Decon
Encyclopedia
Decon is a New York based idea shop / production company / record label. Its in-house label represents hip-hop and contemporary R&B
artists including Jay Electronica
, Nneka
, 88-Keys, RJD2
, the Alchemist, Freddie Gibbs
, Goapele
, and Aceyalone
.
and Jason Goldwatch
as a video production and creative shop. Decon's success with the award-winning hip-hop documentary One Big Trip, allowed the company to expand its services into the production, design, marketing, and the music industry.
Decon has worked with a variety of different clients in the music and brand space, including Nike, Red Bull
, Activision
, HBO, Universal Music Group, Def Jam, MTV
, and Teva
. In 2008, they produced a full-length feature, A Million in the Morning starring Vice Magazine's Gavin McInnes
, for Netflix
; worked on video production for the Sony Ericsson
TV campaign; and contributed to the soundtracks for Take Two's
2K Sports
franchise. They are also responsible Teva's
2009 "The Naturist" ad campaign. . Most recently, Decon has been partnering with top creative agencies such as Droga5, TBWA Chiat Day and Publicis to produce commercials and content for brands such as Puma, Nissan, Adidas and Malibu Rum.
with Project Blowed
in 2004. Since then, it has released multiple records by Aceyalone, Dilated Peoples, Wax Tailor
, and Evidence. In 2008, the label signed 88-Keys to release his concept album The Death of Adam
, on which Kanye West
served as executive producer. More recent releases have included Chali 2na's Fish Outta Water (2009) and Nneka's The Uncomfortable Truth EP (2009). and Jay Electronica
's "Exhibit A" and "Exhibit C" singles. Decon is also responsible for licensing RJD2's
"A Beautiful Mine" as the theme song of the AMC show Mad Men
. In 2011, the label agreed to distribute Goapele
's album Break of Dawn under license from her own company.
Decon has an in-house music video
production studio. Jason Goldwatch
, one of the two Co-Founders, has directed videos by Jay-Z
, Ludacris
, Hieroglyphics, and Evidence. Decon's video for "Stay Up! (Viagra")
, the first single from The Death of Adam, was featured in an MTV special and premiered on March 16, 2009.
Contemporary R&B
Contemporary R&B is a music genre that combines elements of hip hop, soul, R&B and funk.Although the abbreviation “R&B” originates from traditional rhythm and blues music, today the term R&B is most often used to describe a style of African American music originating after the demise of disco in...
artists including Jay Electronica
Jay Electronica
Timothy Elpadaro Thedford , better known by his stage name Jay Electronica, is an American hip hop recording artist and record producer...
, Nneka
Nneka (singer)
Nneka Lucia Egbuna is a Nigerian-German hip hop/soul singer and songwriter. She sings in both English and Igbo.- Biography :Nneka is the daughter of an Anambra state- Igbo Nigerian father and a German mother...
, 88-Keys, RJD2
RJD2
RJD2 is an American music producer, singer and musician. RJD2 was born in Eugene, Oregon, and raised in Columbus, Ohio. He currently resides in Philadelphia, Pennsylvania. He was signed to the Definitive Jux label where he released two largely instrumental hip hop albums and has produced tracks...
, the Alchemist, Freddie Gibbs
Freddie Gibbs
Fredrick Tipton , better known by his stage name Freddie Gibbs, is an emerging hip hop performer. He was signed by Interscope Records before being let go from his deal without a record being released...
, Goapele
Goapele
-Early life:Goapele's South African father Douglas Mohlabane was an exiled political activist who struggled against the Apartheid System. Goapele's New York-born Israeli Jewish mother Noa had been attending protests since the age of 12. Noa attended Friends World College and was studying in...
, and Aceyalone
Aceyalone
Eddie Hayes, better known by his stage name Aceyalone, is an American rapper.He is a founding member of the Freestyle Fellowship. Apart from his role in Freestyle Fellowship, Aceyalone is also a member of Haiku D'Etat and The A-Team , and he is a co-founder of Project Blowed.After releasing a...
.
