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Uncommon Records exists to make music that pushes the boundaries of hip hop. The record label has coined a term for the art, "progressive hip-hop," which becomes an understatement in the Uncommon experience. Since 2004, the label has released music that is challenging, complex and intricate, yet straightforward, hard and real.
The home for music that you won't hear anywhere else, Uncommon Records is an idea farm for forward-thinking hip hop artists, where experimental concepts are polished to perfect imperfection. The mantra at Uncommon has always been that the best music being made today is not being heard by the masses and that it's out there somewhere waiting to be discovered. Uncommon's path is directed and overseen by founder Paul "Nasa" Loverro, who makes his vision of hip hop and art a reality through the albums and projects released by the label.
Striving to not only stay ahead of the curve, but to shape it entirely, Nasa's dedication to the progressive not only lies within the content of the music, but in the way it is delivered and marketed as well. Uncommon Records was releasing albums on a digital-only basis—eliminating high production costs—long before others followed suit. And the label's robust and genuine presence on social media networks created legions of followers and fans before most labels had even heard of Twitter. Now, with the new Orange Army street team that enlists Uncommon Records fans to be evangelists for the flagship label of progressive hip hop, Uncommon continues to innovate in an evolving market before it even changes. In 2011 alone, Uncommon has been the purveyor of new outreach concepts including the Orange Army, the Pop-Up Album and very soon, DIY merchandise. All of these are intended to add tangibility and scarcity back to the intangible and over saturated world of music.
Simply put, Uncommon Records dwells in the future of music.
This dedication to pushing limits and birthing ideas is a signature of Nasa's. Along with co-founder and rhyme partner Chris "Cirrus" Maresca, Nasa moved forward with his vision to develop a record label that would revolutionize the music industry. And that's just what Uncommon Records has been doing since 2004—knocking down walls, breaking preconceptions, and shaping the way you think about and listen to hip hop.
With diverse and talented artists from around the globe, and a pride in its home base of New York City, Uncommon Records stands poised to continue its mission to provide sounds that defy description. For 2011 and beyond, We Are Uncommon.
Written by Juilan Peeples with Nasa Asan.
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