This interview was originally published as part of the 鈥淪mall Business, Big Lessons鈥� LinkedIn newsletter written by Julia Hartz鈥�91国产鈥檚 Co-Founder, CEO, and Executive Chair.听.

The story of Soul in the Horn begins with a three-day playlist featuring nothing but tracks with horns. Ten years later, it鈥檚 a one-of-a-kind music series that fills 2,500-person venues, has livestreamed to fans in 22 countries, and is marking its 10-year anniversary with major celebrations.

Soul in the Horn is a genre-blending dance and live music series co-founded by music executive DProsper, whose credits include work with artists from Ms. Lauryn Hill to Flying Lotus to Anderson .Paak, and by world-renowned DJ Natasha Diggs, The 45 Queen, celebrated for collaborations with Q-Tip, David Byrne and Erykah Badu. 

Born from a horn-filled playlist DProsper made in 2013, the concept quickly drew millions of streams, then packed a Manhattan residency with dancers seeking connection. Over the years, Soul in the Horn has expanded from its 150-person Subrosa nights to stages in Brazil, London, Cannes, Croatia and beyond 鈥� all while hosting Grammy winners and rising stars, and sparking more than 5 marriages on its dance floor.

Now, for its 10th anniversary, the series is celebrating with special events and a global tour, plus a three-act, 27-track album featuring past performers from around the world, including Bilal, Omar, and Kamasi Washington. Moving through Brazilian spirituals, jazz, hip hop, R&B, and dance, the project will be released as a collector鈥檚-edition triple vinyl with photos from a decade of events. drop every three weeks beginning Friday, August 15 until the full release on October 17, and fans can join the celebration at anniversary shows in New York and beyond.

In this Small Business, Big Lessons edition, I talk with DProsper about scaling creativity without losing heart.

Soul in the Horn Crowd

From Three-Day Playlist to Global Movement

What was the inspiration for Soul in the Horn?

It started as a case study for 8tracks, where anyone could upload and DJ their own mixes. I wanted to stand out, so I tapped into my love for horns and built an epic, three-day playlist spanning every horn-driven genre I could think of 鈥� salsa, house, hip hop, soul, African music from Fela Kuti, James Brown, A Tribe Called Quest, De La Soul. The goal was to create a seamless musical thread, connecting them all through the horn. It racked up millions of plays. Around the same time, I met Natasha through mutual friends. She was looking for a manager, and when I played her the playlist, she loved its cross-genre energy. That鈥檚 when we decided to turn this digital concept into a live experience.

Turning a Viral Playlist Into a Live Experience

How did you make the leap from a successful playlist to live events?

The data gave me confidence this could work live. At the time, Blue Note 鈥� the legendary New York jazz club 鈥� was launching Subrosa, a Cuban jazz venue in the Meatpacking District. Instead of pitching individual acts, I proposed Soul in the Horn: a genre-blending night of dance, soul, disco 鈥� all connected by horns. Subrosa became our Friday night home, debuting with an afterparty for MoMA鈥檚 lifetime achievement award recipient Sherry Bronfman. Everything aligned perfectly.

Owning Your Niche in a Crowded Market

Soul in the Horn is such a distinct concept. How did you get others to believe in your vision?

I鈥檝e learned that no one can articulate your vision better than you can. Even if you don鈥檛 have connections, if you have the vision and drive 鈥� and you do the work consistently 鈥� the universe blesses you. From day one, I鈥檝e gone against the grain. People told me, 鈥淵ou can鈥檛 do a party with all horns 鈥� just do hip hop or EDM.鈥� But I believed in carving out a niche and owning it. If you create something truly unique and are known for it, you stand apart. Parties themselves aren鈥檛 unique, it鈥檚 the people, the energy, and the experience that make them special. I wanted Soul in the Horn to feel like an art event, not just a party, so I coined the phrase 鈥淐urated by DProsper鈥� for the flyers. In my mind, if Basquiat were alive, he鈥檇 be on the dance floor. Build with love and integrity, and you鈥檒l find your tribe.

Soul in the Horn DJ

How the Pandemic Expanded Soul in the Horn鈥檚 Reach

How did the pandemic impact Soul in the Horn?

We couldn鈥檛 gather in person, so we livestreamed on Twitch and Instagram 鈥� and ended up reaching fans in over 22 countries. When the world reopened, those same fans were asking us to come to them. That鈥檚 how we went from 150-person nights in NYC to stages in Brazil, London, Paris, and beyond. Sometimes challenges force you to grow in ways you never planned.

Soul in the Horn Crowd

Why Authenticity Fuels Longevity

Ten years in, what鈥檚 one of the biggest lessons you鈥檝e learned?

Authenticity attracts. People come to Soul in the Horn and say it feels spiritual, like going to church. That鈥檚 because we鈥檝e never strayed from our vision. As an entrepreneur, you can鈥檛 let anyone knock you off your path. Trends will come and go, but if you stay rooted in what you believe, your audience will feel it 鈥� and they鈥檒l keep showing up.

The Secret to Lasting Audience Connection

What鈥檚 the secret to keeping people connected to Soul in the Horn after all these years?

At the heart of it all: content is king, engagement is queen. Great content draws people in, but it鈥檚 engagement that makes something resonate. That means creating moments where people aren鈥檛 just watching or listening 鈥� they鈥檙e part of it. At Soul in the Horn, the dance floor is as important as the DJ booth or the live band. People leave feeling like they鈥檝e experienced something they can鈥檛 get anywhere else, and that鈥檚 what keeps them coming back.

Experience Soul in the Horn and learn more .听

Key Takeaways From Soul in the Horn鈥檚 10-Year Success Story

This interview has been edited and condensed for clarity.