Former White Stripes frontman and low-tech recording enthusiast Jack White has been a bit of an iconoclast in the music industry. Instead of embracing digital recording techniques, he banned any and all digital devices from his recording sessions. When iTunes became the largest music seller in America, White expanded his Third Man Records production company to include vinyl pressings and opened a store in Nashville to sell them. Now he’s taking it a step further, unveiling a mobile record store. This bumble-bee colored book-mobile beauty makes the Apple SXSW popup store look downright pedestrian.
Premiering at the SXSW tech and music show, the so-called “Third Man Rolling Record Storeâ„¢” boasts a custom design made by White himself, sound system, mixing and amplification for a full band, “two turn-tables and a microphone,” a complete stock of vinyl (both LPs and singles), and the special novelties that were previously only available in the company’s Nashville store. The shop-on-wheels will feature recordings from Third Man Records artists, including The White Stripes, The Dead Weather, the Raconteurs, among others.
After SXSW, the RRS will begin appearing at cities, concerts, and festivals. Would-be patrons are advised to track the magical, enigmatic vehicle via a special Twitter account, though that may not be necessary. As the video promises: “We will find you.”
Take a peek at the promotional video, after the break.
(via Third Man Records)
