“An Important Place in Their Lives”: Musicland Sales Brochure, 1978
Recollections / November 12, 2024






ROBERTS: I don’t know if I told you guys this, but I worked at Musicland/Sam Goody for a couple of years in the early ‘90s, a pretty good time for popular music. I was actually a store manager for a few months—yes, Richard, it’s true—before my location closed down (there was another Musicland down the street in the mall). That’s what you did back then—you worked in stores that sold the stuff you liked so you could buy more of the stuff you liked. This brochure is before my time, and that’s probably why I find it so fascinating. The ‘70s aesthetic is in full effect, and I forgot just how much merch you could get at “the record store”: stereo systems, speakers, transistor radios, tape recorders, sheet music—even guitars! But it’s the intimacy and immediacy of this environment that gets me. How do you describe to someone who hasn’t experienced it before exactly how it felt to walk into the record store before the internet? When music was your life.
GRASSO: I first took a trip to the record store in what would have been late 1982 or early 1983: it was the Medford, Massachusetts location of the Northeastern US chain Strawberries and I came in search of 45s of two songs that had been in heavy rotation on our newly-acquired cable box’s channel 25, MTV: Thomas Dolby’s “She Blinded Me With Science” and Toto’s “Africa.” I found a lot more there, though, thanks to the giant sales catalog, bigger than a city Yellow Pages, full of import and (presumably) out-of-print vinyl. I was only seven years old, so I was a little overwhelmed by it all, but thanks to that Big Book and the help of my dad and the clerk I was able to grab a copy of Dolby’s The Golden Age of Wireless, which I seem to remember being in short supply in the record racks.
It’s kind of amazing that I’m able to access those memories 40-plus years later—but that’s the impact that very first trip to the record store had on me. I’d drift away from music after my initial early-’80s spate of 45-purchasing (Tracey Ullman’s “They Don’t Know,” Yes’s “Leave It,” and the Kinks’ “Come Dancing” were some of my other early-MTV-inspired singles purchases); it wouldn’t be until junior high in 1987 that I’d start going to the mall on my own to buy cassettes and eventually CDs. Our record chains in Boston—Strawberries, Newbury Comics, and the big HMV and Tower Records outlets in Harvard Square—were great for finding import CD singles and discovering new local favorites, but I also treasured a little hole-in-the-wall used record store on Route 1 in Saugus, whose name very sadly escapes me at this time.
These stores all had knowledgeable clerks who, if you were able to demonstrate your cred by asking for the “right” album, would put a young, uncertain music fan on the path to finding new artists who’d join your personal pantheon of favorites. Posters, music periodicals, merch of all kinds, ways of proving your fandom: the local record store was a place to equip yourself for doing battle in the trenches of junior high and high school music-cred combat.
MCKENNA: Hmm, what a peculiar coincidence: you were a store manager, Kelly—and then the store closed down, you say? Yep, that definitely sounds like the fault of the other Musicland in the mall, not of the vision-impaired management style that almost deprived the world of the best Phil Collins article that has ever been written. Anyway, you two city slickers seem to be forgetting something: like John Denver, I’m a country boy, and in the provinces of Airstrip One, record shop history follows a slightly different timeline. The chains like Our Price, HMV, and Virgin Megastores didn’t arrive anywhere outside of London until way later than in the States, and when they eventually did, the light-years-out-of-my-league goth girl I fancied from school started working in the only one I could get to, which did not exactly incentivize me to spend my supermarket trolley-boy and lettuce picking money there.
In any case, at least as I remember it, record buying in Northern England at the time was more likely to be in independent shops like Jumbo in Leeds or Red Rhino in York, or in the more institutional environs of a Sydney Scarborough or a Bradleys. If you were seeking the full beige rainbow of corporate experience, the music departments of the W.H. Smiths shops dotted around the country were for a long time perhaps the nearest thing a lot of us outside London had to something like Musicland. The people running the Smiths’ music departments often seemed to have a weirdly free hand about what they could have in stock (which could be good, or could mean the LP section suffocating under the weight of the thirty least-appetizing Zappa LPs). Was that similar to what went on at Musiclands, or was the choice of stuff more corporate generic? Also, where can I get a copy of that killer Moody Blues poster? And Kelly: which of the Musicland management styles modeled in the brochure photo top left were you channeling? Stranger Danger, Cromwell henchman, Lawyer who thinks he’s outsmarted Columbo, Italo-American SFX tech at the Academy Awards, John Boy Walton, or that slick MF on the right?
