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Soulection

Soulection is a Los Angeles-based collective and founded in 2011 by DJs and producers Joe Kay and Andre Power, functioning as a global platform and community for innovative musicians, crate-digging DJs, and open-minded fans focused on boundary-pushing , , and soul-influenced sounds. Originating from Joe Kay's earlier "Ill Vibes" podcast at California State University, Long Beach, Soulection began as an independent radio show that quickly expanded into a multifaceted brand emphasizing music discovery and cultural connection. The collective gained early prominence by featuring rising producers such as Ta-ku, Sango, Dpat, and Atu, and it became the first artist collective invited to perform at Coachella in 2016. Key activities include the weekly Soulection Radio show, which airs Sundays on (9 a.m. PT / 12 p.m. ET / 5 p.m. GMT) and has surpassed 500 episodes, alongside releases through its Soulection Records imprint on platforms like and . The organization also hosts the Soulection Experience festival, world-touring concerts, and a clothing line, fostering events in cities like and San Jose as of 2025. By 2025, Soulection marked over 14 years of operation, continuing to prioritize artist empowerment and genre-defying curation without rigid stylistic boundaries.

History

Founding and early years

Soulection originated in in January 2011 as a music collective founded by DJ and producer Joe Kay, motion designer Andre Power (born Andres Javier Uribe), and visual artist Guillaume Bonte. The group emerged as an evolution of Joe Kay's earlier Ill Vibes , which he launched in the summer of 2007 while recording episodes from his grandmother's basement using basic equipment. Hosted on Podomatic, Ill Vibes quickly gained traction, amassing over 20,000 listeners within a year by showcasing positive, progressive, and forward-thinking tracks that blended emerging and influences. The collective's initial aesthetic was shaped by Bonte, whom Kay connected with online, and , a fellow creative who contributed to early branding and production efforts. From its , Soulection focused on curating "future beats"—a of soulful R&B, , and electronic sounds—through weekly radio broadcasts and digital uploads. Building on Kay's pre-2011 experiments with around 2008–2010, the group debuted Soulection Radio on January 25, 2011, via Cal State Long Beach's K-Beach station, emphasizing underground producers and atmospheric, beat-oriented grooves inspired by the LA beat scene. That same day marked the release of Soulection's inaugural compilation album on , a free "name your price" collection featuring 26 tracks from 29 global artists, including Ahnnu and AFTA-1, which introduced the collective's vision and drew a dedicated niche audience of DJs and producers. Early operations faced typical startup hurdles, including limited resources and a DIY , as the team distributed free mixtapes and compilations to cultivate an organic, international fanbase without formal backing.

Growth through digital platforms

Soulection's early expansion in the digital realm was catalyzed by the adoption of around 2008, when founder Joe Kay began uploading mixes that captured the emerging fusion of and genres. This platform's on-demand accessibility allowed for rapid viral dissemination, connecting Kay with a network of independent artists experimenting in these styles and fostering initial collaborations that laid the groundwork for the collective's signature sound. By leveraging 's raw, user-driven ecosystem, Soulection quickly transitioned from local experimentation to broader exposure, drawing in producers whose tracks aligned with the founders' vision of innovative, boundary-blending music. In 2011, the launch of weekly Soulection Radio episodes marked a pivotal step in digital engagement, debuting on January 25 as a platform for curated mixes that integrated R&B, , and elements. Hosted initially from Kay's grandmother's den and distributed via and , these episodes featured guest DJs and themed compilations, attracting listeners through their eclectic selections and building a dedicated online following. The consistent weekly format, which reached its 300th episode by 2017, solidified Soulection's role as a tastemaking hub, encouraging submissions and interactions that expanded its reach beyond . By 2012–2013, the formation of the core resident DJ lineup, including Joe Kay, Andre Power, and early additions like The Whooligan, along with signings such as and Sango, embodied the "Sound of Tomorrow" ethos of forward-thinking curation. These collaborations, amplified through digital releases on and , defined the collective's identity and attracted a growing roster of artists in and . In 2014, co-founder Guillaume Bonte departed to pursue other creative projects. Key milestones from 2013 to 2014 further propelled international recognition, including a prominent feature on Music Academy Daily that highlighted the collective's global fanbase spanning , , and . Blog coverage, such as an in 2014, showcased label-backed tracks that propelled emerging talents in the chillwave-adjacent to wider audiences. Community-building efforts, including online forums on and encouragement of fan-submitted tracks via , transformed the listener base from a local contingent to a worldwide network, with over 100,000 fans by 2013.

Partnership with Apple Music and Beats 1

In 2015, Soulection announced a major partnership with , launching Soulection Radio as a weekly program on Beats 1, Apple's global radio station. Co-founder Joe Kay was selected by Beats 1's to host the show, with the inaugural episode airing on July 4, 2015. The program quickly reached millions of listeners across over 100 countries each week, airing nights from 7 to 9 p.m. Pacific Time and featuring exclusive mixes of emerging and unreleased tracks. This mainstream entry amplified Soulection's influence, transitioning their curated sound from niche online audiences to a professional broadcast platform. The partnership marked a significant shift from Soulection's independent on platforms like and college radio station KBeach, where episodes were self-produced in informal settings. With Apple Music's support, production elevated to include access to professional studios and engineers, enabling tighter, more polished episodes while preserving the collective's core aesthetic. Themed programming emerged, focusing on soulful vibes, future beats, and global influences, such as episodes highlighting international producers and remixes that blended R&B with electronic elements. This exposure on Beats 1 propelled breakthroughs for Soulection's signed and affiliated artists in R&B and electronic genres. Slots on the show provided global visibility, helping build fanbases for talents like Sango, , , , and , whose early work aligned with the collective's innovative sound. The platform's reach turned Soulection into a key discovery hub, fostering career momentum for these artists through curated features and premieres. Beginning in 2015, Soulection introduced annual "Soulection All Day" s on Beats 1, starting with multi-hour events that evolved into 4- to 5-hour broadcasts by the late . These specials involved collaborative DJ sets from Joe Kay and other collective members, such as exclusive New Year's mixes showcasing diverse tracks across sets. A notable 12-hour occurred in 2016, emphasizing extended programming to immerse listeners in the collective's ecosystem. During the partnership's early years, Soulection navigated challenges in balancing creative autonomy with corporate integration. Apple maintained a hands-off approach, allowing to retain control over music selection, but the structured format required adaptations like delayed uploads and adherence to broadcast standards. This tension highlighted the effort to preserve independent ethos amid mainstream scaling, though the resources ultimately supported sustained growth without major creative compromises.

Developments from 2022 to present

Following the disruptions caused by the , Soulection adapted by hosting virtual editions of its annual All Day marathon event in 2022, featuring streamed mixes from artists like Joe Kay and Kirou Kirou to maintain global community engagement. By 2023, the collective had returned to in-person programming, including large-scale park events that drew over 8,000 attendees by 2024. These efforts built on the momentum from the 10th anniversary celebrations that began in 2021 with takeovers and extended into 2022 through special radio episodes and streamed sessions reflecting a decade of curation. In 2025, Soulection reached a significant milestone with the 700th episode of its radio show on September 14, hosted live from as part of Joe Kay's tour, celebrating 14 years of blending soul, R&B, and global sounds. Key highlights included Joe Kay's debut EP, If Not Now, Then When?, released on April 4 under Soulection Records, featuring collaborations with artists like Arin Ray and to honor the collective's fusion ethos. This release coincided with the launch of Kay's If Not Now, Then When? tour, spanning 20 cities across and , beginning in smaller markets like before progressing to major hubs and international dates. Looking ahead, Soulection is planning its 15th anniversary in 2026 with community-driven initiatives, including Soulection & events in four cities: , , , and . The collective's ongoing influence in music discovery persists through curated playlists on and , which continue to introduce emerging talent, as highlighted in an April 2025 LA feature on their role in shaping future sounds.

Brand and operations

Record label and artist development

Soulection was established as an in by DJ Joe Kay, visual artist Guillaume Bonte, and motion designer Andre Power, initially focusing on digital releases through platforms like to build a global audience. The label's roster has emphasized diverse genres, including future R&B, Afro-soul, and electronic music, curating sounds that blend innovative production with soulful influences to spotlight emerging talent from around the world. Early compilations, such as the 2011 Soulection Compilation, featured tracks from artists like Ahnnu, AFTA-1, and Abjo, distributed on a pay-what-you-want basis to prioritize accessibility and community building over immediate commercial gain. Artist and repertoire (A&R) efforts have been spearheaded by Joe Kay, who scouts talent primarily through his radio show, providing early cosigns that propelled artists like , , and to wider recognition. For instance, Kay's platform hosted interviews and premieres for these acts in their nascent stages, helping to cultivate their fanbases before major deals. This scouting process integrates feedback from online listeners, ensuring the label supports producers and vocalists who align with its of boundary-pushing music. Label operations revolve around independent distribution via digital platforms, transitioning from free or low-barrier early releases to paid streaming models by the mid-2010s to sustain growth while maintaining artist support. programs offer emerging talents production resources, creative guidance, and opportunities for global exposure, positioning Soulection as a developmental hub where tastemakers like mentor the next generation. This approach embodies a centered on and , often described as prioritizing collective creativity over pure commerce. Through these efforts, Soulection has significantly impacted genre evolution, fostering a signature "Soulection sound" that fuses soulful melodies, jazzy chords, and experimental electronic beats, influencing broader trends in R&B and hip-hop production. The label's emphasis on this hybrid aesthetic has helped define "future beats" as a movement, with its curated releases serving as a blueprint for blending traditional soul elements with forward-thinking rhythms.

Live events and community experiences

Soulection has organized a series of live events designed to foster direct interaction between artists and fans in relaxed, immersive environments, beginning with the launch of the Soulection Experience festival in the mid-2010s. This day-long event, first planned as an East Coast expansion in 2016, debuted on August 12, 2017, at the Expo Hall in , featuring multiple stages with DJ sets from residents such as Joe Kay, Andre Power, and Sahar Habibi, alongside live performances by affiliated artists including , , and . The format emphasized casual settings with food trucks, merchandise booths, and opportunities for attendees to engage with performers, creating a family-like atmosphere that extended beyond traditional concerts. By the late 2010s, Soulection expanded its event programming with the annual All Day broadcasts, which originated as 24-hour livestreams in 2018 and 2019, showcasing global sounds from collective members and guest DJs. These events evolved into multi-city takeovers starting around 2023, incorporating live sets from residents like Sahar Habibi and international guests, blending radio-style curation with on-site performances to enhance fan immersion. In 2025, the series continued with Soulection in the Park, a major outdoor edition held on July 27 at in , , featuring DJs including Joe Kay, Odeal, Kwn, , and in a park setting that highlighted communal vibes and diverse genres. The collective's 2025 "If Not Now, Then When?" tour further emphasized experiential elements, with European dates on November 15 at Exhibition in (occurring on the current date) and November 16 at New Century Hall in , followed by North American shows in on December 28 at in Del Mar and San Jose on December 31. This itinerary prioritizes "beyond the music" aspects, including cultural discussions and fan interactions that align with Soulection's ethos of connecting diverse listeners through shared sonic and social experiences. Community initiatives have been integral to these events, with fan meetups and informal workshops often linked to Soulection Radio episodes, encouraging participants to explore music production and crate-digging in group settings. These activities have helped cultivate a global network of open-minded listeners, spanning cities like , , , and , where attendees form lasting connections through collaborative sessions and post-event gatherings. During the 2020–2022 pandemic period, Soulection adapted by shifting to virtual streams, including the All Day series on platforms like , which maintained engagement through remote DJ takeovers and listener participation from home. Post-pandemic, the collective transitioned to hybrid formats by 2023, combining in-person events like live broadcasts from studios with online access, ensuring broader reach while reviving the tactile energy of physical gatherings.

