Decon is a New York–based advertising agency and record label. Decon is known for their "Green Week" initiative for NBC Universal, which involved an installation at the 30 Rockefeller Center. Additionally, Decon has produced documentary-style profiles featuring

Nissan Leaf The is a battery-electric car manufactured by Nissan, produced since 2010. It was offered exclusively as a 5-door hatchback until 2025, which since then has become a crossover SUV model. The term "LEAF" serves as a backronym to ''leading envir ...

. They were also involved in launch of the

Fiat 500 The Fiat 500 (, ) is an Economy car, economy / city car that was manufactured and marketed by Fiat Automobiles from 1957 until 1975. It was sold as a two-door semi-convertible or saloon car and as a three-door panel van or estate car. Launched ...

in New York in the year 2011.

History

Originally named Deconstruction Company, it was founded in 2002 by Peter Bittenbender and

Jason Goldwatch Jason Goldwatch (born September 1, 1976) is an American music video director and commercial director and self described "disrupter" who is a co-founder and Executive Creative Director of Decon / Mass Appeal creative agency and record label based ...

after the creation of their hip-hop documentary and accompanying soundtrack, ''One Big Trip''. The soundtrack was then released as a double-sided DVD/CD in 2002 with Hieroglyphic Imperium Records. In 2012, Decon earned a Promax Award for work on

NBCUniversal NBCUniversal Media, LLC (abbreviated as NBCU and Trade name, doing business as NBCUniversal or Comcast NBCUniversal since 2013) is an American Multinational corporation, multinational mass media and Show business, entertainment conglomerate (comp ...

's "Green Week" campaign. That year, Misha Louy and Sacha Jenkins both joined as partners, in the Production and Entertainment divisions.

Decon Records

Decon Records is an independent record label functioning as a division of Decon. It was established in 2003, with a focus on underground hip-hop recordings. In 2013, Decon Records was noted as one of ''

Billboard A billboard (also called a hoarding in the UK and many other parts of the world) is a large outdoor advertising structure (a billing board), typically found in high-traffic areas such as alongside busy roads. Billboards present large advertis ...

''’s 50 Best Independent Labels in America. Decon Records began working with the west coast collective

Project Blowed Project Blowed is an open-mic workshop, its affiliated underground hip hop crew and record label based in Los Angeles, California at 3333 Leimert. This hip hop function started in 1994 and features many music groups, emcees, dancers, music pro ...

to release '' Love & Hate'' by Aceyalone, which features production from

El-P Jaime Stuart Meline (born March 2, 1975), better known by the stage name El-P (shortened from his previous stage name El Producto), is an American rapper, songwriter, and record producer. Starting his career as a member of Company Flow, he has ...

and

RJD2 Ramble Jon Krohn (born May 27, 1976), better known by his stage name RJD2, is an American musician and record producer based in Columbus, Ohio. He is the owner of record label RJ's Electrical Connections. He has been a member of groups such as S ...

. Decon Records also partnered with

The Roots The Roots are an American Hip-hop, hip hop band formed in 1987 by singer Black Thought, Tariq "Black Thought" Trotter and drummer Questlove, Ahmir "Questlove" Thompson in Philadelphia, Pennsylvania. The Roots serve as the house band on NBC's ''T ...

to establish Okayplayer Records. The label also released RJD2's ''Magnificent City Instrumentals'' (2006) and Evidence's ''Red Tape Instrumentals'' (2007). In 2008, the label released an album from 88-Keys, called '' The Death of Adam''. The album featured

Kid Cudi Scott Ramon Seguro Mescudi (born January 30, 1984), also known by his stage name Kid Cudi ( ; formerly stylized as KiD CuDi), is an American rapper, singer, songwriter, record producer, actor, and fashion designer. Born and raised in Clevelan ...

and Redman and was executive produced by

Kanye West Ye ( ; born Kanye Omari West ; June 8, 1977) is an American rapper, singer and record producer. One of the most prominent figures in hip-hop, he is known for his varying musical style and polarizing cultural and political commentary. After ...

. The video for the lead single “ Stay Up! (Viagra)” was directed by Decon co-founder

and premiered on

MTV MTV (an initialism of Music Television) is an American cable television television channel, channel and the flagship property of the MTV Entertainment Group sub-division of the Paramount Media Networks division of Paramount Global. Launched on ...

