Sharon Bechor

Sharon Bechor grew up in the music store her parents established in New York City back in 1975. Today she is the owner and CEO and enjoys sharing the passion her parents had for their customers, which includes DJs, musicians and music lovers around the world. The small store in Manhattan began as a record store and later expanded into providing DJ gear and pro audio products such as speakers and microphones. Having been established in the mid-70s, the store was where Hip-Hop and Rap music emerged out of the Bronx and Brooklyn. Sharon proudly listed the names of some of the pioneering DJs and MCs who often talk about Rock & Soul DJ Equipment & Records in their own interviews. DJ Grandmaster Caz, in his 2012 NAMM Oral History interview, explained that early DJs in New York were lucky, “we had Rock & Soul not only in our hearts but by way of a store by the same name!” Sharon and her son Jordan were on hand at the NAMM Show in 2025 when they were presented the 50-Year Milestone Award.