Merchandise and apparel line

Soulection expanded into merchandise in the early , beginning with a limited run of approximately 200 t-shirts funded through pre-sales, featuring a prominent design that reflected the collective's emerging brand identity. By , the collective collaborated with Amsterdam-based brand Daily Paper on a limited-edition release of 300 waterproof coach jackets, adorned with bold graphics and silver buttons, timed to coincide with a pre-party event. This partnership marked an early step in blending Soulection's musical aesthetic with fashion, emphasizing elements like functional outerwear inspired by . In 2016, Soulection formally launched its apparel line, Soulection Supply, offering items such as hoodies, tees, and crewnecks emblazoned with motifs like "The Sound of Tomorrow," capturing the collective's forward-thinking ethos. The line has since incorporated artist-designed pieces, including custom lettering for album artwork and accessories, with contributions from designers like Andrew Chee-A-Tow for a 2022 collection. Collaborations continued with limited drops, such as a 2025 capsule collection celebrating the 700th episode of Soulection Radio in September, featuring jerseys and logo hoodies available in colors like black and green. These releases often integrate with live events, including tour-exclusive items and pop-ups at park series that merge music performances with fashion accessibility. Merchandise sales have become a core for Soulection, estimated as of to account for 60-70% of the collective's income, supporting label operations while maintaining a focus on creative integrity through selective, limited-production runs. The online store at soulection.supply facilitates global access to these products, with proceeds contributing to community initiatives tied to the collective's mission.

Leadership and team

Founders and key early contributors

Soulection was founded in January 2011 by Joe Kay, Andre Power, and Guillaume Bonte, who brought complementary skills in music curation, , and motion design to establish a platform blending electronic, soul, and influences. Joe Kay, a native, emerged as the primary visionary behind Soulection's sonic identity. Starting in 2008, he hosted the "Ill Vibes" from his grandmother's basement, focusing on positive, progressive R&B and electronic sounds that laid the groundwork for Soulection's eclectic curation. As co-founder and CEO, Kay served as head of A&R and the inaugural radio host, shaping the collective's core sound through weekly mixes that emphasized genre-blending beats and community-driven discovery. His early basement sessions reflected a DIY ethos influenced by Southern California's vibrant music scene, where he connected with local DJ events and online tastemakers. Andre Power, an LA-based motion designer and DJ, co-founded Soulection to handle its visual and strategic elements. With in the city's creative underground, Power leveraged his connections in the local arts and music scenes to develop the brand's early aesthetic, including and promotional visuals that captured a futuristic, soulful vibe. As and A&R contributor, he spearheaded the initial strategy, uploading mixes and tracks to build an and facilitate global artist outreach during the platform's formative years. His expertise in also supported early event branding, helping position Soulection as a rather than just a label. Guillaume Bonte, known artistically as "96," joined as a visual and early collaborator, contributing to Soulection's conceptual foundation in 2011. Bonte, whom met online, focused on artistic direction for the first mixes and compilations, infusing them with atmospheric, electronic-soul visuals that aligned with the group's boundary-pushing . His international perspective aided initial outreach to European producers, broadening the collective's appeal before he transitioned out around 2015 to pursue independent projects. From to 2015, the trio's dynamics drove Soulection's growth through collaborative curation, where Kay's DJ selections, Power's digital promotion, and Bonte's visuals created a cohesive that prioritized over . This period saw the launch of the radio show and early compilations, fostering a of producers via and live events in , all rooted in their shared commitment to innovative, feel-good music.

Current team members

As of 2025, Soulection's operational team has expanded beyond its founding core to include key directors and coordinators who manage daily functions, events, and programming, forming a flexible structure that incorporates diverse talents in R&B, Afro-electronic, and global sounds. This evolution supports the collective's emphasis on artist development and international outreach while maintaining a headquarters in . Sahar Habibi serves as Director of Soulection Records and Operations, a role she has held since the mid-2010s, where she oversees label releases, artist signings, and . In this capacity, Habibi has curated takeovers for Soulection Radio, including episode #702 in late September 2025, which featured R&B edits and classics to highlight emerging and timeless tracks. Her contributions as A&R head and creative lead ensure a steady pipeline of innovative releases that blend soulful and electronic elements. Dom Prieto, who joined in 2012 as Soulection's first manager, continues to collaborate as a key event coordinator and business partner, handling tour logistics, promotions, and community outreach initiatives as of 2025 while working with Live Nation. He facilitated partnerships, such as the 2024 collaboration with COLTURE for events, and supports live productions in collaboration with promoters like Live Nation. His work emphasizes building global connections through targeted outreach and efficient event execution. Andres Javier Uribe serves as of Worldwide Bookings & and an original , overseeing bookings, and Soulection Supply merchandise as of 2025. The team also includes rotating residents and contributors, such as producers and DJs like Paris MaTiQ, who participate in mixes and annual All Day events to infuse fresh perspectives. These members, often drawn from international scenes, help sustain Soulection's diverse sound palette by contributing to radio shows and live sets that explore Afro-electronic fusions and R&B innovations. This flexible structure allows for collaborative input while centering operations around the base.

