Joe Kay doesn’t simply DJ—he curates worlds. For over a decade, the co-founder and head of Soulection has helped form a worldwide motion rooted in discovery, intention and neighborhood. What began as a radio present has grown right into a cultural establishment, the place genre-fluid sounds and emotionally wealthy storytelling come collectively to attach folks throughout borders. And now, after 14 years of championing different artists, Joe Kay is getting into the highlight together with his first official EP, If Not Now, Then When.
In dialog, Kay is considerate, grounded and clear-eyed in regards to the work it’s taken to construct Soulection into what it’s immediately. From intimate exhibits to huge international occasions, the Soulection model has turn into synonymous with intentional curation and sonic development—providing audiences every part from soul, R&B, and future beats to Afrobeats, Amapiano, and lovers rock. No two Soulection occasions sound—or really feel—the identical, and that’s by design. Whether or not it’s digicam angles, lighting palettes or the lineup itself, Kay ensures every expertise is distinct, dynamic, and immersive.
Past the sound, Soulection is proof that music builds neighborhood. It has turn into a hub the place DJs, artists and producers join, collaborate and uplift each other. On the identical time, followers around the globe—many who’ve by no means stepped foot inside a Soulection occasion—tune into the radio present, dive into DJ mixes, and really feel like a part of one thing larger. It’s a uncommon ecosystem the place each creators and listeners develop collectively, sure by a shared love of music and a curiosity for what’s subsequent.
That spirit of collaboration involves life on “Gradual It Down,” the mission’s heat, soul-infused lead single that includes rising skills Isaiah Falls and Cruza. Produced by the legendary D’Mile and recorded throughout an intimate artistic retreat at Kay’s desert residence in Yucca Valley, the observe blends reside instrumentation with Soulection’s signature genre-blurring finesse. The tune additionally encompasses a refined mid-track tempo shift—a nod to the sudden transitions and vibe adjustments which have turn into an indicator of Soulection units. Different credit on the mission are Flwr Chyld, Karri, Arin Ray, Malik Ninety 5, Budgie, Kenzo Slice, Amaria and extra.
With If Not Now, Then When, Joe Kay proves as soon as once more that his reward lies not simply in taking part in nice music—however in creating area for others to shine. And this time, that features himself.
EBONY: On this document, you’re employed with quite a lot of rising artists. Has that at all times been part of who you might be? Or did that include Soulection rising?
Joe Kay: Nah, it’s at all times been a part of the DNA. That was the intention behind doing The Sound of Tomorrow and the 14th Anniversary Tour. As an alternative of placing on the standard names, we wished to offer others a shot. In any other case, there’s no development—it’s simply the identical folks time and again. We wished to open up a few slots.
Whenever you had been getting began, had been there individuals who gave you alternatives to play venues or enter new areas you weren’t already related to?
Yeah, a couple of of my friends gave me my first shot—whether or not it was radio, a visitor combine or a slot at an occasion. That helped me get my foot in. That’s why I attempt to go it ahead. Lots of people are gatekeeping roles and positions, and we attempt to break that. There’s no ego. You don’t want a sure variety of followers. In the event you’re good, have potential or imaginative and prescient, we’ll acknowledge it.
You talked about bringing in new faces retains issues thrilling. On the subject of Soulection occasions, no two really feel the identical. Are you intentional about curating the lineup and the venues?
We’re intentional with the areas we use. There’s a guidelines—digicam angles, flyer design, coloration palettes, typeface, visuals. Lighting issues too. Typically we take away the highlight to concentrate on the music. Having the gang round us is vital. It offers vitality. It may well really feel lonely onstage, particularly for those who’re not singing or rapping. Having folks shut brings the vitality a DJ or performer wants.
That’s why we will nonetheless promote out exhibits with no lineup—even mine wasn’t on it. We did over 4,000 tickets in New York. It’s all based mostly on the model and the belief we’ve constructed. Folks wish to be there as a result of they understand it’s a curated sound they received’t hear elsewhere.
How do you steadiness the hits folks wish to hear with the deep cuts or artists they’ve by no means heard of?
Particularly on the anniversary exhibits, you wish to play songs that long-time followers hook up with. However then you definitely even have people who find themselves model new. I’m not afraid to sluggish issues down. Typically you need to break the vitality, reset the palette. I don’t like doing an hour of high-energy turn-up—it will get boring. I wish to take folks on a journey, convey totally different feelings, give them a second to breathe, after which carry them again up. That selection is important.
Your style in music is tremendous eclectic. Have you ever at all times been into totally different genres and sounds from different components of the world? A few of your earlier mixes had Afrobeats earlier than it grew to become as mainstream as it’s now.
