David Solomon, the CEO of Goldman Sachs, recently stepped back from his double life as a nightclub DJ, citing concerns from his board about distractions. In contrast, Jason O’Connor, an entrepreneur hailing from Essex, found inspiration for his company, Total Merchandise, during his time as a DJ. The business specializes in creating branded merchandise, including a variety of items such as pens and cheese graters, for corporate clients.

By the age of 31, O’Connor had already spent a remarkable decade traveling the globe under his DJ persona, “Frenzic,” and playing drum and bass gigs in locations such as Puerto Rico, Jakarta, Santa Cruz, and Moscow. Although he described those years as “phenomenal fun,” he recognized that the lifestyle was not sustainable due to inconsistent hours and inadequate pay.

In 2004, a record label approached him in search of T-shirt printing services, prompting him and a business partner, who previously collaborated on a music magazine, to find a supplier. Following their success with the first order, more labels requested similar services. “I thought, if they need T-shirts, they probably want pens and other items as well,” O’Connor recalled, not yet realizing the vastness of the promotional products industry.

Initially, their business struggled; O’Connor admitted that the first year’s revenue was “atrocious,” and the second year didn’t see much improvement either. However, through gradual advancement, Total Merchandise’s sales grew to £23.4 million, achieving a pre-tax profit of £3.1 million in 2024. The company manufactured 18.5 million products for a diverse client base that includes Amazon, Etihad Airways, and the NHS, and it employs 50 individuals at its headquarters in Colchester, Essex.

O’Connor attributes part of his success to his lifelong affinity for numbers. Raised in Southend, he initially aspired to be an accountant, but his grandmother, who raised him after his mother passed away, encouraged a different path. “She believed in getting into a job as soon as possible, which led me to start working right after school,” he said.

His first job in a video rental store soon turned into a venture of launching a music magazine called ATM in 1999, designed to support his DJing aspirations. The publication started as a small black-and-white pamphlet but grew to a 100-page color magazine with a circulation exceeding 30,000.

Although DJing and magazine publishing were enabling him to make ends meet, financial stability remained elusive. O’Connor shared, “Finance-wise, I wasn’t doing great. Recognition from peers mattered more than affording luxuries like a new car.”

However, that changed with the founding of Total Merchandise in 2004 alongside business partner David Stoddart. The company serves as an intermediary connecting businesses seeking promotional products with manufacturers in the UK and Europe. “We provide a way for businesses to gain visibility and leave a lasting impression through their branded items,” O’Connor explained.

While the company has sold millions of promotional pens, O’Connor takes pride in the more unique products they have created. He reminisced about a plasma ball produced for Duracell nearly two decades ago, which is still functional today, as well as other creative merchandise like branded potato mashers and cheese graters designed for clients.

While the global financial crisis of 2008 did not heavily impact Total Merchandise, the pandemic posed significant challenges. O’Connor reported a pivot towards manufacturing branded face masks and hand sanitizers during lockdowns, ultimately leading to difficult decisions, including laying off 20 employees. “We’re small enough to feel like a family, and being responsible for people’s livelihoods weighs heavily on me,” he said.

Despite these hardships, he maintained strong relationships with European suppliers, ensuring the company could resume operations as soon as demand returned in July 2021.

Post-Covid, he noted a shift toward clients seeking more reusable and functional products due to heightened awareness of sustainability issues and the harmful effects of single-use plastics. “There has been a significant push for us to provide environmentally friendly options, utilizing natural materials,” O’Connor observed.

A notable trend has been the rise in popularity of branded bottled water, particularly after fans noticed personalized water bottles on the reality show Love Island. “We have seen a tremendous surge in these orders, although customers often end up with several bottles at home,” he commented.

Companies have also started ordering “onboarding packs” for new employees, which may include notepads, water bottles, portable chargers, and tote bags, all prominently featuring the company logo. O’Connor speculated that this surge could be attributed to fostering a sense of community among remote workers.

At Total Merchandise, employees have the option to work from home one day a week. O’Connor stated, “Being alone in the same space all day isn’t beneficial for everyone.”

In a significant development last year, O’Connor bought out his long-time partner for a “seven-figure” sum with funding from Lloyds Bank, relishing the opportunity to steer the company independently. “Being able to make decisions swiftly and change direction without waiting is incredibly beneficial,” he said.

He acknowledges that his accomplishments come from hard work and commitment but humbly credits some of his success to being in the right place at the right time. “People often say it’s all about hard work and determination, but sometimes it just comes down to having a clear vision and the right products when the market needs them,” he remarked.

A Personal Note

My hero … my father, who ran a removal company. I didn’t consciously aspire to emulate him, but entrepreneurship comes naturally to me. I admired the relationships he cultivated and his ability to execute his plans.

My best decision … purchasing my business partner’s share last year, unlocking new opportunities and insights.

My worst decision … making small operational errors or launching projects that ultimately don’t succeed, but we’ve learned that not everything will work out as planned, and that’s acceptable as long as we grow from it.

Funniest moment … while photographing a DJ act at the Rex in Stratford, I lost my footing and fell four feet off the stage. It was a hilarious moment for everyone except me!

Best business tip … pursue your passions. My drive would wane if I didn’t care about what I do.