by liz levine
Insound is a shopping website for music nerds — it gathers merchandise, equipment, and music itself into one convenient Internet store — but in the face of today’s bloated music industry and subsequent race for corporate control over what millions crave, these guys are doing something special: they’re keepin’ it real. Founded in 1998 by three early-twenties voracious indie music fans who simply wanted to create a one-stop for obscure and difficult-to-find records, a healthy combination of business ingenuity and niceguyness has kept the company afloat for all this time.
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Head to Insound.com now and you’ll find a plethora of wares, the highlight of which is the music itself, a more than healthy gathering of tunes that fall into the ever-loosening “indie” category. But imagining back to that bygone era 1998 reminds of a very different world, one before the itunes overlord dictated the blogging minions (and oh, the illegal downloading). Back in the day, Insound was simply selling music that no one else was. In the years since, they’ve launched several innovative, yet simple sales ideas that have kept the fans coming back, the most convenient of which might be their LP+MP3 system that allows buyers an instant digital download when purchasing an LP online. Insound sells all formats in one place, and they stay dedicated to the idea of selling albums as a whole rather than in parts.
But Insound is special for more than just the wares they hawk. Business acumen aside, their dedication to indie music is perfectly avid, geeky, and pure. Their Insound Vinyl Van has them taking awesome roadtrips in order to interact with fans, while their Tour Support Series has them funding the printing of 1,000 CD’s and then splitting the profits with the bands. They’ve teamed with many excellent artists to create gorgeous, small-print-run show/band posters. Not only are these guys staying on the cutting edge of the ever-tumultuous music industry, but they’re remaining firmly rooted in the music community and the world of the fans.
To celebrate the awesome, community-oriented venture that is Insound, and in honor of the Holidays, they’ve open a pop-up store in Williamsburg where shoppers can find limited-edition posters, art and music books, turntables, and various other sweet gifts. Not to mention the nightly surprise DJs and complimentary cocktails. Insound pleases the need for music and its related accessories while succeeding in that rare feat of running a business that it feels good to patronize.
