April 18, 2013 19

This Saturday, April 20, two area record stores are participating in Record Store Day, an annual event becoming increas-ingly anticipated amongst music lovers and vinyl record enthusiasts.

Locally, Music Box and Revolver Records will open their doors to customers, many who will be shopping for the various limited and early releases exclusive to participating stores.

Founded in 2007, Record Store Day (RSD) is intended to draw people to locally owned, independent record stores. The event, which was created in the U.S., now has thousands of participating stores in multiple countries.

Conceived by a group of record storeown-ers and employees, the goal of RSD’s organiz-ers is to bring stores, musicians and customers together in celebration of music.

Held annually on the third Saturday in April, the event is open only to stores that are not publicly traded, have 70 percent owner-ship remaining in the state in which they

operate, and have an inventory that is at least 50 percent music retail.

Stores must register on the RSD website in order to be vetted as independent and eligible to participate.

In other words, big boxes are out, if only for one day.

THE ENDURING INDEPENDENTSSince the 1970s, when shopping malls truly

began sprouting up like weeds, independent record stores have faced competition from big box—so named for their size and shape—and corporate retailers.

Since the early 2000s, brick and mortar stores of all sizes have faced competition from the Internet, where digital downloads and sites like Amazon.com have changed not only the method by which people receive music, but has also opened up a world wide market which people can access from home in their pajamas.

Despite the competition, independent record stores have remained a part of musical

culture, a culture that Record Store Day strives to promote.

“All in all, it’s a nice PR boost for mom and pop retailers and record stores,” said Eric Jones, owner and sole operator of Revolver Records.

Michael Bunnell, the Executive Direc-tor of the Coalition of Independent Music Stores and an organizer of RSD, said that from what he’s seen over the past several years, “It appears that to a degree the great romance with digital goods has at least flattened out, and more and more people are seeking out a real musical experience and a real social experience.”

Throughout changes in format prefer-ence, from record, to cassette, to CD, to MP3, “the independent music store is and has been there,” said Bunnell, who has owned and operated independent record stores for 36 years, and believes that inde-pendents “have always been where the real music fan gravitates to, and now more than ever provide a rich experience.” 

“It’s a forum,” explained Jennifer Mc-Gaugh of Pensacola’s Music Box. “There’s an elongated conversation that takes place here that you don’t experience elsewhere.”

Co-owner Jim Vasser agreed, “It’s not just from us, it’s from customers shopping next to them, too.”

SIGN O’ THE TIMESBoth Music Box and Revolver Records

have previously participated in RSD, includ-ing last November’s Black Friday event, the second in RSD history.

Vasser, who co-owns Music Box with partner McGaugh, has seen crowds and awareness grow between the store’s two previous RSD events. “It seems to be grow-ing, kind of reflecting the national growth of vinyl as a whole,” he said, with the number of releases and shoppers “definitely reflecting those numbers, getting pretty big.”

The resurgence of vinyl occurred not quite simultaneously with the rise of MP3s and iTunes, but it wasn’t far behind.

Eric Jones, owner of Revolver Records / photo by Samantha Crooke

“All in all, it’s a nice PR boost for mom and pop retailers

and record stores.”

b y J e s s i c a F o r b e s

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After surviving the 1990s mainly on the back of DJs and electronic artists spinning and scratching records, U.S. vinyl sales jumped from around 1 million pieces in 2007 to 3.9 million in 2011, and sales continue to grow at an average of 20 percent each year.

“Like everything in the vinyl industry right now, [RSD] gets bigger every year not in just customer base, but in bands, labels participating, the number of releases being put out. It’s growing,” said Jones.

Though some may assume vinyl cus-tomers are only young hipsters scouting the latest indie releases or middle-aged rockers rebuilding collections they gave up in the 1980s and 1990s, Jones said the demographics of vinyl customers in his store throughout the year and on RSD are “all over the map: all ages, sexes, backgrounds. It’s not just college kids, or retirees looking for classic rock, or doctors looking for jazz reissues. It’s a nice, broad cross-section.”