ROBERTS: I’m not sure I had a style other than “you watch the store while I smoke and I’ll watch the store while you smoke,” because we were all pounding Marlboro Reds in the back room whenever we could. I remember pulling all-nighters at various stores to put all the cassettes and CDs into the new security trays (“shrinkage” was every retail operation’s worst nightmare). The manager would order pizza and during “lunch” we would wander around the dark, empty mall and the corridors behind the stores. To answer your question, Richard, we did not really have a free hand in what we stocked—it was a pretty corporate environment—but we did get to open and play “store copies” of new music, and we could special order the obscure stuff we wanted to hear. I remember playing the first Weezer and Sunny Day Real Estate LPs, Dr. Dre’s The Chronic, Nirvana’s In Utero, Cypress Hill’s Black Sunday, PJ Harvey’s Rid of Me. As long as the district manager was not around or rumored to be around, we were good.
Record stores were where we bought our concert tickets too, although we didn’t do that at Musicland. There was another store called Music Plus (we had a lot of chains in SoCal) that was the go-to for tickets. One of the employees would bring out a binder, show you a layout of the venue, and tell you how much the tickets were for each section. But nothing beat Tower Records—I still have dreams about sifting through the import section, discovering lost albums from my favorite bands. As we’ve talked about time and again (ad nauseam to some, I’m sure), these physical spaces were designed to take your money, but they were also where we discovered art and, yeah, meaning. Remember that line from Dawn of the Dead? Francine asks Stephen why all the zombies are trying to get into the mall and he says: “Some kind of instinct… Memory of what they used to do. This was an important place in their lives.” That’s me. I’m one of the undead now.
GRASSO: Probably as good a time as any for me to get (historical) materialist about the mall record store from the consumer side, seeing as how I have no behind-the-scenes memories of working at one (my college job was at a video rental joint, which had its own set of amazing fringe benefits, not the least of which was free unlimited borrowing privileges).
After my MTV-inspired single-purchasing in 1983, my music-collecting years with my own hard-earned money kicked off in earnest in the late 1980s, and thus I was fortunate enough to get in on buying compact discs on the ground floor. My friends who were just a few years older than me had massive cassette collections they’d assembled throughout the ’80s; honestly, I don’t remember many of them owning much vinyl at all. And dollars to donuts, I bet the seedling of most of those tape collections were courtesy the Columbia House Record Club, the infamous direct-mail outfit that would send you “8 tapes for a penny” and then shackle you to an onerous “negative option billing” obligation that could be very difficult to weasel out of. Score one more for the friendly local record store.
So yes, from the very beginning of my time as a music consumer—around 1987, 1988—CDs were my format of choice. Remember longboxes? Those massive, wasteful cardboard sleeves were developed for the CD specifically because physical record stores didn’t want to refit their LP-sized storage racks (and because, like tapes, CDs shorn of these boxes were easy to nick before the rise of anti-theft RFID tags). Sort of laughable to think about these half-empty cardboard sleeves cluttering up shelf space and landfills just so the record stores would promote this new format, but the music industry has always tried to get consumers to (re-)buy their favorite music on an “exciting” new format, going all the way back to Thomas Edison.
The CD also outpaced the LP and cassette on price during this era: I cringe to think of blowing my meager early-’90s wages on a few $14.99 CDs a week while vinyl and tapes were still going for, like, $7.99 or so. (Let’s see, a $15 compact disc in 1990 would be the equivalent of dropping nearly thirty-seven 2024 dollars on a new album, according to the always-shocking Bureau of Labor Statistics Consumer Price Index calculator.) Sure, the artists didn’t get a huge cut of my afterschool job money (RIP Steve Albini, who nailed the state of the record industry and its exploitative garbage at this very moment in history pretty much perfectly), but at the end of the day the artists got some of it, and I had a physical emblem, a totem, a real piece of art—yes, even in CD jewelboxes!—that served as a testament to my love for a band.
