When Jack White created his own imprint, Third Man Records, he had an idea. A basic one : make vinyl records. To illustrate his goal, he crafted the motto of his label : "Your turntable is not dead". Simple as that.
Step by step, the author of the stadium anthem "Seven Nation Army" is building an empire, demonstrating that his business model can stand and survive.
To fully understand the ethics behind Third Man Records, you should read the very interesting interview of Ben Blackwell, White's right hand. You'll learn a lot about vinyl making, label managing and a full lot of other things.
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