As the music industry changed it was clear that independent artists and labels were looking for a new way to get their music out. Steffen noticed these issues and problems as he himself had always had problems with the distribution aspect of the business. In 2004, Independent Distribution Collective was launched and since then, Steffen has grown the company from 9 labels to over 450 labels with close to 500 releases in less than 8 years. In addition to launching a physical distribution company, which now includes both digital, film and DVD distribution, SOS has also developed services like "InstantDistro" a turnkey marketing and promotion service, and "A La Carte Management" which helps advance the independent music community and educate developing artists.
A dancehall innovator, a DJ / producer / remixer and the owner of PSM Recordings, he has been bringing his conscious reggae vibes to throngs of people from New York to the Hawaiian Islands (and San Francisco in between) for almost 2 decades. A New York City native, SOS moved to Maui in 1991 where he broke the freshest dancehall tracks to scores of locals as well as tourists from around the globe at Studio 505, a Stephen Stills’ nightclub. At that time he also managed and produced Marty Dread & Culture Shock, the most popular reggae band in the islands.
1993 brought him to San Francisco to play venues like Miss Pearl's Jam House, Kennel Club and others. Together with former partner Stefan G. (video/multimedia specialist), a brand new concept in global sound systems was formed: Positive Sound Massive. PSM features an array of international vocalists, rappers, toasters and musicians, including rapper Wookie J., whom SOS imported from Maui.
In the late 1990s, SOS DJ-ed at hundreds of shows throughout California, Nevada, Washington, New York, Australia and New Zealand where he opened for the Beastie Boys "Hello Nasty" World Tour. He has produced dozens of multi-artist stage shows and the Nicodemus "Dancehall Giant Tour," as well as the Rocker-T "If Yu Luv Luv, Show Ya Luv" national US tour featuring Shinehead and Sleepy Wonder. He has remixed tracks for artists such as: Barrington Levy "Work" (MCA), Capleton "Wings of the Morning" (DefJam/RAL), Beenie Man "Tear off Mi Garment" (Island JA); and produced tracks for artists Nicodemus, Shinehead, Ras Michael, Barrington Levy, Rocker-T, Jamalski, Wookie J., Karney, DJ Collage, Poetz4Peace, and SF local hip hop group New Dealers.
SOS worked as Reggae Buyer for Rough Trade Records in San Francisco, and as Reggae Editor for American Music Press, a Bay-Area music monthly. From 1994 through 1998, Steffen was the Production Manager for the Paradise Lounge and Transmission Theater in San Francisco and still found time to write and review for independent publications. He has tour managed Mix Master Mike, traveling the globe on both of Mike's solo tours and with the Beastie Boys. SOS also fronts an alternative rock group Crocodile Tears, plays bass in a Stoner Rock band called Not For Not, and is a member of "biL" - a dancehall, surf, hip hop, who-knows-what else conglomeration of excellence.
SOS is the founder of Positive Sound Management. PSManagement represents Rocker-T, Poetz4Peace, Haji Mike, Ian Collins and Karney, exclusively, and consults a number of other established and developing artists.
Recent studio works include production for over a dozen artists and bands. Production and Engineering credits include Nuffsed, Rastrillos, Haji Mike, Jahson Ites and new releases from Essential I and a compilation which includes music from Jahson Ites, Lutan Fyah, Essential I, Chezidek, Ms Triniti, Adrian Xavier, Halfpint with Ishi Dube, Ras Attitude, Promoe, Huckleberry, Prezident Brown, Norrisman with Jah Sun, Wisdom, Oren B Scripture, Haji Mike and Rocker T for Sick Donkey Records.
Steffen teaches Music Business 101, 110, 301 and 310 @ Pyramind in San Francisco.
Fashion Institute of Technology