Meet Sharone Bechor

We’re excited to introduce you to the always interesting and insightful Sharone Bechor. We hope you’ll enjoy our conversation with Sharone below.

Sharone, so great to have you with us and we want to jump right into a really important question. In recent years, it’s become so clear that we’re living through a time where so many folks are lacking self-confidence and self-esteem. So, we’d love to hear about your journey and how you developed your self-confidence and self-esteem.

Confidence is not something that comes naturally to everyone. As a business owner, there is a lot of self doubt. Especially in a business that has been run the same way for so long. It is risky making any change, but this store couldn’t stay around if we didn’t adapt. For me, one pivotal moment was when I took over the family business, Rock and Soul DJ Equipment. People were more and more starting to buy online, and I knew that it was crucial to be online and create an online presence if we wanted to survive, but how. How much would it cost? Who did I have who could help me? I think we need to give ourselves a lot more credit for what we are capable of. The music industry is fast-paced, and I was stepping into a role that required not only knowledge of equipment but also an understanding of our loyal customer base. I knew that the store meant something to a lot of people. So I started recording those influential figures that shopped here, and putting them up on YouTube. I set up an anniversary event for our 30th year —a meetup where we invited local and famous DJs that shopped with us, to showcase their talents. I was nervous as this is the first time we ever did anything like this. It was so impactful that we made it a yearly event. And now it’s on the bucket list for so many DJs to come to our store, because they saw the videos on YouTube for these events and they wanted to make it out here to the store.
As I stood there watching the DJs and their passion for music, I realized that my role was not just about selling equipment, it was about fostering a space for creativity and connection.
This experience taught me that confidence grows when we embrace opportunities to connect with others and share our passions. Since then, I’ve made it a point to engage more actively with our customers and community members, which has not only boosted my self-esteem but also strengthened our store’s reputation as a cultural hub.
Today, I continue to build my confidence by seeking feedback from our team and customers, attending workshops, and participating in industry events. Each step has reinforced my belief in myself and my ability to lead Rock and Soul into its next chapter.

Great, so let’s take a few minutes and cover your story. What should folks know about you and what you do?

Rock and Soul DJ Equipment and Records is more than just a store, it ha become an institution in NYC for the DJ and vinyl community. Founded in 1975 by my parents, Joseph and Shirley Bechor, Rock and Soul has transformed from a small electronics shop, one of many in the 70s on 7th Avenue, into a beloved destination for DJs and music lovers. As the current CEO, I am committed to continuing this legacy while adapting to the ever-changing landscape of the music industry. Our store serves as a cultural hub where people can connect over their shared love for music. Whether through our vinyl meetups, DJ battles, or educational DJ workshops, every interaction reinforces the idea that music is a powerful connector that transcends generations and backgrounds.
One of the most special aspects of Rock and Soul is our role in supporting artists. Over the years, we have built relationships with renowned musicians, including RZA from Wu-Tang Clan, as well as other influential figures in hip-hop and beyond. There was a time when record labels wouldn’t talk to local artists and didn’t take them seriously. Our store would take those records on consignment. One of those artist were the hip hop legends, the Wu Tang Clan. Our store has become a sanctuary for creativity, where emerging artists can find inspiration and established DJs can discover new sounds.
As we celebrate our 50th anniversary, we are excited to announce several upcoming events that will further engage our community. We will be hosting open turntable days, special vinyl showcases, and workshops aimed at educating the next generation of DJs.
Rock and Soul is more than just a retail space, it’s a legacy built on resilience, community engagement, and a deep love for music. We invite everyone you’re an experienced DJ or simply a lover of great tunes-to visit us and experience the unique atmosphere that makes Rock and Soul a cherished institution in New York City. Here’s to another 50 years of soulful sounds!

There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?

Reflecting on my journey with Rock and Soul DJ Equipment and Records, I would highlight three key qualities that have been particularly impactful: adaptability, community engagement, and a deep understanding of music.
1. Adaptability
The music industry is constantly evolving, and being able to adapt to changes has been crucial. When I took over the family business, I faced the challenge of a digital world where many thought vinyl records were a thing of the past. However, by embracing the resurgence of vinyl and incorporating new technologies into our offerings, we managed to thrive. My advice for those starting out is to remain open-minded and flexible. Embrace change as an opportunity for growth rather than a setback. Stay informed about trends in your industry and be willing to pivot when necessary.
2. Community Engagement
Building strong relationships within the community has been another cornerstone of our success. Rock and Soul is not just a store; it’s a gathering place for music lovers and artists. Engaging with our customers through events, workshops, and collaborations has fostered loyalty and created a sense of belonging. For those early in their journey, I encourage you to immerse yourself in your community. Attend local events, connect with others in your field, and listen to what your audience needs. Building these relationships can open doors you never expected.
3. Love of Music
Finally, having a genuine passion for music and a deep understanding of its history and trends has been invaluable. This knowledge allows us to curate our inventory thoughtfully and provide meaningful recommendations to our customers. For anyone looking to develop this area, I suggest immersing yourself in your craft. Listen widely, read about the history of your field, and engage with experts or mentors who can share their insights. The more you know, the better equipped you’ll be to connect with others and make informed decisions.
Adaptability, community engagement, and a deep understanding of your field are essential qualities that can significantly impact your journey. By focusing on these areas and being proactive in your development, you can create a strong foundation for success in whatever path you choose. Remember, every step you take is part of your unique story-embrace it!

Who has been most helpful in helping you overcome challenges or build and develop the essential skills, qualities or knowledge you needed to be successful?

Reflecting on my journey with Rock and Soul, I would have to say that my parents, Joseph and Shirley Bechor, have been the most instrumental figures in helping me overcome challenges and develop essential skills. Their resilience to immigrating to a new country, and hard work and dedication to the business provided me with a solid foundation.
From a young age, I was immersed into this world. My parents taught me the importance of hard work, resilience, and community engagement. They showed me that success isn’t just about making sales, it’s about building relationships, giving a reason for people to come here instead of another store, and creating a welcoming environment for everyone who walks through our doors. This lesson became particularly valuable during challenging times, such as when we faced competition from digital music platforms.
Additionally, they encouraged me to embrace change and move with the times. When I first took over the business, many thought that vinyl records were obsolete. We had to learn to adapt our offerings and engage with the growing vinyl community to see where the industry would take us. This adaptability has been crucial in keeping Rock and Soul relevant in today’s music landscape.
For anyone starting their journey, I would emphasize the importance of surrounding yourself with mentors who inspire you. It can be lonely running a business on your own. Listen to others, and believe in yourself. Whether it’s family members, friends, or industry professionals, having someone who believes in you can make all the difference. Seek out those relationships and learn from their experiences. Their guidance can provide valuable insights that help you navigate your own path.
My parents have been my greatest supporters and teachers. I carry their lessons with me every day as I continue to lead Rock and Soul into its next chapter.

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