Underground-hiphop label Definitive Jux has been a leader aesthetically since its 2000 inception; now it’s being proactive business-wise. The New York-based company co-founded by renowned MC/producer El-P has created its own digital download store, The Pharmacy, essentially Definitive Jux’s version of iTunes. Three other labels are doing similar things, but Jux is the only one that enables consumers to buy “physical product as well as the digital songs (i.e., a song & a sweatshirt or a dvd & hat, etc.),” according to publicist Ben Fasman.

El-P adds:

Now that technology and the needs of music lovers have started to achieve some sense of symbiosis, the path has become pretty clear and we’re going down it. Kids want more now than record labels have traditionally given them, and artists want an outlet to share their creations quicker and in different ways. For us it’s just another way to give back to our fans.

More info after the jump.

DEFINITIVE JUX LAUNCHES
"THE PHARMACY"

Def Jux pioneers the imminent trend of independent labels creating their own digital download stores!

In a maverick move to keep stride with the explosion of digital music technology, seminal independent label Definitive Jux launches its own proprietary music download service this month.

On April 17th, 2006 www.definitivejux.net will relaunch as "The Pharmacy", with the main page replaced by an advanced merchant interface allowing for a richer and more dynamic experience for fans and consumers. The Pharmacy, or DJRx, will not only consist of the label's complete catalog (CD and vinyl), but will also be an outlet to release never before heard exclusive tracks, live performances (audio & video), live radio sessions, freestyles and special mixes, plus artwork, liner notes, lyrics and more, all in the digital format.

The launch will feature exclusive new music from Def Jux heavy-hitters El-P, Aesop Rock, Mr. Lif, Cage and more. In addition to purchasing downloads, consumers will have access to the complete line of merchandise currently available at www.definitivejux.net/rx . Combined purchases of both digital and physical content will also be possible and Club Meds fanclub members will receive exclusive digital content as part of their packages. Definitive Jux plans on releasing digital-only titles and eventually opening the service up to other labels and artists.

This forward thinking move by this indie hip hop trailblazer is another phase of Definitive Jux's charter to cater to the fans who are the lifeblood of the label's continued success. The ability to provide them with quality product directly from the source in a competitive format only strengthens the bond between the label and its fans and is another step forward in evening the playing field of art and commerce.

"We jumped on the digital bandwagon early and have seen some pretty amazing success via other vendors," says label co-founder Amaechi Uzoigwe, "but when iTunes has gone from David to Goliath in a few short years, we recognized that the opportunities being made available to us in the digital space were already starting to shrink rapidly so we decided to take proactive measures."