Company history
Originally named Deconstruction Company, the company was founded in 2002 by Peter BittenbenderPeter Bittenbender
Peter Bittenbender is an American creative executive and co-founder of Decon a New York-based idea shop, production company and record label...
and Jason Goldwatch
Jason Goldwatch
Jason Goldwatch is an American music video director and commercial director who is a Co-Founder and Executive Creative Director of Decon, a creative agency and record label based in New York. He is best known for his work with Kid Cudi, Pharrell Williams, Linkin Park, Evidence, and Dilated Peoples...
as a video production and creative shop. Decon's success with the award-winning hip-hop documentary One Big Trip, allowed the company to expand its services into the production, design, marketing, and the music industry.
Decon has worked with a variety of different clients in the music and brand space, including Nike, Red Bull
Red Bull
Red Bull is an energy drink sold by the Austrian Red Bull GmbH, created in 1987 by the Austrian entrepreneur Dietrich Mateschitz. In terms of market share, Red Bull is the most popular energy drink in the world, with 3 billion cans sold each year. Dietrich Mateschitz was inspired by an already...
, Activision
Activision
Activision is an American publisher, majority owned by French conglomerate Vivendi SA. Its current CEO is Robert Kotick. It was founded on October 1, 1979 and was the world's first independent developer and distributor of video games for gaming consoles...
, HBO, Universal Music Group, Def Jam, MTV
MTV
MTV, formerly an initialism of Music Television, is an American network based in New York City that launched on August 1, 1981. The original purpose of the channel was to play music videos guided by on-air hosts known as VJs....
, and Teva
Teva
Companies commonly known as Teva include:*Teva Pharmaceutical Industries, Ltd.*Teva Naot*Teva sport sandals*Teva Learning Center...
. In 2008, they produced a full-length feature, A Million in the Morning starring Vice Magazine's Gavin McInnes
Gavin McInnes
Gavin Miles McInnes is a Canadian writer, musician, and comedian. Referred to as "The Godfather of hipsterdom" and "the primary architect of hipsterdom" McInnes is often well known in the contemporary hipster movement mostly via Vice Magazine’s “DOs & DON’Ts” column.- Early life :McInnes was born...
, for Netflix
Netflix
Netflix, Inc., is an American provider of on-demand internet streaming media in the United States, Canada, and Latin America and flat rate DVD-by-mail in the United States. The company was established in 1997 and is headquartered in Los Gatos, California...
; worked on video production for the Sony Ericsson
Sony Ericsson
Sony Ericsson Mobile Communications AB is a joint venture established on October 1, 2001 by the Japanese consumer electronics company Sony Corporation and the Swedish telecommunications company Ericsson to manufacture mobile phones....
TV campaign; and contributed to the soundtracks for Take Two's
Take-Two Interactive
Take-Two Interactive Software, Inc. is a major American publisher, developer, and distributor of video games and video game peripherals. Take-Two wholly owns 2K Games and Rockstar Games. The company's headquarters are in New York City, with international headquarters in Windsor, United Kingdom...
2K Sports
2K Sports
2K Sports is a subsidiary of Take-Two Interactive Software, Inc. It comprises a single development studio, Visual Concepts, which was purchased from Sega in the year 2005. 2K Sports mainly develops and publishes American sports video games such as NBA 2K series...
franchise. They are also responsible Teva's
Teva
Companies commonly known as Teva include:*Teva Pharmaceutical Industries, Ltd.*Teva Naot*Teva sport sandals*Teva Learning Center...
2009 "The Naturist" ad campaign. . Most recently, Decon has been partnering with top creative agencies such as Droga5, TBWA Chiat Day and Publicis to produce commercials and content for brands such as Puma, Nissan, Adidas and Malibu Rum.
Decon Records
Decon Records released Haiku D'Etat's Coup de TheatreCoup de Theatre (album)
Coup de Theatre is the second album by Haiku D'Etat, released in 2004. Two singles from the album followed its release: Mike, Aaron & Eddie, including the title song and "All Good Things"; and Triumvirate, including the title song and "Top Qualified"...
with Project Blowed
Project Blowed
Project Blowed refers to an open-mic workshop, its affiliated hip hop crew, and the two compilation albums released by that collective. The Leimert Park workshop is the longest running open-mic for Hip-Hop in the world.-The Good Life:...
in 2004. Since then, it has released multiple records by Aceyalone, Dilated Peoples, Wax Tailor
Wax Tailor
Wax Tailor is the alias of French trip hop/hip hop producer, Jean-Christophe Le Saoût . He started in 2004 with two EP's . The first album Tales of the Forgotten Melodies was released in March 2005, mixing hip-hop, downtempo, trip-hop with samples extracted from movies...
, and Evidence. In 2008, the label signed 88-Keys to release his concept album The Death of Adam
The Death of Adam
The Death of Adam is the debut album by producer and rapper 88-Keys. Released on November 11, 2008, the album features guest appearances by Kanye West, Kid Cudi, J Davey, Redman, Bilal, Phonte of Little Brother, and alternative rock group Shitake Monkey....
, on which Kanye West
Kanye West
Kanye Omari West is an American rapper, singer, and record producer. West first rose to fame as a producer for Roc-A-Fella Records, where he eventually achieved recognition for his work on Jay-Z's album The Blueprint, as well as hit singles for musical artists including Alicia Keys, Ludacris, and...
served as executive producer. More recent releases have included Chali 2na's Fish Outta Water (2009) and Nneka's The Uncomfortable Truth EP (2009). and Jay Electronica
Jay Electronica
Timothy Elpadaro Thedford , better known by his stage name Jay Electronica, is an American hip hop recording artist and record producer...
's "Exhibit A" and "Exhibit C" singles. Decon is also responsible for licensing RJD2's
RJD2
RJD2 is an American music producer, singer and musician. RJD2 was born in Eugene, Oregon, and raised in Columbus, Ohio. He currently resides in Philadelphia, Pennsylvania. He was signed to the Definitive Jux label where he released two largely instrumental hip hop albums and has produced tracks...
"A Beautiful Mine" as the theme song of the AMC show Mad Men
Mad Men
Mad Men is an American dramatic television series created and produced by Matthew Weiner. The series premiered on Sunday evenings on the American cable network AMC and are produced by Lionsgate Television. It premiered on July 19, 2007, and completed its fourth season on October 17, 2010. Each...
. In 2011, the label agreed to distribute Goapele
Goapele
-Early life:Goapele's South African father Douglas Mohlabane was an exiled political activist who struggled against the Apartheid System. Goapele's New York-born Israeli Jewish mother Noa had been attending protests since the age of 12. Noa attended Friends World College and was studying in...
's album Break of Dawn under license from her own company.
Decon has an in-house music video
Music video
A music video or song video is a short film integrating a song and imagery, produced for promotional or artistic purposes. Modern music videos are primarily made and used as a marketing device intended to promote the sale of music recordings...
production studio. Jason Goldwatch
Jason Goldwatch
Jason Goldwatch is an American music video director and commercial director who is a Co-Founder and Executive Creative Director of Decon, a creative agency and record label based in New York. He is best known for his work with Kid Cudi, Pharrell Williams, Linkin Park, Evidence, and Dilated Peoples...
, one of the two Co-Founders, has directed videos by Jay-Z
Jay-Z
Shawn Corey Carter , better known by his stage name Jay-Z, is an American rapper, record producer, entrepreneur, and occasional actor. He is one of the most financially successful hip hop artists and entrepreneurs in America, having a net worth of over $450 million as of 2010...
, Ludacris
Ludacris
Christopher Brian Bridges , better known by his stage name Ludacris, is an American rapper and actor. Along with his manager, Chaka Zulu, Ludacris is the co-founder of Disturbing tha Peace, an imprint distributed by Def Jam Recordings...
, Hieroglyphics, and Evidence. Decon's video for "Stay Up! (Viagra")
Stay Up! (Viagra)
"Stay Up! " is the first single released from producer-rapper 88-Keys' debut album The Death of Adam and features the album's co-executive producer Kanye West. The song samples "All Night Loving" by British R&B three-piece band Imagination. The single was released digitally on August 25, 2008...