That broad customer base is behind the continued growth in vinyl’s popularity. As demand has increased, labels are releasing

more new releases and reissues of multiple genres on vinyl, further driving sales.

EYES ON THE PRIZEThe primary aspect of RSD that pulls in

vinyl enthusiasts is the selection of exclu-sive releases, which are first and some-times only available on that Saturday.

“The special releases certainly get people here,” said Music Box’s Vasser. “Historically, RSD releases have been rare investments that will go up in value.”

The special releases are coveted for a reason. Many are limited pressings, typi-cally with less than 3,000 copies produced.

With over 700 stores in the U.S. and hun-dreds of others overseas vying for copies, the odds of receiving requested items and quantities are daunting.

Decisions as to what recordings to release are a collaborative effort accord-ing to RSD’s Bunnell. “For the most part the artists are very involved in the decision process, but managers and labels do play an important role in bringing these releases forward,” he said.

Though CDs are part of the RSD offer-ings, the majority of customers are after the vinyl releases. Most RSD exclusives are 12” and 7” records, often containing

recordings either previously unreleased, or reissued on vinyl for the first time in decades. Picture discs, colored vinyl, and remixes are among the most sought after items.

On the upside for retailers, with many RSD releases being highly prized, typically the items don’t sit on the shelves for very long.

“For the most part I sell out pretty quickly, but there are some stragglers,” Revolver Records’ Jones said. “[I] try to get as much as I can, because it’s in demand, it sells. The fact that it’s a RSD release, it’s a guaranteed market.”

Why buy vinyl? For some, records may seem to be unwieldy relics of the past.

For others, the move toward an increas-ingly computer-centric music experience has created a near-recoil back toward receivers and records.

There are several reasons why people have a compulsion to buy vinyl:

#1: Sound Quality. Audiophiles can and have debated the Digital v. Analog question at length, since the time CDs emerged. These days, most hardcore audiophiles will claim MP3s are without a doubt compressed sonic messes suitable for background noise only. For those pas-sionate about sound quality, high quality vinyl and a good stereo system are still the preferred way to go.

#2: Enthusiasm for the Art. Flipping through artwork that comes with a record is a di�erent experience than staring at a digital copy of the cover that comes with some album downloads. For those who appreciate the long-standing relationship between musical artists and visual artists, album art is still something of a treat to see.

#3: Super-Fandom and/or Collectability. Super Fans purchas-ing new or reissued releases of their favor-ite bands often want them on every for-mat. Many collectors are either focused on owning something rare for the sake of owning it, or for the chance that the value will go up and they can sell it for multiple times their original investment.

#4: The Experience. Numbers one through three all share a common ele-ment, which is appreciation of the experi-ence of selecting, lovingly placing a record on a turntable, dropping the needle, and listening. In an on-the-go society, taking time to chill out and focus on what is play-ing is now a borderline novel experience.

Record labels have done a few smart things to encourage new vinyl purchases. Many new releases are pressed in 180 gram vinyl, which is considered audio-

phile-quality, as the heavier vinyl, vs. the previously more common 120 gram, doesn’t warp as easily.

Increasingly, albums include MP3 download codes to provide customers access to a portable format as well. So while new vinyl prices can seem steep to some, in all actuality, shoppers are usu-ally purchasing two formats in one.

And if you need further reason to feel good about buying vinyl, it is also a recyclable material. Records are pro-duced from melted PVC pellets, and even though some claim recycled mate-rial can affect sound quality, plants like Florida’s Alpha Vinyl Record Pressing, Inc.—one of 16 vinyl plants in the U.S. as of November 2012, and the only one in this state—offers discounts to artists returning unused 45s to be melted and repressed. A win-win for Earth and your ears! {in}

Jim Vasser & Jennifer McGaugh, co-owners of Music Box / photo by Samantha Crooke

Vinyl at Music Box

“When someone walks in and they want

something and you’re able to provide that to

them, that’s the joy.”