Yeah, positively. I used to be taking part in Afrobeats round 2019—proper because the sound was taking off within the U.S. but. I’ve at all times taken dangers on new and sub-genres. Typically I get backlash for that—folks affiliate Soulection with future beats and R&B and wish to keep in that lane. However for those who actually know Soulection, you understand the sound is at all times evolving. It’s real too. I journey to totally different international locations, meet artists and producers, research the sounds, and convey that again—whether or not it’s one Ghanaian highlife tune, a Fela Kuti observe, one thing from South Africa or Brazil. I’d solely have time to play one, however it introduces folks to one thing new.
Are there any genres or artists you’re just lately moving into or wish to discover extra?
I’m actually into South African and Brazilian music—and sounds from Portugal and Angola too. However I don’t at all times have the area to play full units of it. Folks come to exhibits anticipating a mixture—they need Leon Thomas, Snoh Aalegra, Brent and Sade. I really like taking part in these information, however I additionally wish to go deeper into international sounds.
And while you’re simply listening by yourself? Are these the sounds you return to personally?
Yeah, there are two sides. At residence, I hearken to quite a lot of ambient and jazz—meditative music to assist me assume. I really like lovers rock and reggae within the morning too. Non-public college Amapiano is my go-to—it’s religious and uplifting. It’s a chilled-out, jazzy deep home model. It’s excellent for alleviating into the day.
How does it really feel now that so many individuals ship you their music, hoping you’ll test it out or help it early?
Yeah, it’s a steadiness. Music is my job, however I’m intentional with how I strategy it. Some individuals are impolite—no greeting, simply information. I would like some degree of respect. Say hello, ask how I’m doing, inform me what’s coming. Solely shut buddies can simply drop information in my inbox. It’s like operating as much as somebody and handing them a enterprise card with out a dialog.
Let’s shift into your debut single and EP, If Not Now, Then When? Why now? Why does it really feel like the proper time to step into the highlight with unique music?
We’ve been speaking about it for years, however it actually got here collectively a couple of yr in the past. We’ve received the occasions, the radio present, the branding. However I didn’t have an unique physique of music connected to my identify. Now it’s about having possession—making a collaborative physique of labor beneath my identify. Whenever you search “Joe Kay,” you solely get mixes, playlists and the radio present. There’s [was] no tune. So now it’s about showcasing the subsequent wave of expertise—and having my identify connected to it.
The primary single “Gradual it Down” is with Cruza and Isaiah Falls. Why did you select them for the lead?
We recorded it at my property in Joshua Tree—Yucca Valley. That area is private. It’s the place I disconnect to reconnect. We introduced everybody on the market to create a neighborhood—most of them didn’t know one another earlier than. “Gradual It Down” got here collectively on day two of our camp. Isaiah Falls is from Orlando, placing in critical work. He was solely there two days however recorded essentially the most tracks. Cruza had simply come from a session in Tokyo with Kanye. They flew in from totally different locations simply to be there. What stood out most was the shortage of ego. Even D’Mile—he’s a four-time GRAMMY winner—however got here in humble and respectful.
Everybody matched that vitality. We selected that document as a result of it brings collectively a legacy producer like D’Mile, and new artists like Isaiah and Cruza —representing the “sound of tomorrow.” With Soulection’s attain, we’ve created our personal ecosystem.
It actually does really feel like a basic Soulection second. Whenever you had been constructing your debut, was it necessary to incorporate these “Soulection DNA” moments?
Completely. Every thing was intentional. D’Mile’s bassline within the intro hits a extra grown viewers, whereas the vocals attraction throughout generations. I can play it for my dad and my daughter. It’s reside instrumentation with progressive soul.
You do have a daughter. How does she really feel about music?
She’s actually into music and has her personal style. I let her discover her manner. I don’t press her about it. About 4 or 5 years in the past, when she was round seven or eight, she requested us to take away her from social media. She desires to indicate her face when she’s prepared and be recognized for her artwork.
Other than “Gradual it Down”, what else can folks count on from the EP?
It’s six cohesive tracks—a fusion of R&B, soul, dub and Afrobeats rhythms. All vocalists are distinctive, however there’s a synergy between new and established artists and producers. It’s a mirrored image of Soulection: acquainted meets new.
Past music, what else conjures up you?
Positively inside and architectural design. I created my firm, Timeless Residing, and designed a home within the excessive desert as a short-term rental that appears like a Soulection-coded residence.
I’m additionally massive on well being and wellness—operating, biking, saunas, float remedy, steam rooms. I’m very aware of what I put in my physique.
Closing query: What would Joe Kay from 14 years in the past consider you immediately?
He’d be proud. I want I may give him some sport to keep away from sure stresses, however these moments made me who I’m. I’ve already surpassed the ceiling I imagined for myself. If my time had been up immediately, I’d really feel fulfilled. However I nonetheless assume I’m simply getting began.