Wednesday 3 May 2017

Shit Girlfriend or shit Record Store Day

Shit Girlfriend released their fine debut single Mummy's Boy on Record Store Day. You might not have noticed. If you're what's become RSD's core demographic - classic rock fans of a certain age with plenty of disposable income - you definitely didn't notice because you were most likely queuing to buy one of these:

Shit Girlfriend didn't get any extra exposure because they released their splattered-vinyl single on RSD. But raising the single's profile didn't seem to be the purpose. The only benefit I can see is economic because it can retail at about 30-40% higher than normal.

It's easy to point out the hypocrisy in this move if Shit Girlfriend or their record label had been espousing any DIY ethic. If they were then I missed it. What they were doing is what most indie record labels do - release a limited version on coloured vinyl and a bigger run on standard black vinyl.

Indies do this to generate excitement at the tills - or more accurately their mail order department - simply so people buy the record before they get sick of it through endless streams.

Shit Girlfriend's single gets a bigger (or less restricted - honestly, and despite how much I enjoy the record, it's got a shelf life and one pressing was probably enough) release on May 19 on black vinyl. This is a new variation on the sales market the majors pulled in the late 1980s.

Back then labels were promoting CDs against the dominant cassette format (vinyl was already in decline) following the hardback/paperback model book publishers have always done. Pay more, get the better version.

However, the simple fact is that indie doesn't do very well on RSD. All non-heritage rock formats struggle (if you want to know how soul fails, I wrote about that a couple of years ago). This year saw the reissue of the first 4 Television Personalities albums. I don't know of many better albums. Even the 1991 reissues do very well on the second-hand market. But RSD isn't the time to reissue them.

I expect those Television Personalities albums will sell eventually (even if interest in them peaked around 5 to 10 years ago) but until they do they've got the stigma of being unsold RSD stock sitting in shops. The £29 asking price will have to come down to under £20 - the buyers aren't core RSD demographic so the price has got to reflect that.

Maybe next year the indies can take RSD off. Then whatever specials they were planning to do they can instead release just to independent record shops at prices the people who want them can afford. They'll be left with a lot less unsold stock and a lot more goodwill.

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