Jack White’s Third Man Records: Embracing Both The Past & The Future

The record industry is still trying to find its feet in the digital age, and with a plethora of labels popping up, claiming new business models and fresh trajectories, it often feels like the future of music has to be something radically different to succeed. However, the majority of people fear change – that is until the flow of progress effortlessly takes them there, or alternatively, the path laid out seems glaringly familiar.

Third Man’s bond with the past is undeniable.

With its focus on vinyl output, shirking of streaming services, and earthy embracement of analog recording techniques, one could mistake the label as a side hobby for Jack White’s musings. But it is this nod to the past that makes White’s label a blueprint for future independent labels, and a lesson to the majors on how to become efficient in the new era.

CORPORATE MELTDOWN

Anyone familiar with the mass layoffs of the past few years experienced by corporate America – not only in the music world, but also across all businesses – will understand that these layoffs have come with a renewed focus on individual productivity. Prior to the recession the large companies were spiraling out of control, each department was stocked with people hired to tie up the lose ends that the person above them didn’t want to do. Companies created positions for those they felt were essential assets, though they were not quite sure why. Invariably, when it came time to trim the fat, companies realized they could cut 100 people and still function. In fact, not only function, but by pushing those remaining into more challenging and wider breaching roles, the loss of personnel could actually lead to a boost in productivity.

INDEPENDENCE DAY

Based out of a single facility in Nashville, Third Man encompasses a recording studio, photo studio, and performance space, as well as the label offices and its own record store. To cut it in the new music industry, every musician, band, artist, and label has to embrace this efficiency, or they simply will not be able to survive. Furthermore, to really make headway, the need for labels to be helmed by someone with the definite vision and multitalented core as Jack White, becomes more apparent everyday.

The argument could be made that Third Man only exists because of the success of the White Stripes and continued success of White’s other projects, but this is exactly why it is a success.

White has intelligently used these achievements to build something bigger, bolder, and quite frankly more fun than just a successful band. Having released singles for Conan O’Brien and Stephen Colbert, he has aligned himself with those in a position of direct connectivity to the Third Man demographic. Coupled with a series of “Live at Third Man” releases, featuring acts like Cold War Kids, Jerry Lee Lewis and the Drive By Truckers, plus releases from Seasick Steve, Tom Jones, and ICP, White has grown the brand into something that people can trust. It becomes bigger than being just another label, it creates a scene unto itself.

LOOKING BACK, MOVING FORWARD

Each release is not pushed as the next worldwide smash, it is based around a limited vinyl run. White also produces the recordings himself, creating an undeniable Third Man sound. If something blows up there is the structure to support it, but by limiting releases then the goals set are always attainable.

Mass-market saturation is largely a thing of the past, it can happen, but these days it happens due to the unique alignment of many factors. The majors still think the route to success is throwing huge amounts of money at something that they are in control of, but where is the return in their investment going to continue coming from?

The business model currently being exercised by the majors is honestly just hopeful at best.

Jack White and Third Man Record demonstrate that self-sufficiency, creativity, and awareness of your core audience are key to staying afloat in these ever changing times. It may not be seen as the future of the recording industry, but maybe that is because there is just not enough Jack White's quietly doing their thing.

Robin Davey is an Independent Musician, Writer and Award Winning Filmmaker. Follow him on Twitter @mr_robin_davey