There’s a shocking statistic that opens the trailer for Jack White’s latest vinyl-revival endeavor, and that’s that a recent survey found 97% of high school kids have never been to a standalone record store. Shocking perhaps for those of a certain generation – yeah we’re old – but also for what record shops used to stand for, excitement, exploration, identity, and it’s these feelings that the former White Stripes man is so keen to breathe life back into.
Jack White’s Third Man Records imprint has been at the very forefront of innovations in vinyl over the last two years – from tri-colour discs to the splendid Triple Decker Record™ – and celebrating the two year anniversary of their Nashville launch party is White’s biggest stand in the fight to save record-buying traditions, and, quite possibly the coolest thing we’ll see all year, The Third Man Rolling Record Store™…
The fully-customised ‘record truck’ – designed by Jack White to reflect the look, feel, and panache of the label’s Nashville location and famous pop-up stores – is set to roll into this year’s SXSW on March 16th, bringing with it a full menu of Third Man merchandise along with performances, guest DJs, giveaways and super-limited records, entirely exclusive to the Rolling Record Store™. Innovative and intoxicating, everything that you ever felt the first time you walked into a truly exciting independent record shop.
