Trade Roots Reggae 40th Anniversary

San Diego Celebrates 40th Anniversary of Iconic Trade Roots Reggae Shop

January 23, 2026 | The Holding Company | Ocean Beach, San Diego, CA

San Diego, CA — On January 23, 2026, The Holding Company in Ocean Beach will host a historic celebration honoring the 40th Anniversary of Trade Roots Reggae, the landmark reggae shop whose influence helped shape the cultural soundtrack of San Diego.

Founded in 1985 by Elliot Leib and Renee Romano, Trade Roots emerged as a vital hub for what was then a radical and deeply countercultural sound. More than just a record store, Trade Roots became a conduit for reggae’s spirit of resilience, identity, and cultural resistance—at a time when San Diego was undergoing rapid change.

The shop cultivated a devoted following and played a pivotal role in delivering reggae music into the heart of San Diego’s diverse communities. Much of this music flowed especially into the South Bay, where its influence has endured for three generations, becoming foundational to the region’s youth culture. Today, countless San Diego and South Bay residents trace their earliest exposure to reggae back to Trade Roots’ shelves, speakers, and community presence.

To celebrate this milestone, the anniversary event will feature an extraordinary lineup of international reggae talent, notably in a traditional Jamaican sound system showcase format (meaning music is played by DJs rather than a band):

• Downbeat the Ruler (Tony Screw) — The legendary DJ or “selector” known worldwide for his exclusive recordings (or dubplates), deep record crates and rare reggae classics, is headlining the evening.
• Earl Cunningham — The renowned roots vocalist returning to San Diego for the first time in nearly a decade, following his memorable previous performance.
• Junior “Willow” Wilson — A standout voice from Brooklyn, making his debut appearance in San Diego.

This celebration is not only about honoring a shop. It’s about recognizing the cultural movement that Trade Roots helped ignite—one that continues to resonate across San Diego today. The sound system style presentation is not just a nod to Jamaican music culture, but also a nod to the Trade Roots faithful who became record collectors and DJs in the style of Downbeat the Ruler (and others from Jamaica, New York City, London, and more).

The night will bring together generations of reggae lovers, longtime supporters of the shop, and newcomers inspired by the enduring legacy of the music Trade Roots championed.

Tix $35 advance ; $45 at doors