DFTBA Records
| Company type | Private |
|---|---|
| Industry | E-commerce, Merchandise, Music |
| Founded | 2008 |
| Founder | Hank Green, Alan Lastufka |
| Headquarters | Missoula , United States |
Area served | Worldwide |
Key people | Hank Green (co-founder) |
| Products | Merchandise (T-shirts, buttons, apparel), music distribution |
Number of employees | 50 (2022) |
| Website | dftba |
DFTBA Records, also recognized as DFTBA.com, is an e-commerce merchandise enterprise co-founded in 2008 by Hank Green and Alan Lastufka. Originally launched as a record label, the company has since shifted its primary focus to retailing merchandise for well-known YouTube personalities such as Green himself, his brother and author John Green, Charlotte McDonnell, CGP Grey, Kurzgesagt, and Charles Trippy. The acronym DFTBA represents the phrase "don't forget to be awesome," a guiding principle embraced by the Green brothers and their fan community, Nerdfighteria.
Background
The name of the company originates from the phrase "Don't Forget to Be Awesome," which embodies the ethos shared by the VlogBrothers and their audience. Initially, DFTBA Records was created to serve as a distribution platform for YouTube musicians, enabling them to reach a broader listener base.
History
For its early years, DFTBA Records operated out of co-founder Lastufka's residence in Manhattan, Illinois, until 2013 when it moved its main office and warehouse to Missoula, Montana—the hometown of Hank Green. This relocation allowed the business to grow from a small team of five employees to approximately fifty by 2022 and supported expansion of its warehousing capabilities. The company maintained an independent distribution model, with Lastufka overseeing most logistical operations until his exit in 2014 to explore other projects.
In March 2014, the label encountered significant public relations difficulties following sexual abuse allegations involving several signed artists, including Alex Day and Tom Milsom. In response, DFTBA Records promptly ended relationships with those implicated and implemented steps to address concerns within its community. Both Hank and John Green publicly responded to these events and advocated for anti-abuse initiatives. Additionally, during this timeframe, former artist Michael Lombardo was convicted on charges related to child pornography, further affecting the company's reputation.
By April 2015, DFTBA Records had officially established its business presence through licensing in Missoula.
Merchandise
While DFTBA Records originated as a music label, its primary income now comes from merchandise sales such as T-shirts and buttons. The product lineup has expanded beyond music-related items to include officially licensed The Fault in Our Stars apparel and exclusive audiobook box sets. Product designers receive royalties under a collaborative framework that supports creative contributors.
Artists affiliated with DFTBA have seen significant professional advancement, illustrated by Craig Benzine and his group, Driftless Pony Club. As early as 2009, co-founder Alan Lastufka highlighted the label’s specialization in niche markets. Within just two years of operation, DFTBA Records surpassed $1 million in combined revenue from music and merchandise sales, marking strong business development and successful market integration.