Jack White Brings Mobile Record Store To SXSW
The Third Man Records mobile shop, located inside a bright yellow truck, makes it debut this week.
Third Man Records’ latest innovation is not another new-fangled type of vinyl like the Triple Decker Record. Instead, it’s the Third Man Rolling Record Store, a mobile record shop which can travel around the country, equipped with for-sale vinyl, a turntable, microphone, and a state-of-the-art sound system for a live music experience at shows and festival. The fully converted delivery ‘record truck’ intends to resemble the look and feel of the label’s Nashville location, and is set to roll into this year’s SXSW on March 16th. Among its offerings are a full menu of Third Man merchandise along with performances, guest DJs, giveaways and ultra-limited records, entirely exclusive to the Rolling Record Store.
A video on the label and store’s website, cites statistics that 97 percent of high schoolers have never been to a record store, the video asks, “Perhaps they couldn’t find one?” Apparently, it’s everything you felt the first time you walked into your favorite independent record shop. See for yourself: