About this episodeJoe K, founder of Selection, discusses the 18-20 year evolution of his music curation brand from a college rad…AI summary
Joe K, founder of Selection, discusses the 18-20 year evolution of his music curation brand from a college radio show to a global cultural movement, emphasizing the importance of early artist discovery and authentic community building. He shares strategic insights on independent music promotion, leveraging YouTube for DJ exposure without monetization, and creating immersive, multi-generational live experiences that prioritize human connection over corporate trends.
Key takeaways 8
Selection's origin spans 18-20 years, starting as 'Ill Vibes' in 2008-2011 before rebranding to Selection in 2014, built on a foundation of playing unreleased music and connecting with producers like J Dilla and Timbaland early on.
Joe K identifies artists when they have under 10,000 followers, comparing early discovery to investing in 'next Teslas and Apples,' focusing on potential rather than current fame.
Music transcends language barriers; Joe K notes that audiences connect with the energy and tone of genres like Brazilian Funk or Amapiano even without understanding the lyrics.
Selection's live events are designed as 'utopias' with DJs on the floor (not stages) to maximize energy exchange, avoiding the 'stiff' atmosphere of people staring at phones.
The brand intentionally bridges generational gaps by mixing classic tracks (e.g., Shade Edits) with modern flips (e.g., Kendrick Lamar), ensuring appeal for both youth and older demographics.
Joe K's new EP 'If Not Now Then When' is self-funded and independent, serving as a forecast of artists he believes in, combining established OGs like D'Angelo with new talents like Isaiah Rashad.
YouTube DJ sets are viable for promotion but generally cannot be monetized; labels collect revenue, so the value lies in building a following and aesthetic brand rather than ad revenue.
Selection's team includes significant female representation in design, A&R, and management, which Joe K credits for bringing balance, organization, and creative ideation to the workspace.
Notable quotes 5AI-generated: wording and quote attribution may be wrong. Use the play link to verify.
“I've always had a gift of being two to five years early on artist... I found a lot of these artists when they had you know, 1500 followers 500 followers or under 10,000.”
▶ 7:58Joe K explains his strategy for artist discovery, emphasizing that his role is to recognize potential before artists become mainstream.
“Music is healing music connects all and that's always been the ethos of what we do... it's not even about where we come from uh our our color anything about that it's really about the music.”
▶ 19:12Describing the inclusive, borderless nature of the Selection community and its focus on shared human experience through sound.
“You don't have to wait for bowling room to put you on you can create your own party and your own Community bring people around you build a 360 stage have everyone around multiple cameras set up right have everyone dress in a color palette.”
▶ 24:07Insight on how modern technology allows DJs to create their own immersive experiences and communities without relying on traditional gatekeepers like Boiler Room.
“I'm more about BR all so I'm so glad you brought up these artists... essentially me pretty much saying with the artists that are on here now I'm pretty much forecasting these are the artists that I believe in and that are here right now and also to come.”
▶ 15:23Joe K explains the concept behind his new EP, positioning it as a curated forecast of future hits rather than just a collection of songs.
“We pretty much are like a creative agency... we run our own like I got our design team our Shooters... there's a lot of women behind selection... it keeps the men in a great balanced place.”
▶ 41:29Highlighting the operational structure of Selection as a holistic creative entity and the importance of gender balance in their team dynamics.
Chapters & Sections (30)▼
0:00Celebrating Joe Kay and Selection's Impactchapter5
0:00Artist Appreciation for Selection Music
2:03Joe K Interview on Radio Show
3:21Inspiration for Selection Party Concept
4:54Founding of Selection Radio and Ill Vibes
7:11Early Recognition of Emerging Artists
9:04Music Discovery and Radio Station Inspirationchapter2
9:04Music Industry Career and Personal Story
11:47Early Life and Music Promotion Experiences
13:12Appreciation for Unreleased Music and Cultural Preservationchapter2
13:12DJ's Passion for Unreleased Music and Discovery
15:31Artist Selection and Forecasting in Music Industry
17:44Joe K Discusses Music and Human Connectionchapter2
17:44Joe K discusses music and human connection
20:40Artist Separation from Art in Music Selection
23:33Impact of YouTube on DJ Exposure and Communitychapter4
23:33YouTube's Impact on DJ Exposure and Community
26:04Music Industry Trends and Challenges
27:22DJ Discusses Mixing and Scratching Techniques
28:59Boiler Room Party Performance Dynamics
30:59Importance of Inter generational Music Connectionchapter2
30:59Radio Show Design and Age Diversity
33:33Artist Discusses Independence and Music Production
35:47Artist Budgeting and Music Promotion Strategieschapter2
35:47Music Video Budgeting and Promotion Strategies
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