We had the good fortune of connecting with John Safari and we’ve shared our conversation below.
Hi John, we’d love to hear about how you approach risk and risk-taking
Taking risks is the most fun part of operating my own business. For me, it’s imperative to push my limits daily and to compete with yesterday, not other people! In business, there must be risk in order to warrant reward. The best possible way to do that is by finding your niche, and then providing them extreme values to those using your service or product. Taking risks is not only fun, but it shows how much you believe in what you are doing and that you’ll be happy going through uncomfortable growth to attain your goals.
I don’t think I’d still be doing business without the challenges and risks. It really is exhilarating.
What should our readers know about your business?
What started out as just a group of us creating local music concerts has turned into a full-scale concert rental / production team. We now produce large events for clients, provide audio/visual gear for rentals at other events as well as plan and promote our own events. In the beginning, we started out to fight against musicians needing to “Pay to Play”
For those of you who are unfamiliar with the concept, it’s where a venue or promoter attached a performance fee, usually formatted in a minimum number of tickets that need to be sold / paid for each set time of the evening. This is a practice that started on the Sunset Strip back when shows would usually have record execs at them to scope new talent to sold-out, built-in crowds. Fast forward to present day, these types of opportunities don’t exist in the capacity the use to. Pay to Play has become a way to put the financial burden of the evening to the artists who entertain and usually attract the guests to the venue.
We saw the quality of shows plummet, and we had to step in to do something.
We like to focus on booking cohesive line ups that our fans will enjoy across the evening. No more shows with rap, acoustic and metal which struggle to retain the attendee’s attention.
At first, this was extremely difficult. We were working towards an overhaul of the live music business model on a local level.
What we learned was that fans didn’t dislike local music as we had previously thought, but rather the opposite. There is a common saying, “Support Local Music.” We changed this phrase and coined, “Enjoy Local Music.” The same way Coca-a-Cola doesn’t ask you to support their soda. It’s about enjoyment. That’s where fans want to spend their money and time. Having fun!
Changing the way we reached out to people about these events changed the way they viewed them. It was really that simple.
We know you’re looking for a fun night out, and we’re here to provide a killer sound track for it!
Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
Every California visit should start with a trip to In-n-Out. Followed promptly to a trip to a beach. Preferably Laguna or Huntington. Hopefully, they’re in town for one of our DSCVR Thursday events at The Foundation Room inside House of Blues Anaheim. Either way, we’re heading to Anaheim for a Disneyland trip! Really besides those things, most of the time I’d rather just be playing or listening to music.
The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
First of all, I wouldn’t have been able to do most of the stuff we’ve done if it wasn’t for my team. Chad Martini, Kevin Martin & David Martinez who have been doing this with me for over 8 years now. These guys are my brothers and all integral pieces of the team. Don’t know where I’d be if they weren’t a part of the journey.
Instagram: @themusicleaguellc @safaritml @safariproductions