Indie Record Store Profile
While attending the University of Madison-Wisconsin as a journalism and marketing major from 2003-2006, Rick Stoner fondly remembers roaming the aisles of Strictly Discs — the Monroe Street record store he acquired from longtime owners Ron and Angie Roloff last fall — just as the world was on the cusp of the digital music explosion.
“Strictly Discs is where I bought CDs before I had an iPod,” Stoner says. “That’s another way of saying that I’m 40 years old.”
Buying the beloved local business, which Ron opened in 1988 as a single-level, 800-square-foot shop (he later expanded it by converting the store’s 1,700-square-foot basement level into a retail space) was a full circle moment for Stoner — albeit not one he actively sought out. “I was not looking for a record store,” he says. “I was looking for a business at a certain price point. And the fact that I saw this listing was a very happy coincidence.”
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The relatively quick five-month acquisition process concluded exactly one year ago, on Halloween 2023. And in January, after serving in advisory roles for three months during the handoff, the Roloffs fully exited the business (which was a subject of Billboard‘s “In a Pandemic” series from 2020 to 2021) to officially embark on their retirement, leaving Stoner to pilot the future of a store that has been a part of Madison’s cultural heart for 36 years. It’s a legacy he doesn’t take lightly, and, to foster a sense of continuity, he felt it was important to keep as many of the store’s existing staffers on board as possible.
Record Store Day 2024 at Strictly Discs in Madison, Wis.
Courtesy of Strictly Discs
“Retaining the team has been really my number one priority,” Stoner says. “Maintaining the business, maintaining the customers — to me, all those things are achievable if you’re retaining the brain trust and knowledge and vibe that comes with the team that has been there for a long time.” The store’s entire staff stayed on after the acquisition, including longtime employees Evan Woodward — who now serves as GM and runs the shop on a day-to-day basis — and Mark Chaney, who fills the role of assistant GM. “Everyone’s worked together really well,” Stoner adds. “I think they appreciate maybe a different approach to things, a little more structure, and I certainly appreciate the knowledge of music that they bring.”
Stoner’s 18-year background as a high-level advertising executive focused on management and new business development at companies including Brado, Derse, BBN and Bader Rutter makes him well-equipped to expand into new areas and supercharge what the store was already doing well. One of the first changes under his purview was instituting a new inventory management system that would be capable of handling the shop’s roughly 500,000 used vinyl records in addition to new product (he chose a system that was originally designed for grocery stores).
Another major item on Stoner’s to-do list was already in motion prior to his acquisition of the business: the conversion of 1,000 square feet of the 5,000 square foot Strictly Discs warehouse in neighboring Cambridge, Wis., into a second retail location, which officially opened Oct. 19 on a Wednesday-Sunday schedule (a grand opening is slated for sometime in November after the store’s permanent exterior sign is installed). “We have plenty of customers that aren’t in downtown Madison, and it takes them a while to drive downtown through traffic, find parking,” he says of opening the new storefront. “Now those people will be able to come here. And I also think we’ll be serving a rural customer that maybe just isn’t exposed to the cultural curiosities that come with a record store.”
Stoner is currently looking at creative strategies to build interest and excitement in the new location, including giving customers access to the music lover’s paradise contained in the back 4,000 square feet of the building, which boasts the majority of the business’ used product. Though Stoner has yet to settle on what that would look like, some ideas include quarterly bin-picking days and a “buy a crate and fill the crate” promotion.
Opening day at Strictly Discs’ new retail location in Cambridge, Wis.
Courtesy of Strictly Discs
Strictly Discs’ mountain of used product is one of the business’ key strengths. Beginning in 2010, Ron Roloff focused his energies on acquiring large private music collections in Wisconsin and beyond, leading the store to become known as the home of a treasure trove of hard-to-find records in all different genres. “I think what sets us apart is the volume and quality of more niche genres: jazz, classical,” says Stoner. “We have an extensive soundtrack collection that, before buying the business, I never could have imagined or guessed how well that does for us.”
