The purpose of DJ Life, the second game in the ‘Apprentice Entrepreneur’ series, is to introduce you to managing and running your own business, and to improve your skills as a potential entrepreneur. Don’t worry if you go bankrupt a couple of times early on - you’ll often learn quicker through mistakes than instant success (as real-life entrepreneurs often do).

The game has been designed to provide fun while learning about negotiating a deal, planning events, dealing with advertising campaigns and creating a firm financial basis for your DJ business.
  
The steps you’re asked to complete and follow during the game will give you a basic grounding in all that running a start up business entails. It starts slowly to give you time to understand the elements that will effect the outcome of your actions. But as you progress you’ll find it speeds up as the effects of your decisions feed through to the marketplace.

Your understanding of your audience is crucial, so keep an eye open on possible changes of their musical taste by regularly surveying the towns folk. Over 50 specially commissioned music loops in 9 different genres mean that youe should always be able to respond to changing fashions. If the audience don’t like your music your rating drops and this will have a knock on effect on the gigs you get and monies available.

And finally running any business demands attention to cash-flow - make sure you keep a close eye on the money!

DJ Life runs for one year (accelerated time), which will probably take you between 6 and 10 hours of gameplay, unless you go bankrupt before that.

We hope this game will encourage you to be more entrepreneurial in whatever you do - and who knows it may even encourage you to run a business like DJ Life for real. Contact m.mador@kingston.ac.uk