April 18, 2013 21

LUCK OF THE DRAWThis spring, there are over 400 RSD

releases to choose from, on a list that came to 32 pages.

“It’s almost too much,” said a some-what awestruck Vasser.

Music Box’s McGaugh believes it is important for customers to understand how RSD works for retailers. “It’s a lottery system,” she explained. “You never get what you don’t put in for, but you may not get what you order; it’s a hit and miss.”

Retailers will be on the hook to pay for what they receive, so depending on a store’s budget, overshooting could be a gamble as well, in case the stars align and they receive more inventory than expected.

As the number of items has increased each year, Bunnell, a storeowner himself, acknowledges the somewhat overwhelming number of items. “Honestly we hope that the number of releases does stabilize, it is becoming quite a financial burden on the stores to stock everything,” he said.

Jones, who requested approximately 120 titles, said, “I get maybe a quarter or less of what I ask for. Even knowing that there’s a good chance I might not get that Grateful Dead reissue, or Syd Barrett pic-ture disc, I’ll try.”

Likewise, Vasser, who is trying for 70 plus titles this year said, “There is no strat-egizing other than trying to get the most amount of stuff that the most amount of people will find interesting and fun.”

RSD organizers release the list of exclusives on their website well ahead of time, and have even developed list apps for iPhone and Android.

While pre-selling is strictly forbidden and any such promises misleading since there is no guarantee a store will receive anything they request, customers can talk to stores about requesting items they are personally interested in ahead of time, but shouldn’t wait long to do so as stores are on strict deadlines to have RSD orders placed weeks in advance.

NO MUSS, NO FUSS IN PENSACOLAWhile larger stores throughout the coun-

try celebrate RSD with street parties, in-store performances, cookouts, and a variety of other festivities, Pensacola’s shops plan to keep the day more low-key.

“I’ve had stand-up comedians, local bands, big touring bands,” said Jones of past events, but he now believes, “It’s all about the vinyl; what people want are the records. I don’t have plans for anything special, besides working as hard as I can to get as much RSD product in as possible.”

Music Box will continue their tradition of holding a ra�e for gift certificates and merchandise, but will otherwise keep the day focused on the music, and getting to know customers, new and old alike.

”We get new customers that get to see our store that probably wouldn’t have if RSD weren’t the reason for their trip, because they do come from a long distance away,” said Vasser, who has met RSD customers traveling from Mobile, New Orleans, Defu-niak Springs, and even Denver.

McGaugh agrees, acknowledging, ”I think RSD puts us on the map for people who do not know we exist. RSD has secured some of our best and most loyal customers who didn’t know they had this option.”

Both participating local stores report RSD events as among their busiest and most lucrative days each year.

“We didn’t see too many people leave with just a Record Store Day item,” recalled Vasser who said November’s Black Friday RSD brought “exponential sales that we weren’t expecting. It was the best day we ever had, except for opening day two years ago.”

Jones too has found RSD to be “a boon to business, comparable to the Christmas season if not greater, considering it’s one single day.”

Most customers are music fans and are there to shop beyond the RSD releases. “It definitely gets people in the record store, buying all kinds of product, not just the exclusive RSD releases,” he said.

As with Music Box, Jones said the RSD

crowd at Revolver is typically from near and far, containing “a lot of faces I might see only once or twice a year. People will drive in from out of town, New Orleans or Birming-ham or Tallahassee, or maybe a smaller town where there isn’t a Record Store Day.”

In a nutshell, RSD is having the in-tended effect for Pensacola’s locally owned record stores.

THE STATE OF THE INDEPENDENTS AND THE FUTURE OF RSD

Based on his work with the Co-alition of Independent Music Stores and RSD, Bunnell reported, “We honestly have seen the independent store sector become healthier over the last couple of years.”

