Today we’d like to introduce you to Michelle Locke.
Hi Michelle, thanks for joining us today. We’d love for you to start by introducing yourself.
My background is in the music industry, social media, events, and experiential marketing, so when I look back at my career, it’s no surprise that I’ve found myself building something like Kinnect NJ. But while Kinnect NJ is only a year and a half old, the idea behind it had been brewing for years.
I’m Jersey through and through. I was born and raised in Bergen County, graduated from Rutgers in New Brunswick, but spent a short stint living in Brooklyn before moving back to New Jersey six years ago. During my time in Brooklyn, I fell in love with the culture—the creatives, the hidden gems, the nightlife, and the endless opportunities to discover something new. When COVID hit, the city, like everywhere else, changed. I eventually found my way back home, ready to put down roots and build something of my own in New Jersey.
Once I was back, I made it a mission to discover new places to go out and experience everything Jersey had to offer. I found some incredible spots, only to watch many of them close within a year or two. Through conversations with business owners, I began noticing a common thread: businesses were losing audiences to New York, the cost of operating in New Jersey was high, and many simply weren’t getting the visibility they needed to thrive.
At the same time, my husband Dorian, our good friend Julian, and I were exploring event curation together. Those experiences, combined with the conversations we were having with local business owners, planted the first seeds of Kinnect NJ.
The three of us came together with a shared vision: to create an ecosystem where people would stay home and build our local economy by supporting the amazing businesses and creatives right here in our state. We started with a database of places and spaces across New Jersey that welcomed and celebrated Black and Brown communities and brought that work to Instagram by sharing a list of places to go for New Year’s Eve 2025.
What started as a simple list has grown into something much bigger. Nearly two years later, we’ve highlighted more than 11,000 events and connected our community with countless venues, DJs, promoters, and other creatives. Kinnect NJ has become a way to shine a light on the people and places that make New Jersey special and help our communities discover, support, and connect with what’s right in their own backyard.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
Not at all! Like any business, especially one built from the ground up, Kinnect NJ has come with its fair share of challenges.
One challenge has been helping people understand the value of what we do. There are so many incredible businesses, creatives, and event organizers in New Jersey, but getting in front of the right audience can be difficult. We’ve had to build trust, establish our credibility, and show people that Kinnect NJ is more than just an Instagram page. We’re building a community, creating visibility, and helping strengthen the ecosystem that supports local culture.
As we’ve grown, we’ve also had to learn how to balance the business with our personal lives and other professional responsibilities. There’s a lot that happens behind the scenes that people don’t see, and building something from scratch means learning as you go, wearing multiple hats, and sometimes figuring things out in real time.
But I think those challenges have made us more intentional about what we’re building. We’re learning that growth isn’t just about how many events we post or how many people follow us; it’s about the relationships we build, the impact we make, and how we can create something that lasts. We’re still learning, evolving, and figuring it out, but that’s part of the journey. The vision has always been bigger than a social media platform, and we’re committed to continuing to build toward that.
Alright, so let’s switch gears a bit and talk business. What should we know?
Kinnect NJ is a collection of Jersey natives hoping to make it a little easier to find explore, find, and appreciate black music, people and vibes in Jersey we’re here to build community while showing love to the amazing people who have already laid the groundwork. Michelle, Dorian & Julian are a three person team working behind the scenes to continue to build this resource for the state.
What was your favorite childhood memory?
A favorite childhood memory of mine is coming to the Jersey Shore. While I now know that it really isn’t that far from Bergen County, as a kid, it felt like a vacation. I’ve always felt at home by the water and coming with my family to experience all the shore had to offer was always a summer highlight.
Contact Info:
- Website: https://kinnectnj.com
- Instagram: https://www.instagram.com/kinnectnj/
- Other: https://www.threads.com/@kinnectnj
