Backstory (What’s the story behind the launch of the label? How was it launched? Why was it launched?):
It all started with a road trip, and a camera. While documenting a journey across America, Decon’s two founding-brothers decided to make a film and also put together a ground-breaking CD/DVD called "One Big Trip" The success of this project led to the creation of the creative hub that is the Decon label and multimedia agency – the motto – take risks, live creatively.
Greatest Achievements (What are the label’s proudest moments? Going platinum? Releasing a classic? Signing a legend?):
Finding "One Big Trip" on the evening news at Sundance when "fake pills" used to promote the movie at Sundance where suspected to be laced with LSD.
Where they? No one really knows.
Reuniting A Tribe Called Quest for the 2006 Annual 2K Sports Bounce Tour.
Current and Future projects (What current projects are you pushing and what’s planned for the next year?):
Multimedia projects: Team Ice Cream Skate Video Vol 1, Dilated Peoples "Release Party" DVD/Bonus CD, Pharrell’s "In My Mind" DVD.
Goals and Purpose (What kind of impact are you hoping to make on the industry? What goals do you have for the label?):
Not just to think outside the box, but to constantly change the box – innovate, create and then sell sell sell!
Within the Game (How does the label fit within the current climate of hip-hop? Or does it even fit in at all? What’s the label’s personality in relation to the rest of hip-hop?):
The label has always been about pushing the underground over ground, and then feeding off the next generation of innovation to recreate that cycle again and again.
a.k.a. "who needs radio?"