesn’t mean going fast. It means growing with purpose—and never compromising your culture.

5. Redefine What “Success” Looks Like

For Jazmine, it’s not just packed dance floors. It’s seeing a guest of honor’s face light up. It’s helping a teammate build a future. It’s knowing the work matters.

If you’re running a DJ company and wondering what’s next—how to grow, how to lead, how to build something that lasts—Jazmine’s story is proof: you don’t have to choose between passion and professionalism. You can have both.

You just have to hustle like every play is the game-winning play.