Decon

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American advertising agency and record label

title: "Decon" type: doc version: 1 created: 2026-02-28 author: "Wikipedia contributors" status: active scope: public tags: ["american-record-labels", "record-labels-established-in-2004", "hip-hop-record-labels", "companies-based-in-new-york-city"] description: "American advertising agency and record label" topic_path: "geography/united-states" source: "https://en.wikipedia.org/wiki/Decon" license: "CC BY-SA 4.0" wikipedia_page_id: 0 wikipedia_revision_id: 0

::summary American advertising agency and record label ::

::data[format=table title="Infobox company"]

FieldValue
nameDecon
logoDecon Records.jpg
logo_size220px
foundation2002
location_cityNew York, NY, United States
key_peoplePeter Bittenbender (co-founder, CEO)
Jason Goldwatch (co-founder)
homepage
footnotesdistributed by The Orchard Enterprises
::

| name = Decon | logo = Decon Records.jpg | logo_size = 220px | foundation = 2002 | location_city = New York, NY, United States | key_people = Peter Bittenbender (co-founder, CEO) Jason Goldwatch (co-founder) | homepage = | footnotes = distributed by The Orchard Enterprises 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. They were also involved in launch of the Fiat 500 in New York in the year 2011.

History

Originally named Deconstruction Company, it was founded in 2002 by Peter Bittenbender and Jason Goldwatch 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'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’s 50 Best Independent Labels in America. Decon Records began working with the west coast collective Project Blowed to release Love & Hate by Aceyalone, which features production from El-P and RJD2. Decon Records also partnered with The Roots 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 and Redman and was executive produced by Kanye West. The video for the lead single “Stay Up! (Viagra)” was directed by Decon co-founder Jason Goldwatch and premiered on MTV.

The following year, Decon licensed RJD2’s “A Beautiful Mine” as the theme song for the AMC show Mad Men. That year, Decon released Jay Electronica's Just Blaze-produced tracks "Exhibit A" and "Exhibit C".

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, and were favorably reviewed in Complex Magazine. 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 Billboard as one of the 50 Best Indie Labels in America.

Roster

Selected discography

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

2013

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

References

References

  1. Frazer, Bryant. (May 30, 2012). "Five Questions: Peter Bittenbender, Co-Founder and CEO, Decon". Studio Daily.
  2. Soleimanpour, Arthur. (March 25, 2010). "Brands Who Became Agencies: Decon Creative Group". PSFK.
  3. "Del, Automator, Dilated Take 'Big Trip'".
  4. "2012 Promax BDA design north America awards winners list". PromaxBDA.
  5. Wolfe, Jennifer. (March 20, 2012). "Misha Louy Partners with Decon as Executive Producer". AWN.
  6. (May 2, 2012). "Decon Keeps Rolling with Sacha Jenkins". Newsle.
  7. Ugwu, Reggie. (August 10, 2013). "Double Agents: Hybrid label/creative agencies thrive by mixing brands and bands better than the competition". Billboard.
  8. "Billboard Pro's D.I.Y. 50 Indie Labels (Part II)".
  9. "BEST SOUNDTRACK: One Big Trip". High Times.
  10. "Aceyalone - Love & Hate". Splendid.
  11. (23 January 2004). "The Roots Launch Okayplayer Records". Glide Magazine.
  12. "Label - Decon". Discogs.
  13. "88-Keys - The Death of Adam". The Phoenix.
  14. "The Death of Adam - 88-Keys". Allmusic.
  15. Reid, Shaheem. "Kanye West, 88-Keys Become Dirty Old Men For 'Stay Up (Viagra)' Video". MTV.
  16. Kujundzic, Petar. "HYPETRAK INSIGHTS with Peter Bittenbender, Co-founder of Decon Records". HYPETRAK.
  17. "Jay Electronica - Exhibit A". Discogs.
  18. "Jay Electronica - Exhibit C". Discogs.
  19. (26 December 2012). "HipHopDX's Top 25 Albums Of 2012". DX Staff.
  20. "The 50 Best Albums of 2012 (So Far)". Complex Magazine.
  21. "The 50 Best Albums of 2012 - Roc Marciano - Reloaded". Complex.
  22. "First Annual XXL Awards Winners". XXL.
  23. (August 15, 2011). "Billboard Pro's D.I.Y. 50 Indie Labels (Part II)". Billboard.
  24. "Aaron Cohen – Potential Fans (Mixtape) {{!}} Nah Right".

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american-record-labelsrecord-labels-established-in-2004hip-hop-record-labelscompanies-based-in-new-york-city