Back in 2008, to capture the vinyl junkie’s small fragile heart a couple of record store owners came together. Profits were down at their shoeboxes adjacent to a Kinko’s or FedEx. They needed to create a day which would be guaranteed to have music lovers of the vinyl persuasion come on in and purchase delectable vinyl. In order for the plan to be a success, they would need a little help from the outside.
Now we have been granted the day dedicated to record stores, April 16th. It is no mistake that it isn’t far from 4/20, record store owners know their audiences. They know those kids are going to need their late 70s dub reggae records a few days before they hit the supermarket for stoner food. Besides, that audience usually is made up of those who receive subsidies from their parents as they are generally in undergrad.
Undergrads trying to show themselves as being sophisticated is only part I of the formula. Part II revolves around the older, vinyl-obsessed junkies. The ones who loved vinyl so much they moved out to the suburbs and had it as siding for their house. Older vinyl fans generally have the money necessary to indulge in a one-a-year splurge, whereas I’m cool with getting my music in digital form and carrying it around on a thing known as a “MP3 Player”. MP3 players give listeners the ease to carry around vast, perhaps unhealthy amounts of music without building upper body strength like vinyl record crates do.
Finally there are the collectors. Collectors are overwhelmed by the sheer amount of ‘limited editions’ that are on offer for this day. While you’d think collectors would be vinyl junkies, there are certain differences. Generally speaking, collectors are the ones who put this stuff up on Ebay for some unreasonable sum they know true lovers will pay. While this dark path has tempted me as it has countless music fans, I’ve resisted its siren call. Sure, it creates a steady source of income and John Fahey survived for a while selling obscure records, but it takes away the joy from the product itself. Instead, it treats music more as a commodity and less as a thing of enjoyment.
Perhaps the entire record store day takes the concept of commodity fetishizing to a whole new level. They reach people who normally would be immune to such blatant attempts to get more of things they may or may not need. Simply the joy of owning becomes more important than the sound. Getting that 7 of Radiohead or LCD Soundsytem or Regina Spektor (someone I’ve been told I’d like but have yet to get into) becomes a bigger goal than wondering if the music contained isn’t just a cheap ploy to get some quick money while appearing to have an alternative view on musical culture. Vinyl tends to sell best with the most popular bands anyway, as the initial production of the vinyl can get costly. So while you’d think your local great band would have vinyl, most of the time it is some dreadful band (Guns N’ Roses being one example) who sells most of the stuff. In the rare chance a great unknown band does have the funds, more power to them. But such an instance is somewhat rare.
I’d say this would create a conundrum for countless individuals. I’m not one of those individuals, vinyl records remain the last vestiges of musical snobbery I have not yet indulged in yet. Having so little space is a factor. Since I like to share what I listen to, I guess vinyl doesn’t really offer me the opportunity to convert others to this or that band. For that, I use an IPOD.
Whatever your opinion, have a happy record store day! Perhaps I’ll see you at Other Music. .For I'm ambivalent about the day itself, record stores are great way to meet new people and discover new bands.