Record Store Day: Good for Only a Few Stores?

Did the annual event really save the vinyl record industry?

"Before we got involved, it was dead," Michael Kurtz says. "We reinvented the vinyl industry." Record Store Day, of which he is co-founder and manager, breathed new life into the business, he says.

The annual event that takes place on the third Saturday of April pays tribute to what was, until recently, considered an endangered species: the independent record store. It began in 2007 with Eric Levin, Kurtz, Carrie Colliton, Amy Dorfman, Don Van Cleave and Brian Poehner, just after the fall of behemoth Tower Records. Although by the time it filed for bankruptcy in 2006, Tower had sold more CDs than vinyl, it was still a scary time for the music industry. After all, the chain that had brought music to the masses had just disintegrated. Kurtz approached Metallica with the idea of putting an event together to save vinyl, and the legendary metal band were happy to help out. They officially kicked off the first Record Store Day on April 19, 2008, with a performance at Rasputin Music in Mountain View.

Since then, labels have put out limited-edition releases each April. The media are mostly on vinyl and distributed via independent music retailers across the world. Performers including Lady Gaga, Bruce Springsteen and Adele have given fans exclusive content to seek out on this special day. This year's offerings include some interesting rarities, such as a 7-inch of Feist covering Mastodon split with Mastodon covering Feist, as well as a Flaming Lips collaboration with Bon Iver.

"If I don't get that Lush limited-edition import, Japanese bootleg from 1992, I'll kill myself!"
Miguel Vasconcellos
"If I don't get that Lush limited-edition import, Japanese bootleg from 1992, I'll kill myself!"
There’s always a bed for Beatle John in record stores
Miguel Vasconcellos
There’s always a bed for Beatle John in record stores

Kurtz posits the group saved the vinyl industry because the rare collectibles released on Record Store Day and parties around the event have given vinyl a higher profile, making it a product consumers covet. Thus, on Record Store Day, people are buying vinyl anywhere from a pop-up shop at Coachella to, more recently, places in Japan and China. Top-tier acts perform in neighborhood record stores; in 2011, the Foo Fighters performed at Fingerprints in Long Beach.

To some, the claim that Record Store Day saved the dying vinyl industry is a bold statement. "That's crap," says Bill Evans, owner of Black Hole Records in Fullerton. "For one thing, vinyl was always around—it never went out [of style]. Our country fell into the CD trap of the '90s, [but] people in Europe always bought vinyl. Over here, people finally figured it out."

Instead, Evans credits the resurgence of vinyl to the CD industry. "CD people got greedy," he says. "They charged too much and the bands didn't get anything. They screwed everybody."

After the rise of Napster and the file-sharing craze of the early 2000s, compact disc sales took a fall, just as their petroleum predecessor did. "That cut a crack in the armor," Evans says. "They were like, 'We gotta get on the downloading thing,' but they took too long. They kept making expensive CDs and dragging their feet. So vinyl came back [when CDs died]."

In general, however, vinyl sales are on the rise—and have been for some time. On the first Record Store Day, Nielsen SoundScan's music-sales statistics showed just a 0.4 percent increase in record-store album sales compared to the previous week. These numbers rose steadily in recent years; last year, vinyl sales increased 36.3 percent, with 3.9 million units sold versus 2010's 2.8 million—a Nielsen SoundScan sales record. It's tough to attribute this rise to any one factor, though Record Store Day certainly gives people reason to head to a local shop.

This year, there will be 600 artists participating in releases, appearances and performances at independent shops. There will be approximately 200 exclusive releases, ranging from huge (the Black Keys, Paul McCartney, David Bowie) to hip (Nobunny, Beach House, St. Vincent). Fingerprints will host M. Ward, Al Jardine (of the Beach Boys) and more at an in-store performance. In past years, artists have done signings at Coachella pop-up shops.

"The first year wasn't a joke, but it's nothing compared to these past two to three years," says Drak, owner of Vinyl Solution in Huntington Beach. He says sales mirror that of the Christmas rush. "It's great for us, for the starving record-industry people. [Business] comes through 20 to 30 times better."

Drak says Vinyl Solution doesn't do much different on that day, despite the influx in sales. "Every fucking day of my life is Record Store Day," he says. "We're going to treat everyone the same way we do every day. I wish everyone would support independent companies every day, not just on some Internet holiday."

Both Drak and Evans expressed frustration with the way limited releases are distributed. Most record stores don't know how many of the special titles they're going to get from the batches they order until a day or two before. "I don't like telling my customers that," Drak says. "Any other day, I'll call and they'll say yes or no. On Record Store Day, they can't tell me."

But smaller record stores such as Black Hole will only get a fraction of the records they request, Evans says. "Whatever Amoeba deems they don't want, I might get or a record store that kisses ass might. If Amoeba spends $1,000 per week and I spend $200, who do you think is going to get all the stuff?"

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