The Story of Soulection and How it became what it is today.

It’s 2011. I’m in the 10th grade. I have no friends. I have no life. It’s Friday night and as soon I hit home I’m on Soundcloud looking for some jams. I’m scrolling when I find Soulection. If you’ve ever heard of Sango, Mr. Carmack, Atu, Esta then you’ve heard of Soulection.

Soulection is an LA-based platform that was founded in January 2011 by Joe Kay in order to promote this new sound of tomorrow. Starting on Soundcloud, Soulection has now grew and moved to Beats 1 radio, which broadcasts to millions of people in over 100 countries worldwide.

392e9b_99aa70e7babc4e49863b1029cee9f944~mv2Soulection logo

Although people may view them as an overnight success, this was no easy journey as Joe Kay took a bold stance in a negative situation creating on of the most amazing digital music and technology startups in the millennial generation. Although, Founder Joe Kay, says “there’s really no format,” not following one has brought them pretty far. Soulection has over 300K followers on Soundcloud, 149K on Instagram, 77K on Twitter, and so forth.

download 5Soulection Co-Founder Joe Kay

But… Soulection wouldn’t be where it is without these few mantras

     1. DO WHAT YOU LOVE AND LOVE WHAT YOU DO

Joe Kay, the founder of Soulection, has always been an advocate of doing what you love and loving what you do, which has led to his company’s massive growth in recent years. Joe Kay doing what he loves has led to him being able to travel to over 7 countries spreading the gospel of Soulection through digital and traditional media.

    2. IF YOU DON’T SHOW, THEM HOW WILL THEY KNOW

This saying is what allowed Joe Kay to press forward as he stated in his Cal Poly interview that if you have an idea to put it out into the world. For anyone who has a brand or idea, if you don’t broadcast it to the world how will people know. Only way you can grow a substantial following is to produce content.

    3. SOCIAL MEDIA IS CRUCIAL

Soulection wouldn’t be here without social media. As stated previously, Soulection was started as a digital music start up on Soundcloud and focuses all of its branding through the world wide web.

Lastly…

    4. STUDY YOUR ANALYTICS

Simply put, study your analytics and learn how to reach your audience. According to Soulection’s Jacqueline Schneider, “The stats feature [are always] helpful as [Soulection] start to focus on touring. “

Citations:

Kay, Joe. “Soulection & My Journey.” Prezi.com. N.p., 04 Dec. 2013. Web. 30 Apr. 2017.

Meadows, Kieran. “Inside Soulection: How An Unusual Music Startup Found The Sound Of Tomorrow.” Forbes. Forbes Magazine, 22 Jan. 2016. Web. 30 Apr. 2017.

“Soulection: A Look At The Success Of An Internet Label.” SoundCloud SoundCheck. N.p., 6 June 2014. Web. 30 Apr. 2017.

Roberts, Randall. “From Local Podcast to a Beats 1 Audience of Millions, L.A.’s Soulection Breaks Big.” Los Angeles Times. Los Angeles Times, 7 July 2015. Web. 30 Apr. 2017.

Photo Citations:

Junaini, Hidzir. “Soulection Mastermind Joe Kay Describes How His Radio Show Morphed into a Massive Global Label.” Soulection Mastermind Joe Kay Describes How His Radio Show Morphed into a Massive Global Label | Editorial | Bandwagon – Live Music, Bands and Concert Guide for Singapore, Manila and Jakarta. Bandwagon, 12 Apr. 2017. Web. 30 Apr. 2017.

Champions, Stereo. “Five Soulection Songs That You Need In Your Life | Stereo ChampionsStereo Champions.” Stereo Champions. N.p., 22 July 2015. Web. 30 Apr. 2017.

Dave, Turner. “Soulection.” Mixmag. N.p., 7 May 2015. Web. 30 Apr. 2017.

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UNT Eagle Strategies

Class members of the social media class in the Mayborn School of Journalism