“We weren't always in the spot-light and su�ered some negative press

from people who thought digital was the ultimate experience,” Bunnell said, adding

that now, “seeing the independent stores get a lot of attention is a real rush.”

RSD has become important to stores internationally. The success of Black Friday events is added encouragement to RSD orga-nizers, who have already begun planning for this November’s releases. “We're very happy that this event has become so popular with-out detracting from the enormous success of Record Store Day,” Bunnell said.

There is a lot of star power behind RSD, as numerous artists are vocal about their support of independent record stores, and the role they played in their own lives.

Jack White of the White Stripes, who owns not only his own record store, but also his own record label, is the O¡cial Ambas-sador of RSD. Flaming Lips’ frontman Wayne Coyne, Sonic Youth’s Thurston Moore, Billy Bragg, Paul McCartney, Calexico and a host of others contribute quotes and video clips to the RSD website, which increases attention to the event and the role of independent stores.

“We’re lucky in that Pensacola has a num-ber of good record stores,” said Jones who is “kind of surprised sometimes that my store is doing as well as it is, because of the customer base, not being a big city.”

Vasser also has reason to be optimistic about the future of local record stores and retailers across the board in Pensacola, as he sees “a very, very good allegiance to locally owned businesses.” This allegiance is due in no small part, Vasser believes, to the, “really high level of arts and music in this town,” and the fact that “a local business specializes in what local people want.”

If you are extra-fond of crate digging, the following stores are not participat-ing in Record Store Day, but offer local vinyl-hunting opportunities:

REMEMBER WYNN7007 Lanier Drive, 476-8630Though not bringing in any RSD re-leases, RememberWynn will have a sale to mark the occasion. The sale includes 25 percent off used vinyl, 15 percent off of sealed vinyl and a $1 sale section.THE MERRY GO ROUND RECORD SHOP4115 Barrancas Ave.

Don't forget that most thrift stores, yards sales and flea markets feature vinyl as a sta-ple. Here are some of our personal favorites where we've found a treasure or two:

BLUE MOON ANTIQUES3721 W. Navy Blvd., 455-7377WATERFRONT RESCUE MISSION2125 W. Fairfield Drive, 438-1462T&W FLEA MARKET 1717 N. T St., 433-4315

Just remember to always check vinyl in uncurated stores and yard sales. It may be in-expensive, but if a record is unplayable you are e�ectively only purchasing the artwork. {in}

“We get new customers that get to see our store that probably wouldn’t have if RSD weren’t the

reason for their trip.”

If you feel a need to whet your vinyl re-cord appetite in anticipation of Record Store Day, The East Hill Yard will pro-vide just the event to do so this Thurs-day night. Local musicians Aaron Finlay and Sean Peterson will take to their turn-tables for what is becoming a semi-regular vinyl-only DJ set at The Yard, an eatery and bar located in the northwestern wing of the old Sacred Heart Hospital on 12th Avenue. Finlay and Peterson have played in several bands together over the past ten years. Both are currently members of Imaginary Air Show, and their DJ sets are one of multiple side projects for each. Pulling records—new and old—from their individual collections, Peterson and Finlay take turns playing favorite tunes, reacting to the other’s selections. The two play a

range of genres, from jazz to folk to indie dance music. “We’re more music enthu-siasts who happen to dig vinyl,” explains Peterson, who says their sets are more about setting a mood rather than incit-ing a raging dance party, as many people commonly associate DJ sets of late. Says Peterson: “There is no scratching.” Hav-ing opened up shop last fall in the former Madison’s location, The Yard now hosts live music every Thursday night in an intimate setting more akin to a jazz club than a concert hall. Peterson credits East Hill Yard owner Josh Flores with provid-ing an open and friendly venue for local musicians, which also includes an outdoor stage with a view of Cordova Square, one of

East Hill’s many characteristic City parks. An audio engineer by day, Peterson says he occasionally purchases digital downloads, but both he and Finlay dedicate much of their music-purchasing budgets to records. “Of course, there are things on my iPod I wish I could play, but we are committed to playing vinyl,” says Peterson of The Yard sets, “it’s a more interactive way to listen to music.” {in}

DROP THE NEEDLE WHAT: Aaron & Sean Spinning Records WHEN: Thursday, April 18, 6:00-9:00 p.m. WHERE: The East Hill Yard, 1010 N. 12th Ave., #11

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Despite its support of independents, Vasser has seen, “Pensacola is the perfect sized town for failing for local businesses. We’re so small we have got to depend on each other, and if we don’t have each other, we close.”

