Decon
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Founded | 2002 |
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Headquarters | |
Key people | Peter Bittenbender (co-founder, CEO) Jason Goldwatch (co-founder) |
Website | www |
Footnotes / references distributed by The Orchard Enterprises |
Decon is a New York–based creative studio that houses production, creative, strategy, and music divisions. The company creates campaigns on behalf of brands and advertising agencies.[1]
History
Originally named Deconstruction Company, the company was founded in 2002 by Peter Bittenbender and Jason Goldwatch after the creation of their award-winning hip-hop documentary and accompanying soundtrack, One Big Trip.[2] The soundtrack was then released as a double-sided DVD/CD in 2002 with Hieroglyphic Imperium Records – it is thought to be the first hip-hop-centric release in the hybrid format.[3]
In 2012, Decon earned a Promax Award for work on NBCUniversal's "Green Week" campaign.[4] That year, Misha Louy and Sacha Jenkins both joined as partners, expanding the Production and Entertainment divisions.[5][6]
Decon Records
Decon Records is an independent record label that is a division of Decon. It got its start releasing underground hip-hop recordings.[7] It was established in 2003. In 2013, Decon Records was noted as one of Billboard’s 50 Best Independent Labels in America.[8][9] Decon Records began by collaborating with the west coast collective Project Blowed to release projects from Aceyalone of the Freestyle Fellowship, such as Love & Hate which features production from El-P and RJD2.[10] Other early Decon Records projects include partnering with The Roots to establish Okayplayer Records.[11] The label provided further releases from Aceyalone as well as RJD2’s Magnificent City Instrumentals (2006) and Evidence's Red Tape Instrumentals (2007).[12] In 2008, the label released an album from frequent Talib Kweli and Mos Def collaborator, 88-Keys, called The Death of Adam.[13] The album featured Kid Cudi and Redman and was executive produced by Kanye West.[14] The video for the lead single “Stay Up! (Viagra)” was directed by Decon co-founder Jason Goldwatch and premiered on MTV.[15]
The following year, Decon licensed RJD2’s “A Beautiful Mine” as the theme song for the AMC show Mad Men.[16] That year, Decon released Jay Electronica's Just Blaze-produced tracks "Exhibit A" and "Exhibit C".[17][18] While collaborating with Decon Records, Jay won two awards from MTV and signed a deal with Roc Nation.[19]
The Alchemist’s Russian Roulette, Gangrene’s Vodka & Ayahuasca, and Roc Marciano’s Reloaded all made the HipHopDX 2012 records of the year awards list.,[20] and were favorably reviewed in Complex Magazine.[21][22] XXL singled out Roc Marciano’s Decon Records release, Reloaded, as the “Best Slept-On Album” of that year.[23] Early album releases saw Decon working alongside Project Blowed and Okayplayer.[24] In 2011, Decon earned recognition from Billboard as one of the 50 Best Indie Labels in America.[25]
Roster
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Selected discography
2003
- The Good Brothers – Project Blowed Presents: The Good Brothers
- Aceyalone – Moonlit Skies
- Aceyalone – Love & Hate
2004
- Haiku D'Etat – Coup De Theatre
- Haiku D'Etat – Haiku D'Etat
- Various Artists – True Notes Vol. 1 REISSUE
- Aceyalone – All Balls Don't Bounce - Revisited
2005
- Various Artists – 2K6: The Tracks
- Ellay Khule – Califormula
- Lyrics Born – Big Money Talk
- Afu-Ra – State Of The Arts
- Various Artists – Cali Comm 2004
- Various Artists – Project Blowed: 10th Anniversary
- Various Artists – Who The F*ck Is You
2006
- Dan The Automator – 2K7 Instrumentals
- Dan The Automator – 2K7
- Aceyalone & Abstract Rude – Who Reframed The A-Team
- RJD2 – Magnificent City Instrumentals
- Aceyalone – Grand Imperial
- Aceyalone – Supahero
- Afu-Ra – God Of Rap
- Aceyalone – Magnificent City
2007
- Aceyalone – Lightning Strikes
- Dilated Peoples – The Release Party
- Z-Trip – All Pro
- Evidence – Red Tape Instrumentals
- The Alchemist – Rapper's Best Friend
2008
- Jurassic 5 – Jurassic 5 (Deluxe) REISSUE
- 88-Keys – The Death of Adam