Those used records are key to another major initiative Stoner has in mind: creating a subscription model that would allow customers to choose a certain number of new or used records per month — which would require integrating the store’s website with the Shopify platform — and either pick up their chosen product in-store or have it delivered to their homes. The idea was partially inspired by similar plans offered by the likes of Vinyl Moon and Vinyl Me, Please — though, as Stoner points out, those companies don’t allow customers the kind of choice Strictly Discs can offer. “If you’re paying $50 or $100 a month, especially if you live in a rural area, the record store is coming to you,” he says. “And I don’t see a lot of shops doing that.”
With a goal of launching some iteration of the subscription model during this year’s holiday shopping season, Stoner and his employees are currently focused on what he calls “the Herculean effort” of cataloging the store’s warehouse inventory. Stoner aims to initially target customers within Wisconsin but outside of Dane County (where Madison is located), drawing interest through targeted ads online and via the store’s email newsletter. “I think my main concern about it is that it doesn’t cannibalize our store,” he says. “So my hope is someone could subscribe to that, pick up things in store, they would get a discount in store for being a member, and it would allow us some growth and customer loyalty.”
Stacks of used vinyl at the Strictly Discs warehouse in Cambridge, Wis.
Courtesy of Strictly Discs
The focus on getting the subscription plans off the ground ties in with Stoner’s overarching goal of beefing up Strictly Disc’s e-commerce efforts. On that front, the Roloffs were already ahead of the game, with a sales mix of 70% in-store and 30% online (within that, the mix is 90% vinyl and 10% CDs; while 65% of vinyl sales are new product.) “I’ve learned that that’s pretty atypical,” he says. I think [we have] the highest online [sales percentage], at least of record stores in our coalition [the Coalition of Independent Music Stores].” And in the long term, he’s looking to flip those stats on their head: “I want that 70-30 to look like 20-80 without hampering the growth of the store,” adds Stoner, who’s hoping to triple the store’s business through online sales.
The plans don’t end there. In addition to supersizing the store’s Record Store Day activities — this year, the store closed down part of Monroe Street with the city’s permission and threw a block party for the event — he’s looking to launch pop-up record shops at music festivals and other events outside of Madison to extend the physical store’s geographic reach.
For all of his ambitious plans, the store’s longtime customers probably won’t notice much of a difference. Like Ron, Stoner is currently intent on keeping Strictly Discs a pure music shop, steering clear of merch sales and other non-music items — which would be difficult to institute in any event, he says, given the shop’s relatively small footprint — and keeping intact what people loved about it in the first place.
“[In] our main record shop in Madison … almost nothing has changed, and that’s been intentional,” Stoner says. “It’ll be a staple of the community for the next 36 years, just like it has been the last 36 years.”
More in this series:Twist & Shout in Denver, Colo.Grimey’s in Nashville, Tenn.Home Rule in Washington, D.C.Sweat Records in Miami, Fla.
In 2008, Lolo Reskin found out Iggy Pop was a fan of her record store.
It was roughly three years since Sweat Records in Miami had opened its doors and the news of Iggy Pop’s appreciation came via a segment on CNN. The Stooges legend was showing the news channel around his favorite places in his hometown and took a moment to pose in front of Sweat’s mural, which, over the years, has included Prince, Grace Jones, David Bowie, Dolly Parton and Iggy himself.
At the time, Reskin tells Billboard, “We were like, ‘Oh my god. He knows we exist.’”
Sweat Records
Zacharie Mantha-Ware
Iggy’s appreciation for the shop meant a lot to Reskin, who has lived and breathed music her whole life. Her grandmother, Joan Field, was a violin soloist who recorded and toured through the 1930s and ’40s. Her father went to Juilliard and was a working musician his whole life. The rest of her family helped ingrain her love of music through the local roller rink, where they would go all the time to soak up DJ sets throughout her childhood and tween years.
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The ability to play music well skipped a generation though, Reskin admits. “I was a decent guitarist in high school,” she says. “But does the world need another decent guitarist?”
Instead, she was the kid making all the mixtapes for her friends and alphabetizing all the CDs at Best Buy. Eventually she began working at a Virgin Megastore, which she loved. But it lacked a local touch.
“There would be something that was a huge hit locally that we wouldn’t have because our buyers were in L.A.,” Reskin says. Miami’s love for electronic music and trance was not being addressed, along with a need for imported singles and acts like Better Off Alone. “I had to go up to the buyer’s office and be like, ‘Can you get all this stuff?’ As cool and comprehensive as that store was, it wasn’t by locals for locals.”
