In this Side Hustle Spotlight Q&A, we feature 29-year-old Jason Nelson, who turned his wedding entertainment business into a full-time business Essential Jason Nelson.
Image Source: Michael Romeo Creations
What did your day job involve, when did you begin pursuing your side hustle and why did you change into interested in entrepreneurship?
When I began playing saxophone and piano at weddings, private events, and nightclubs in 2019, I used to be working as an email marketing coordinator for a retail company in suburban New Jersey. I have at all times been passionate about the pursuit of happiness over money, so I became an entrepreneur by accident when I discovered a way to mix my love of entertaining others with my love of mainstream party music.
Happiness for me is having the ability to get up every day to do what I really like and knowing that my work is changing the lives of others. Finally having the ability to entertain over 200 wedding couples on the happiest day of their lives and hearing them say, “You were literally the lifetime of the party. Our wedding is thanks to you – we will not imagine it without you – it truly humbles me and makes me want to entertain as many people as possible around the world.
When did you begin your side business and where did you discover the inspiration for it?
I began my skilled profession in March 2019, but I have been playing the piano for over 21 years and the alto saxophone for over 18 years. From an early age, I learned that I had excellent pitch, which allowed me to play any song by ear.
When I attended Rutgers, I used to be obsessed with mainstream house music. In my free time in college, I enjoyed spending lots of of hours mixing dance tracks on my DJ program to create mixes for my friends to play at parties (and even occasionally play for my friends at parties). Around 2015, I began an Instagram account where I posted short videos of popular songs played on the piano and saxophone (The Chainsmokers, Post Malone, Blink-182, Fetty Wap, etc.) and eventually was hired by a friend’s sister to play the cocktail piano at her wedding. She also asked me to DJ during her introduction to her reception and I ended up staying for the entire wedding.
What were the first steps you took to break away from the game?
I used to be so caught up in the adrenaline rush of my first wedding that I became obsessed with recreating that feeling. I contacted several entertainment firms in the New Jersey/New York area and quickly began taking bookings to perform at events. Above all the compliments I received about my musical talents on the saxophone and piano, I kept hearing the word “energy.” “Oh my God, you literally have so much energy” and “You literally are the life of the party” were two phrases I heard over and all over again, so I noticed that my passion for entertaining others far outweighed any passion I had ever had for music .
Playing several events each weekend, I focused on building relationships with various vendors in my industry, including DJs, event planners, photographers, videographers, and other artists. I also continued to collect content (each photos and videos) from my events to develop them Instagram AND ICT Tok accounts where at least 50% of my event leads currently come from. I’m fortunate to find a way to post content from weddings and other events and have the ability to reach virtually anyone around the world, which has led me to travel to amazing events in places like Puerto Rico, St. Maarten and later this year to Aruba and Dubai.
@essentialjasonnelson The energy of the wedding guests in this case was unbearable? #vows #destinationweddings #rosecliffmansion #rosecliffmansionwedding #node #weddingwire #bridetobe ♬ original sound – THE ESSENTIAL JASON NELSON
What were the biggest challenges you faced in building your side team and how did you overcome them?
I wanted to quit my 9-5 marketing job in early 2020, but when the pandemic hit in March, I lost virtually all of my event bookings for the remainder of the year. However, I used to be lucky to still have a paycheck and work from home while most full-time event professionals were closed. I remained patient and continued to grow my business by networking virtually, publishing content, and working on the administrative side of my business because I knew it was only a matter of time before events would return. Indeed, we have seen a surge in events (including weddings) in 2021 and I knew I had made the right decision to leave the 9am world.
Since most of my event bookings are done through my LLC (I do not have an agent or any employees), a few years ago when I began to notice an increase in interest in my events, there was a period when I used to be overwhelmed by the manual booking process (scheduling calls, sending out contracts and invoices etc.). However, in 2022, I began automating the booking process using Honey Book, which I now use to automate the process from customer inquiry to booking. I have a lot more free time to devote to innovating my entertainment style in an ever-changing industry, and I can focus on being physically prepared to get back on my feet and bring energy to the dance floor for hours every weekend.
How long did it take for you to achieve stable monthly income? How much did the side hustle earn?
Within the first year of starting my side business, I used to be fortunate enough to play saxophone with Angelina Pivarnick from Jersey Shorewedding and grand opening party of The Edge NYC. Such events at the starting of my profession gave me confidence and the desire to pursue my profession full-time. I used to be on track to make between $45,000 and $50,000 in 2020 and my goal at the time was to find a way to replace my email marketing income.
You have since turned your side hustle into a full-time business. What does total revenue seem like now?
I currently make between $150,000 and $175,000 a year playing tournaments, and I used to be lucky enough to make $176,000 in 2023.
What gives you the biggest pleasure in running your individual business?
Being able to share my love of entertaining others through fun celebrations is what I really like most about running my very own business. I also love having the ability to set my very own schedule and determine when I would like to work and when I would like to take time without work for myself. I’m grateful that I have full control over my business and proceed to strive to find the perfect balance between my profession and personal life.
What is your advice for others who want to start their very own successful side hustle?
Ask yourself If there was no money, what would you do? I never feel like I’m working because I really like what I do. While it could actually be frustrating to not see an immediate return on your investment in customers and sales, build what you are promoting around what you’d do if there was no money so you’ll be able to still have fun and not get lost in why you began what you are promoting in the first place. Always be prepared, show up on time, try to work well with others and find a way to adapt to any situation.
Find your strengths and triple them. What sets you apart from everyone else?
Also use social media to your advantage, especially since posting is completely free! You never know what might occur if you are not afraid to share your story with the world. Be yourself and I promise you there can be someone who will resonate with you and your story.
This article is a part of our ongoing series highlighting the stories, challenges and triumphs of being Young Entrepreneur®.