For those immersed in the vibrant culture of DJing and vinyl records, the name Rock and Soul resonates deeply. More than just a store, it’s a landmark, a testament to the enduring appeal of tangible music and the equipment that brings it to life. Born from humble beginnings, Rock and Soul’s journey reflects the evolution of music consumption itself, from the golden age of records to the digital era and the resurgence of vinyl.
Rock and Soul’s origin story is one of family ambition and keen market awareness. Immigrating from Israel in the 1970s, Sharon’s family initially ventured into consumer electronics, opening their shop in 1975 when electronics were booming. However, they were astute enough to recognize the shifting tides of popular culture. As the demand for music and physical formats grew, they smartly pivoted, integrating records and record players into their inventory. This strategic move marked the genesis of Rock and Soul as a pioneering record and DJ store, catering to a burgeoning community of music enthusiasts and aspiring DJs.
The store flourished during the peak era of vinyl records, becoming a haven for loyal customers seeking the rich, warm sound and tactile experience that only records could offer. However, the late 1980s brought a seismic shift: the rise of the CD. As consumers migrated to this new digital format, many record stores faltered. Rock and Soul faced this challenge head-on, demonstrating a deep-seated commitment to vinyl. Sharon, the current store manager, explains, “We didn’t have the heart to let go.” This dedication, coupled with the strategic decision to stock DJ equipment, proved to be their saving grace, allowing them to weather the near twenty-year downturn in vinyl popularity.
Stepping into Rock and Soul is an immersive experience for any music aficionado. The store is a treasure trove of sound, packed from floor to ceiling with microphones, amplifiers, records, and iconic album art. Dig through boxes overflowing with vinyl in the back, or explore listening stations tucked away in the corner, inviting you to discover new sonic landscapes. On any given day, you might stumble upon one of their “Scratch Pad Popup” events, where DJs converge to spin records on top-notch equipment and connect with fellow artists. As Sharon aptly puts it, “We care about sound. Anything related to sound.” This ethos is palpable throughout the store, creating an atmosphere of genuine passion for audio fidelity.
In today’s digital world, where virtually any song is instantly accessible, the act of buying a record is often a deliberate and curated choice. Sharon acknowledges this shift, noting, “It’s a different kind of person buying records now. It’s someone looking for cool cover art, maybe something to hang up in their room.” The visual appeal of vinyl, particularly colored records often intended for display, is undeniable. Yet, beyond the aesthetic, Sharon emphasizes the unique auditory experience that vinyl provides. “Listen to a record and you’ll hear the whole picture,” she asserts. “The keyboard, the saxophone: it’s all richer. You’re hearing it the way it’s meant to be heard.” She also points out the enhanced quality of modern vinyl, often thicker than older pressings, delivering an even more nuanced and robust sound.
This commitment to sonic quality is crucial for DJs, as Shawn McAdams, known as “Right On Shawn” in the DJ community and a regular Rock and Soul customer, explains. A DJ since 1993, Shawn is a staunch advocate for using records in his sets. “With DJs,” he says, “people like to see the artwork. It’s so boring to see a guy just sitting on his laptop.” For Shawn, vinyl is not just about sound, but also about performance and visual engagement. He recounts humorous encounters with audiences surprised by his analog approach: “People often ask me, ‘Do they still make records?’” he laughs, highlighting the sometimes-misunderstood resurgence of vinyl culture.
The listening stations at Rock and Soul are essential for DJs like Shawn. “I just play different things,” he explains, as he browses a stack of records. “You listen until you find stuff that sounds good.” This hands-on discovery process is central to the vinyl experience, allowing DJs to curate unique selections and uncover hidden gems.
Keith Dumpson, a record salesman at Rock and Soul for over four decades, provides a historical perspective on the music industry. His journey began in a record store on 117th street, where he honed his craft and connected with industry figures, eventually learning music production. Joining Rock and Soul was a pivotal moment in his career. He recalls his unconventional interview: “They tested me out alphabetizing records,” he laughs. “And I knew how to do that. I knew all the songs.”
Keith offers a seasoned perspective on the evolution of music creation, noting the double-edged sword of modern technology. “The technology today, it makes you lazy,” he states. “Now you push a button, something comes out, and everyone’s cheering.” He believes this ease of production has contributed to a decline in musical quality. “The new music ain’t happening. Years ago, music was a lot better. It was all records back then, and vinyl was cheaper. Hip hop was cleaner and made more sense. There’s no more real musicians like there used to be back in the day. Now the songs make no sense. A cat swallowing a razor blade is a hit. People today have no spirit of song.” However, he quickly adds a notable exception, “Except for Beyonce,” acknowledging contemporary artists who uphold musical integrity.
Keith emphasizes the superior sound of vinyl as integral to quality music. “It’s not just pushing buttons on there,” he explains. “It’s playing instruments. Music.” Despite the vinyl resurgence, the convenience of digital downloads presents ongoing challenges for brick-and-mortar stores like Rock and Soul. While their DJ equipment sales provide crucial support, many other record stores struggle to survive. Sharon underscores the importance of in-person patronage: “You’ve got to shop in the store. You can’t purchase online.” For Rock and Soul and similar establishments, dedicated customers who value the tangible experience of record shopping and DJ equipment are the lifeblood that keeps the spirit of vinyl alive.
