Rock and Soul

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Rock and Soul is a DJ equipment and record store located in Midtown Manhattan, New York City. Founded in 1975 by Joseph and Shirley Bechor, it is recognized as one of America's longest-running DJ stores and has played a notable role in the development of New York's hip-hop and DJ communities. The store is currently managed by their daughter, Sharone Bechor.

History

Early Years (1975 - 1980s)

The store initially operated as a general electronics retailer on Seventh Avenue, with half of the space devoted to music-related products and the other half to electronics sales.

During the 1980s, as major retailers began phasing out vinyl records in favor of compact discs, Rock and Soul maintained its focus on vinyl, positioning itself as a destination for DJs who could no longer acquire records elsewhere. The store gradually shifted its inventory from consumer electronics like watches and cameras to professional DJ equipment including mixers, turntables, and pro audio gear.

HipHop Era (1990s - 2000s)

By the early 1990s, Rock and Soul began accepting records on consignment from emerging hip-hop artists. Notable early consigners included members of Wu-Tang Clan, DJ Premier, Mobb Deep, and Black Moon, artists who later achieved mainstream success. he store's connection to Wu-Tang Clan was later referenced in the group's album liner notes and highlighted in their 2019 documentary "Wu-Tang Clan: Of Mics and Men."

The store attracted visits from prominent DJs and musicians throughout this period, including Kool Herc, Grandmaster Flash, DJ Premier, Funkmaster Flex, DJ Red Alert, Kid Capri, and Mark Ronson. In 2015, Mark Ronson publicly acknowledged the store's influence during an industry event, stating he had purchased his first turntables there 22 years earlier.

Recent sevelopments (2000s - present)

Due to rising rents, Rock and Soul relocated from its original Seventh Avenue location to 37th Street. The new location features expanded space including an upstairs showroom used for DJ classes, production workshops, and after-school programs. The store also hosts weekly "DJ Fridays" events where various DJs perform.

In 2025, Rock and Soul celebrated its 50th anniversary and received recognition from NAMM (National Association of Music Merchants) for five decades of service to musicians and the music industry.

Services and community involvement

Rock and Soul operates as a full-service DJ store, offering vinyl records, turntables, mixers, speakers, controllers, and equipment rentals. The store provides DJ lessons and hosts live in-store performances and demonstrations.

The store participates in events such as Record Store Day and organizes community events including an annual holiday party featuring performances by established DJs. Rock and Soul also sponsors DJ competitions such as the 2019 Rock & Soul + QSC DJ Battle. Former customers and visiting DJs have contributed to the store's community engagement through teaching and mentorship programs.

Media coverage and recognition

Rock and Soul has been featured in several documentaries, including "Stuck in the Groove" (2021), which examined the history of vinyl records. The store received coverage in trade publications including Music Inc. Magazine and DJ Life Magazine in 2025.

In April 2025, The New York Post published a feature article describing the store as "iconic" and crediting it with supporting the early careers of various hip-hop artists. The article emphasized the store's evolution and adaptation within New York's changing retail landscape.

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