As Pure Pop employee Amy Wild organized vinyl records in the Burlington music store, the multi-colored covers were as diverse as the music they contained. 

“It’s just a really cool atmosphere,” Wild said. “A lot of things come in that you’re not going to find anywhere else. You never know what you’re going to see in here.” 

Wild has been working there on and off for nearly three years. 

“When I was in high school, I used to always shop here when I came up to Vermont,” said Wild, 25, who grew up in Boston. “I ended up moving up here and luckily got a job here.” 

Pure Pop is located underground in a relatively small space, and touches like local concert posters give it a much more welcoming and personal experience than identical chain stores.

Despite the rising popularity of the iPod and other mp3 players, there are still plenty of independent record stores in Vermont owned and operated by music lovers. 

Michael Crandall, whose parents opened Pure Pop in 1980, said independently owned stores often have a more varied inventory, since they don’t have to adhere to the corporate guidelines of many national chains. 

“I feel like an indie store is much more able to adapt and carry what customers want to buy,” he said. 

Crandall said indie stores are able to choose what they stock, instead of just shelving whatever national headquarters send them. 

“It just fits you better,” he said. If you go into a store and see stuff you like or your friends like, you’re like ‘I’m supposed to be shopping here.’ If you go into a store and see a bunch of stuff you don’t like, it feels like you shouldn’t be there.” 

The experience of shopping at a record store and socializing with fellow music-lovers is another unique draw. At The Flying Disc in Enosburg, which features a café in addition to its music selection, customers are as likely to stop in for a coffee or smoothie as they are for a music purchase, co-owner Ben Maddox said. 

Most employees of independently owned shops are also music enthusiasts and can offer conversation or recommendations. The social aspect is one that the Internet still can’t offer, apart from the anonymous dialogue of forums and chat rooms. 

Crandall added that the Internet can also be a bit overwhelming at times. 

“On the Internet, you can find everything, so you’re just kind of meandering around,” he said. 

In addition, many older or vinyl releases are omitted from the catalogues of iTunes, Rhapsody or other online sites. According to many music lovers, the vinyl record also offers a better experience and fidelity than digital copies. 

“If you’re into vinyl, I’ve got a lot of it,” said Brian Greatorex, owner of In The Moment in Brattleboro. “I try to represent every genre.” 

In addition, record stores often buy used albums, selling them cheaply. Used music at Pure Pop goes for between $1 and $8. Wild said the low prices and discretionary music selection helps her find new music. 

“It’s fun to buy something just judging from the cover and take a risk,” she said. “You have a good chance here of being pretty successful.”

 

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