Deal Real records was launched in November 2002 by four young protagonists whose aim was to enhance and communicate the essence of hip-hop, its music, lifestyle and culture (i.e. bboying, graffiti, turntablism, fashion & rap), with a particular focus on the ever-flourishing UK scene.
"Our aim is to provide the general customer with a wider selection, ranging from music to lifestyle products, in order to actively educate them in hip-hop and underground music as well as it's lifestyle and influence as a progressive art. In all aspects of our daily lives, we are never too far from Hip Hop with the culture permeating from mainstream fashion to how we communicate. It is the phenomenon that is our contemporary culture."
Since launching Deal Real has hosted weekly in-stores with exclusive performances and signings from the best in US and UK artists including Black-Eye-Peas, Jungle Brothers, Arrested Development, Sa-Ra, Talib Kweli, Goapele, Pharaoh Monch, Jazzy Jeff, Estelle, Amy Winehouse, Ty, Soweto Kinch, Mos Def, Kanye West, Charlotte Ronson, John Legend, Omar, and Damon Dash. In the spirit of the block parties of the 1970s, every Friday Carnaby Street is transformed into a maelstrom of music and activity.
Host and accomplished MC, Doc Brown, leads the crowd through a hectic yet fluid
programme of performers, culminating in what becomes a 2-3 hour open mic session.
With MC's sparking off impromptu ciphers, beat box battles and b-boy clashes, the shop becomes a source of dynamic energy. Struggling past the crowd to get into the shop, one enters into a forum where listeners squash in just to get a glimpse of the live show, curious to see which surprise guest will be kicking back against the vinyl. It's not just "heads" that come here, but local creative business owners, all ready to soak up the vibrance over a drink from the pub across the road. Passers by stop to take a slice before they continue on their nights' journey with the overall sentiment of the vibe and energy as relaxed yet potent, different, yet necessary. This is where you see a taste of an urban community at work.
An in-store projection screen shows all the latest in popular and underground
music videos, interspersed with the occasional Kung-Fu Cult Classic, Anime DVDs, plus obscure productions by cutting edge design houses and multimedia companies. Once a month the shop throws its walls blank for some graffiti artist or graphic designer to splurge their creativity inspired by the sounds of the vinyl of the moment spinning, by whatever banter or verbal discussion has culminated out of the shop.
Besides music, Films, Spray Paint, Magazines, Books, Art, Caps and Tees, mostly by
independent designers/ publishers all find a space on sale. There are no high-pressure sales people and information exchange is highly encouraged.
