Boston disc jockey exceeding expectations
by Corinne Shea | November 17, 2017
The following article was published in the Weymouth Patch in November of 2017. The original article can be found here.
Drew Panico says he was just 15-years old when it first happened. He wouldn't call it "actual" DJing – but he jumped at the chance to spin a close friend's birthday party as a freshman in high school.
"I always wanted to be a DJ," says Panico, who's been the man behind the music for as long as anybody who knows him can remember. "I used to pretend to be a radio DJ as a young kid with a pair of computer speakers at family parties. I considered myself an expert at keeping two YouTube tabs open simultaneously so I could crossfade between tracks."
Fast forward almost a decade and by the age of 16, Panico had started his own company – a Boston-based entertainment boutique called Panico Entertainment Co.
Many years later, business is thriving.
"We primarily serve the Greater Boston, Rhode Island, and Southern New Hampshire markets, but I'm willing to travel anywhere in New England and even beyond," he says. "Why limit myself? If the demand is there, I'll be there too. I have no geographic boundaries."
This past summer, Panico found himself travelling down to New York City for a large corporate expo, run by a Massachusetts company that has utilized his services on past occasions.
"They ran the idea by me and basically asked if I'd be game for a road trip," he said. "I love the fact that I get to combine my passion of travel with my desire to deliver high end entertainment experiences."
Panico says one of the most essential aspects of his business is the "experience mentality" that he lives by when interacting with his clients. He applies this concept to the event itself, and – equally as important – to the entire booking and event prep processes leading up to the big day.
"If my clients feel like cogs in the machine who are simply getting processed – think a visit to the RMV – then I haven't done a good job of creating an 'experience.'"
He also naturally assumes a can-do approach in terms of providing entertainment and event consulting. "Clients always like to hear ideas about making their event stand out," he says.
After all, "Unrivaled customer service" and "Event planning expertise" are two of the three tenets in his company's slogan.
He adds that referrals constitute well over fifty-percent of his business, and he considers every event he does an audition for the next one.
In addition to his recent trip to the Big Apple, Panico has secured several substantial corporate clients over the past few years, including Dunkin' Brands, Adidas, the National Education Association, and the former South Weymouth Naval Air Station's major redevelopment project Union Point, where he serves as the resident DJ for the Amazon HQ2 contender's popular Food Truck Rodeos and Fall Festival events.
He has also formed partnerships with event planners at a number of prominent venues like Lombardo's, Gillette Stadium, the Hyatt Regency Conference Centers in Boston and Cambridge, and the Seaport Hotel & World Trade Center. Additionally, Panico's company has contracts with a number of eastern Massachusetts school systems where he DJ's proms, homecoming dances, pep rallies, and other traditional school celebrations.
But the most valuable experiences Panico has had since starting his business stem from giving back to the communities in which he operates.
The company offers an automatic 25 percent discount to military veterans and active duty service members, as well as police, fire, and other first responders.
Panico routinely donates his services to fundraisers and charitable organizations as well, including the Sgt. Daniel Vasselian Memorial Road Race and the Jeff Coombs Memorial 5K in his hometown of Abington. The events honor the memories of Marine Corps Sergeant Daniel Vasselian, who was killed in action in Afghanistan in 2013 just two days before Christmas, and of Jeffrey Coombs, a passenger on Flight 11 in the September 11th terrorist attacks.
"I have been so unbelievably fortunate to have the opportunity to work with so many incredible organizations," he says. "It's what I love most about this industry."
One of the larger events Panico has donated his services to year after year is the annual Boston River Run 5K race, which supports the Andrew Graham Semper Fi Fund, a charitable organization that honors the life of Marine Corps Corporal Andrew Graham Narcus and generates funds to endow scholarships at Massachusetts community colleges.
This year's race, which just took place over Veteran's Day Weekend, represented Panico's third consecutive year donating DJ and emcee services to the organization.
"Drew's partnership with the fundraiser is priceless," said John Narcus, Race Director of the River Run. "His role in the event is so important to our success and I truly appreciate his service to our cause."
