# Peter Bittenbender

> Peter Bittenbender is co-founder and CEO of Mass Appeal, the New York-based hip-hop media, label, and creative agency he relaunched in 2013 with Nas and the late Sacha Jenkins. Before Mass Appeal he co-founded Decon, the independent label and creative shop that seeded the modern hybrid label-agency model. He spent 2023 leading Hip Hop 50, then 2025's 'Legend Has It' rollout of seven classic-artist albums, and won the 2022 Billboard Indie Power Players nod along the way.

- **Role:** CEO at Mass Appeal
- **Organizations:** Mass Appeal, Decon, Sweet Chick (investor), Cote (investor), Soto Sake (investor)
- **From:** New York City, United States
- **Nationality:** American
- **Education:** Undergraduate (attended), New York University
- **Known for:** Co-founder and CEO of Mass Appeal, Co-founder of Decon, 2022 Billboard Indie Power Players honoree

## Career timeline

- **1997-1998** — As a 20-year-old NYU student, produced independent film 'One Big Trip' with Jason Goldwatch.
- **2002** — Co-founded Decon (originally Deconstruction Company) as label and creative shop.
- **2004** — Decon soundtracks the NBA 2K video game series, seeding a brand-partnership business model.
- **2011** — Decon named one of Billboard's 50 Best Indie Labels in America.
- **2013** — Partnered with Nas and Sacha Jenkins to relaunch Mass Appeal as label, studio, and creative agency.
- **2015** — Executive-produced 'Fresh Dressed', the CNN Films hip-hop fashion documentary.
- **2017** — Announced WeWork partnership with Nas; 'Rhythm Roulette' becomes a Webby Honoree.
- **2022** — Named a Billboard Indie Power Player.
- **2023** — Led Mass Appeal's Hip Hop 50 celebration, including Live Nation Urban partnership.
- **2025** — Rolled out 'Legend Has It', a seven-album classic-artist release cycle including Nas & DJ Premier, Ghostface Killah, Raekwon, Slick Rick, De La Soul, Big L and Mobb Deep.

## Achievements

- Co-founder and CEO of Mass Appeal
- Co-founder of Decon
- 2022 Billboard Indie Power Players honoree
- Producer credits including 'Fresh Dressed' (CNN Films)
- Webby Honoree for 'Rhythm Roulette' (2017)
- Architect of Hip Hop 50 partnership with Live Nation Urban
- Investor in Sweet Chick, Cote, Soto Sake

## Latest updates

- **2025-09** — Music Week interview on 'Legend Has It' and UK expansion; seven classic-artist albums scheduled for a single calendar year.
- **2023-11** — Reuters sit-down with Nas around Hip Hop 50.
- **2023-06** — Mass Appeal and Live Nation Urban announce joint Hip Hop 50 concert and content partnership.

## Links

- Website: https://massappeal.com
- LinkedIn: https://www.linkedin.com/in/peter-bittenbender/
- Twitter/X: https://twitter.com/MassAppeal
- YouTube: https://www.youtube.com/user/MassAppealDistro
- Instagram: https://www.instagram.com/massappeal/
- Facebook: https://www.facebook.com/massappeal

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Profile page: https://yespress.io/peter-bittenbender
Published by YesPress — https://yespress.io
Last updated: 2026-07-09