Independent record label, 454 Life, has taken skeptics and San Jose by surprise with their strong cross promotional efforts, a major billboard campaign, and extravagant parties, all meant to prove that the label is really ‘as real as it gets’—bringing the motto to life for their August 24^th debut album.

Ever since 454’s CEO, Chris Luu, announced the labels establishment at the beginning of 2010, many wondered how far the label could take its team of artists and how much investment would be put in to nurture the labels growth. Extraordinarily, in a span of about 8 months, the label has done more than satisfy. They’ve done autograph signings at local malls, did heavy social media marketing, held several contests, and put out a 19-track album, and filmed a mini-documentary containing 12-music videos.

What is most impressive is that the label has placed a focus on their fan base rather than trying to garner an approval from the mass public. Right off the bat, the label released a majority of their album content on the web for free via Youtube. The CEO even tweeted the following: “ For those of you that really support the movement! And don't have money to buy the album? Email me. [I'll] Send u the links to DL." Have you ever heard of a label that would put its own fans over its business profits? The impression seems to be that the label is less interested in the money and more interested in proving that an Asian based label can make it on its own, with or without the support.

Are you impressed with the movement? Why or why not? Discuss the album in the AR Forums. 

Support the 454 Life label and buy the album digitally on iTunes or go to 454asrealasitgets for other options. Let’s see how the album progresses on the iTunes charts!