Lolo Reskin of Sweat Records
So, in 2005, Reskin opened the first iteration of Sweat Records along with a good friend. (Her friend’s ownership in the business was short-lived; she went on to pursue a successful career as a lawyer.) And mere months after opening, the store was destroyed by Hurricane Wilma in late 2005.
“That was fun. I was 23 and stoned, trying to navigate moving my business,” Reskin recalls. “Thankfully, the old owner of [local music venue] Churchill’s Pub had this little warehouse in the back and they let us move all our stuff there.” The landlord at the original location, “in true Miami fashion, d-cked us over. They said they were going to get contractors and fix our building and then weeks went by and it became clear that they were just going to take the insurance check and leave us hanging.”
Sweat opened a temporary location for about a year before the space next to Churchill’s Pub in Little Haiti became available and they have inhabited the 1,200 sq. ft. store ever since. Sweat Records bills itself as the largest selection of new and reissued titles in Miami with several thousand titles on hand. The majority of their sales stem from physical music (about 85%) with the remainder coming in from merch, gear and accessories. Sweat also hosts in-store performances, which Reskin points out have always been all-ages to help foster that love of music in young Miami residents. They also host and promote shows, club nights and partner events around South Florida and are at somewhere around 1,000 events over the years.
The store specializes in “global sounds” with a wide range of Latin, Asian and African genres and they carry a lot of imports and all the essentials in jazz, soul, hip-hop, electronic music, rock/pop and soundtracks. “Miami is such a huge international city and tourist hub that we get visitors daily from different continents,” says Reskin. “A lot of vinyl is really hard to find and/or expensive in other countries, so we get a lot of people excited to visit and stock up who’ve already scoped our website.”
Sweat Records
Zacharie Mantha-Ware
While Sweat is heading towards its 20th anniversary next year — they are creating a special book to commemorate the milestone — there have been hiccups along the way. But they’ve managed to survive with a little help from their friends.
Shortly after they learned of Iggy Pop’s love of the store, the record store’s air conditioning broke (“Sweat Records to the max,” Lolo jokes) and they reached out to the punk rocker. He was gracious enough to allow them to put the image of him from their mural on T-shirts for a fundraiser and he’s been a friend ever since.
In 2012, when Iggy was named the Record Store Day ambassador, he made his official appearance at Sweat Records, which got the store featured in magazines. When he received a presidential medal of service for the arts from the consulate of France, the Sweat Records crew (who call him tío, which is Spanish for uncle) was invited to the ceremony. He filmed his commentary for the 25th anniversary of the John Waters film Crybaby at the store. He has filmed music videos there and one of their former employees, Alejandra Campos, is now one of his touring guitarists.
When Iggy made a documentary about recording the Josh Homme-produced Post Pop Depression album, the official screening was held at Sweat Records. Reskin interviewed Iggy on stage at Sweat prior to the screening and says she’s never studied for anything harder in her life. But as a Miami native, she spent a lot of the conversation discussing their shared love of the city.
Sweat Records
Zacharie Mantha-Ware
“He moved to Miami in the ‘90s so he saw it when it was a totally different place and told all these crazy stories about whipping a sports car across the causeways and going out to the old fish camp on Key Biscayne to drink beer,” says Reskin. “He’s so f—king cool. He’s the best.”
Over the years the store has found additional friends in Betty Wright, Clarence Reid and Jimmy Buffett and Reskin appreciates the community that has helped Sweat overcome “hurricanes, recessions, pandemics and selling records in the 21st century.
“I always loved the classic trope of indie record stores,” says Reskin. “Most of the ones I’d gone to in high school closed by the time I was in college. So, it really was just like, ‘I want Miami to have this.’”
More in this series:Twist & Shout in Denver, Colo.Grimey’s in Nashville, Tenn.Home Rule in Washington, D.C.
When Home Rule Records owner Charvis Campbell got a cold call from the Office of the Vice President of the United States on May 3, 2023, he felt the way most people would have when confronted by the same scenario: perplexed.
