AUSTIN, TX (Hypebot) – If the record industry is dying, no one told Jack White.
Where the major labels see a landscape that's fraught with music piracy and shrinking revenues, he sees an industry that's ripe for disruption. In his latest attempt, White has created the Third Man Rolling Record Store.
The truck will carry a full-menu of Third Man Records' merchandise and album releases, as well as, collectables and souvenirs that will be exclusive to it.
The first stop for the Rolling Record Store will be SXSW, but fans can expect to see it at festivals, venues, car shows, and anything in between. Since fans have expressed their disappointment that Third Man Records is situated in Nashville, White and team decided to bring the record store to them. It will remain on the road regularly and given that it's equipped with a PA and amp system, DJ sets and on the fly artist performances will be common; they can plug into the truck.
Most record shops are being driven out of business due to declining sales and inability to sell music at a price that's comparable to big box outlets and online retailers. White sells music and merch that's only sold at Third Man Records.
Most record shops sell music that can be downloaded for free online. White sells music that's tangible, digital, and collectable, in limited, one-time only batches.
Most record shops are stuck. White is driving his record shop down to SXSW.