We had the good fortune of connecting with Toron Roberts and we’ve shared our conversation below.
Hi Toron, do you have any habits that you feel contribute to your effectiveness?
In business it is important to develop habits that help you succeed. Of course different habits work for different businesses and business strategies but there are some positive habits that could be considered universal. There are several habits that I have developed that work for me including: consistency, positive thinking/attitude, being solution oriented, developing relationships with others within your industry, timeliness and the ability to pivot depending on circumstances. 1. Consistency – Being dependable is priceless. Your clients need to be assured that you will deliver as promised. 2. Positive Thinking – Your attitude determines your altitude. A positive approach and open minded approach always helps when faced with hurdles. 3. Being solution oriented – Being solution oriented goes in tandem with positive thinking. There will always be hurdles but being solution oriented allows you to think of options that overcome circumstances. This also allows you to learn from any previous mistakes or decisions that did not have the best outcome. 4. Developing relationships – Relationships in any industry are priceless. I try to surround myself with like minded people as well as people who have different views on things. I feel like I can learn from anyone, even those outside of my industry. I also make it a point to spread information, ideas and opportunities to others so that we all grow together. 5. Timeliness – I learned early in my career that being early is to be on time. Always give yourself extra time and never have the client waiting for you. Timeliness sets the tone for a positive experience. 6. The ability to pivot is essential in business. You never know when a set of circumstances will create opportunities. Always be ready for change. The one thing that is consistent in business is change.
Let’s talk shop? Tell us more about your career, what can you share with our community?
I started out spinning in Queens NY in the 80s/90s. I began by doing small events, parties, mixtapes and spinning in my neighborhood. After graduating High School I began doing shows with Jaz-O and Jay Z when they were making their mark in the Hip Hop Industry. I decided to further my education by applying to Morehouse College in Atlanta, GA. While attending Morehouse I began spinning college parties all over Atlanta as well as music industry events. After graduating from Morehouse I decided to go into Corporate America which taught me certain business concepts. I continued my path as a DJ and ended up quitting my job to become a full time DJ and with my partner DJ Motion we created The Urban Legends DJs. It was a collective of DJs that allowed us to do more events and share the spotlight with some amazing DJs in Atlanta and beyond. I feel what sets myself apart from others is just being myself, understanding my style, respect for others and my humble yet aggressive nature. I continue to be a student of the art and I am always willing to learn something new. There is not one thing that I could say that got me to where I am today but giving the customer exactly what they want is a big part of success. Understanding the customer’s needs, under promising and over delivering is always a good thing when it comes to business. I put myself in my clients’ shoes and I always have their best interest in mind. Being a business owner is never easy but passion for what you want is always a driving force. I always try to set small goals as well as large ones. Challenges are always a part of business but being able to accept them and creatively find a way to overcome them is important. An example of an unexpected challenge is The Covid-19 Pandemic. The pandemic has put a hold on most events but DJs have had to learn to spin virtually so I have used that as a platform to promote my business. I have learned many lessons along the way to being where I am now. I feel like having good credit is very important in business. Integrity is key to positive business relationships. Understanding your client will help you go a long way. Also, appreciate your friends and family, they are your biggest cheerleaders. I also make it a practice to help others whenever I can and I love to volunteer my services to good causes. I would like for the world to know that NOTHING happens overnight. The best overnight story is the person that has been doing it for a very long time. I would like for the world to know that my goal is to give the best experience every single time, Every event is the best night of your life.
If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
If I had a friend visiting the city of Atlanta I would take them to some of my absolute favorite spots that I enjoy! We would have to start out our day by getting breakfast at Gocha’s Breakfast bar for some Fish and Grits Southern style. After breakfast we would have to visit some famous landmarks in Atlanta including The AUC (Morehouse, Spelman, CAU and Morris Brown) to speak about the rich history that we have here in ATL. After the AUC tour we would visit The MLK memorial on Auburn Ave to pay respects to our civil rights icon. A short drive from the The MLK memorial is the famous Jackson Street Bridge where we would take some photos of the amazing ATL skyline. After our impromptu photo shoot we would head over to Little Five Points where we would check out some funky style clothes, vintage record shopping, people watching and photos at The Outkast Mural. After our funky experience in The L5P area we would head over to Ponce City Market and check out the scene with great shopping and views on the rooftop and then a stroll on the beltline for some cardio. The beltline also has great picture taking opportunities with statues, murals and random people’s dogs. After the beltline we would hit The Virginia Highlands for brunch at Murphys and then a beer next door at Taco Mac. After getting some rest, we would hit Terri’s Cafe for a quick snack (The Crack Burger) and get ready for the evening. We would head downtown for Old School Saturdays were we rock out to 80s and 90s music all night. At 2:30 we would leave to head to one of Atlanta’s esteemed establishments… The Waffle House for a post party edible experience.
Who else deserves some credit and recognition?
There have been so many people that have helped me along my journey to where I am now that it would be so hard to narrow it down to on particular person or organization. I would have to shout out my village which includes my family SpelHouse family, all HBCUs across the nation, Kappa Alpha Psi Fraternity Inc and the entire Divine 9, OSS, TOS, Insights Marketing, Queens NY, The City of Atlanta and everyone who I have had the chance to spin for in my years of being a DJ.
Facebook: Toron ROberts
Other: Twitch @djtronnyblaze