, the first single from The Death of Adam, was featured in an MTV special and premiered on March 16, 2009.
Current artists
- 88-Keys
- AceyaloneAceyaloneEddie Hayes, better known by his stage name Aceyalone, is an American rapper.He is a founding member of the Freestyle Fellowship. Apart from his role in Freestyle Fellowship, Aceyalone is also a member of Haiku D'Etat and The A-Team , and he is a co-founder of Project Blowed.After releasing a...
- The AlchemistThe Alchemist (producer)Alan Daniel Maman , better known as The Alchemist, is an American hip hop producer, DJ and rapper. He hails from Beverly Hills, California...
- Chali 2naChali 2naCharles Stewart , better known as Chali 2na is an American rapper and hip hop artist, formerly associated with the groups Jurassic 5 and Ozomatli.-Early life:...
- Dilated PeoplesDilated PeoplesDilated Peoples is an American hip hop group from Los Angeles, California. The group achieved notability in the underground hip hop community, although they have had little mainstream success in the US, with the exception of the song "This Way," a 2004 collaboration with Kanye West and Xzibit...
- Evidence
- Freddie GibbsFreddie GibbsFredrick Tipton , better known by his stage name Freddie Gibbs, is an emerging hip hop performer. He was signed by Interscope Records before being let go from his deal without a record being released...
- Gangrene (The AlchemistThe Alchemist (producer)Alan Daniel Maman , better known as The Alchemist, is an American hip hop producer, DJ and rapper. He hails from Beverly Hills, California...
+ Oh No) - GoapeleGoapele-Early life:Goapele's South African father Douglas Mohlabane was an exiled political activist who struggled against the Apartheid System. Goapele's New York-born Israeli Jewish mother Noa had been attending protests since the age of 12. Noa attended Friends World College and was studying in...
- Haiku D'EtatHaiku D'EtatHaiku D'Etat is a hip hop supergroup trio consisting of Aceyalone & Myka 9 of the Freestyle Fellowship, and Abstract Rude, the leader of Abstract Tribe Unique . Abstract Rude previously worked with Aceyalone as the A-Team. All three artists are heavily affiliated with the Project Blowed, group...
- Jay ElectronicaJay ElectronicaTimothy Elpadaro Thedford , better known by his stage name Jay Electronica, is an American hip hop recording artist and record producer...
- Jurassic 5Jurassic 5Jurassic 5 was an American alternative hip hop group formed in 1993 from members of two previous groups, Rebels of Rhythm and Unity Committee by rappers Charles Stewart , Dante Givens , Courtenay Henderson , Marc Stuart , and disc jockeys Mark Potsic and Lucas Macfadden...
- NnekaNneka (singer)Nneka Lucia Egbuna is a Nigerian-German hip hop/soul singer and songwriter. She sings in both English and Igbo.- Biography :Nneka is the daughter of an Anambra state- Igbo Nigerian father and a German mother...
- Pusha TPusha TTerrence Thornton better known by his stage name Pusha T is an American recording artist, occasional actor and one half of the critically acclaimed hip hop duo Clipse. He is also the co-founder and co-chief executive officer of Re-Up Records along with his brother Gene 'Malice' Thornton...
- Rakaa Iriscience
- Roc MarcianoRoc MarcianoRoc Marciano is an American rapper, songwriter and producer from Hempstead, Long Island. Originally a member of Busta Rhymes' crew, Flipmode Squad becoming the sixth member after the departure of Lord Have Mercy, Roc left in 2001 to form the UN , a hardcore underground hip hop group consisting of...
- RJD2RJD2RJD2 is an American music producer, singer and musician. RJD2 was born in Eugene, Oregon, and raised in Columbus, Ohio. He currently resides in Philadelphia, Pennsylvania. He was signed to the Definitive Jux label where he released two largely instrumental hip hop albums and has produced tracks...
- ShadShad (rapper)Shadrach Kabango , credited as Shad or Shad K., is a Canadian hip hop artist.-Early life:Born in Kenya, of Rwandan parents, Shad was raised in London, Ontario. His mother worked in London as a hospital lab technician; his father, as a machinist...