Schwag meets Swag.
“Growing up, I always loved looking at albums. You know, physically holding something and reading the liner notes while listening to the record,” says George Andrinopoulos (aka DJ 7L), a creative consultant at the Boston-area record label Get On Down.
“By presenting those albums in a new way with our new packaging, people might just want to get lost with it in the same way.”
Both a record label and an online store, Get On Down distributes music from other labels as well. Located in a small business park in Malden, Mass., the two-story brick building doubles as a warehouse, enabling Get On Down to store and ship all of their products. Though Get On Down’s biggest market is hip-hop and rap releases, they also feature reggae, dub, soul, funk, and blues.
The company pitches their ideas for merch or re-designs out to other labels and companies get an idea of what people are interested in doing. And as the accolades keep coming, praising their music as much as the stellar new packaging of the albums,
Get On Down proves that they do not produce mere novelties, but premium quality products.
In a digital music landscape, Get On Down recognizes that there are people who want to connect more with the physical products—especially when it includes records that were put out in the past. Get On Down showcases the music, bringing fans more than just sounds by offering liner notes, pictures, booklets, DVDs, and oodles of bonus material.
“Get On Down pulls from past releases or things from our past that we feel are still relevant today and presents them in a modern context,” explains Andrinopoulos. While they market to the super-fan or people who grew up on rap and hip hop music, they’re still reaching out to the MP3 generation.
“People see a physical, actual release that they can touch and look at, and it’s impressive.”
The company’s name originates from the history of music they distribute: “It’s just a phrase you hear in old funk, soul, and hip-hop. James Brown would call it out in his albums. It works for us, because it blankets all the types of music we’re doing.”
In addition to album and record releases, Get On Down is expanding their business into merchandise with an online store aimed at music nerds and collectors.
The lifestyle aspect of the merchandise lets people connect with their favorite albums or records.“If these were available back then, I would have flipped out,” says Andrinopoulos.
After some reflection, he adds, “The music we are doing has impacted a lot of people’s lives. We are well aware of what our audience wants and what the reach is. We try to fulfill each time.”
“Because music is important. Music is important to us. A lot of people forget about these releases, and when they see what we’re doing, we hope it might bring them back to some time in their life. Bring up some memories.”