Today we’d like to introduce you to Justin Choudhari.
Hi Justin, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
Music has always been a big part of my life growing up in San Diego. I started breakdancing first, battling at local shows, and eventually got into DJing in 2005. It all began on vinyl. From hand-me-down records to digging through the 25-cent bins at the local record store, that was how I started building my record collection. A few of my friends and I saved up enough money to each buy one piece of DJ equipment – which back then meant two turntables and a mixer. I remember you could even buy the whole setup, including speakers, as a “DJ set in a box.” Eventually, we formed a small crew of DJs at a young age. What started as bedroom and garage sessions turned into spinning at house parties to make some extra money on the side. Whatever money we made we put right back into the music – buying more equipment, better speakers/amps/lights, monthly record pool subscriptions, and more records to add to the crates. Not long after that, the digital era took over. Like a lot of DJs, I went from carrying around five or six crates of records to bringing everything I needed on just a laptop or USB drive.
I kept DJing through high school and college, changing my DJ name from DJ Smilez to JUSS1. I eventually stepped away from it for about ten years, work, school and life took over. It took me some time to realize I had lost touch with that creative side of myself and that I needed an outlet. Playing music and connecting with people through DJing became that outlet. It is something I have always loved, and coming back to it felt like reconnecting with a part of myself that I had ignored for a long time. Plus, I think I’m probably too old to get back into breakdancing.
In 2024, I launched NIGHT CAP GLOBAL, got back into the music scene as ‘NIGHTCAP JUS’. The original idea was to open a hi-fi café and wine bar with small bites, but the concept eventually took a different direction. I was working my ‘9 to 5’ a lot and also traveling a lot at the time. NIGHT CAP became a lifestyle brand centered around music, based in my hometown San Diego. It consists of an online radio show on YouTube & Soundcloud (NIGHT CAP RADIO), clothing/merch, and highly curated monthly pop-ups that spotlight DJs and share music from SD and around the world. If you’ve come across any online sets or in-person events, you know we pop-up in different locations around the city, from bars and cafes, to parks, skateshops and even autoshops. Some locations include Mixed Grounds, Park & Rec, Braveheart Gallery, Nomade, Unico, Arts-Rec, 9Five, Carruth Cellars, Pad One and many more. The brand has also gained global traction, in cities like Accra, Rio, Mexico City, Lisbon, to Jakarta, Manila, Tokyo and so forth.
NIGHT CAP GLOBAL has evolved into a platform that brings people together through a shared love of music, travel, community, and culture. I wanted to build something that speaks to everyone (introverts & extroverts.. I think I consider myself an ambivert). Maybe you’re someone who prefers to stay home and listen to music. Maybe you’d rather go out, meet new people, and connect over music & cocktails. Or maybe you’re someone who prefers analog over digital. Regardless, the focus was the music, and “SOUNDS YOU CAN FEEL ON THE GROUND”..
A lot of people ask me about the name “Night Cap”, when most of my sets and events are during the day/sunset hour… Well, I got older, focused more on health and wellness, and included my love for coffee in the brand. ‘Cuts & Coffee’ became a sub-series under NIGHT CAP RADIO. It’s focused on 2 things I love, coffee and vinyl. The brand is really just everything I love to do, and what I would like to share with others.
PS – the hi-fi cafe/wine bar idea is still the goal, maybe one day…
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
The first struggle (or challenge) was learning and maneuvering through social media. There was a huge learning curve when I first started, specifically being the “content creator” and trying to get the word out in today’s world. I was the person who was not much into social media, or just did the once-a-year social media post “check-in”.. And now, somehow, I have multiple Instagram accounts, different social media pages, even TikTok. I struggle to manage one page, and 4+ channels can be overwhelming. Learning photo/video color grading, editing, and even flying a drone was a fun struggle. But it’s worth it, anybody building a brand or getting the word out should utilize social media, it’s literally free marketing! Youtube is def a great resource to learn and develop new skills too.
I’ve been running this platform on my own, one of the biggest things I’ve learned along the way is that trying to do everything yourself can actually become a struggle in itself. Learning when to ask for help and being willing to accept it has been an important part of the journey, its def a personal problem. Another challenge is finding the time while working a full-time job. I would love to be able to create full-time someday, but realistically, most people I know have a main job, a side hustle, or something else that helps pay the bills, especially in this city.
Regardless, NIGHT CAP GLOBAL was never created with the intention of making money or turning a profit. It was created because I wanted an outlet for my creativity and a way to pursue something I’m passionate about.
Appreciate you sharing that. What else should we know about what you do?
I’m the owner and creative director of NIGHT CAP GLOBAL, which encompasses an online radio show, clothing and merchandise, and monthly events. It will continue to be a platform to showcase local San Diego and international DJs and artists.
I would say I’m most proud of the community and friendships I’ve built, whether here in San Diego, across the country and overseas. I’m also proud to see my city’s music scene continue to evolve and grow to different levels.
I think that’s what sets NIGHT CAP apart from others is the brand has something for everyone. It’s not really a niche brand. It’s not about choosing one way to experience music or culture. It’s about creating a space where all of those things can coexist (online and in person, analog and digital, local and global), truly a space to be creative and free.
We all have a different way of looking at and defining success. How do you define success?
When I come across someone who tells me they saw one of my sets either online or in person, and that it genuinely made their day, that’s how I define success. There’s so much negativity in the world today, and if I can create even a small moment of light and positivity through my content, videos, or pop-ups, and connect with someone through music, that means more to me than numbers or statistics ever could.
When one of the DJs/venues on my channel tells me they got a gig or a lot of love from their NIGHT CAP set, or when someone tells me they want to visit San Diego after watching one of the sets online, that means a lot. Knowing that I can help artists and small businesses, and share my city, give someone a glimpse into the culture, energy, and music here, and inspire them to experience it for themselves.
At the end of the day, if NIGHT CAP can make someone’s day a little better, introduce them to a new artist or sound, or even inspire them to visit a new place, then I feel like I’m doing something meaningful.
Contact Info:
- Website: https://nightcapglobal.com
- Instagram: https://www.instagram.com/nightcapglobal
- Youtube: https://www.youtube.com/@nightcapglobal
- Soundcloud: https://soundcloud.com/nightcapglobal
- Other: https://www.tiktok.com/@nightcapglobal
