Passion is a Professional Skill: Lessons from Behind a DJ Booth

While I was leading creative teams and campaigns, I was standing behind a DJ booth in front of 1,200 screaming fans, spinning tracks at themed dance parties across the country.

And let me tell you, those nights taught me more about marketing and community than any textbook ever could. By the way, our most successful, sold-out shows? ✨Taylor Swift nights.✨

But here’s the truth: the secret wasn’t just the music. It was that I was a real Swiftie. I knew the deep cuts. I understood the Easter eggs. I led chants, jumped around with the crowd, and yes, cried through All Too Well (10-minute version) with everyone else. I wasn’t just putting on a show. I was creating a shared moment with people who felt seen and celebrated. And that’s what made these nights magic.

Why This Worked

These parties aren't just about pressing play on a playlist. It it's about building an experience for a community I was part of. The fans knew it. They could feel it.

When you’re creating an experience, whether it’s a dance party, a product launch, or a social campaign, the difference between “good” and “unforgettable” is emotional connection.

Here's what I learned behind the DJ booth:

1. Passion is a professional skill. People can tell when you’re phoning it in. When you genuinely love what you’re doing (and who you’re doing it for) it transforms the energy in the room.

2. Expertise isn’t just facts. It’s emotional fluency. Knowing the setlist is one thing. Knowing why the bridge of All Too Well makes people (and YOU) sob? That’s connection. That’s insight.

3. Audiences can sense authenticity. Whether you’re DJing or leading a brand, people know if you’re faking it. When they trust that you’re “one of them,” they’ll keep showing up again and again.

   
   

The Lesson

This is the same approach I bring to marketing. Whether it’s a Taylor Swift dance party, a local business campaign, or a global brand strategy, the best work comes from pairing deep knowledge with authentic enthusiasm.

Audiences don’t just want to be entertained. They want to be seen, understood, and celebrated. That’s how you build loyalty. That’s how you create a community.

The Big Takeaway

If you want to build a true community, whether for a product, a brand, or a movement, hire for more than skills. Hire for passion. Hire people who care.

Because your audience can feel the difference.

Want to see this in action? Check out my case study on Taylor Swift’s marketing strategy, the playbook behind how she turned her fans into one of the most powerful communities in pop culture.