openin subscriptions.

Like they say at the UFC, "here we go !". Yes, record labels are opening their 2012 subscriptions. What is this exactly ? 

Back in the days, when DJ'ing implied buying lots of records, some labels were trying to promote their records through the record pools. It started in 1975 and the process was quite simple : if you were a DJ, you could subscribe to a pool, and then periodically receive records to play in your sets. There was no diggin', you just received random stuff. Like in a box of chocolate, you never know what you're gonna get. 

Record pools are less popular nowadays, as everyone's DJ'ing with Serato or on CDJ, using mp3 files as the main ressource. Digital days... but pools still exist nonetheless.

Long story short, vinyl-based labels recycled the formula and offer subscriptions, just like you would subscribe to a magazine. Usually, they function on a 10 (or around)-record deal, for an average price of $150, plus benefits, in terms of exclusive mp3 and such. It does not seem like a bad deal, if you live in the area of the label, because shipping cost can dramatically increase the rate. Like for record pools, buyers can have a rough idea of what they will get in their mailbox, most of the time the closest future releases, but they don't know the whole catalog of the offer. So, to subscribe, you obviously to have an open mind, to like surprises, and to trust a particular record label. 

Anyway, this was just to inform you that labels like Numero Group and Light In The Attic launched their 2012 campaign. Get your credit card ready.