If we’re talking about vinyl in 2014, we have to talk about Jack White. In April, rock‘n’roll’s self-appointed analog evangelist celebrated Record Store Day by teaming up with United Record Pressing in Nashville to put out the “World’s Fastest Released Record.” At 10 a.m., White and his band recorded a live version of his new album Lazaretto’s title track at his own Third Man studios, then drove the masters to United, where it went immediately onto a 7” press, before ending up in fans’ hands at the Third Man store. From start to finish, the process took 3 hours, 55 minutes, and 21 seconds.
It was only the beginning of White’s latest streak of vinyl whimsy. In June, he packed the LP version of Lazaretto with all sorts of ear- and eye-candy including hidden tracks beneath the label; engineering side A to play from the inside-out; a matte finish on side B; a hand-etched hologram, and more. Fans were excited about the extras, which led to record-breaking sales: Not only did the album reach #1 on the charts, it also set a new high for the most first-week vinyl sales since Nielsen SoundScan began tracking data in 1991. White sold more than 40,000 copies of the Lazaretto LP in its first week.
Which is great news for the vinyl industry. Mostly.
“Every time I see a headline about Jack White’s latest gimmick, it’s kind of maddening,” one indie-label employee who declined to be named tells me. “While he’s making records ‘in one day,’ normal customers can go weeks not knowing the status of their orders.”