Soul Sugar Joint
Authenticity is rare, especially in music. Mainstream artists adjust to the trends to remain relevant. The music often suffers as the focus becomes looking and sounding a certain way, regardless of whether it’s true to the artist. Keeping it real doesn’t always pay the bills but can expose you to a loyal community and fan base with a similar experience.
In an industry where most react to what’s hot, Brooks Welch is anchored and finds strength in who she is. The Grand Rapids DJ and playlist curator sticks to what she knows. Her blog/platform, Soul Sugar Joint, has gained a sizable following connecting fellow music lovers with the timeless songs of the past with the underappreciated gems of today.
Last week, I chatted with Brooks about her upcoming DC show, DJing by feel, and the importance of more women DJs.
Note: This article has been edited and shorted — the full conversation will be released in full on August 23rd on the What’s Really Going On Podcast.
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Noah Lyons: Tell me about your journey from liking music to putting your stuff on the internet and eventually monetizing.
Brooks Welch: I have always been a music head and nerd. I grew up with parents who love music. It was always around me. I started putting mixes together because I had friends who DJ’d. I’d always tell them, “These two songs would go crazy together.” They encouraged me to try on my own.
I’ve always had an ear for music, but turning it into a platform was personal. I didn’t know anyone else cared about the connections between modern and classic soul music. I thought it was super niche, but I wanted to know if other music lovers feel the same way I do. I did not expect it to do so well, but I knew there would be a strong sense of community.
NL: Most people our age don’t listen to the stuff you love most. Was it like to share your taste in music and have it affirmed by others?
BW: It feels like you’re truly being seen and embraced for an authentic part of you.
NL: When you’re making mixes, how do you connect the past and present? How do you know which moment in a song is the bridge to another that came out 40 years later?
BW: I can’t say there is a formula. In the same way, people can play instruments by ear. Some people have a gift. I believe it’s a gift to hear one song and be reminded of another. When I listen to something new, the first question I ask is, what does this remind me of?
You have to feel it while you’re doing it and be knowledgeable in your bag. If you listen to a lot of 70s and 80s soul music like I do, you have a deeper frame of reference. I know I can’t be anyone’s reggaeton or afro-beats DJ.
NL: That’s not your ministry!
BW: Not my ministry. I know what I’m good at.
NL: You have mentioned how music makes you feel a couple of times. When most people listen to music, they go off sound or tempo. We underrate how music makes us feel.
BW: It helps with flow. If you’re curating a set and the energy level isn’t right, it’s most likely because the feel is off. One fast song usually can’t be followed by one that’s smooth. Unless you are trying to make a hard left, you seem disorganized. There is a concept of taking off, being in flight, and landing. The feel behind that is everything!
With my SoulSugarJoints, the events I’m hosting, the flyer says “a groovy high vibrational family cookout.” If you understand the feeling behind that you know it’s not anywhere to come and flex, or stand in the corner, it’s not that type of vibe.
NL: Get up and move!
BW: Yes, and socialize! Feel better than when you came in. I want to bring that back to the music space. I hate the arguments that there is no good music anymore. Or that old music is played out and irrelevant. We only got here because of what happened in the past, and there are so many amazing interpretations of those past sounds.
NL: Are there artists or songs you routinely find yourself listening to?
BW: Recently, Gareth Donkin. He has a good feel in his music. His choice of chord progressions is stellar. It’s like ear candy! A song I go back to is “Roll Some Mo” by Lucky Daye.
NL: It’s an unrushed song and does not hurry to the finish.
BW: I love movement in music. I love how Lucky Daye has all these different moments that allow it to breathe. You play it all the way through because you can’t cut it too soon.
NL: You rob yourself of something if you don’t. The melody at the end is the icing on the cake. You miss the moment to exhale.
BW: Yeah, what is the rush? Where do we have to go? I have a favorite DJ, DJ Lovie from Brooklyn, who talked about the feminization of DJ’ing. She mentioned how we don’t need to aggressively switch to each song, or have this super aggressive high-energy approach. We can blend, take our time, and let the stuff play out.
NL: I like the aspect of not being aggressive. Do you think that is a new perspective you and other women DJs are bringing with your mixes?
BW: Female DJs have more of a love for the process than the results. We can be more present and sense how it’s resonating with different groups in the audience. I love that DJing is becoming less gender-based. It’s about everyone having an interest in music feeling as if there isn’t a barrier. There is no barrier to entry for starting a platform. I didn’t ask anyone if this doing this was okay.
NL: You can just do it.
BW: Yeah, I want more women to feel empowered. Even if music isn’t their thing. It’s the principle of what you want to do or care about a lot, even if it’s not the coolest thing to be excited about. Do it because it lights you up.