. The following year, Decon licensed

’s “A Beautiful Mine” as the theme song for the

AMC AMC may refer to: Film and television * AMC Theatres, an American movie theater chain * AMC Networks, an American entertainment company ** AMC (TV channel) ** AMC+, streaming service ** AMC Networks International, an entertainment company *** ...

show ''

Mad Men ''Mad Men'' is an American historical drama, period drama television series created by Matthew Weiner and produced by Lionsgate Television. It ran on cable network AMC (TV channel), AMC from July 19, 2007, to May 17, 2015, with seven seasons ...

''. That year, Decon released Jay Electronica's

Just Blaze Justin Gregory Smith (born January 8, 1978), known professionally as Just Blaze, is an American record producer and DJ. Born in Paterson, New Jersey, Smith attended Rutgers University for three years before dropping out to pursue a career in mus ...

-produced tracks "Exhibit A" and " Exhibit C". The Alchemist's ''

Russian Roulette Russian roulette () is a potentially lethal game of chance in which a player places a single round in a revolver, spins the cylinder, places the muzzle against the head or body (their opponent's or their own), and pulls the trigger. If the ...

'', Gangrene's '' Vodka & Ayahuasca'', and

Roc Marciano Rahkeim Calief Meyer (born February 11, 1978), better known by his stage name Roc Marciano, is an American rapper and record producer. He is known for his intricate internal rhymes and wordplay detailing mafioso and pimp themes over sample bas ...

’s '' Reloaded'' all made the HipHopDX 2012 records of the year awards list, and were favorably reviewed in

Complex Magazine Complex Networks is an American media and entertainment company for youth culture, based in New York City. It was founded as a bi-monthly magazine, ''Complex'', by fashion designer Marc Eckō. Complex Networks reports on popular and emerging tr ...

. '' XXL'' singled out Roc Marciano's Decon Records release, '' Reloaded'', as the “Best Slept-On Album” of that year. In 2011, Decon earned recognition from ''

'' as one of the 50 Best Indie Labels in America.

Roster

* 88-Keys * Aaron Cohen * Aceyalone * Alexander Spit * Black Milk *

Chali 2na Charles Stewart (born June 26, 1971), better known as Chali 2na (), is an American painter and rapper, associated with the groups Jurassic 5 and Ozomatli. He is known for his bass-baritone voice and quick-delivery rapping style. Personal life ...

Classified Classified may refer to: General *Classified information, material that a government body deems to be sensitive *Classified advertising or "classifieds" Music *Classified (rapper) (born 1977), Canadian rapper * The Classified, a 1980s American ro ...

Dan the Automator Daniel M. Nakamura (born August 29, 1966), better known by his stage name Dan the Automator, is an American record producer. He is the founder of the publishing company Sharkman Music and the record label 75 Ark. Early life Daniel M. Nakamura wa ...

Del the Funky Homosapien Teren Delvon Jones (born August 12, 1972), better known by his stage name Del the Funky Homosapien (sometimes stylized as Del tha Funkee Homosapien) or Sir DZL, is an American rapper. Music career 1988–1997: Early life and beginnings Born in O ...

Dilated Peoples Dilated Peoples is an American Los Angeles-based Hip hop music, hip hop trio, composed of rapper and record producer Evidence (musician), Evidence, rapper Rakaa, and Beat Junkies deejay and record producer DJ Babu. The group is better known in t ...

* DJ Z-Trip * Ellay Khule *

Evidence Evidence for a proposition is what supports the proposition. It is usually understood as an indication that the proposition is truth, true. The exact definition and role of evidence vary across different fields. In epistemology, evidence is what J ...

Freddie Gibbs Fredrick Jamel Tipton (born June 14, 1982), better known by his stage name Freddie Gibbs, is an American rapper and songwriter. He signed with Interscope Records in 2006 and recorded his debut album for the label; however, its release was cance ...

Freestyle Fellowship Freestyle Fellowship is an American hip hop group from Los Angeles, California. It consists of Aceyalone, Myka 9, P.E.A.C.E., and Self Jupiter. The group was a prominent part of the Good Life Cafe collective, and are part of the Project Blo ...

Gangrene Gangrene is a type of tissue death caused by a lack of blood supply. Symptoms may include a change in skin color to red or black, numbness, swelling, pain, skin breakdown, and coolness. The feet and hands are most commonly affected. If the ga ...

* Goapele * Haiku D'Etat *

Hieroglyphics Ancient Egyptian hieroglyphs ( ) were the formal writing system used in Ancient Egypt for writing the Egyptian language. Hieroglyphs combined ideographic, logographic, syllabic and alphabetic elements, with more than 1,000 distinct characters.I ...

Jurassic 5 Jurassic 5 (stylized JuraSsic 5) is an American alternative hip hop group formed by rappers Charles Stewart (Chali 2na), Dante Givens (Akil), Courtenay Henderson (Soup (Jurassic 5), Soup, Zaakir), and Marc Stuart (Marc 7); and disc jockeys Mar ...