For Veteran's Day, Panico extended his everyday 25 percent military discount by tacking on an additional 25 percent savings, for a total of 50 percent off any event booked for the 2018 season. The deal runs through Saturday, Nov. 18th.
In business since 2011, Panico says that if he were to give any advice to an up-and-comer, it would be to develop skills first.
"It sounds simple, but you'd be surprised by how easy it is to market yourself as the best thing since sliced bread, but once you're put in a pressure situation, you're exposed for what you are," he says. "What we do at private events is manage chaos. If you don't have the skills as a foundation to work off of, it makes managing chaos impossible (and could even end up being the primary cause of that chaos)."
Panico goes on to say that with online reviews being so integral to his industry, this can take you down quickly and be difficult to recover.
"Put in the time to develop your skills, whether it be through mentors or workshops or videos," he says. "You will reap what you sow. I'm a case study of that philosophy."
To make an event successful, Panico works hard at "reading" the crowd. When kids and adults are present, he tries to figure out how to "bridge that generational gap" and get the adults and kids involved together.
"Just seeing people enjoying their lives at that moment is one of the most rewarding experiences," Panico said.
Panico also runs a blog on his website, covering everything from recaps of events he's worked to tips and tricks for couples planning a wedding.
"Keeping people informed about the world of DJ entertainment in a way that doesn't necessarily always include information about only my business is important," Panico says. "Things would probably get pretty boring if my blog posts were just a continually updated, glorified resume."
And the tips and ideas he includes in the blog, he says, "legitimately help people with the potentially unfamiliar territory of event planning."
When asked about the biggest struggle he experiences while running the business out of his South Shore headquarters, Panico says "The biggest challenge for me is probably balancing the daily operations of the business with my life."
As is the case with many entrepreneurs, Panico has his hand in every part of the business; sales, client management, finances, business development, etc. And while his real passion is his ever-expanding DJ business, he also has a full-time job with the Department of Homeland Security in Boston and attends Bridgewater State University as a criminal justice student.
He says he likes to spend what's left of his free time with his girlfriend and their new puppy.
As for where he sees the business in five years, Panico can only think about it in terms of the success his company has seen to date. He says he hopes to be working with more clients and bigger brands in the future.
"My success has been based on the foundation of establishing great relationships with my clients," he says. "I truly enjoy planning with them as I become not just another vendor, but a partner in creating their special day."
Panico adds that the relationship doesn't always end there.
"Often times we'll even keep in touch after events, whether it be meeting up at local functions, or at a private event that resulted from their referral," he says. "So to ask where I'll be in five years – if I continue down this path, if I keep exceeding the expectations of my clients while treating them like cherished friends – in five years I'm going to have not only more referrals for my services, but I'm going to have a lot more friends."
"I always wanted to be a DJ," says Panico, who's been the man behind the music for as long as anybody who knows him can remember. "I used to pretend to be a radio DJ as a young kid with a pair of computer speakers at family parties. I considered myself an expert at keeping two YouTube tabs open simultaneously so I could crossfade between tracks."
Fast forward almost a decade and by the age of 16, Panico had started his own company – a Boston-based entertainment boutique called Panico Entertainment Co.
Many years later, business is thriving.
"We primarily serve the Greater Boston, Rhode Island, and Southern New Hampshire markets, but I'm willing to travel anywhere in New England and even beyond," he says. "Why limit myself? If the demand is there, I'll be there too. I have no geographic boundaries."
This past summer, Panico found himself travelling down to New York City for a large corporate expo, run by a Massachusetts company that has utilized his services on past occasions.
"They ran the idea by me and basically asked if I'd be game for a road trip," he said. "I love the fact that I get to combine my passion of travel with my desire to deliver high end entertainment experiences."
Panico says one of the most essential aspects of his business is the "experience mentality" that he lives by when interacting with his clients. He applies this concept to the event itself, and – equally as important – to the entire booking and event prep processes leading up to the big day.
"If my clients feel like cogs in the machine who are simply getting processed – think a visit to the RMV – then I haven't done a good job of creating an 'experience.'"
