Jack White Debuting Third Man Rolling Record Store at SXSW

Consummate multi-tasker Jack White has a new project that will debut at SXSW, but it's not a band as you might expect. The man who recently broke up his most famous act, the White Stripes, has unveiled a vehicle for his Nashville-based Third Man record label that has been customized into a fully functional shop called the Third Man Rolling Record Store.

The bright-yellow truck has been equipped with a microphone and turntables for guest DJs to spin records inside the store, and a state-of-the-art sound system for bands to hook up, plug into and rock outside. Then there's the merch itself, a mix of limited-edition Third Man vinyl releases, Rolling Record Store t-shirts, tote bags and drinking accessories. At SXSW, the store is expected to host musical performances (including some surprise appearances), guest DJs and a slew of exclusive vinyl, such as four different tri-color releases. Following that, the store goes "on tour" to other upcoming festivals and concerts.

The video below, from the Third Man website, explains White's motives, informing us that "97% of high school aged kids have never been to a standalone record store." If you're one of the unlucky people who've never been, the clip concludes with a promise: "We'll find you."

Watch the Third Man Rolling Record Store Trailer


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