Rolling into town for SXSW, so is Jack White’s Rolling Record Store

SHARE Rolling into town for SXSW, so is Jack White’s Rolling Record Store

AUSTIN, Texas — When I first attended South by Southwest, the annual pop music conference and festival in Austin, Texas (the music industry’s spring break), it was 1996, just shy of the event’s 10th anniversary — and everyone was already complaining about how big it had gotten. Too many bands, too much press, too much traffic. The film fest had barely started.

This year is the 25th anniversary of SXSW’s music showcases, which are now preceded by SXSW Interactive and the SXSW film festival. The whole things stretches on for 10 days, with a lot of entertainment, a lot of media and a ton of traffic — and now most of the complaints about size and impact have shifted to Interactive. But we’re all down here because SXSW still has a rep of previewing the films, music and online experiences that we’ll be geeking out about for the rest of the year.

It starts the moment you get off the plane, where a brave singer-songwriter strummed her guitar on a makeshift stage at the airport bar next to the baggage claim escalators. For the next four nights, the Texas capital will echo with more than a thousand musicians hoping to turn the heads of writers, talent agents, music supervisors, film directors, label execs and more.

Jack White was first into the fray this afternoon …

White’s in town to unveil his latest venture after his recent confirmation that the White Stripes are no more. White is on a mission to salvage the experience of record buying for a generation of iTunes downloaders. He’s put together the Third Man Rolling Record Store — basically a food truck that peddles vinyl LPs, T-shirts and such, plus a sound system. Wednesday afternoon, White worked that system, playing a set in front of the Rolling Record Store, which had set up outside Frank’s Diner. He played a handful of songs solo, including a Buddy Holly cover, plus the White Stripes’ “Dead Leaves and the Dirty Ground.”

The mobile shop rolled here from Nashville for SXSW. White says he plans to travel the country with it, hitting the summer festivals.

The RRS’s promo video, with mentions of its other SXSW locations this week.

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