“It felt like an interview, like a background check,” Campbell tells Billboard. “When we were done, I was like, ‘Wait, this is kind of weird.’”
But the calls continued. Next, VP Kamala Harris’ representative asked if anyone from the Uptown Washington, D.C., record store would be in the shop that day and mentioned that someone from the office might stop by. Then, Campbell got another call from a different representative who strongly suggested he stick around. The next thing he knew, the Secret Service came to inspect the 2,700 sq. ft. independent record store — and then the vice president followed.
With a swarm of press around Vice President Harris, Campbell tried to help her around the store by asking what she might be interested in. “I’m like, ‘Okay, you want to talk about Coltrane?’ and she was like, ‘No, I want Mingus.’ She was looking for the real jazz,” says Campbell. “She had that keen sense to want some real hardcore music.”
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On May 9, Harris posted a video on Instagram that showed her walking away from HR Records — which specializes in used jazz, soul, R&B, funk and more — with three vinyl records: Charles Mingus’ Let My Children Hear Music (“one of the greatest jazz performers ever”); Roy Ayers’ Everybody Loves the Sunshine (one of her “favorite albums of all time”); and Louis Armstrong and Ella Fitzgerald’s “beautiful” collaborative 1959 album, Porgy and Bess.
“It was one of those things that wasn’t planned,” says Campbell, adding that Vice President Harris asked about the challenges of running his small business and engaged with several people who happened to be in the shop. “It was very unexpected, but sincere in the sense of her enjoying the music and wanting to learn more about the shop.
“For me,” Campbell adds, “it was, ‘There’s a lot of other places you can be right now, but the fact that you took the time says you’re supportive of small businesses, but also of our shop.’”
After Harris’ visit and her subsequent clinching of the Democratic nomination for president, Campbell says there has been a notable increase in HR’s social media engagement, and out-of-town visitors will stop by to take a photo where Harris once was. It’s been a boon for one of the rare Black-owned record stores in the country (Campbell estimates there are only about 20 to 30 across the nation), not to mention for such a young establishment.
Campbell and his business partner Michael Bernstein opened HR Records in 2018 with no music business experience between them (though Bernstein had worked as an independent musician many years prior). Campbell had been driving up to Baltimore from D.C. on a regular basis to purchase vinyl from the small independent shop East-West Records until its owner, Bill Coates, informed Campbell the store would be closing for good.
“I would tease the owner and say, ‘Hey, if we bring this to D.C., we’ll make some money,’” says Campbell. “Being the wise sage that he was he said, ‘No, you don’t want to get into the record business.’”
Undaunted, Campbell bought Coates’ entire collection and quickly realized he needed to do something with it. Initially, the collection went into the back of an antique shop for about six months, before Campbell and Bernstein landed on a location for HR Records. In 2018, they opened their doors on 702 Kennedy Street NW and began selling exclusively used vinyl.
Kamala Harris shops at Home Rule Records with ownwer Charvis Campbell in Washington, DC, on May 3, 2023.
MANDEL NGAN/AFP via Getty Images
HR Records does not lack for inventory, with thousands of records packed into bins and decorating the walls. (“Too many to count,” says Campbell.)
In addition to vinyl, the store carries CDs and merch that each account for roughly 10% of its inventory. The other 80% is a curated collection of rare and used jazz, soul, reggae and African music records. While the store has participated in Record Store Day, Campbell found it overwhelming for such a small and niche shop. “I would prefer to have that ‘68 Blue Note on the wall as opposed to the reissue of it,” he says. “The reissue sounds great, but I’ll go for the original any day.”
To fill the crates with rare vinyl, Campbell has had to develop relationships with a lot of private collectors, which he considers the hardest and best part of his job. “Once we sell that amazing Sun Ra or Coltrane or Eric Dolphy record, it’s gone,” Campbell says. “That’s what I think [Coates] was getting at. It’s going to take time and effort to build up a place where people feel comfortable giving you their records so that records are coming in the door.”
It has taken years for Campbell to acquire many collections, but he says the effort has been worthwhile. Developing those private collector relationships has led to even greater opportunities, like creating The HR Music and Film Foundation, which was born from COVID-relief work the store did for musicians by hosting gigs at the small stage in the back of the shop, filming them and promoting the videos and artists on their social media. After roughly 15 shows, the HR team realized they could get more support if they formed a not-for-profit organization.