Lyrics Born Tsutomu William "Tom" Shimura (born September 2, 1972), better known by his stage name Lyrics Born (formerly Asia Born), is a Japanese-American rapper, singer, and producer. He is one half of the duo Latyrx with Lateef the Truthspeaker. Early ...

* Ninjasonik * Nneka * Plantlife *

Pusha T Terrence LeVarr Thornton (born May 13, 1977), better known by his stage name Pusha T, is an American rapper. He rose to prominence as one half of the Virginia-based hip hop duo Clipse, which he formed with his older brother No Malice, Malice. M ...

* Rakaa *

Shad The Alosidae, or the shads, are a family (biology), family of clupeiform fishes. The family currently comprises four genera worldwide, and about 32 species. The shads are Pelagic fish, pelagic (open water) schooling fish, of which many are anadr ...

* The Alchemist * The A-Team * The Good Brothers * The Hood Internet * Wax Tailor *

Zion I Zion I was an American Hip hop music, hip hop project founded by Rapping, MC and Record producer, producer Baba Zumbi (real name Stephen Gaines) in Oakland, California. K-Genius and Amp Live were also project members. Career Originally formed ...

Selected discography

2003

* Aceyalone – ''Moonlit Skies'' * Aceyalone – '' Love & Hate''

2004

* Haiku D'Etat – ''Coup De Theatre'' * Haiku D'Etat – '' Haiku D'Etat'' * Aceyalone – '' All Balls Don't Bounce - Revisited''

2005

– ''Big Money Talk''

2006

* Aceyalone and

Abstract Rude Aaron Pointer, better known by his stage name Abstract Rude, is an American rapper from Los Angeles, California. He is the rapper of Abstract Tribe Unique, alongside dancers Zulu Butterfly and Irie Lion King, turntablist DJ Drez and producer ...

– ''Who Reframed The A-Team'' *

– ''Magnificent City Instrumentals'' * Aceyalone – '' Grand Imperial'' * Aceyalone– ''Supahero'' * Aceyalone – ''

Magnificent City ''Magnificent City'' is a full American studio album by American rapper Aceyalone, accompanied by American hip hop producer RJD2. It was released on Decon and Project Blowed in 2006. It peaked at number 39 on the ''Billboard'' Heatseekers Album ...

2007

* Aceyalone – '' Lightning Strikes'' *

– ''The Release Party'' *

– ''Red Tape Instrumentals'' * The Alchemist – '' Rapper's Best Friend''

2008

– ''

'' (Deluxe) REISSUE * 88-Keys – '' The Death of Adam'' * 88-Keys – '' Stay Up! (Viagra) ft. Kanye West'' (Single)

2009

* Jay Electronica – '' Exhibit C'' * Nneka – ''The Uncomfortable Truth'' *

– '' Fish Outta Water'' * Jay Electronica – '' Exhibit A'' * Aceyalone – ''Aceyalone and the Lonely Ones'' * Evidence – '' The Layover''

2010

– '' Sawblade EP'' *

– ''As U Were'' * Gangrene – '' Gutter Water'' *

– '' 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

– '' The Promise'' * Goapele – '' Break Of Dawn'' * Goapele – ''Play'' (Single) *

– '' Greneberg'' *

– ''

Trouble On My Mind "Trouble on My Mind" is a song by American rapper Pusha T, released as the lead single from his debut EP '' Fear of God II: Let Us Pray''. It was produced by longtime collaborators The Neptunes along with Odd Future's Left Brain and features a ...

'' (Single) *

– '' Handshakes and Middle Fingers'' * Pusha T – ''My God'' (Single) * Nneka – '' Soul Is Heavy''

2012

* Goapele – '' Break Of Dawn'' (Deluxe) * Roc Marciano – '' Reloaded'' * The Hood Internet – '' FEAT'' *

– ''As U Were'' (Remixes) * The Alchemist – ''

'' * The Alchemist – ''Flight Confirmation'' (Single) * Roc Marciano – ''Emeralds'' (Single) * The Alchemist – '' Rapper's Best Friend 2'' * Gangrene – '' Vodka & Ayahuasca''

2013

* Evidence – ''Green Tape Instrumentals'' * Aceyalone – ''Leanin' On Slick'' * The Hood Internet – ''FEAT Remixes'' * Aaron Cohen- ''Potential Fans''

References

External links

* * {{Authority control American record labels Record labels established in 2004 Hip-hop record labels Companies based in New York City