/music of indie retailers in the US, fighting (and Musical trends will be.” But in order to stay in business, winning) the battle to stay relevant and it’s adapt or die. strong. As Sunrise was the first non-US re- are confirmed at Baker concurs. “The addition of our pop tailer invited to join, the MMN made Tim the local independent culture merch, which we started bringing Baker the chairman of Record Store Day in in almost a decade ago, was a large step . Baker is not that much different record store, by you in keeping us relevant in the new mil- from the customers he buys for. “I’ve been “ lennium. A large percentage of our trend and me. Hanging in music wholesale/retail for 35 years with items are music or movie related. The 5 years of that spent playing and touring in out, listening to rest fits the lifestyle of our customer. Our a band. I used to spend all my money on al- stores are not boring.” But do customers bums and I took a job at Sherman’s Mister something you’ve never approve of the merch in a music store? “I Sound at Yonge & Bloor when I found out heard before, being think most of our music-only customers The Independent Record Store—­ they offered staff discounts on imports.” ‘get it,’” observes Baker. “They understand Baker says, “We joined the Music Moni- enlightened by the staff, why we chose this path and approve. But tor Network 4 years ago. At that time, getting into something make no mistake, music is our number one they were essentially a buying group, but priority.” are now the major voice when it comes new, finding that old Music has been the priority for 34 years. Sunrise Records to independent music retail. The MMN Sunrise started in 1977, originally launched created Record Store Day and it has be- recording you’ve been by The Handleman Co., with a newly built, any Goliaths have been brought down in by come a world-wide phenomenon. I hope searching for, having modern store at 237 , across the blood sport that is the current retail Andrea to involve more labels and retailers in next from the Eaton Centre in the heart of the music industry. There are a few indomita- Trace year’s event.” your local band’s famed record store strip in downtown To- ble Davids left standing. How do indepen- “Tim pushed hard for us to become in- ronto. Brothers Malcolm and Roy Perlman digital track. In a bizarre turnabout, music volved with MMN,” adds Perlman. “This newest offering stocked purchased the store in 1978. “It was the dent chains of old school record stores survive the blows fans who once bought CDs to replace their has been a great move for us. Michael right next to major label best looking store downtown,” says Mal- that have destroyed major players like Sam The Record vinyl, are now buying vinyl to replace their Kurtz, the leader of MMN, is a great inspi- colm, who, before purchasing Sunrise, was MMan and Tower Records? In Canada, the last independent record CDs. And that’s one of the places where in- ration and has done wonders in uplifting stuff, it all happens at VP Finance of Capitol Records for eight store chain still selling new music is ’s Sunrise Records. die retailers like Sunrise fit in. the image of indies around the world. He the local indie shop.” years (now EMI Music Canada) and was “The customers who are still shopping conceived the idea of Record Store Day closely involved in the expansion of the “Sunrise survived because of the hands the day, are why we are in business.” for physical media are the real music fans,” and we happily joined in.” -Joe Satriani Mister Sound retail record stores owned on approach of myself and loyal support- The advent of digital options has also observes Stephanie Azzopardi, Sunrise’s Record Store Day, an annual love-in for by Capitol Records in Canada at that time. ive associates with a passion for music and shifted the paradigm of how some people director of store operations. “They’ve independent music retail has been enthu- All told, Perlman has been involved in the music retailing,” states Malcolm Perlman, choose to consume music. A portion of the waited for the album; they want the whole siastically supported by musicians and music business for almost 42 years. co-owner of Sunrise Records in Ontario, population prefers to select specific songs, CD, want to look at the art and pictures fans alike. Celebrated every April, it’s a day By all accounts, product knowledge and Sunrise has two stores on Yonge Street Canada. “I have always micro-managed and the ability to purchase individual digi- on the inserts, and would like to read the music fans pack into record stores (only in- a love of music seem to be the essential and has survived while other chains, every aspect of the business and continue tal tracks has diverted casual music fans lyrics and acknowledgements.” They want dies can participate) and snap up exclusive differences that set an indie record store most notably Sam The Record Man, A&A to do so to this day. I strongly believe that away from physical product. In some ways, the entire vision and experience that the product put out just for Record Store Day. apart. “I