He also naturally assumes a can-do approach in terms of providing entertainment and event consulting. "Clients always like to hear ideas about making their event stand out," he says.
After all, "Unrivaled customer service" and "Event planning expertise" are two of the three tenets in his company's slogan.
He adds that referrals constitute well over fifty-percent of his business, and he considers every event he does an audition for the next one.
In addition to his recent trip to the Big Apple, Panico has secured several substantial corporate clients over the past few years, including Dunkin' Brands, Adidas, the National Education Association, and the former South Weymouth Naval Air Station's major redevelopment project Union Point, where he serves as the resident DJ for the Amazon HQ2 contender's popular Food Truck Rodeos and Fall Festival events.
He has also formed partnerships with event planners at a number of prominent venues like Lombardo's, Gillette Stadium, the Hyatt Regency Conference Centers in Boston and Cambridge, and the Seaport Hotel & World Trade Center. Additionally, Panico's company has contracts with a number of eastern Massachusetts school systems where he DJ's proms, homecoming dances, pep rallies, and other traditional school celebrations.
But the most valuable experiences Panico has had since starting his business stem from giving back to the communities in which he operates.
The company offers an automatic 25 percent discount to military veterans and active duty service members, as well as police, fire, and other first responders.
Panico routinely donates his services to fundraisers and charitable organizations as well, including the Sgt. Daniel Vasselian Memorial Road Race and the Jeff Coombs Memorial 5K in his hometown of Abington. The events honor the memories of Marine Corps Sergeant Daniel Vasselian, who was killed in action in Afghanistan in 2013 just two days before Christmas, and of Jeffrey Coombs, a passenger on Flight 11 in the September 11th terrorist attacks.
"I have been so unbelievably fortunate to have the opportunity to work with so many incredible organizations," he says. "It's what I love most about this industry."
One of the larger events Panico has donated his services to year after year is the annual Boston River Run 5K race, which supports the Andrew Graham Semper Fi Fund, a charitable organization that honors the life of Marine Corps Corporal Andrew Graham Narcus and generates funds to endow scholarships at Massachusetts community colleges.
This year's race, which just took place over Veteran's Day Weekend, represented Panico's third consecutive year donating DJ and emcee services to the organization.
"Drew's partnership with the fundraiser is priceless," said John Narcus, Race Director of the River Run. "His role in the event is so important to our success and I truly appreciate his service to our cause."
For Veteran's Day, Panico extended his everyday 25 percent military discount by tacking on an additional 25 percent savings, for a total of 50 percent off any event booked for the 2018 season. The deal runs through Saturday, Nov. 18th.
In business since 2011, Panico says that if he were to give any advice to an up-and-comer, it would be to develop skills first.
"It sounds simple, but you'd be surprised by how easy it is to market yourself as the best thing since sliced bread, but once you're put in a pressure situation, you're exposed for what you are," he says. "What we do at private events is manage chaos. If you don't have the skills as a foundation to work off of, it makes managing chaos impossible (and could even end up being the primary cause of that chaos)."
Panico goes on to say that with online reviews being so integral to his industry, this can take you down quickly and be difficult to recover.
"Put in the time to develop your skills, whether it be through mentors or workshops or videos," he says. "You will reap what you sow. I'm a case study of that philosophy."
To make an event successful, Panico works hard at "reading" the crowd. When kids and adults are present, he tries to figure out how to "bridge that generational gap" and get the adults and kids involved together.
"Just seeing people enjoying their lives at that moment is one of the most rewarding experiences," Panico said.
Panico also runs a blog on his website, covering everything from recaps of events he's worked to tips and tricks for couples planning a wedding.
"Keeping people informed about the world of DJ entertainment in a way that doesn't necessarily always include information about only my business is important," Panico says. "Things would probably get pretty boring if my blog posts were just a continually updated, glorified resume."
And the tips and ideas he includes in the blog, he says, "legitimately help people with the potentially unfamiliar territory of event planning."
When asked about the biggest struggle he experiences while running the business out of his South Shore headquarters, Panico says "The biggest challenge for me is probably balancing the daily operations of the business with my life."