Discography

Compilations and collective releases (2011–2015)

Soulection's inaugural collective release, the Soulection Compilation, arrived on January 24, 2011, coinciding with the debut of their radio show, and featured 26 tracks from core residents and early guests including Ahnnu's "," AFTA-1's "4nia ()," and Abjo's "Wave|Dance." This project established the collective's foundational aesthetic, merging soulful samples, elements, and experimental beats to create an atmospheric, forward-leaning sound that resonated with online audiences through free digital distribution on platforms like and . Curated and mixed in-house by founder Joe Kay, the compilation emphasized accessibility, allowing listeners to download it at no cost or name-your-price, which helped build an early global fanbase. Building on this momentum, Soulection issued fewer large-scale compilations in 2012, focusing instead on individual artist , but returned in 2013 with Time In Between ( Vol. 2), a 15-track assortment released on April 5 that showcased evolving collaborations with artists like Supachip, Lakim, , and Sango. Tracks such as 's "Handful" and Sango's "On My Mind All The Time" blended intricate drum patterns with emotive synths and R&B influences, reflecting the collective's growing emphasis on genre-blurring "future beats." Again mixed by Joe Kay and distributed freely via , this release amplified Soulection's role in popularizing soul-infused sounds, drawing from production techniques while introducing melodic, chilled-out vibes that prefigured subgenres like chillhop. By 2014, amid rapid radio expansion and international touring, Soulection celebrated its milestone with the 3 Years of Soulection on January 24, compiling standout tracks from prior releases like Afta-1's "4nia (92)" and Ta-ku's "Donut Interlude" to highlight artistic progression. Later that year, the 100K , released May 16 to mark 100,000 followers, offered 14 free tracks from residents including Jo Def's "ButtaLove" and starRo's "Lust," underscoring the platform's centrality to their growth. A high-profile partnership yielded the Stussy x Soulection on September 5, featuring 20 tracks from both established and emerging talents like Zikomo's "Champion " and IAMNOBODI's "When You Know It," which expanded their reach into and . These efforts, all under Joe Kay's curatorial oversight and freely available digitally, solidified Soulection's influence in fostering a community-driven sound that introduced international artists and subgenre innovations to broader electronic and listeners. In 2015, as Soulection transitioned to Beats 1 radio with their debut show in August—boosting visibility through integration—the collective released the tribute compilation Love Is King on March 17, a 12-track homage to featuring reimaginings by producers like J-Louis, LAKIM, Singularis, and . This project, distributed for free on , exemplified their knack for blending nostalgic soul with contemporary beats, while the series (reaching installment 15 by mid-year) provided ongoing platforms for experimental group contributions. Overall, these 2011–2015 compilations played a pivotal role in defining Soulection's ethos, introducing and chillhop-adjacent styles to wider audiences and amassing millions of streams through open-access digital channels.

