And now, let’s enjoy a bit of song:
1600 ’scans and whattaya get?/Another chain closing and closer to death/St. Branson won’t be calling to save your ship out/Cause Virgin’s closing shop: proceed to fucking flip out!
My horrid meter notwithstanding, this is actually some brutal news – as reported in the NY Post earlier this week, Virgin Megastores North America has been sold to a real estate con-glom. “Industry watchers” are forecasting the imminent closing of both NYC Virgin locations, in Squares Times and Union.
If you’re thinking “meh,” well, I can understand that. But here’s why this is terrible news not only for me, but possibly you as well.
Last year, when Tower Records and their 81 locations finally succumbed to bankruptcy, Virgin Megastore became heir to the Deep Catalog Chain-Store throne. A dubious honor, to be sure, but a pretty vitally important one in the world of independent music. Whatever faults you may have found with Tower/Virgin, you could at least expect them to have a) a somewhat knowledgable and musically-inclined staff and b) a pretty deep catalog to back it up. Sure, if you’re looking for obscure and out of print prog LPs (and who isn’t!), you’re going to have to go to a specialty store (or more likely online), but in terms of overall depth/consumer reach, these two outfits supplied a lot of independent music to a lot of independent music fans.
And as much as a lot of independent music purveyors and fans like to dance around the issue in favor of upholding some idealized world of Music For Music’s Sake, the real fact is that it costs significant amounts of money to produce, distribute, and promote the overwhelming majority of the music we consume.
Consider this: next time you’re in a Best Buy, go check out the endcap/wall/whatever of New Releases. Then consider that, for each title you see displayed in this section, someone spent roughly $20-$30,000 to put it there. Like, not in some abstract sum-of-parts/this-is-what-it-costs-to-get-your-record-noticed way. Literally, someone cut BB a check for 20 large in order for their CD to be placed on the New Release wall.
The general point to all this being: putting out a record costs bank, and as the marketplace for physical retail shrinks away from independents and deep-catalog megastores, what you’re left with is Walmart, Best Buy, etc., whose interests aren’t in providing you with a wide array of choice, but rather pushing the top echelon of saleable goods at cut-rate prices in the hopes that while you’re in there, you may decide to pick up a washer/dryer combo on the way out.
(SIDEBAR: This is also actually why, if you see a CD on sale ridiculously cheap at Best Buy, you can sort of feel morally ok about purchasing it; often, they price new releases below cost to bring in the customers with the hope of making up the margin elsewhere. So as long as you *don’t* get the w/d combo as well, you get your shit for cheap, Best Buy loses money, and everyone’s happy! More reading on this here (simple) and especially here (lengthy and in-depth discussion, but worth it if you have the time)
Uh, sorry, back to the point: it seems reasonable to conclude that there is a tipping point for independent labels, where their music is not mass-friendly enough to warrant sale in the big boxes, and there are not enough specialty/deepcat stores left to take in enough of their product to even really justify manufacturing and distributing the CDs in the first place. All of which, at the end of the day, leads to a shrinking of the overall choices available to consumers (and perhaps more importantly, a shrinking awareness that these choices even exist in the first place).
All of this opens far too many cans of worms to even think about starting to get into – the intersection of art and commerce, the morality of file-sharing, intellectual property and copyright law, and the cloudy future of the music industry, just to touch the tip of the iceberg – but to end this ramble on less gloomy note: regardless of how it all exactly plays out, it seems to me there are a few (hopefully) incontrovertable facts about all this. First, that (hopefully) a lot of people are going to continue to make the kind music that they want to make. Second, that (hopefully) a lot of people are going to want to hear this music. Thus meaning that third, someone is going to have to figure out the best way to get this music to them.
How this will happen in this crazy digital world we live in is anyone’s guess (at least anyone more informed than I am), but ultimately it seems as naive to think that the death of independent retail will kill good music as it is to think that all those albums you got for free on Bit Torrent aren’t actually hurting anyone. Sooner or later, some genius capitalist will figure out a new model for the whole system and get filthy rich, and in the end perhaps we’ll all be better off, as fans and artists alike.
Oh yeah…and god willing, that genius will be me.