When you think of Westchester, you may not picture a thriving rap and hip hop scene; one local producer is looking to change that. John Darling aka Poncho is a producer turned entrepreneur, who highlights local artists on his Youtube show, the Encore Podcast.
Growing up in Cortlandt Manor, Poncho didn’t seriously start making beats until a sports injury in college prompted him to switch gears and make music. After dropping out of the University of Mississippi his sophomore year, he returned to his hometown and quickly learned how tough it was to make a career as a producer.
“You got the industry route where you’re trying to get beats on an album and the internet route posting beats on Youtube, but it’s just so saturated,” he explained. “You can only get so far doing that.”
Rather than DMing artists with his beats and hoping for responses, Poncho wanted musicians to come to him. His solution was the Encore Podcast, where he envisioned himself interviewing up-and-coming rappers, producers and DJs. Poncho had a variety of music contacts from previous ventures hosting live shows and he hoped some of these connections would translate to people he could feature on the podcast. Poncho also believed Encore could serve to connect Westchester artists to one another, creating a community centered around music.
“There’s a lot of people who do music in Westchester, but everyone is just disconnected,” he said. “There’s no home base for people.”
Yet that community is clearly growing under Poncho’s guiding hand. While the podcast is still small – it has less than 1,000 subscribers on Youtube – the fan base is clearly dedicated. The show never appears to lack new voices, whether it be interviews with female rappers like the Yonkers based Prada Mama or big name producers like Mike Snell, who has worked with the likes of artists such as Kanye West and Timbaland.
The podcast is also big enough that Poncho said he only accepts around 15% of interview requests. And on episodes where he reviews new music, artists are now paying him to critique their songs.
Still, it took a while for Poncho to reach this stage. Over the course of hundreds of episodes and many years, the podcast has evolved from acoustic performance videos to music reviews and artist Q&As. Currently, Poncho says the primary focus is creating educational content for artists and producers.
“The interviews are really about creating teachable moments for artists,” he said. “A lot of artists don’t really know what they’re doing … so there’s an education gap that we’re trying to fill with our podcast.”
Indeed, the podcast excels particularly by providing both a platform for artists and their music while simultaneously serving as a learning tool for viewers hoping to make it in the industry. Perhaps no one knows this better than Westchester rapper Tim Schulze, who releases music under the moniker, Starkiller TmmyX.
TmmyX has been a featured guest on the podcast, working alongside Poncho to review artist submissions. TmmyX is also an avid viewer of the show and said the podcast provides knowledge he wished he had known when he was just starting out.
“Poncho goes through and he teaches all these little things and he gives you all these criticisms,” he said. “Some people might take it the wrong way, but these are things that I wish somebody was telling me earlier in my career.”
The burgeoning reach of Poncho’s podcast also contributed to TmmyX filming a music video with the artist Nyck Caution, a member of the hip hop collective Pro Era, which notably features Joey Bada$$ as one of its founding members. TmmyX and Caution had recently made a song together, although they never met in-person for the collab. TmmyX decided to preview the new single on the Encore Podcast, where it was met with rave reviews. Hundreds of people tagged Caution while Poncho himself gave a shoutout requesting the two meet and shoot a music video together … and it worked.
“Two weeks later, [Nick Caution] is with me and we’re in Brooklyn shooting the video because of Poncho’s podcast,” TmmyX said. “It’s things like that. He’s creating moments. Poncho has created each of these connections by putting his service out there.”
Another connection Poncho has made is with Bobby Lehday, a Westchester producer and now frequent guest of the Encore podcast. Lehday has worked with famous rappers like Lil Durk and serves as an in-house producer for other Westchester artists like TmmyX.
Like Poncho, Lehday has an eye for Westchester talent and sees the opportunity for a community to grow around the rap genre.
“I like to see people from my area win and if I can help them with that, I’ll do whatever I can,” Lehday said. “I love seeing people blossom and grow into artists. I feel like a farmer tending my garden.”
For Lehday, sometimes helping others comes in the form of tough love, as evidenced by his sometimes critical music reviews on the Encore Podcast.
“I’ve been on the show myself and people have said I’ve been a little harsh, but honestly some people really need to hear that,” Lehday emphasized. “If you’re serious about music, you have to be willing to be humbled.”
As someone who has been humbled many times while making the podcast what it is today, Poncho said he agrees with this mindset.
“At the beginning I was ignorant and after a hundred and fifty podcasts, I learned that, ‘oh, I’m doing this wrong,’” he said. “Eventually after I’ve fixed two hundred things, now I have a good podcast.”
Still, Poncho doesn’t deny that sometimes ignorance is bliss.
“I was blessed because I didn’t know what the fuck I was doing,” he said. “If I had known how difficult this actually is, I might have not done it.”
But by all accounts, Poncho has done it. Through trial and error and sheer dedication, Darling has made the Encore Podcast his full-time job and his main source of income. He continues to grow the platform one new artist at a time.
“I’ve got no other option,” he said. “With the platform we’re trying to build, I only want people that have that hustle, because if you don’t have the hustle, you’re not going to make it.”
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