Today, the HR Music and Film Foundation produces live musical performances, concerts, film screenings and festivals. It also educates youth in the community through workshops, classes and hands-on experience, allowing them to develop confidence and skills in music production, audio production, filmmaking, photography and graphic design. The foundation’s first project was a documentary on Black Fire Records, a Black-owned independent jazz label that started in D.C. in the 1970s. In support of the film, the foundation launched a local outdoor festival with live music and an evening screening of the documentary in 2022. The third annual Home Rule Music Festival took place in June and the documentary aired on PBS in 2023.
“When I think of the work we’ve done now with our foundation and the documentaries,” says Campbell, “It’s about using the medium of film combined with music which is so powerful in terms of being able to tell stories and educate people and educate our community.”
More in this series: Grimey’s in Nashville, Tenn.; Twist & Shout in Denver, Colo.
Like a lot of independent record shops, Nashville-based Grimey’s New & Preloved Music and Books sometimes offers giveaways for customers, with prizes such as tickets to local shows and vinyl pressings. But given its location in the creative hub of East Nashville, Grimey’s co-owner Doyle Davis says those giveaways have led to some unusual moments.
“We’ll take a picture of the winner and tag them on social media when they pick up their prize,” Davis tells Billboard. “One time, we posted a photo of a guy showing off his prize — and [rock icon and former Led Zeppelin lead singer] Robert Plant was walking up the aisle right behind him. When we posted that [photo], all the comments were like, ‘Robert Plant photo-bombed your guy.’”
Grimey’s has been a hotspot and refuge for music lovers — celebrity or not — for 25 years. The East Nashville store is Grimey’s third location: it was launched in 1999 in Nashville’s Berry Hill area, before moving to 8th Ave. S. and finally to its current location at 1060 East Trinity Lane in 2018.
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“John Prine used to shop here regularly, especially at our old location. We were right down the street from [meat-and-three restaurant] Arnold’s, where he would get his meatloaf every week,” Davis recalls, also noting artists such as Kacey Musgraves and Emmylou Harris stopping by Grimey’s over the years.
Grimey’s is housed in a former Pentecostal church that offers a homey vibe, with stained glass windows; arched, wooden ceilings; a performance stage (Davis remodeled the area into a space for more intimate musical performances); and two floors filled with vinyl, CDs, books and more. The 4,000-square-foot space continues to be an essential component of Nashville’s music community, with Davis estimating that roughly 70% of the store’s sales come from vinyl, with the other 30% coming from books, CDs, DVDs, etc.
Based in the heart of East Nashville’s creative community, the store counts Americana as its best-selling music genre, with the store’s best-selling artists being Jason Isbell, Musgraves and Sturgill Simpson.
“We recently did a signing with Kacey and her [2024] Deeper Well album and it was the only signing she was doing for the whole album release cycle,” Davis says. “We had over a thousand people and she signed for four hours. That was the most records of a single new title that I’ve sold in one week. Jason Isbell was my previous record at 850.”
Grimey’s
Courtesy Photo
Davis co-owns Grimey’s with the store’s namesake and founder Mike Grimes, who launched the store in a small Berry Hill-area home. In 2002, Davis, who had been an executive at another Nashville record shop, The Great Escape, joined Grimes as a co-owner. At the time, Davis suggested that they focus on selling new vinyl.
“Nashville had great record stores. The Great Escape was a great record store, but it was all used [records],” Davis says. “If people wanted new records, they either mail ordered them or you bought them at Tower Records. Tower had a pretty lame selection, in my opinion, at the time, and it took them forever to restock something if they sold out of it. Being a real record store guy my whole life, I just thought, ‘There’s a niche we can fill here. We’ll carry all the cool indie music the chain stores don’t carry.’ We really centered on new vinyl, and this was when Steve Jobs had just opened the iTunes store, Napster was on the wane, and they were finding new ways of legally selling digital music — everything was gravitating to no physical media.”
