For years people have been wondering what effect technology will have on the music industry. But it still seems like little has changed. for fans, anyway. We download music, occasionally buy CDs, and for the few dedicated music fans, vinyl is still widely available. But what has this switch to digital meant for the industry? While some musicians are waiting to see what happens, others, like Radiohead, have adapted to the change. Likewise, some record labels have embraced the digital world. Straight out of Philadelphia, Ropeadope Records has developed a way to keep up with the changes in technology. Simultaneously maintaining a clothing label, semi-traditional record label and digital label, all while continuing to sell vinyl, Ropeadope Records is at the top of its game.
If you haven't heard of Ropeadope before, you have certainly seen their stuff around. Marked by a small red and white flame across the sleeve, the Ropeadope t-shirt insignia is hard to miss. The infamous red patch has graced the sleeves of the shirts of many Philadelphia groups, like The Roots and the Disco Biscuits, to name a few. But recently, Ropeadope has been focusing on using this success to further their brand. Besides the classic Ropeadope tees, the Love Movement Series and the City Series, Ropeadope also makes the popular ReNew Orleans shirts, worn by celebrities such as Dave Matthews and The Roots' Black Thought.
Besides their contribution to the clothing industry, Ropeadope has made significant innovative contributions to the record industry. Although Ropeadope was always far from traditional, their decision to make a completely digital label was surely pioneering. While continuing to sell vinyl and CDs on a smaller scale, Ropeadope is focusing on the development of Ropeadope Digital. At its debut in 2007, the digital label consisted of only seven artists but has since grown to include 25 performers in genres ranging from electronica to hip-hop to jazz. While a few of the artists are local, some come from as far away as Iceland. The digital element of this label allows Ropeadope to routinely release new music on the first Tuesday of every month. Besides the obvious advantages of no manufacturing, shipping or returns, Ropeadope is especially unique in their contracting: all artists retain full ownership of their masters and the license is for a very short time period.
With their artists performing everywhere from Bonnaroo and All Good to World Café Live and the TLA, Ropeadope is working to stay ahead of its competition. True to their game, Ropeadope has recently started conducting musical experiments. The Philadelphia Experiment, the first of the series, consists of drummer and sometimes DJ ?uestlove, avant-garde pianist Uri Caine and jazz bassist Christian McBride. Followed by the Harlem and Detroit Experiments, these series continue to defy musical convention. While some industry professionals reject change, Ropeadope accepts it while maintaining its roots. It is impossible to predict what will become of the music industry but one thing is certain: no matter what obstacle technological innovation presents, Ropeadope Records will always, as they say, "Stand Strong"
