Third Man Records Celebrates a Decade of Music in Detroit

Third Man Records, established by musician Jack White, is marking its tenth anniversary this week in Detroit’s vibrant Cass Corridor. The store opened to much excitement, with fans camping out on Thanksgiving night to ensure they were among the first to enter on Black Friday. Over the past decade, the 4,500-square-foot venue has evolved into a cornerstone of the local music scene, featuring a vinyl pressing plant, recording and mastering studios, and a carefully curated selection of music, books, and merchandise.

Today, Third Man Records stands as a trusted destination not only for Detroit residents but also for music enthusiasts visiting the city. The store is designed to be more than just a retail outlet; it aims to provide a full sensory experience. Roe Peterhans, a representative of Third Man, describes it as a place where visitors “cross the threshold…into a world of music and rock ‘n’ roll.” He likens the experience to walking through a vibrant street bazaar, emphasizing the communal aspect of music appreciation.

From Nashville Roots to Detroit’s Heart

The genesis of the Third Man brand was as a record label, launched by White in 2001 following his success with the White Stripes. Initially focused on vinyl records, the label soon expanded to include a physical storefront and performance space in Nashville, which opened in March 2009. This Nashville location has since undergone three expansions, with a second store launched in London in 2021.

Ben Swank, a co-founder of Third Man and a Detroit native, recalled the humble beginnings of their Nashville store. “We had one new record — a Dead Weather 7-inch — and a box of White Stripes CDs,” he said. The initial approach was simple: open the doors and embrace whatever came next. The response was overwhelmingly positive, leading to further expansion.

After White performed in Detroit in 2014, the idea for a second location gained traction, particularly after local manufacturers Shinola sought expertise in establishing a record pressing plant. Swank noted this period as a time of rejuvenation for Detroit, saying, “We saw a sea change of people really working hard to make some positive changes in this town.”

A Unique Community Hub

Third Man’s location on W. Canfield St. is symbolic, situated near key venues that hold historical significance for the White Stripes and the garage rock scene. The store features a striking interior with neon lights, iconic photographs, and an extensive collection of vinyl records, many of which are limited editions. It also offers unique attractions such as a self-recording booth and a jukebox playing music videos from Third Man’s catalog.

Regular customer Ron Wade, who is also the marketing director for the Detroit Tigers, appreciates the store’s curated selection. “It’s not going to have the latest Taylor Swift album,” he noted, highlighting the store’s focus on niche artists that could shape future music trends. This emphasis on quality and diversity in music has made Third Man a distinctive space in the retail landscape.

Throughout its decade of operation, Third Man has hosted numerous events, including concerts by renowned artists such as Iggy Pop and local musicians. The store has become a cultural fixture, integrating itself into the community by promoting local talent and providing a venue for artistic expression. Swank stated, “For us, it’s important to be part of the community,” underscoring their commitment to fostering local connections.

The store’s anniversary coincides with a series of celebratory events, including performances and special releases. Following White’s halftime performance at the Detroit Lions’ Thanksgiving game, Third Man will host a weekend filled with DJs, an open bar, and exclusive merchandise, including a box set of the White Stripes’ studio albums.

As Third Man Records reflects on its first decade, plans for the future remain robust. Ben Blackwell, another co-founder, emphasized the need to continually engage with the community: “You want to be integrated into the fabric of people’s everyday lives, so they keep coming back.” With ongoing events and a dedication to music culture, Third Man Records is poised to remain a vital part of Detroit’s artistic landscape for years to come.

Third Man Records is located at 431 W. Canfield St., Detroit. For more details, visit their website at thirdmanrecords.com.