As is the case with many entrepreneurs, Panico has his hand in every part of the business; sales, client management, finances, business development, etc. And while his real passion is his ever-expanding DJ business, he also has a full-time job with the Department of Homeland Security in Boston and attends Bridgewater State University as a criminal justice student.
He says he likes to spend what's left of his free time with his girlfriend and their new puppy.
As for where he sees the business in five years, Panico can only think about it in terms of the success his company has seen to date. He says he hopes to be working with more clients and bigger brands in the future.
"My success has been based on the foundation of establishing great relationships with my clients," he says. "I truly enjoy planning with them as I become not just another vendor, but a partner in creating their special day."
Panico adds that the relationship doesn't always end there.
"Often times we'll even keep in touch after events, whether it be meeting up at local functions, or at a private event that resulted from their referral," he says. "So to ask where I'll be in five years – if I continue down this path, if I keep exceeding the expectations of my clients while treating them like cherished friends – in five years I'm going to have not only more referrals for my services, but I'm going to have a lot more friends."
###
Local college student builds business, beat by beat
by Chris McCaughey | June 3, 2016
The following article was published in the Patriot Ledger/Mariner in June of 2016. The original article can be found here.
After cultivating his own business at just 16 years old and growing it into the reputable Boston disc jockey enterprise that it is today, Drew Panico, of Hanover, has to be doing something right.
He says the secret is to rely on good customer service.
“They need to know that they’ll be getting the best service in the business, but above all, that they’ll be able to rely on the guy who’s running the show. That’s huge.”
Panico does this by offering attentive, detail-oriented service.
“The trick is to give people good service. From the customer service aspect that begins as soon as I reply to the first email, to leaving every single guest talking about hiring me for their next party by the time the night is over, I like to give my clients a professional, enjoyable, and stress-free experience from start to finish,” he said.
The business is Drew Panico DJ Entertainment. The owner and head disc jockey is 20-year-old Panico, a South Shore native. Since starting up roughly five years ago, Panico has added an “LLC” to his business’ name, invested thousands of dollars in equipment upgrades and garnered advertising revenues, secured several major corporate clients, and gotten hundreds of gigs under his belt.
From big bashes at Boston area hotels and private parties on the South Shore, to the Boston River Run on the beautiful Charles River Esplanade, to high school proms and huge functions at Gillette Stadium, Panico does it all. And while it probably comes as no surprise that being a DJ for a living comes with its perks, he also realizes the importance of his position with every gig he does.
When it comes to wedding receptions, who do you think is in charge? The venue? The caterer? The mother of the bride?
According to Panico, it’s actually the DJ.
“I have a very powerful job,” Panico said. “Ultimately I’m the director, the controller. If I don’t make it happen, it won’t happen.”
While he is fully aware of the power that comes with being the person with his finger on the play button, DJ Drew Panico is humble about how he got his start in this competitive business. His expertise has been learned over time, starting at age 15 when he first got the opportunity to start playing tunes on professional equipment.
“If it wasn’t for the death of a close family friend who was, at the time, a disc jockey and great influence on my love for the idea of being able to captivate an audience through music, which eventually led to the acquisition of my very first set of equipment, I likely wouldn’t be where I am today,” he said.
To survive in the modern-day entertainment business in which there are seemingly endless options to choose from when booking, today’s DJs must be incredibly creative and professional, and work productively with impressive passion for the music.
Panico says he does just that.
“As soon as I started to get a taste for music’s addictive qualities, I was hooked,” he says. “This real passion has helped me grow the business into what it is today.”
Fast forward to mid-2016, where Panico is busy inspecting and preparing his state-of-the-art equipment, emailing prospective clients, and finalizing contracts for the rapidly-approaching, busy summer season from his 19th century farmhouse headquarters on Route 139 in Hanover.
Technology has driven a lot more than advertising and customer service. Today’s disc jockeys no longer lug around hundreds of pounds of CDs and records.
Panico recognizes the fact that he answered his calling at a time when the art of DJ entertainment is, in many ways, a lot simpler than it was for his predecessors. Subscription services keep him supplied with the latest releases in a variety of genres; Top 40, country, electronic dance music, and, as the “FAQ” page on his website clearly states, just about every other genre on the planet.
