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Rootfire provides interest-free loans and label services to independent musicians. Artists maintain 100% ownership of their music throughout the entire process. We are empowering artists to make a living on their art.


About: Rootfire was established in 2010 by a group of friends committed to reggae music and roots culture, who wanted to share information and inspiration about the scene they lived and breathed. Since then, Rootfire has grown to become the voice of the progressive reggae community. It’s a place to discover new music, connect, and, most importantly, participate in the international movement to create a conscious way of life. Our label services program, Rootfire Cooperative, is designed to provide interest-free loans for the production and marketing of recorded music. The artists maintain 100% revenue and ownership of their music throughout the entire process.

Mission: To empower artists and build a community which supports artists maintaining 100% ownership and control of their music on a commercially successful level. We seek to positively contribute and participate in the progressive roots community.

Read about the change from artist management company to lifestyle focus.


What does the name mean?

The name Rootfire tells the story of a fire that starts underground, deep in the roots of a tree. The tree burns unnoticed until the center of its trunk catches and fire opens it up in a blaze. At the center of Rootfire’s RF logo is a very small bird nestled between the two letters. The bird is flying forward with an egg in its mouth while looking backwards over its shoulder, a Ghanaian Sankofa symbol. It reminds us to acknowledge the progress that came before (look back over your shoulder), to take what’s good from where we came from (the egg), and to keep moving forward to create the future.

How do I get involved?

We work together as a community to support the artists and there are a number of ways you can help…

1. Sign up for our newsletter below.

2. Follow us on social media and share the articles we post (Facebook, Instagram, Twitter, YouTube, Spotify)

3. Tell us about artists you think we’ll love.

4. Talk to our Editor, Devin, about an article you’d like to write.

5. Visit our Patreon page and become a monthly contributor.

6. Listen to our weekly playlists on Apple, Soundcloud, Spotify, and Youtube


For All Inquiries email: rootfire [at]




PO Box 154
Charlottesville, VA 22902

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