Like many industries during the pandemic, the music industry was a sector that was rocked to the core when live in-person events were temporarily shut down. With no way for artists to tour or throw live shows, companies like Deep Root Records had to make a smart pivot toward technology to still support artists.

The independent Black-owned record label based in New York City, founded in 2014, has been known for its live music experiences — including their annual Yacht Party Series in New York and Paris. But when the pandemic hit last year, the company had to find a way to save its live shows so they could continue to thrive in a new realm. It wasn’t before long until Deep Root Records pivoted the way many other brands and labels did, and turned toward hosting virtual shows online.

The live show to livestream concept was the root of Deep Root Records’ success during the pandemic, but their ability to collaborate with other labels and brands in the same predicament is what helped put them on the right side of history.

The music industry is relying on technology now more than ever, and Deep Root Records can say they were a part of the collective that helped revolutionize the music sector. Through initiatives like the United By Music Fund, in partnership with the Recording Academy’s MusiCares, the record label was able to actually donate money raised to help support artists and entertainment professionals during such a difficult time.

AfroTech spoke to Deep Root Records co-founder Ajamu Kambon about how his company was able to prosper during the pandemic and how technology played a major part in that success.

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