Joe Kay on the Vibe That Started It All: A Sway in the Morning Recap

Before the world knew Joe Kay as the founder and visionary behind Soulection, he was just a kid in L.A. getting early exposure to radio through his uncle, Nerve One. As Kay recounted to Sway on Sway in the Morning, those childhood visits to Power 106 left a lasting impression. “I think that was the early origins of me,” Kay said. “It was radio first before DJ. I always wanted to be on air.”

He recalled hearing the syndicated Wake Up Show with Sway and Tech during morning car rides. That spark led him to community college and eventually Long Beach State, where he launched the first official episode of Soulection Radio in 2011. But the foundation was already years deep—he’d been hosting podcasts, making mixes, and promoting underground talent since 2008 under the moniker Ill Vibes.

Building the Soulection Ethos

The idea for Soulection grew out of a need. Kay wasn’t getting callbacks from labels like Stones Throw after high school, so he decided to build his own platform. “The only way I could show people proof of concept was by starting my own thing,” he said.

That thing would become Soulection, a globally respected collective known for blending soulful beats with future-forward curation. Kay spoke of being especially drawn to producers like Dilla, Madlib, and Flying Lotus—the architects behind the beats.

“I’ve always been connected to the producers first,” Kay said. “Once I understood that difference, it changed everything. I wanted to spotlight the people behind the sound.”

Platforming New Artists Early

Soulection has built its name on identifying talent early. From Daniel Caesar to Brent Faiyaz, Snoh Aalegra to GoldLink, many artists found their first widespread audience through Soulection’s mixes and shows. Kay is humble about his role in their rise.

“I’m never here to take credit like, ‘If it wasn’t for Soulection, this artist wouldn’t exist,’” he said. “They did the work. All I did was recognize it early. I’ve always had a gift of being two to five years early on artists.”

He likened the approach to stocks—finding the next Apple or Tesla before the world catches on. Sometimes artists hit, sometimes they don’t. But the joy, Kay says, is in putting people onto something new. “I get more gratitude out of that than anything else,” he added.

The DJ Philosophy: Energy Over Ego

Kay never set out to be a traditional scratch DJ. Instead, he leaned into blending and curation—presenting music like a sonic storyteller. His DJ sets favor community and vibe over technical flex.

“I’m not even a scratcher,” he said. “I’ve always been more about the mixes and the blends.”

His preference is to perform at floor level, not on raised stages. “I feel more connected to the people that way,” Kay said. “It’s all about energy.” That same philosophy carries over into Soulection parties, which he described as almost utopian spaces: respectful, stylish, and deeply attuned to the music.

The YouTube Era and DIY Production

Kay also addressed the rise of YouTube DJ sets and content creation post-pandemic. He celebrated the DIY energy but voiced concern over copycat aesthetics and viral-first mentalities.

“There are a lot of great things,” he said. “But there’s also a lot of people just doing things for viral moments. It becomes saturated.”

Still, he acknowledged the democratization of tools like Sader Stems and affordable filming gear. “You don’t need much,” Kay said. “We have a supercomputer in our pockets. All you need is a moment.”

If Not Now, Then When: A Debut as Artist

Kay’s latest project, If Not Now, Then When, marks his first full step into the role of executive producer and artist. Releasing on April 4, the EP reflects his signature curation style and features artists he believes in now the same way he once believed in Snoh, Brent, and Daniel.

“It’s essentially me forecasting,” Kay said. “Imagine if I had put this out in 2015 with Sir, Daniel Caesar, and Bryson Tiller all on one project. That’s what I’m doing now.” The rollout has been entirely independent. No label. No distribution deal. Just Kay and his tight-knit team.

“I’ve been dimming my light for so long and putting so many people before me,” he said. “This is a moment where I’m finally stepping forward.”

Global Community, Timeless Sound

Perhaps the biggest revelation from Kay’s interview was how Soulection has grown into a truly global movement without losing its intimacy.

“Language doesn’t matter,” he said. “We listen to amapiano, baile funk, reggaeton—even if we don’t understand the lyrics, it’s a feeling. It’s an energy.”

From tour stops in places he’s never visited before, like Charlotte and Minneapolis, to collaborations with collectives like Apartment Life in the U.K., Soulection continues to move with purpose and cultural care.

Kay emphasized that the movement’s backbone is powered by women. From graphic designers to A&R leads, the feminine energy in his team is something he celebrates openly. “It keeps the men balanced,” he said.

Looking Ahead

With a sold-out tour kicking off and If Not Now, Then When already generating buzz, Joe Kay is stepping into a new era—not just as a DJ or curator, but as a cultural anchor for a generation craving authenticity.

“Music is healing. Music connects all,” he said. “And that’s always been the ethos of what we do.