From the Department of Music City Outreach: Only two years — nearly to the day — and a bounty of releases after opening its doors in Nashville, Jack White’s Third Man Records is announcing a second location ... sort of. Never ones to shy away from going the extra mile — or in this case, miles — in their quest to chart new territory in bringing fans the finest in tangible, digital and collectible wax, the TMR crew have just announced their latest innovation — The Third Man Rolling Record StoreTM.
Taking their penchant for pop-up shops a step further, and perhaps taking a cue from the food truck boom as well, the label has fashioned a large cargo truck into a rolling replica of their Nashville storefront. Complete even with the store’s trademark yellow and black wood paneling, acoustic tile motif and gold tin roof, the truck was “designed by Jack White in conjunction with an auto custom shop to reflect the look, feel, and panache of Third Man Records’ Nashville location,” according to a post on the label’s official site. If and when you physically encounter it, expect to find:
A full menu of Third Man merchandise including 45s, LPs, … and all new (and exclusive to the truck) Rolling Record Store™ collectables and souvenirs … [as well as] guest DJs doing special set,s a high quality PA and amplification system with 8 channel mixer, and electric outlets so singers and even full bands can plug straight into the truck from the outside and play wherever and whenever [it’s parked].
“It has locking shelves and plenty of storage space so it can hold as much stock as our store in Nashville,” TMR Chief of Staff Ben Swank tells the Scene via email. “We'll have it at festivals, venues, car shows, everywhere and anywhere.” Swank declined to comment on (joking, yet semi-serious) inquiries as to whether or not a Rolling Blue Room was in the works as well.
The truck’s first destination is Austin, Texas, where the label will unveil it during next week’s SXSW festivities. The truck even has its own Twitter, which you can follow to find out its locations and happenings, kinda like Pizza Buds. In fact, I think The Pizza Record would make an awesome collectible, amiright? It could be a Texas-sized LP topped with 7-inches. You could play it frozen while pre-heating your oven, then throw it in at 400 degrees and get a tasty meal out of the deal — food (literally) for thought, Third Man.