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Seth founded Rootfire while he was managing a group of influential modern reggae acts, including The Green, John Brown’s Body, and Giant Panda Guerilla Dub Squad. The goal of the project has always been to connect the people who participate in the modern reggae movement.


We reached out to HRB Movement (a lifestyle clothing brand that also plants trees in the USA and abroad), and asked if we could work with them to plant a tree for every STEADY album that has already been pre-ordered, or is ordered between now and September 29.…… Read More

The Expanders – Moving Along

Tune Of The Week: July 23 Today we feature a song from The Expanders, who create reggae inna 70’s Rockers style. I was first turned onto the band after their self-titled debut (2011). Since then Rootfire has included their songs on various mixtapes, and sent some of our… Read More

Aer – Above The Floor

Tune Of The Week: July 10

David von Mering and Carter Schultz formed Aer in Wayland, MA and have held our attention since their 2012 debut The Bright Side. Combining rap, reggae, and pop music, I am excited about how Aer will effect the modern reggae scene,… Read More

Steady Press Mailing – Photos

During the last week of August we mailed advance copies of Giant Panda’s new album STEADY to 262 journalists, radio DJ’s, managers, agents, and various tastemakers throughout the reggae scene. These are a few photos from the mailing.

Photos – Seth Herman

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Rootfire Mixtape 005! Mixed by Alific

Our fifth mixtape Selecting Shadows Of Friends In The Woods is out now! The mix is our first since last May’s California Roots Festival, and comes just in time for your travels to the Carolina Sessions. We have been teaming up with Alific for the last year… Read More