“I can get a song request from a 7-year-old girl with less than a minute left in the current track, and have Taylor Swift’s “Shake It Off” playing before she gets back over to her parents on the other side of the room,” he says.
He adds that, as long as an internet connection exists, his clients and their guests have access to over 37 million songs when they walk up to the booth to make a request.
That’s when trouble can arise, though. Some guy, who usually doesn’t dance, will come up and request some horrendous song, knowing full well that it’s 2016, and the DJ can’t say he doesn’t have that track.
Handling such requests can prove difficult, and requests for wildly inappropriate songs can be equally troublesome. If the language and subject matter are not suited to the group, Panico may refuse to play it.
Fad songs and line dances, like “YMCA,” “Cotton Eyed Joe,” and “Cupid Shuffle,” are fine, however, and he never tires of playing them. “They really get the crowd pumped up,” he says, and that’s exactly what he wants.
“I play for such a wide variety of people,” Panico said. “I’m often playing for four different generations.”
One look at his website and it’s evident Panico also takes giving back to the community very seriously.
Panico offers an automatic 20 percent discount to all military veterans and current armed services members, and regularly donates his services to charity and fundraiser gigs like the Sgt. Daniel Vasselian Memorial Road Race, the iconic Boston River Run 5K which supports the Andrew Graham Semper Fi Fund, a charitable organization honoring the life of Corporal Andrew Graham Narcus and generating funds to endow scholarships at Massachusetts community colleges, and the Jeff Coombs Memorial 5K honoring the memory of Abington’s Jeffery Coombs, who was killed on Flight 11 in the 9/11 terrorist attacks.
Panico is active in contributing to important causes within the very communities that have helped his business prosper all these years.
“Benefit work like the River Run, and military family Christmas parties at Lombardo’s, for example, are what give local small businesses close ties to the communities they serve, and that’s important to me,” said Panico.
He also offers a first-time client discount.
“I like to let my potential clients know that they’re appreciated right off the bat,” Panico said. “They should know that they aren’t just considering another random, run-of-the-mill disc jockey company that wants to get hired, get paid, and get out.”
Panico observes this business may seem attractive to someone who wants to put several thousand dollars into equipment and work weekend parties or clubs. Possible, he says, but a far cry from the scope of Drew Panico DJ Entertainment, with its years of proven experience and client satisfaction.
And, he adds, be ready to sacrifice some personal life. When the weekends arrive, everybody else is ready to party. And though he has fun, this DJ is just going to work.
Learn more about DJ Drew Panico and Panico Entertainment at djdrewpanico.com.
He says the secret is to rely on good customer service.
“They need to know that they’ll be getting the best service in the business, but above all, that they’ll be able to rely on the guy who’s running the show. That’s huge.”
Panico does this by offering attentive, detail-oriented service.
“The trick is to give people good service. From the customer service aspect that begins as soon as I reply to the first email, to leaving every single guest talking about hiring me for their next party by the time the night is over, I like to give my clients a professional, enjoyable, and stress-free experience from start to finish,” he said.
The business is Drew Panico DJ Entertainment. The owner and head disc jockey is 20-year-old Panico, a South Shore native. Since starting up roughly five years ago, Panico has added an “LLC” to his business’ name, invested thousands of dollars in equipment upgrades and garnered advertising revenues, secured several major corporate clients, and gotten hundreds of gigs under his belt.
From big bashes at Boston area hotels and private parties on the South Shore, to the Boston River Run on the beautiful Charles River Esplanade, to high school proms and huge functions at Gillette Stadium, Panico does it all. And while it probably comes as no surprise that being a DJ for a living comes with its perks, he also realizes the importance of his position with every gig he does.
When it comes to wedding receptions, who do you think is in charge? The venue? The caterer? The mother of the bride?
According to Panico, it’s actually the DJ.
“I have a very powerful job,” Panico said. “Ultimately I’m the director, the controller. If I don’t make it happen, it won’t happen.”