Solo and collaborative projects (2016–2021)

During the period from 2016 to 2018, Soulection emphasized solo endeavors by its founders and affiliated artists, alongside collaborative efforts through its series, as the collective expanded its reach via streaming platforms. Joe Kay, as co-founder, contributed numerous solo mixtapes through the Soulection Radio show, such as his exclusive home studio sessions blending , , and R&B influences, which highlighted emerging talents like MXXWLL and . These mixes served as personal curations, often featuring unreleased tracks and edits that underscored Kay's role in artist development. Similarly, Sango, a longtime collaborator, released the solo Da Rocinha 3 in 2016, an instrumental project drawing from baile and , distributed digitally via Soulection's channels. Sango followed this with In the Comfort of in 2017, a full-length solo effort incorporating vocal features and ambient production, marking his evolution within the label's ecosystem. In 2019, Andre Power, Soulection's co-founder and , focused on work for EPs and mixes, including contributions to the annual Soulection All Day series, which featured guest artists and remote submissions amid growing collaborations. Power's sets, such as his March 2019 mix and session, incorporated soulful edits and global sounds, often produced in tandem with label affiliates. The White Label series continued with releases like Monte Booker's 2015 EP, featuring collaborative tracks such as "Kolors" with , which achieved RIAA Gold certification and exemplified the label's blend of and elements. The from 2020 to 2021 shifted Soulection toward virtual and remote releases, fostering collaborative R&B edits and compilations without live events. Sango's solo projects persisted with SANGOZINO and in 2020, both instrumental albums emphasizing trap-infused beats and cultural nods, released independently but tied to Soulection's aesthetic. The Soulection All Day 2021 compilation, curated remotely by Joe Kay, Austin Marc, Minzi, Roberta, and See Dee, comprised exclusive mixes spanning , R&B, and future beats, streamed on and to engage fans during lockdowns. These efforts highlighted remote collaborations, including R&B vocal flips by affiliates like Xavier Omär with Sango. Marking the label's 10th anniversary in 2021, Soulection launched the Timeless Sounds 10 Year Mix, a nine-hour takeover featuring blends of classic tracks with new beats from core members like Joe Kay and Sango, alongside guests such as IAMNOBODI and Lakim. This project, coinciding with the 500th radio episode, revisited foundational sounds while introducing fresh edits, distributed exclusively via streaming to reflect the collective's pivot to digital platforms since partnering with in 2015.

Recent releases and EPs (2022–2025)

In , Soulection continued its tradition of annual series with "Soulection All Day ," a collection of exclusive DJ sets released on via and , featuring mixes from Joe Kay, Kirou Kirou, Mojvki, and Yukibeb, totaling over four hours of soulful electronic blends amid ongoing virtual community events. The label also supported emerging artists through shorter releases, such as Underground Canopy's Séquences , a five-track project blending ambient and electronic elements, released in late to highlight sustainable artist development with focused track counts. From 2023 to 2024, Soulection emphasized concise EPs and compilations tied to its , including the Soulection : 2K23 Edition on , a 10-track release featuring label artists in R&B and future styles, distributed digitally to maintain an active "living " across streaming platforms. Label outputs included Venna's / Venology double EP in 2023, exploring introspective with four to six tracks per side, and live presentations like The Experience's Live At Joshua Tree (presented by Soulection), capturing improvisational jazz- sessions. In 2024, the annual "Soulection All Day 2024" followed with exclusive mixes from Joe Kay, Savvv, Dave Nunes, and Franchise, while releases like Soulection Radio Mixtape 001: 13 Year Anniversary, Mixtape 002: UNTITLED, and Mixtape 003: The (Tribute) incorporated edits and blends, often featuring contributions from affiliates like Sahar Habibi in radio-linked projects. Additional EPs such as Mack & Esta.'s Intersections (four tracks of neo- fusion), Okvsho's A Place Between Us (six tracks blending Afro- influences), Jazzbois' Still Blunted (instrumental ), and Underground Canopy's underscored the label's commitment to 4–8 track formats supporting rising talents in and electronic genres. These efforts extended to and playlists, curating ongoing compilations that evolved with new Afro- collaborations and edits. In 2025, founder Joe Kay released his debut solo EP If Not Now, Then When? on via Soulection Records/COLTURE, a six-track project clocking in at 16 minutes and featuring collaborations with Isaiah Falls, Cruza, , Arin Ray, and Karri, emphasizing intentional curation and ties to the label's ongoing tour promotions for sustained community engagement. The EP's release aligned with the "Soulection All Day 2025" series, continuing the pattern of annual mixtapes and shorter formats to nurture emerging artists while integrating radio exclusives into the collective's discography.

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