Music has become more than just entertainment in the events industry. It’s now a strategic asset for event success. That’s why we sat down with Martin Smith, better known as DJ Graffiti, The Keynote DJ™ who has transformed corporate events for brands like Google, Amazon, Nike, and Campbell’s. Whether you’re planning virtual conferences, in-person celebrations, or hybrid meetings, DJ Graffiti is sharing his invaluable insights on how the right music can reduce stress, increase engagement, and help achieve your event’s goals.
INAS: How has the role of a DJ evolved in corporate events over the past few years, especially with the rise of virtual and hybrid meetings?
DJ: Personally, I approach DJing strategically. The performance and playing music part is the outcome of an unseen strategic process.
DJs bring fun positive vibes, but that’s not enough to justify them at business events. Whether it’s virtual and hybrid or in-person, having a DJ should produce a different outcome than not having a DJ. No matter what the platform is, the DJs role is to understand the clients goals and determine how to best contribute to achieving them.
INAS: What are the biggest differences in how you approach music selection for in-person versus virtual events?
DJ: Whether I’m in-person or virtual, the music has to be the right fit for the audience. I do more audience research for in-person events, because I often have a short time to make an impact. When I’m at a virtual event, I ask people over the mic what they want to hear. When they respond via chat, I try to play some of their requests immediately. It’s not as easy to create 2-way communication at in person events, so I created an app called Togapa to make that very thing possible!
INAS: Can you share a specific example of how you’ve seen the right music transform the energy of a corporate event?
DJ: It would be harder to tell when the right music didn’t transform the energy of a corporate event! That’s music’s exact purpose. However, the event that comes to mind was the very first virtual conference I did during the pandemic.
During 2020, technical difficulties were commonplace. The event platform crashed from too many attendees, so the client only got to have 2 of the 8-hour planned content. Once the platform was back up and running, they almost canceled the rest of the day. Instead, they had me close things out and everyone said I saved the event. It was so successful that people began inviting their friends and they had more people attending each following day.
INAS: What are your strategies for reading a room and adapting your music choices on the fly during live events?
DJ: In-person, I try to determine the age range and music taste of the audience by their appearance. I do my best to play music they will love.
Based on my initial choices, I watch to see if people are smiling and dancing (or at least slightly grooving at business events). I look to feel the energy shift in the room and hear the oohs and ahhs when I play a record they love. Once I’ve figured out what works for them, my goal is to take them on a journey and create a memorable experience that aligns with the goals of the event.
INAS: How do you collaborate with event planners to ensure the music aligns with a company’s brand and the specific goals of their meeting?
DJ: I ran a marketing agency for over 15 years before becoming DJ Graffiti full time, so I understand branding and always try to contribute to, instead of detracting from, brand alignment. The obvious answer is that I play clean edit music unless requested otherwise and try to stay away from themes that don’t reflect a business atmosphere.
Beyond that, I start by asking my potential clients about their goals and how they will measure the success of the event. That lets me know if I’m a fit for their event and what they’re trying to accomplish. Once we’re working together, it’s about keeping an open dialogue and letting them know I’m an artist, but not a “diva.” It’s not about having things my way. I am challenged creatively by figuring out what needs to be done and delivering that in an artistic and impactful experience.
INAS: What technical considerations should event planners be aware of when incorporating music into virtual events?
DJ: Most virtual platforms default to prioritizing the speaking voice and not music to enable the best quality for presentations. If you’re adding a music experience, you want a platform with the ability to enable a hi-fi Stereo Audio mode and the ability to turn off noise cancellation for the music portions.

INAS: What role does music play in transitions between segments of a conference or meeting, and how do you approach these moments?
DJ: Music is refreshing, so it’s great to add a song or two between sessions. Depending on what the following segment is, it might make sense for that music to be instrumental. You get the benefit of the vibes of the music without being sidetracked by thinking about the lyrics.
A 2021 Microsoft study found a break of 5 to 10 minutes allows the brain’s stress to reset. When possible, add longer breaks to reduce fatigue throughout the day.
INAS: What trends are you seeing in how companies use music to enhance engagement at their events?
DJ: The textbook process for re-engaging a person is to ask them about their feelings. Once you’ve listened attentively, reply to confirm that you heard them correctly, then take action on what they said.
Everybody has music that they love. If you ask them what they enjoy, acknowledge their request and play it, they are almost certain to be engaged.
One of the biggest trends I see is extending that ask into a pre-event music survey. If you can get people involved prior to the event, they’re already engaged heading into the event. Similarly, distributing a playlist post event helps to carry the impact beyond the live event.
INAS: What’s one piece of advice you’d give to event planners who might be underutilizing music in their programs?
DJ: If a planner is underutilizing music, they’re unaware music could increase their event’s ROI. For years, people have viewed music as nice-to-have, but not essential. Even in this time of budget scrutiny and doing more with less, music could be the essential element you’ve been missing.
It’s scientifically proven that music can reduce stress, decrease fatigue and increase focus. I’ve included a few stats proving those claims. That said, it has to be the right music at the right time.
Would it benefit your audience to feel more happiness than stress? Would people take more action if there was more engagement and focus? Music may be the answer. Find a qualified music expert and determine what makes sense for you and your event!
- A study found music better at combating stress and anxiety than anti-anxiety medication. Music had a greater reduction on cortisol, the stress hormone. [Trends in Cognitive Science]
- A 30,000-person study found music at work increases happiness by 11% and reduces irritability by 24% through dopamine release. [“This is Your Brain On Music” – Daniel Levitin]
- The right music can enhance focus and productivity, particularly during complex analytical tasks at business events. [Harvard Business Review]
Incorporating strategic, creative measures, like hiring a professional DJ for your next event, creates engaging experiences in an exciting new way for event attendees. And for attendees, experiencing The Keynote DJ™ is not just about hearing great music, but about feeling like part of a thoughtfully designed experience that reduces stress and increases focus. If you’re looking for innovative ways to create engaging experiences at your next event, contact I Need A Speaker for innovative speakers.