While he is fully aware of the power that comes with being the person with his finger on the play button, DJ Drew Panico is humble about how he got his start in this competitive business. His expertise has been learned over time, starting at age 15 when he first got the opportunity to start playing tunes on professional equipment.
“If it wasn’t for the death of a close family friend who was, at the time, a disc jockey and great influence on my love for the idea of being able to captivate an audience through music, which eventually led to the acquisition of my very first set of equipment, I likely wouldn’t be where I am today,” he said.
To survive in the modern-day entertainment business in which there are seemingly endless options to choose from when booking, today’s DJs must be incredibly creative and professional, and work productively with impressive passion for the music.
Panico says he does just that.
“As soon as I started to get a taste for music’s addictive qualities, I was hooked,” he says. “This real passion has helped me grow the business into what it is today.”
Fast forward to mid-2016, where Panico is busy inspecting and preparing his state-of-the-art equipment, emailing prospective clients, and finalizing contracts for the rapidly-approaching, busy summer season from his 19th century farmhouse headquarters on Route 139 in Hanover.
Technology has driven a lot more than advertising and customer service. Today’s disc jockeys no longer lug around hundreds of pounds of CDs and records.
Panico recognizes the fact that he answered his calling at a time when the art of DJ entertainment is, in many ways, a lot simpler than it was for his predecessors. Subscription services keep him supplied with the latest releases in a variety of genres; Top 40, country, electronic dance music, and, as the “FAQ” page on his website clearly states, just about every other genre on the planet.
“I can get a song request from a 7-year-old girl with less than a minute left in the current track, and have Taylor Swift’s “Shake It Off” playing before she gets back over to her parents on the other side of the room,” he says.
He adds that, as long as an internet connection exists, his clients and their guests have access to over 37 million songs when they walk up to the booth to make a request.
That’s when trouble can arise, though. Some guy, who usually doesn’t dance, will come up and request some horrendous song, knowing full well that it’s 2016, and the DJ can’t say he doesn’t have that track.
Handling such requests can prove difficult, and requests for wildly inappropriate songs can be equally troublesome. If the language and subject matter are not suited to the group, Panico may refuse to play it.
Fad songs and line dances, like “YMCA,” “Cotton Eyed Joe,” and “Cupid Shuffle,” are fine, however, and he never tires of playing them. “They really get the crowd pumped up,” he says, and that’s exactly what he wants.
“I play for such a wide variety of people,” Panico said. “I’m often playing for four different generations.”
One look at his website and it’s evident Panico also takes giving back to the community very seriously.
Panico offers an automatic 20 percent discount to all military veterans and current armed services members, and regularly donates his services to charity and fundraiser gigs like the Sgt. Daniel Vasselian Memorial Road Race, the iconic Boston River Run 5K which supports the Andrew Graham Semper Fi Fund, a charitable organization honoring the life of Corporal Andrew Graham Narcus and generating funds to endow scholarships at Massachusetts community colleges, and the Jeff Coombs Memorial 5K honoring the memory of Abington’s Jeffery Coombs, who was killed on Flight 11 in the 9/11 terrorist attacks.
Panico is active in contributing to important causes within the very communities that have helped his business prosper all these years.
“Benefit work like the River Run, and military family Christmas parties at Lombardo’s, for example, are what give local small businesses close ties to the communities they serve, and that’s important to me,” said Panico.
He also offers a first-time client discount.
“I like to let my potential clients know that they’re appreciated right off the bat,” Panico said. “They should know that they aren’t just considering another random, run-of-the-mill disc jockey company that wants to get hired, get paid, and get out.”
Panico observes this business may seem attractive to someone who wants to put several thousand dollars into equipment and work weekend parties or clubs. Possible, he says, but a far cry from the scope of Drew Panico DJ Entertainment, with its years of proven experience and client satisfaction.
And, he adds, be ready to sacrifice some personal life. When the weekends arrive, everybody else is ready to party. And though he has fun, this DJ is just going to work.
Learn more about DJ Drew Panico and Panico Entertainment at djdrewpanico.com.
###
