CDJ Show 2015 Seminar - Disruptive Technology

Presenter:Ed McMurtry
Title:Disruptive Technology
Organization:Edwin Allen Productions
From:Toronto, CA

"Astonishing" and "Unbelievable" are terms often used by event planners and corporate event producers to describe Edwin McMurtry and his creative Canadian production team at EdwinAllen productions.

Client permitting, Edwin’s team specializes in a total creative design concept: all communication, presentation and entertainment elements of the event are packaged together in what Edwin calls "a value-added brand of immersive interactive entertainment."

The results of his unique concept are hugely successful events that instantly captivate and delight the entire audience, eliciting participation from even the most reserved attendees!

As good as we claim he is, Edwin can’t wave a magic wand and double your sales overnight, but he maybe able help you organize your thoughts and give you an "Ah-HA" moment with his seminar.

Edwin intends to raise some eye brows by drawing your attention to Harvard Business School professor Clayton M. Christensen’s description of disruptive technology: "Disruptive technology lacks refinement, often has performance problems because it is new, appeals to a limited audience, and may not yet have a proven practical application."

Such was the case with Alexander Graham Bell's "electrical speech machine," which we now call the telephone.

Edwin will focus our attention on disruptive technologies in the DJ industry by applying Professor Christensen’s description of disruptive technology to what may or may not be obvious to many of us in today’s DJ market place.

Using Professor Christensen’s definition of a disruptive technology, Edwin parallels his thoughts and many personal successes in the special event industry to Professor Christensen's observation that states "disruptive technology is one that displaces an established technology and shakes up the industry or a ground-breaking product that creates a completely new industry."

For example, Edwin believes it is not unusual for big corporate AV production companies to dismiss the disruptive technology value a simple DJ can bring to an event. Many established companies have been previously blindsided by an unknown DJ, often viewed as lacking vision, imagination or resources, who suddenly possesses a new novel idea or technology.

In fact, many DJ companies have become disruptive without even knowing they are doing so. As AV technology has matured, it became more affordable and easier to operate, allowing DJ companies to quickly gain market share by offering seemingly small lighting upgrades, which then become increasingly larger upgrades until they unknowingly began to threaten the status quo of the larger décor lighting companies.

Another example would be DJ photo booths, which can be now be viewed as disruptively eating into a photographers candid photo sales.

A DJ who has always been good MC might now be branching out into icebreakers, team building and motivational workshops, all of which are disruptive to many keynote speakers' bureaus.

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