Alright – so today we’ve got the honor of introducing you to Renaldo Valentine. We think you’ll enjoy our conversation, we’ve shared it below.

Renaldo, appreciate you joining us today. What’s the backstory behind how you came up with the idea for your business?

When I worked for one of the largest 501(c)3 companies in Dallas, I learned a ton about giving back while promoting a brand and serving a purpose. My culture and birthplace are Trinidad and Tobago, a small island off of Venezuela in the Caribbean. It has a well-educated population, the best food in the Caribbean, an oil and gas industry, and the land of Soca, Calypso, Carnival, Steelpan, and doubles. They have incredible stories about its creation, existence, and extremely potent effects.

The piece of culture I chose for this endeavor was Soca. Soca is a dance and celebration music that was created in the 1970s by Lord Shorty-I. The use of instruments from Africa and India combined to create an infectious rhythm that makes you dance and feel happy. Lord Shorty-I stepped away from the more contemporary informative Calypso music in an effort to bring people of African and Indian descent together in the country. The music has transcended borders, and the entire Caribbean now has a form of Soca music.

In the U.S., Canada, UK, Sweden, Japan, etc., Soca is also slowly getting into the mainstream, with artists such as Kes, Machel Montano, Mical Teja, Bunji Garlin, Yung Bredda, Denise Belfon, Allison Hinds, Patrice Roberts, Destra, and more bringing the Caribbean sound to the world.
When I moved to Seattle from Dallas, I realized there wasn’t a dedicated Soca event, and there isn’t a large Caribbean population in the area. For that reason, I chose to introduce people to my culture and the happiness it brings while serving a giving purpose.

The first two years were a mixture of struggle and success, with the Soca events doing really well or failing. The third year was more successful. The pandemic happened, though, and halted all events. During this time, I turned to podcasts and interviewed some of the younger Soca artists who have since become well-known and continue to grow in the space. I reunited with one of those artists at a concert in L.A. this June, a highlight of the journey thus far. This year, I was fortunate to partner with a few government agencies to highlight Soca and perform music at the famous Seattle Center.

I have also sold out cultural events and performed Soca at the Seahawks NFL games, all of which I have accomplished over the last six years of business. My main goal is to make people happy with Soca music and donate some proceeds to various charities. Eventually, when the brand is more successful and well-known, then I will convert it into a foundation.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I entered the music and DJ industry at age 14 in Trinidad and Tobago. Then, I moved to the U.S. and joined the Navy; after serving, I attended the University of Alaska Anchorage, where I completed my undergraduate BBA in Global Logistics and Supply Chain Management. During that time, I started a wedding DJ service, which allowed me to make money and attend university without needing a job. I got married and had a daughter during that time. I had to get a regular job and became successful in procurement for various government agencies.

With professional business skills and a love for DJing, I became a promoter and marketer for events in Alaska and Seattle. Due to my profession, I take a personal approach when dealing with my customers. I only do DJ services and event promotions for people I know or referrals. Recently, I have done more sound consulting for agencies outside of my events. I also source entertainment from the Caribbean and vet the managing companies with whom I work for my clients. I am proud of Seattle Soca and the money we have raised by being social innovators. 160 people showed up in the middle of winter for my last cultural event, which warmed my heart.

Have you ever had to pivot?

Keeping the Seattle Soca brand going during the pandemic meant setting up a home studio and interviewing people from Seattle to the Caribbean. That helped to keep the brand relevant, and now we can continue doing Soca for a good.

How did you put together the initial capital you needed to start your business?

Take a loan from yourself; if you have a retirement plan, you can take $10K – $20K, but make sure to pay it back so you don’t lose it.

Contact Info:

• Website: https://www.seattlesoca.com
• Instagram: https://www.instagram.com/seattlesoca/
• Twitter: https://x.com/seattlesoca
• Youtube: https://www.youtube.com/@seattlesoca8391

Image Credits

Renaldo Valentine