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The event that occurs every April 20th will be dedicated to White who has not only had his hands in multitudes of rock bands, but also single handedly attempted to bring vinyl back in the hands of music fans. When Third Man Records opened in Detroit in 2001, White had the mission of making vinyl relevant again, and when he reopened a store in Nashville in 2009, his idea reached volumes.
Now, White has personal control over all of the production of the vinyl that comes through Third Man, and makes sure that the vinyl is printed and pressed right in Nashville. White even used his resources to create a new form of vinyl, the Triple Decker Record, with the release of The Dead Weather’s single “Blue Blood Blues”, where three different versions of the song were released on one disc, one being in a hidden 7’’ within the record. This among other projects has played a major role in keeping music fans in touch with the experience of tangible music in a digital world.
White explains the importance of keeping physical media a part of life on Third Man’s site, “We need to re-educate ourselves about human interaction and the difference between downloading a track on a computer and talking to other people in person and getting turned on to music that you can hold in your hands and share with others. The size, shape, smell, texture, and sound of a vinyl record; how do you explain to that teenager who doesn’t know that it’s a more beautiful experience than a click?”