Why Deep Root Records Collaborated With Competitors Through the COVID-19 Pandemic

“We had to cancel tours, which included over 120 performances and events,” says Ajamu. “Nightlife all over the world is gone. Our whole event department is closed until further notice.”

Unable to put on a live show, Ajamu and Francis knew early on that they would have to make major changes in order to continue providing income to their artists and employees, and keep their business alive.

Turning Live Shows Into Live Streams

To adapt, Ajamu and Francis moved their business online, yielding results they didn’t expect. “We are posting livestream shows with Facebook Live and finding that fans are able to engage better with the artists,” says Ajamu. “We are getting upwards of 50,000 people that are engaging with our posts as opposed to a few hundred that might attend an event, and the artists have more time to respond to the fans. It’s making artists more accessible to their followers.”

Deep Root Records has also been able to partner with other labels to put on virtual benefit concerts for their artists. A recent recipient of the Facebook Small Business Grant, Deep Root Records used the grant money to advertise these livestream events on Facebook, letting them reach a wider audience.

“Along with the Recording Academy, we raised money for the non-profit called MusiCares,” says Ajamu. “We wanted to use the grant to promote the music and the artists without an actual live event or any ticket sales, so we promoted the live events and drove traffic to the website to donate to the artists who performed.”

Rethinking Competitors As Collaborators

Ajamu noticed that COVID-19’s impact on the entertainment industry at large presented new opportunities to work with fellow labels.

“There’s not a lot of competition right now,” says Ajamu. “Now we’re all coming together and growing each other’s presence and making relationships within the industry.”

Deep Root Records will post about artists they don’t represent in order to help them reach new audiences and keep the focus on discovering good music. They’ve found that other labels have been willing to do the same.

“In the end, the hope is that all the video views will get bookings for the artists and bring people to the shows and events when the artists can perform live in the future,” says Ajamu.

Having experienced some of the benefits that can come from turning competitors into collaborators, Ajamu advises other businesses in a similar position to do the same: “Reach out to companies in the same space and look at how you can grow and benefit from them,” says Ajamu. “There’s a lot of knowledge sharing happening now.”

Transforming Uncertainty Into Opportunity

With more uncertainty on the horizon, Ajamu says his investment in digital platforms has paid off, so he will keep using social media to find creative ways to put music out into the world.

“We haven't had to lay off anyone, and I don't want to start now,” says Ajamu, who opened up an investment division of his business and hired two new team members. “In 2021 we’ve got to keep the ship afloat.”

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