The business side of DJing took centre stage at the latest edition of the Guinness Smooth Creator Lab, where UK-based selector DJ Maintain encouraged young creatives to stop underselling themselves and “start high” when pricing their services.
Held at Shisha Nyama in Bugolobi and presented by Elixir by El, the session shifted focus away from technical DJ skills and instead explored the realities of surviving in the entertainment industry, including discipline, branding, and financial sustainability.
DJ Maintain, whose career spans hip hop, R&B, soulful house, and broken beat, shared his journey as a self-taught DJ who began by secretly practising on his brother’s turntables before eventually being guided into the craft.
He reflected on how his early exposure to hip hop and R&B later evolved into music production, with broken beat shaping his creative direction.
“Broken beats came from hip hop for me,” he said, explaining how his musical journey transitioned into production.
Maintain also discussed how music selection depends on mood and timing, noting that soulful house suits mornings while R&B fits better in the afternoon.
He revealed that his stage name originated from a phrase he frequently used among friends, which eventually stuck and became his professional identity.
“I used to say the word ‘maintain’ so much when I was young,” he said. “People started calling me Maintain, and I thought it was cool.”
The conversation also touched on the challenges of vinyl DJing in a digital era, with Maintain describing vinyl as more demanding but rewarding compared to modern digital setups.
“Unlike laptops, when I’m looking for a song with vinyl, I have to flip through them,” he said. “But it’s the best way of playing music, it’s warm.”
However, it was his candid remarks on earnings that resonated most strongly with the audience, particularly emerging DJs navigating inconsistent payments in the industry.
“DJ money is sweet and sour,” he said, noting that while some promoters pay on time, others delay payment depending on event turnout.
He encouraged DJs to confidently set higher rates.
“One thing I can tell DJs with prices, start high. There is always someone that wants you,” he said.
Guinness Smooth Brand Manager Denise Nazinda said the Creator Lab is designed to equip young creatives with industry knowledge and mentorship beyond performance skills.
“The Guinness Smooth Creator Lab is about giving young creatives access,” she said, emphasizing the importance of learning the business side of creativity.
She added that while talent exists widely, many young creatives lack guidance and exposure to industry realities.
The session marked a shift from previous editions, focusing less on performance and more on sustainability, branding, and the financial realities of building a long-term career in entertainment.
