Sonoma County Rocks!

Sonoma County rock band collage

Our Story

Once upon a time in March 2011, Sonoma County’s only modern rock radio station switched formats to Top 40 without notice to its listeners. All of the local rock bands that relied on 101.7FM (The Fox) for exposure through shows like “North Bay Underground” were suddenly orphaned. It’s where bands starting out went to put themselves out there. I felt like I was part of an important moment, a real fork in the road type of situation. People were so upset that they literally picketed the streets in front of the studio that was no longer supporting local music. Imagine a mob of angry rockers yelling to sympathetically honking cars that they just want their local rock scene’s radio station back!

(Article: Press Democrat)

Long on my mind had been a project I’d wanted to start involving musicians, what was then called “web radio” and helping incubate musical microcosms.

I registered “socorock.com” and my wife and I built a local promotional website and blog around it. I wanted bands to have a place to go to share and promote their music and upcoming shows.

I integrated a streaming web radio that played submitted tracks. That radio still streams local Sonoma County rock tracks and live concerts from that period 24/7, just take a look on the right.

SoCoRock was really generating buzz in the area when I discovered I could also stream live audio to my web radio (Remember that this is 2011 before the explosion of mobile livestreaming). I got the idea to take my laptop to some shows and stream the bands live to SoCoRock.com. It went really well and all of the sudden artists in every direction were asking me to stream their next shows. They were incredibly appreciative, fans loved it and I was having a great time helping the scene in what way I knew how. I’ll always remember every one of the local shows I went to and still have all of the recordings, most of which play in rotation right here.

During this whole time, a close-knit team made up of good friends and family gathered around around the project to help in different aspects of promotion. I’d like to give a huge shout-out to Bianca, Amanda, Natalie, Dave, Jake, Justin, Jen, Megan and so many others that helped us all with SoCoRock. None of this could have happened without you.

We all met so many passionate and talented artists, awesome fans, receptive and enthusiastic venues and got to experience countless unforgettable shows. We made friends with so many genuine and awesome people that I started realizing there was something to all of this that was bigger than just this specific scene. Microcosms like this form, and have formed, everywhere in the world!

Mobile livestreaming has done a great service bringing live performance to the next level. Musicians and artists dominate generalized livestreaming platforms such as Reddit/RPAN, Twitter, YouTube, Twitch and Facebook Live. That’s why I’m so passionate, especially right now, about the project I started in 2015 which I will always see as the Lovechild of SoCoRock.

SubJam is local music streaming radio for the whole world. It’s a mobile broadcasting platform that takes what we learned about scene building during SoCoRock’s heyday and applies it to all of the diverse music communities of the world. It’s designed from the ground up to harness the uniqueness of music communities and scenes in attempts to augment the magic they sow and build strong, long lasting connections based on the common passion for music.



Jordan Erickson

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