Grapetree Records is returning through a distribution partnership with Syntax Creative as the pioneering rap label marks 30 years since its launch.
The agreement will bring Grapetree’s catalog into Syntax Creative’s distribution system. It also creates room to introduce the recordings to new listeners and develop future releases.
Grapetree Records Helped Build an Early Rap Infrastructure
Founded in Austin, Texas, in 1993, Grapetree helped establish an early lane for independent faith-based rap.
Its roster included Lil Raskull, E-Roc, Nuwine, Antonious, Prime Minister and L.G. Wise. Those artists were releasing records before Christian hip-hop had much of the infrastructure that surrounds the genre today.
Lecrae has also cited Grapetree as an influence on his career.
“Grapetree started releasing music when I was still in high school and definitely paved the way for the rest of us,” Syntax Creative CEO Timothy J. Trudeau said. “I’m excited to now return that same favor.”
Syntax Creative Brings the Catalog Into the Digital Era
The partnership includes digital distribution along with marketing and promotional support.
Syntax will also work on social media campaigns, playlisting and media outreach. In addition, the company will establish an automated accounting system for the label.
Those back-office systems may not be the romantic part of reviving a catalog. However, they are usually the part that determines whether the revival lasts.
Grapetree founder Knolly Williams said the label recognized the need for a broader digital strategy as it prepared for its next chapter.
“Partnering with Syntax Creative is a strategic move for us,” Williams said. “We recognize the importance of a digital strategy, and Syntax is the perfect partner to help us take our label well into the future.”
Syntax Creative Vice President of Operations Brandon Musser said the goal extends beyond placing Grapetree’s music on more services.
The partnership also gives the label an opportunity to reconnect with longtime listeners while reaching people who missed its original run.
“Every label has a group of loyal followers,” Musser said. “Through this partnership, we hope to add to their number day by day.”
Thirty years after Grapetree began releasing music, the partnership gives its early catalog a new digital infrastructure while leaving the door open for whatever the label records next.
See Syntax Creative’s Grapetree Records partnership announcement for additional details.