- Various Artists – Fresh Rhymes & Videotape
- 88-Keys – Stay Up! (Viagra) ft. Kanye West (Single)
- Plantlife – Time Traveller
- Kenny Segal – Ken Can Cook
2009
- Various Artists – Never Not Fresh
- Jay Electronica – Exhibit C
- Nneka – The Uncomfortable Truth
- Chali 2na – Fish Outta Water
- Jay Electronica – Exhibit A
- Aceyalone – Aceyalone and the Lonely Ones
- Evidence – The Layover
2010
- Gangrene – Sawblade EP
- Lyrics Born – As U Were
- Gangrene – Gutter Water
- Freddie Gibbs – Str8 Killa EP
- Rakaa – Crown Of Thorns
- Chali 2na – Fish Market 2
- Aceyalone – Hip Hop And The World We Live In REISSUE
- Aceyalone – Accepted Eclectic REISSUE
- Nneka – Concrete Jungle
2011
- Freestyle Fellowship – The Promise
- Blended Babies – Shooter McGavin
- Goapele – Break Of Dawn
- Goapele – Play (Single)
- Roc Marciano – Greneberg EP
- Roc Marciano – Greneberg EP Instrumentals
- Pusha T – Trouble On My Mind (Single)
- Ryan Leslie – Glory (Single)
- Classified – Handshakes and Middle Fingers
- Pusha T – My God (Single)
- Various Artists – Closed Sessions: ATX
- Nneka – Soul Is Heavy
- Various Artists – One Big Trip REISSUE
2012
- Goapele – Break Of Dawn (Deluxe)
- Roc Marciano – Reloaded
- The Hood Internet – FEAT
- Ninjasonik – Red Cups (Single)
- Lyrics Born – As U Were (Remixes)
- The Alchemist – Russian Roulette
- The Alchemist – Flight Confirmation (Single)
- Gangrene – Odditorium
- Roc Marciano – Emeralds (Single)
- The Alchemist – Rapper's Best Friend 2
- Gangrene – Vodka & Ayahuasca
2013
- Evidence – Green Tape Instrumentals
- Aceyalone – Leanin' On Slick
- Boldy James – Grand Quarters
- Notes to Self – Target Market [RECOIL]
- Alexander Spit – A Breathtaking Trip To That Otherside
- The Hood Internet – FEAT Remixes
- Aaron Cohen- Potential Fans[26]
See also
References
- ^ Frazer, Bryant (May 30, 2012). "Five Questions: Peter Bittenbender, Co-Founder and CEO, Decon". Studio Daily.
- ^ Soleimanpour, Arthur (March 25, 2010). "Brands Who Became Agencies: Decon Creative Group". PSFK.
- ^ "Del, Automator, Dilated Take 'Big Trip'". Billboard. Retrieved 31 July 2013.
- ^ "2012 Promax BDA design north America awards winners list" (PDF). PromaxBDA.
- ^ Wolfe, Jennifer (March 20, 2012). "Misha Louy Partners with Decon as Executive Producer". AWN.
- ^ "Decon Keeps Rolling with Sacha Jenkins". Newsle. May 2, 2012.
- ^ Ugwu, Reggie (August 10, 2013). "Double Agents: Hybrid label/creative agencies thrive by mixing brands and bands better than the competition". Billboard. p. 7.
- ^ "Billboard Pro's D.I.Y. 50 Indie Labels (Part II)". Billboard. Retrieved 30 July 2013.
- ^ "BEST SOUNDTRACK: One Big Trip". High Times. Retrieved 31 July 2013.
- ^ "Aceyalone - Love & Hate". Splendid. Retrieved 7 August 2014.
- ^ "The Roots Launch Okayplayer Records". Glide Magazine. 23 January 2004. Retrieved 31 July 2013.
- ^ "Label - Decon". Discogs. Retrieved 31 July 2013.
- ^ "88-Keys - The Death of Adam". The Phoenix. Retrieved 7 August 2014.
- ^ "The Death of Adam - 88-Keys". Allmusic. Retrieved 31 July 2013.
- ^ Reid, Shaheem. "Kanye West, 88-Keys Become Dirty Old Men For 'Stay Up (Viagra)' Video". MTV. Retrieved 31 July 2013.
- ^ Kujundzic, Petar. "HYPETRAK INSIGHTS with Peter Bittenbender, Co-founder of Decon Records". HYPETRAK. Retrieved 31 July 2013.
- ^ "Jay Electronica - Exhibit A". Discogs. Retrieved 31 July 2013.
- ^ "Jay Electronica - Exhibit C". Discogs. Retrieved 31 July 2013.
- ^ "HYPETRAK INSIGHTS with Peter Bittenbender, Co-founder of Decon Records". HYPETRAK. Retrieved 31 July 2013.
- ^ "HipHopDX's Top 25 Albums Of 2012". DX Staff. 26 December 2012. Retrieved 31 July 2013.
- ^ "The 50 Best Albums of 2012 (So Far)". Complex Magazine. Retrieved 31 July 2013.
- ^ "The 50 Best Albums of 2012 - Roc Marciano - Reloaded". Complex. Retrieved 31 July 2013.
- ^ "First Annual XXL Awards Winners". XXL. Retrieved 31 July 2013.
- ^ Mitchell, Gail (January 22, 2004). "Roots Launch Okayplayer Records". Billboard.
- ^ "Billboard Pro's D.I.Y. 50 Indie Labels (Part II)". Billboard. August 15, 2011.
- ^ "Aaron Cohen – Potential Fans (Mixtape) | Nah Right". nahright.com. Archived from the original on 2013-11-11.
External links
- Official website
- Decon discography at Discogs