Salon
November 20, 2011
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On Wednesday night, hundreds of people passed through the doors of Other Music, one of New York City’s last remaining record stores. Yes, there was free booze. But the young, plugged-in crowd came to celebrate, not necessarily to buy. “The World’s First Perfect Zine,” a new print publication from the author of a well-known blog devoted to reviews of album reviews, was holding a release party. Along with a contribution by the novelist Tao Lin, the zine includes writing by members of the groups Vampire Weekend, Das Racist and jj, among others.
In what could be an intriguing — or depressing — glimpse into the future of record stores, all those extra bodies in the room didn’t necessarily translate into extra business. “There was a remarkably low number of kids who came in there and said, ‘I haven’t seen this, I’ll pick it up,’” observed Other Music co-owner Josh Madell, a day after the event. The zine’s editor, pseudonymous Pitchfork Reviews Reviews blogger David Shapiro, didn’t dispute the point. “Part of the reason was that the store was so packed that browsing for CDs and records wasn’t really physically possible,” he explained, in an email response to questions. “But beyond that, of course, people don’t really buy records that much anymore — especially people in a small, hyper-Internet-savvy subset of young New Yorkers.”
The episode neatly illustrates a fundamental paradox facing record store owners in 2011. Many music fans romanticize the record store as a source of both hard-to-find culture and local community. “It was a library and a clubhouse,” as director Cameron Crowe, one of the ultimate nostalgists, told the authors of the 2009 book “Record Store Days.” At the same time, however, record stores are just that — stores — and ever-fewer consumers are choosing to buy the little pieces of plastic they sell. For record stores overall, then, the outlook appears bleak. “As an institution, it had its function,” said Alexander Weheliye, a professor of English and African-American studies at Northwestern University. But the survivors aren’t going away. They’re simply changing their tune, becoming smaller and more focused. Time will tell whether that’s enough — for some, continued existence may require a whole new arrangement.
“A record store nowadays can’t just sell records. That’s the first step to failure,” said Ben Blackwell, a longtime record collector who handles manufacture and distribution of vinyl at Jack White’s label, Third Man Records. “Record stores need to put on events. They need to host live shows. They need to do listening parties. You have to have an active way with which to communicate to your buyers. You need a mailing list, you need a Twitter account, you need Facebook pages. All this stuff that wasn’t around 10 years ago when record stores were seemingly doing fine is what you need to employ to stay in the race.” But what happens when, like at Other Music, even cool events aren’t enough?
