Industry
Music

Giant Step

AREA 17 were crucial in not only the design and overall vibe of our site, but also brought valuable insight and strategy on how to grow and succeed in the online space.

Maurice Bernstein — President & CEO
Giant Step

 


Client Story

Simply good music

Giant Step started in 1990 as a weekly underground dance party featuring live musicians and DJs. It was created by Maurice Bernstein and Jonathan Rudnick, respectively from England and South Africa.

“The Groove Academy” was their first venture together, which was “dedicated to the preservation of funk”. But more accurately, it was a way for Maurice and Jonathan to hear the live music that they liked in New York City.

Over the last 18 years Giant Step has grown into an internationally respected icon of funk and groove.

Giant Step was a natural progression of The Groove Academy, and it started a massive groove movement in the US and beyond.

Over the last 18 years Giant Step has grown into an internationally respected icon of funk and groove. Today, they are a music and lifestyle marketing company and a leading concert promoter in New York City.

Giant Step’s mission is to introduce high quality, innovative music, talents and products to the national and international music-loving community. Still to this day, Giant Step will only work on projects that it is passionate about, and its community knows it.

It’s difficult not to name drop when, over the years, Giant Step has produced hundreds of shows, including Macy Gray, Air, Jamiroquai, The Fugees, Brand New Heavies, Jill Scott, Fatboy Slim, Kruder & Dorfmeister, Bebel Gilberto, Massive Attack, Zero 7, the Roots, Gilles Peterson, Digable Planets, Anthony Hamilton, Sa-Ra, Jazzanova, Incognito, Lewis Taylor, Tosca, DJ Cam, and King Britt.

And as a record label, they have released works by Nuyorican Soul and Groove Collective, Gilles Peterson, Turntables on the Hudson, Ultra Nate, Zero 7, Jody Watley, Donnie, Sara Devine, Jiva and Zap Mama.

Back in 2003, AREA 17 launched a new and industry-leading community website for Giant Step, Jam-packed with features such as integrated artist forums, contests, and a rock-solid jukebox with high-quality weekly unreleased tunes, giantstep.net has become a destination for funk and groove music lovers world-wide.