Hidden Gems: Meet Jonathan Roach of Sound Cocktail

Today we’d like to introduce you to Jonathan Roach.  

Hi Jonathan, we’d love for you to start by introducing yourself.
I got my start as a DJ in a treehouse – literally. Living in El Salvador in 2010, my friends and I saw an opportunity to expand the music being heard at local bars and clubs. Often, we’d find ourselves back at our apartments, where I’d be the one putting on the tunes. At Christmas that year I bought a small mixer and convinced a trendy local bar, which happened to be built in a massive tree, to let me play. From the apartment to the bars around San Salvador – I found my sound.

In college and right after graduation, the opportunity to live abroad for seven years was a blessing. Living abroad gave me the chance to hear all sorts of music. I have seen hundreds of DJs and still see shows when I can. Toronto’s vibrant music scene has been a particularly large influence on me.

In 2016, after four years back in Michigan, I started working part-time for an event company in the Detroit area, which led to DJing again. I left that company in 2022 and started Sound Cocktail.

Sound Cocktail was specifically created to provide sound and lighting for smaller venue spaces. By being very intentional with my equipment purchases I have been able to keep overhead low by bringing to an event quality sound and lighting that all fits in my car. This includes wireless microphones and speakers, as well as battery packs which provide electricity in spaces where there might not be any. All of this helps me to be more mobile, efficient in setup and teardown, and above all, much more reasonably priced than competitors of similar event size, scope, and sound.

When it comes to the music itself, I pride myself in my eclectic library. I like to find edits and remixes that are a bit groovier and upbeat than the original and will often mix across different genres. My passion is to play in less formal environments and add to the atmosphere at a bar, brewery, or just about any social event. That passion led me to be a volunteer DJ at my local radio station too, 100.7 WFCB. It can be streamed live on Ferndaleradio.com.

Alright, so let’s dig a little deeper into the story – has it been an easy path overall, and if not, what were the challenges you’ve had to overcome?
It has been smooth in some ways, struggles in another.

I was fortunate to have worked for one of the best sound and lighting companies in Michigan. I learned a lot about setup and equipment but also found that some things that worked for them would not be realistic for me. That experience did help provide a springboard to start my business though, and I’m grateful. Had I been working for pretty much any other company, I don’t think I’d be where I’m at today with Sound Cocktail.

As a new company, reaching my potential clients is a challenge. The unique approach to music and its ability to enhance an event or location is important. I am always looking for new ways to connect to my audience.

Another challenge is time. By trade, I am a teacher and still teach middle school History. Most evenings and weekends I am working on Sound Cocktail, so it is a struggle to find life/work balance.

Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
Sound Cocktail specializes in providing high-quality sound and lighting for small to medium-sized events. While I do have a small footprint, I provide high-quality sound to large spaces when needed. Recently I have provided sound for large car shows like the Concours d’Elegance, and every year since 2016 at the Thunder over Michigan airshow, filling up entire airplane hangars for events.

Musically I specialize in cocktail vibes, a groovy sound to help shape social atmospheres. That style includes lounge, indie, funk, and soulful tunes mixed with a pinch of nu-disco and house. I often play music that people have not heard before but complement the track selections. The most common question I get is, “Where do you find your music?” It comes from nearly 20 years of listening to tunes and constantly digging for more.

There is a quote on my website that exemplifies my vision, “A good DJ plays music you want to hear; a great DJ plays music you didn’t know you wanted to hear.” I’m proud of that.

What quality or characteristic do you feel is most important to your success?
It is tough to narrow down to one word, but I’d say my drive and work ethic.

There are a lot of great, technically sound DJs, but it’s something else to transform and enhance an event or venue experience. Music can provide the magic to make those experiences memorable. I work hard to make sure my events are successful from a musical standpoint, and my drive keeps me going. I’m confident I’m building something successful and sustainable.

Contact Info:

• Website: soundcocktail.co
• Instagram: https://www.instagram.com/soundcocktaildetroit/
• Facebook: https://www.facebook.com/soundcocktaildetroit
• SoundCloud: https://soundcloud.com/soundcocktaildetroit

Image Credits
Rosy and Shaun Wedding Photography