JDub was never supposed to be just a record label, and as JDub records celebrates its fifth anniversary with a free concert on July 27 downtown at California Plaza, it is more clear than ever that the organization's founders have greater ambitions than merely putting out good Jewish CDs
The buzzword in business circles is synergy. That's what JDub Records was looking for when it began to think about its third annual Chanukah event.
And when Daniel Brenner, vice president for education at the Birthright Israel Foundation, told JDub heads Aaron Bisman and Jacob Harris that he was interested in doing a project with the nonprofit music label, the buzz of synergy filled the air.
When Chasidic reggae-rapper Matisyahu sold 350,000 units of his new album, "Youth," in the first weeks after its release, he redrew the rule book for marketing Jewish music.