Third Man Records, established by the former White Stripes frontman Jack White in his hometown of Detroit, Michigan, has been receiving plenty of attention lately. The Label’s newly opened pressing plant has become a key focal point for the mainstream resurgence of the physical format, so much so that CBS has payed them a visit in this extensive behind the scenes video.
The video offers insightful views into the plant’s manufacturing process, White’s backstory and love of the vinyl format, and the label’s unique approach to artwork and aesthetic design. White explains his marketing strategy, stating: “Some things that were gimmicky, some things that were beautiful; anything to capture the attention of people to bring back to the physical product and get away from invisible music and disposable music.”
Check out the full video below