Meet Brooks Welch | Founder of Soul Sugar Joint LLC and Clutch Branding LLC

We had the good fortune of connecting with Brooks Welch and we’ve shared our conversation below.

Hi Brooks, where are your from? We’d love to hear about how your background has played a role in who you are today?
Like DeBarge, I was born and raised in Grand Rapids, Michigan. As a child and grandchild of music lovers who exposed me to Motown, James Brown, Earth, Wind, & Fire, Patrice Rushen, and Gospel music, I came by the concept of Soul Sugar Joint honestly. I’m grateful for the family reunions, cookouts, bonfires, church services, and radio stations I was exposed to as a kid because I wouldn’t have the taste I have now without it. I credit my background and upbringing to my family. They’ve impacted who I am almost entirely. I say “almost” because I also factor in growing up with the internet. My hometown feels pretty tiny, and as a Black creator, there are creative spaces in Grand Rapids only popping up now that I didn’t have when I was younger. So my early education about pop culture, fashion, art, humor, social justice issues, and international news came from online connections. Even down to the confidence to be a creative entrepreneur, my parents are entrepreneurs with creative flairs, so I feel blessed that I was born to parents who *get it*. They’re also very faith-based people, which inspires my devotion to God. I carry that into the ethos and feel of Soul Sugar Joint — really, anything I do. The music, understanding, support, and exposure to life outside of my hometown plays a massive role in who I am today. So many people are searching for relief, belonging, community, and hope; it’s important to me that my music curation, videos, and conversation with my audience promote all these traits. When I align with this, I feel like I’m operating as the whole of who I am.

Can you open up a bit about your work and career? We’re big fans and we’d love for our community to learn more about your work.
“Full-time content creator” or “marketing specialist” doesn’t capture everything I do. I describe myself as a creative entrepreneur, but “digital community organizer” feels more accurate. I’m the founder of Soul Sugar Joint LLC and Clutch Branding LLC. The comments about my work that mean the most to me aren’t only about my ear as a music curator, but how Soul Sugar Joint makes my audience feel. I receive messages like, “I feel seen,” “someone else finally gets it,” “I found my people,” and this is deeply touching for me because I feel the exact same way.

I took my love for content creation, music, and education to create Soul Sugar Joint in December 2021. The account grew over 22,000 followers in the first month and is now at 105,000 in May 2023. I was genuinely content with my humble beginnings of about 200 followers in the first week because my love for 70s/80s Soul music is deeply personal. As a classic Soul music lover, I couldn’t find anyone else (besides my close circle) who felt an uncontainable enthusiasm and deep care for timeless modern music and its references to the past like I do. It’s a quirk that made me feel out of touch with my peers and those I perceived as cooler than me. That being said, I’m delighted and overwhelmed by the size of my community and the opportunities I’ve been afforded due to being myself on the internet.

Soul Sugar Joint became a business when my audience expressed interest in buying T-shirts with my logo. Executing this was a major challenge because I was intimidated by the process and selling to my audience. However, this was a growing opportunity because I had to overcome the fear of being misunderstood to shift into business owner mode. I never want to come across as greedy and insincere. But I thought differently about the ability to give (not take from) my audience the experience of wearing a high quality product to identify with a community they deeply resonate with. I had to get out of the way. To my surprise, the vision of my platform is still in tact and now it’s even expanded. Now I’m interviewing artists, producers, and industry giants despite my fear of being bad at something new. I’m also working with a team to create a party series inspired by my weekly DJing livestreams, which I stay consistent with even on my birthday or when I travel – it’s my favorite thing to do ever.

I went into creating my platform with an understanding that creative freedom and integrity are the most valuable aspects of my brand. That being said, I’ve said “no” to brand collaboration offers significantly more than I’ve ever said “yes.” To be exact, I’ve said “yes” twice out of hundreds of offers. What sets Soul Sugar apart is the cross-generational, educational, entertaining, and uplifting feel that centers around the impact of Black American music – R&B/Soul. I’m most proud of my actions to ensure Soul Sugar Joint’s essence remains pure and a source of representation for old souls, old heads, and music heads. I pour everything into this vision as a 24 year old, working from my bedroom in my parents’ house. To not compromise for money, I founded Clutch Branding LLC, a branding and social media management business to empower business owners with authentic digital marketing that cherishes their community’s essence. What I’ve done for myself, I do for others.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
One thing about the midwest, specifically my good sis Michigan, is her expression of all four seasons – especially winter. If I had a friend visit during the winter, we would eat a filling comfort meal from The Candied Yam or Uncle Cheetah, go ice skating in Rosa Parks circle, then go next door to visit the Grand Rapids Art Museum. But if it’s Summer, we’d really have a TIME! There’s bound to be a festival downtown with live entertainment or some sort of concert, but first, like all good things, we’d get tacos from Tacos El Cuñado or grab Greek Fries from Tasty Gyro Coney Island. If the crowd scene is too hectic (and we look cute), we’ll head GR Noir to enjoy live jazz music and a flight of Rieslings and Pinot Noirs. Or, if sober life is more your vibe, we can grab ice cream from Downtown Market and head Lookout Park to catch up with a view of Grand Rapids’ cityscape. R&B Karaoke at Forty Acres is fun too, and if DJ Venus Flyytrap is spinning anywhere close by– that’s where we want to be. Downtown, the Wealthy Street area, and Gaslight Village are the crowned jewels of the city. We also have beautiful trails, parks, and bodies of water to enjoy. Maybe the evening could end with s’mores over a bonfire, a Michigan rite-of-passage.

Who else deserves some credit and recognition?
Shout out to old souls, music heads, and old heads for their support. Shoutout to producers, musicians, and artists who create timeless work (in sound and message) for their generosity of Soul. I wouldn’t have this large platform to educate millions about the soundtrack of our lives if it weren’t for them. Also, to my professor from Howard University, Ericka Blount Danois, the archival work of Questlove, and filmmakers and television documentarians of Black music – HUGE shoutout to y’all!

Website: http://www.soulsugarjoint.com and http://www.brookswelch.com

Instagram: @thesoulsugarjoint

Youtube: http://www.youtube.com/SoulSugarJoint

Image Credits
Layah Lauchie and Nisa Brooks (Evergreen Studios)