When Lindsay Luv walks into the room she is clearly just a bubbly, no-fuss Massachusetts girl. Behind that affable attitude you can also see the drive and panache for building a personal brand, a trait that carries her up the totem pole of the party world. With the hard-earned prefix "DJ" we find a young lady who seemingly has it all figured out: a defining stint in NYC recently led to a life-changing cross-country move to LA, where Lindsay has been stealing hearts and pleasing ears ever since. Want proof? Her first gig in the City of Angels was at the revered Playboy Mansion (on her birthday night, the same eve she arrived on the West Coast). The American dream doesn't get any more iconic than that!
So what coaxed Lindsay into the DJ booth? With a strong music business background and the belief that "life is a soundtrack in general," she had much of the prerequisite pull toward that line of work. Following encouragement from her close friend, the late DJ AM, she transformed a bountiful knowledge of up-and-coming indie acts and pop mainstays into a skills-based career behind the turntable. "He said, 'First off, you need to learn on real vinyl. If you ever want to be taken seriously by the best, you gotta put in work,'" reminisces Lindsay. Beyond his practical words of wisdom, DJ AM identified that female DJs were rare and covetable at the time, and encouraged Lindsay to capitalize on that. Practicing at a friend's deserted NYC nightclub, Ella, during the day led to Lindsay's mastery of both the musicandthe ability to market herself, luring in crowds with a weekly gig. "He passed away when I was just starting to hit it bigger…it would have been nice to share that with a friend who was very inspirational," she laments. "I really respected that he never made me feel like being a woman in a male-dominated industry was an issue; if anything, it was something interesting I could bring to the table."
DJing is not a career path trekked by many ladies, though the trailblazers are certainly rewarded. Realistically, the equipment is very heavy - especially in years past before the boys' club, crate-heavy "nightclub environment" adapted to the party-oriented fashion sphere. With brands seeking a cohesive creative identity all around, the opportunity to feature, collaborate, and produce content with an individual who exemplifies their messaging is key. Lindsay notes that female partnerships between style brands are "supportive" and that they make sense; meanwhile, she cites the difficulties of breaking into the EDM scene and festival circuit, noting a double edged sword that a higher standard seems to exist for women in EDM (electronic dance music for the uninitiated).
The rise in EDM's popularity is widely documented, and Lindsay asserts that its spread to the USA was inevitable: "At a certain point, people want more than just a hip hop atmosphere. They want to dance their faces off and feel the bass in their chests." With a club-going demographic spanning from feisty eighteen year olds to thirty-somethings who grew up with the music, DJs must engage and converse with the spirit of their audience. Most can agree there is a particular talent in reading the crowd and understanding the ambiance of a given night, occasion, and locale - though Lindsay believes it earns a different measure of respect than traditional musicians, namely those of rock and roll (her favorite genre). In her spare time, you can be sure to find Luv cooking, hiking, and soaking up live music for inspiration. "People go out when they are ready to blow off steam; when you work in nightlife, you're going out even if you're not in the mood to be there," says Lindsay. "It's taxing! You have to be out there giving people the best time of their life every night you hit the booth." [continued below]
Lindsay's cross-country move has undeniably morphed her personal style and the music she plays. Her East Coast look was "layered, gothic chic, angry rocker, that very New York style where you appear really sharp and a little stern," while her LA life is defined by "a relaxed vibe, cutoffs and a tee." In the Big Apple she explored dark, gritty music for the city's underground enthusiasts; her SoCal tunes speak to the tune of glitzy, celebrity obsessed Hollywood. We think she hit the best of both worlds.
At her core Lindsay is a lifestyle brand fortified by other like-minded lifestyle brands, including Victoria's Secret, Perrier, Hudson and Diesel - which significantly distinguishes her from the rest of the pack. Additionally, she recognizes the need to disconnect and recharge in order to stay fresh, something which she executes regularly on her lifestyle blog, Luv Lifestyle. Intermingled with recent news and personal style shots readers can find travel diaries, interior design, recipes, and even interviews of other tastemakers. "I think what makes somebody or something interesting is the whole pictures," muses Lindsay. "I wanted to turn the spotlight on others too."
So what is she shining her spotlight on next? "I want to be a curator of music for brands. It's a realistic thing for me to give my career longevity. You want to build your brand into something you can grow old with." Oh, and don't think for a second that her love for shoes, leather jackets, and sunglasses sit on the sidelines in her future plans. Lindsay wants to jump into the collaboration game: "It's a fun way to capture it all and cross market." Spoken like a true marketer!
Take a cue from this DJ's storied career, even though we can't guarantee you'll be spinning on New Year's Eve in India. Lindsay believes that "if you keep a good head about yourself, stay moral, are polite and work hard - then the sky's the limit! Never be afraid to ask, bring ideas to the table, and think big." There you have it! Now let's go dance.