In 2004, Grimey’s relocated to the 8th Ave. S. location, where it quickly became an indie music hub. The live music venue The Basement (founded by Grimes) was located downstairs, while the building at the time also served as office space for Thirty Tigers and indie radio station WXNA. As Grimey’s expanded on 8th Avenue, they leased the building next door and opened the bookstore Grimey’s Too.
At the same time, Grimey’s began supporting artists through in-store performances that allowed bands to promote their new records. In 2008, rock band Metallica recorded the album Live at Grimey’s at The Basement before their performance at Bonnaroo Music Festival.
“We carried it for 10 years until it went out of print,” Davis recalls, also noting that Nashville resident and Americana luminary Isbell once played a show in the back parking lot of Grimey’s, with more than 1,000 people in attendance.
“[Jason] did an in-store performance with us for every solo album he ever released until the pandemic hit, and he wasn’t able to do that one,” Davis recalls. “We had The Black Keys early on when they were still playing clubs. Years ago, the band fun. did an in-store, and then Black Pumas did an in-store performance, and six months later they were huge and on the Grammys. I had always hoped we would get Wilco to play here, and they finally did in November 2019, right before the pandemic.”
After the landlord did not offer Grimey’s a long-term lease on the 8th Ave. location and noted the building would be put up for sale, Grimes and Davis knew they needed to scout a new site for Grimey’s, which led to its current location.
“My real estate agent showed me a photo of the building and it was the right size, it was beautiful, and it was affordable,” Davis recalls, noting that he did have some concerns at the time about relocating to East Nashville, where the area was already home to at least two other record shops, The Groove and Vinyl Tap.
“What I hoped might happen seems to be what happened: that the customers coming over to East Nashville to visit our store would also visit the other stores,” Davis says, noting that in the ‘90s, he visited London’s Berwick Street, which was known as “Record Road” for its large number of record shops. “Each store had its specialty and if you’re an omnivorous music fan, you would hit all the shops. I know from talking to folks that on Record Store Day, for example, lots of people will hit Grimey’s, Vinyl Tap and The Groove, because we’re all in the same neighborhood.”
Paramore + Doyle & Grimey
Courtesy Photo
While streaming rules the modern-day music marketplace, vinyl has seen steady growth over the past nearly two decades, something Davis attributes to the popular Record Store Day that started in 2007. Grimey’s focuses on buying from original source distributors but also uses one-stop distributors, with Davis estimating the shop has approximately 12,600 new vinyl records and 3,000 used records.
“By 2010 or 2011, we were seeing 30% and 35% increases year over year — and that’s broadly, not just in my store,” he says. “Vinyl was back, but it wasn’t mainstream at the time.” Since the pandemic began, Davis says vinyl has “reached a whole new tipping point,” nodding to pop artists such as Taylor Swift and Olivia Rodrigo moving large numbers of vinyl units.
“We’re selling tons of Taylor records and Olivia. For a while, we couldn’t keep enough Harry Styles records in stock,” Davis says. “That’s new to me. We’ve got high school kids coming into the store. We’ve always had some percentage of college students, the early adopter kids. Vinyl was seen as a hipster thing for quite a while, but I don’t see anybody looking at it that way. If anything, it’s seen as a pop trend.”
While Davis does acknowledge commerce challenges in pricing and direct-to-consumer sales, he sees indie record shops as an enduring part of the music ecosystem.
“If you can only afford one record a month, just due to prices, then even the used ones are not cheap,” Davis says. “You’ve always had the dollar bins, but records that were straight to the dollar bin previously are sometimes $5 records. I also see the direct-to-consumer initiatives, but we’ve faced that pretty much most of the way. And there’s an experience in a record store you can’t get online — it’s a physical space, with like-minded people; I love watching my employees interact with customers. If you’re really into this culture, there’s nothing like an independent record store, as far as experience goes.
“Vinyl never went away and it’s here to stay. I do believe that,” Davis says of the future of the format. “We’ve seen steady growth now for well over a decade, and it’s already moved into a new generation. Now you have kids [buying vinyl] whose parents did not grow up with vinyl — their parents were CD and digital natives. Vinyl is a way to slow down. You get the lyrics, the inserts, the art — the artist’s whole vision.”
Next Store: Twist & Shout in Denver, Colorado
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