Founded 2002
Headquarters New York, NY, United States
Key people Peter Bittenbender, CEO + Co-Founder
Jason Goldwatch, Co-Founder + ECD
Website [ Decon

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.


Company history

Originally named Deconstruction Company, the company was founded in 2002 by Peter Bittenbender and Jason Goldwatch as a video production and creative shop.[1] 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.[2]

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.[3] In 2008, they produced a full-length feature, A Million in the Morning starring Vice Magazine's Gavin McInnes, for Netflix;[4][5] worked on video production for the Sony Ericsson TV campaign; and contributed to the soundtracks for Take Two's 2K Sports franchise.[6][7] They are also responsible Teva's 2009 "The Naturist" ad campaign.[8][9] . 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 Theatre 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).[10] 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.[11] 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.[12][13] Decon's video for "Stay Up! (Viagra"), the first single from The Death of Adam, was featured in an MTV special[14] and premiered on March 16, 2009.

Current artists

See also


External links

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