Two years ago, Jack White launched Third Man Records in Nashville, TN. The business was his personal record label and store, to release musical acts close to his heart. And now that store is going mobile with a touring truck to bring Third Man Records’s good wherever music lovers are.
According to Pitchfork, the truck will carry “all sorts of limited edition Third Man vinyl releases, as well as exclusive Third Man Rolling Record Store t-shirts, tote bags, and other pieces of swag, including ‘drinking accessories,'” as well as be outfitted with two turntables and a microphone and a fancy sound system, so that bands can plug in and play impromptu concerts.
This is an absolutely phenomenal idea. Not only to you get to engage with your customers directly at concerts, festivals and big events like SXSW, but you also bridge the gap between brick and mortar stores and online only places. This would fit right at home in Portland, Ore. and I’m almost a bit surprised that no one in that city has thought of something like this.
Kudos to Jack White on a brilliant idea. The Third Man Rolling Record Store will debut in Austin during SXSW, March 16-20, where it’ll host musical performances, guest DJs, special appearances, and you’ll be able to buy exclusive records. After that, the truck will be on the road traveling to various concerts and festivals.