Enter: customers willing to shop local.

INDEPENDENT RECORD STORES AND YOU

The independent record store holds a special place in the hearts of music fans and indeed, many communities.

Independent retailers have the au-tonomy to set their own policies, unlike corporate retail outlets, and Mom-and-

Pops are usually where customers can find better service, and even better deals.

“Obviously, you’ve got the chains, big box retailers: those are a fact of life,” said Jones “[But] just because you’re small doesn’t mean you can’t be competitive.”

As independent retailers own their own merchandise, they can cut deals with customers or even gift items, which each owner did during the course of their inter-views for this story.

Independents are also able to develop more unique inventories, unlike corporate stores. “Big boxes don’t carry things that are 15 or 20 years old,” Vasser pointed out. But instead, “take the top 20 of every genre and sell it at a loss so you have to walk by

their TVs and their diapers, the things they make a profit on.”

Keeping the music alive and circulating, Music Box and Revolver both buy and trade collections, which adds to the breadth of their inventories. “We’re in the business of recycling,” said McGaugh of independents. “Our inventory is as old or new, special and unique as somebody’s collection—there are stories, life there.”

“You can’t take your music collection to Wal-Mart when you need to pay your water bill,” said Vasser, pointing out another way by which independents participate in their communities: supporting customers who support them.

For McGaugh, inherent in Record Store Day is an enhanced opportunity for her favorite intangible perk of owning a store. “When someone walks in and they want something and you’re able to provide that to them, that’s the joy,” she said.

To share the joy, shop local year round and get to know your local storeowners. Those relationships will help if you are hoping to land special releases or certain items throughout the year, as the owners can tailor what they order. You will likely learn a few things and meet some interest-ing folks in the process.

For a complete list of RSD releases, visit recordstoreday.com {in}

K N O W Y O U R S T O R E :

LOCATION: 3960 W. Navy Blvd.HOURS OF OPERATION: Monday-Tues-day, Thursday-Saturday, 11 a.m.-5 p.m.WHO’S BEHIND THE COUNTER: Jim Vasser and Jennifer McGaughWHAT’S FOR SALE: Vinyl, CDs, DVDs, Cassettes, Vintage Stereo Equipment, Box Sets, MemorabiliaBACKGROUND: Music Box celebrated its 26th anniversary in December 2012. Owner-operators Vasser and McGaugh purchased the store, which was origi-

nally located at the corner of E and Main streets, in January 2008. In January 2011, they relocated the Music Box to West Navy Boulevard after purchasing Tom’s Records, CDs, and Tapes, another multi-decades old music store.RSD RELEASES THEY’RE MOST CROSSING FINGERS FOR: Grateful Dead, “Rare Cuts & Oddities 1966” 2x 12” LP; White Stripes, “Elephant (10th Anni-versary)” 2x 12” LP; The Notorious B.I.G., “Ready to Die” 2x 12” LP (white vinyl); Shuggie Otis, “Introducing Shuggie Otis” 12” LP; RSD T-shirtsFUN FACT: Occasionally a Poodle named Sterling, a.k.a. “Shopdog” and/or “Dude” roams the store.

K N O W Y O U R S T O R E :

LOCATION: 9 E. Gregory St.HOURS OF OPERATION: Monday-Saturday, noon-6:30 p.m.WHO’S BEHIND THE COUNTER: Eric JonesWHAT’S FOR SALE: Vinyl, CDs, Cas-settes, Box Sets, Books, Concert TicketsBACKGROUND: Revolver Records opened downtown in late 2010. Revolver is the second store for Eric Jones, who

previously owned and operated East Hill CD from 1996 through 2007. Between owning his own record stores and working at other independent shops prior to that, Jones has worked in locally owned busi-nesses in Pensacola for over 25 years.RSD RELEASES THEY’RE MOST CROSSING FINGERS FOR: Fitz & the Tantrums, “Out of My League” 10” Single (Clear vinyl); Joan Jett and the Black-hearts, “Album” 12” (yellow vinyl), Surfer Blood, “Demon Dance” 7” single (tri-colored vinyl); Pink Floyd, “See Emily Play b/w Scarecrow” 7” single; Tegan and Sara, “Closer” Remixed 12” LPFUN FACT: As a one-man shop, Jones jokes: “the boss is always in.”

April 18, 2013 23

In case you're wondering, we aren't just writing about Record Store Day for the hell of it. Most of us here at the IN are looking forward to shopping it too. That's right, we've been saving up, making plans and mapping out our day in preparation for weeks. One problem: some of us are on the hunt for the same things, so if the local shops only get one of The White Stripes "Elephant" it might get ugly. Here's a look at our personal RSD wish lists.

Joani: The White Stripes' "Elephant (10th Anniversary),” of course, the Best Coast 7", Grizzly Bear's "Horn of Plenty" and maybe the heart shaped single from Kate Nash just because I bet it's super cute.

Jessica: I’m excited about some of the older recordings, specifi cally Big Mama Thornton, “Jail” 12”; Small Faces, “There Are But Four Small Faces” 12” LP; and Various Artists, “The Newport Blues Festival, 1965” 12”. For excellent music made more recently, I’m hoping for the Built to Spill, “LIVE” 2xLP, Old 97s and Waylon Jennings 2x7”, and the Brian Eno x Nicholas Jaar x Grizzly Bear 12”.

Brett: Bonobo "North Borders" 7x10" box set, Fela Kuti "Sorrow, Tears, and Blood," Phosphorescent "Aw Come Aw Why," Neil Casal "Mountains of the Moon" 7" Sigur Ros "Agaetis Byrjun" and the Tame Impala EP. And the money to pay for it all.

Jason: I'm pretty excited to get Titus Andronicus' "Record Store Day EP," Daniel Johnston's "Fun," and I'm also exited about Grizzly Bear's "Horn of Plenty.”

Ashley:  My top priority is The White Stripes' "Elephant (10th Anniversary)," I mean, how could it not be? Apart from that, my Southern lady-self would love to snag a copy of Willie Nelson's "Crazy: The Demo Sessions."

Lilia: Buddy Guy's "Hold That Plane" to rekindle hometown memories, the Iron and Wine single, Cut Copy's "Bright Like Neon Love," and maybe the MGMT cas-sette because my car only has a cassette player and it sure beats listening to my mom's Monkees cassette again.

Sarah: Frightened Rabbit/Manchester Orchestra/Grouplove, "Architect/Make it to Me" 7" single because I adore both of these collaborations and can't stop listening to the two tracks on repeat, Tegan and Sara's "Closer" remixed, and Phoenix's "Entertainment" 7" on snazzy grey vinyl.

Hana: The White Stripes 10th Anniversa-ry "Elephant" 12”—duh, Miles Davis "Round About Midnight" 12”, The Notorious B.I.G. "Ready to Die" 12” and Willie Nelson "Crazy: Demo Sessions" 12”. {in}

Autism. A different kind of different.

www.autismpensacola.org

Humming, rocking and hand

�apping are ways people

with autism relieve stress –

especially in crowded or

noisy environments.

It’s not unlike biting your

nails, clasping your hands

or tapping a pencil – it’s just

more noticeable.

Not a big dealjust stimming

• Thursday, May 2, 7:00PM

• Pensacola Carmike, Destin Rave • More information available at wuwf.org