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fool's gold

 

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Fool's Gold Records represents the Brooklyn-based record label founded in 2007 by DJs A-Trak and Nick Catchdubs and quickly established itself with a non-stop series of releases bridging the worlds of hip-hop and electronic music, introducing artists like Danny Brown, Kid Cudi and Duck Sauce to the world while being dubbed an "indie innovator" by Billboard, a "tastemaker label" by the New York Times, and "one of the most influential indies in the music business" by Pitchfork. With a clever and constantly evolving aesthetic for all Foolís Gold visuals and merchandise, the company has become more than an independent music powerhouse, but a trendsetting lifestyle brand.

Foolís Gold is primarily a record label, but over the past six years it has evolved into an amorphous lifestyle brand. The company is known for its prolific collaborations with apparel and other non-music companies, and for its live events, which include the annual Labor Day festival "Foolís Gold Day Off" and the traveling dance party "Foolís Gold Clubhouse." From the beginning, Foolís Gold the brand was as refined and recognizable as any of its artists. The founders were inspired by the alternative rap labels Stones Throw and Rawkus Records, which cultivated reputations as tributaries feeding a specific segment of music culture. Foolís Gold, for its part, became synonymous with party-first genre-mixing at a time when dance music and hip-hop were becoming the de facto soundtrack of the youth.

The first Foolís Gold releases were "Control" and "Pro Nails," the debut, dance-friendly singles from Chicago-based rapper Kid Sister. The fledgling label got a major boost when West decided to add a verse to "Pro Nails" and featured the song on his influential 2007 mixtape Canít Tell Me Nothing. As the labelís footprint has grown, it has begun to attract artists who were themselves influenced by the Foolís Gold sound, creating a kind of feedback loop.

Foolís Goldís biggest breakthrough, though, came later that year with the signing of a then-unknown rapper and singer named Kid Cudi. In early 2008, the label released Cudiís debut single, the buoyant paean to altered mind states "Day ĎNí Nite," which would eventually go on to sell over two million copies in the U.S., peaking at No. 3 on the Billboard Hot 100.

For five years running, Foolís Gold has continued to find new ways to excite and surprise their fans beyond records. For those in the know, a Foolís Gold party is THE place to be Ė the kind of night where DJ Premier spins disco records, Kanye shows up unannounced to try out new music, and Drake gets on the mic to wish everyone a happy Chanukah.


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