know what our core customer Records and Music World have disap- there is still life for CDs for quite a while to it’s a return to the 50’s when the industry artists have crafted, seemingly with these Scads of vinyl, exclusive discs, re-released wants and it’s my job to make sure our peared. Sunrise Records has stores on come. Independent retailers have to leave was ruled by the 45 rpm single. Another hardcore fans in mind. rarities: bands and labels come forward stores have what he or she needs,” states other downtown strips (in Kingston and the digital world to major players such as I- challenge is the relative dearth of major re- Along with concert venues, indepen- with a host of offerings and there are more Baker. “At the same time, we have to en- in London), and in malls across South- Tunes. I-Tunes however, can never replace leases. “There has been an overall decline dent record stores are the last places left every year. The outpouring of specialized sure we are a welcoming environment for ern Ontario. They remain independently the personal experience encountered in a in the number of major artists and bona to experience the thrill of music. They are releases says a lot about how musicians people with different tastes and needs. I owned and operated. Even the mall stores record store.” fide hit albums,” opines Timmy Ray Bak- also the hang-out of choice of the devoted. feel about record stores. There is an ocean never buy using personal taste but I do try have a “street store” feel, with many staff The landscape of music retail has er, head music buyer at Sunrise. “Twenty The employees serving customers at indie of cool quotes on RecordStoreDay.com. to influence the tastes of others on occa- members themselves musicians, playing changed enormously in the last 10 years. years ago most big artists would put out retail are a breed apart. “The majority of “Independent record stores are a vital sion. We have store managers like Debbie in bands. “Every store has or had band Digital downloads (legal and illegal) are, a new album every year or at least every the people at Sunrise Records are long- source of the ever-changing cool,” says at Sunrise in Lynden Park (Brantford) and members,” says Azzopardi. “Staff mem- of course, a huge factor, but not the whole two years; now it’s more like one every 4 term employees, some with 17, 20 and 25 guitar virtuoso Joe Satriani. “They re- Steven at 784 Yonge Street who have been bers frequent concerts, performances and story. “The major labels put all their sup- or 5 years.” years at Sunrise” says Azzopardi. (If you spond to the street faster than the chains with us for over two decades and have ri- shows, often every week. Their passion for port in chains such as Best Buy, Future There’s one blast from the past that is work retail, you know how unusual that can. Musical trends are confirmed at the diculous product knowledge. They keep music is their life.” Shop, Target, Walmart, Circuit City etc,” a herald of good news: the much-lauded is.) “Let’s be honest, no one will ever be- local independent record store, by you and me on my toes and bring something special How will Sunrise Records and indepen- notes Perlman. “These retailers were only resurgence of vinyl. A lot of factors are at come rich working in a record store. The me. Hanging out, listening to something to the business.” dents like them persevere in the digital interested in using CDs as loss leaders. As work here, sound quality, preference for difference with us is that our staff love you’ve never heard before, being enlight- Expanding the inventory has been one age? “It has been a very rough haul,” admits a result, consumers have had difficulty in tangible media and sheer collectibilty be- their jobs. How great is it to wake up in ened by the staff, getting into something key to the success of Sunrise Records. “I Perlman. “We are continually evolving by finding catalogue product. So they gave up ing the most important. Audiophiles are the morning knowing you work in a re- new, finding that old recording you’ve been have always been prepared to make prod- searching out products which fit into our going to stores when looking for CDs. In- returning to the LP to satisfy their lust cord store?” searching for, having your local band’s uct mix changes whenever the need arose overall sales mix. It is critical to maintain terestingly enough, independents are very for a warmer, more organic sound. It is a Sunrise isn’t alone in championing in- newest offering stocked right next to ma- despite, on occasion, resistance from the a store which is interesting and relevant successful in the U.S. Why? Because they backlash against the comparatively cool die music retail. Recently, the chain joined jor label stuff, it all happens at the local stores,” Perlman explains. “Music always to the consumers, with music always as listen to their customers who, at the end of digital CD and the ever-more impersonal the Music Monitor Network, a coalition indie shop.” has been our primary focus and always the core.”

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