Decon is a New York-based creative studio. Housing production, creative, strategy and music divisions, the company creates campaigns on behalf of brands and advertising agencies.[1]

FounderPeter Bittenbender 
Key people
Peter Bittenbender (co-founder, CEO)
Jason Goldwatch (co-founder)
Footnotes / references
distributed by The Orchard Enterprises


Originally named Deconstruction Company, the company was founded in 2002 by Peter Bittenbender and Jason Goldwatch after the creation of their award-winning hip-hop documentary and accompanying soundtrack, One Big Trip.[2] The soundtrack was released as a double-sided DVD/CD in 2002 with Hieroglyphic Imperium Records - it is thought to be the first hip-hop-centric release in the hybrid format.[3]

In 2012, Decon earned a Promax Award for work on NBCUniversal's "Green Week" campaign.[4] That year, Misha Louy and Sacha Jenkins both joined as partners, expanding the Production and Entertainment divisions.[5][6]

Decon Records

Decon Records is the independent record label that is a division of Decon. It got its start releasing underground hip-hop recordings.[7] It was established in 2003. In 2013, Decon Records was noted as one of Billboard’s 50 Best Independent Labels in America.[8][9] Decon Records began by collaborating with the west coast collective Project Blowed to release projects from Aceyalone of the Freestyle Fellowship, such as Love & Hate which features production from El-P and RJD2.[10] Other early Decon Records projects include partnering with The Roots to establish Okayplayer Records.[11] The label provided further releases from Aceyalone as well as RJD2’s Magnificent City Instrumentals (2006) and Evidence’s Red Tape Instrumentals (2007).[12] In 2008, the label released an album from frequent Talib Kweli and Mos Def collaborator, 88-Keys, called The Death of Adam.[13] The album featured Kid Cudi and Redman and was executive produced by Kanye West.[14] The video for the lead single “Stay Up! (Viagra)” was directed by Decon co-founder Jason Goldwatch and premiered on MTV.[15]

The following year, Decon licensed RJD2’s “A Beautiful Mine” as the theme song for the AMC show Mad Men.[16] That year, Decon released Jay Electronica's Just Blaze-produced tracks "Exhibit A" and "Exhibit C".[17][18] While collaborating with Decon Records, Jay won two awards from MTV and signed a deal with Roc Nation.[19]

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.,[20] and were favorably reviewed in Complex Magazine.[21][22] XXL singled out Roc Marciano’s Decon Records release, Reloaded, as the “Best Slept-On Album” of that year.[23] Early album releases saw Decon working alongside Project Blowed and Okayplayer.[24] In 2011, Decon earned recognition from Billboard as one of the 50 Best Indie Labels in America.[25]


Selected discography




  • Various Artists - 2K6: The Tracks
  • Ellay Khule - Califormula
  • Lyrics Born - Big Money Talk
  • Afu-Ra - State Of The Arts
  • Various Artists - Cali Comm 2004
  • Various Artists - Project Blowed: 10th Anniversary
  • Various Artists - Who The F*ck Is You









  • Evidence - Green Tape Instrumentals
  • Aceyalone - Leanin' On Slick
  • Boldy James - Grand Quarters
  • Notes to Self - Target Market [RECOIL]
  • Alexander Spit - A Breathtaking Trip To That Otherside
  • The Hood Internet - FEAT Remixes
  • Aaron Cohen- Potential Fans[26]

See also


  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'". Billboard. Retrieved 31 July 2013.
  4. "2012 promaxbda design north america awards winners list" (PDF). PromaxBDA.
  5. Wolfe, Jennifer (March 20, 2012). "Misha Louy Partners with Decon as Executive Producer". AWN.
  6. "Decon Keeps Rolling with Sacha Jenkins". Newsle. May 2, 2012.
  7. Ugwu, Reggie (August 10, 2013). "Double Agents: Hybrid label/creative agencies thrive by mixing brands and bands better than the competition". Billboard. p. 7.
  8. "Billboard Pro's D.I.Y. 50 Indie Labels (Part II)". Billboard. Retrieved 30 July 2013.
  9. "BEST SOUNDTRACK: One Big Trip". High Times. Retrieved 31 July 2013.
  10. "Aceyalone - Love & Hate". Splendid. Retrieved 7 August 2014.
  11. "The Roots Launch Okayplayer Records". Glide Magazine. Retrieved 31 July 2013.
  12. "Label - Decon". Discogs. Retrieved 31 July 2013.
  13. "88-Keys - The Death of Adam". The Phoenix. Retrieved 7 August 2014.
  14. "The Death of Adam - 88-Keys". Allmusic. Retrieved 31 July 2013.
  15. Reid, Shaheem. "Kanye West, 88-Keys Become Dirty Old Men For 'Stay Up (Viagra)' Video". MTV. Retrieved 31 July 2013.
  16. Kujundzic, Petar. "HYPETRAK INSIGHTS with Peter Bittenbender, Co-founder of Decon Records". HYPETRAK. Retrieved 31 July 2013.
  17. "Jay Electronica - Exhibit A". Discogs. Retrieved 31 July 2013.
  18. "Jay Electronica - Exhibit C". Discogs. Retrieved 31 July 2013.
  19. "HYPETRAK INSIGHTS with Peter Bittenbender, Co-founder of Decon Records". HYPETRAK. Retrieved 31 July 2013.
  20. "HipHopDX's Top 25 Albums Of 2012". DX Staff. Retrieved 31 July 2013.
  21. "The 50 Best Albums of 2012 (So Far)". Complex Magazine. Retrieved 31 July 2013.
  22. "The 50 Best Albums of 2012 - Roc Marciano - Reloaded". Complex. Retrieved 31 July 2013.
  23. "First Annual XXL Awards Winners". XXL. Retrieved 31 July 2013.
  24. Mitchell, Gail (January 22, 2004). "Roots Launch Okayplayer Records". Billboard.
  25. "Billboard Pro's D.I.Y. 50 Indie Labels (Part II)". Billboard. August 15, 2011.
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