Think about all the jobs that existed in this very conspicuously late-20th century supply chain: the execs, the artists and repertoire scouts, the producers, technicians and engineers, the bands and their entourages, the label designers, comms personnel, promoters, the radio DJs playing the records, the manufacturing plants, the intermediaries bringing the CDs, posters, buttons, and merch to the record stores, and all those Marlboro-smoking clerks like Kelly in malls across the country. A good chunk of these jobs just don’t exist anymore. Seems pretty obvious which end of the labor pyramid got screwed over the past 30 years—and it wasn’t the execs.
Of course, when the 20th century ended and the nascent Internet enabled file sharing to take off, the industry bigwigs definitely panicked about the future of music. But in the end it wasn’t the suits who lost their livelihoods—it was the artists. And for the past quarter-century, pop musicians have been bifurcated into a two-class system: giga-stars whose (over)exposure ensures they never have to worry about a paycheck again, and touring musicians forced to sell merch like carnival barkers just to make a (barely) living wage. Like everything else under late capitalism, the music industry has materially consolidated, diluted its product’s quality and diversity, and turned a thriving, living underground into a manicured garden where spontaneity and apprenticeship have largely vanished as concepts. As Kelly says, the locus at the base of that massive commercial pyramid was the local record store, where taste was made, music was shared, and fans’ connections with the band were consolidated.
MCKENNA: One thing that saves me from feeling like some deranged, backwards-looking nostalgist troglodyte, constantly harping on about how things used to be better back in the Mesozoic, is that one of my day jobs involves teaching Zoomers. Their fascination with the random, uncurated physical realities that used to be part and parcel of engaging with music, art, people, and the world in general—before business got so good at interring you inside your interests—reinforces my feeling that having stuff like Musicland around actually was just objectively healthier. Yes, it was an anodyne corporate product of aggressive capitalism, and yes, more egalitarian situations that foster a wholesome tactile involvement in the world are definitely imaginable, but as shitty as it might have been, it was at least real, ergo better.
This is something that I think gets lost in the—sorry for using the horror word—discourse around these things: there’s this implicit idea that as a society we just naturally evolve past certain realities, and that to think of them fondly, or even—god help us—think they might have been better is somehow axiomatically regressive. I think that’s bullshit for several reasons, but mainly because we didn’t evolve past them at all: they were removed in service of someone else evolving themselves more money. Like I say, you can argue that they were in any case the products of unfair wealth and extrusions of capitalism into our imaginations, and you’d be right, but isn’t the way things are today an even more brutal product of those forces?
When I reminisce with people my age about the immersion in physical reality that was necessary to buy, say, the 12” of Genesis’s Mama, their perspective is often purely one of convenience, but if I talk about it with a 16-year-old, their reaction is often ecstatic shock, because they sense the increased possibilities that the less curated experiences inherent in the kinds of spaces you two are talking about offered. Even when they were the kind of shitty corporate boxes that would employ someone as musically illiterate as Kelly.
ROBERTS: Look, we’ve all discovered quite a bit of great music cruising around the internet, and we’ve written about a ton of it, from library music and ambient to ‘80s pop and sci-fi synthesizer epics. Sometimes, the algorithm works (God bless Sounds of the Dawn, for instance). Was the record store better? I don’t fucking know. We’d have to ask more of Richard’s students. What I know is this: if I ask Pandora or Spotify to make me a playlist based on, say, This Mortal Coil’s cover of “Song to the Siren,” I’m going to hear a lot of good stuff. If I ask you guys to make me a playlist (or, better, a mixtape) based on that same song, I’m going to hear a lot more good stuff—as long as you don’t fuck around and throw Phil Collins into the mix. The difference is that you know me, and the algorithm doesn’t, and it never will.
Also, the process of discovering music was fundamentally different when we were young. One of my favorite albums is The Chameleons’ Strange Times (1986). I heard the first American single, “Swamp Thing,” on KROQ’s Rodney on the ROQ, a late night LA radio show that played underground/alternative music. I had never heard anything like it—I was obsessed. Every night (for days? A week? Two weeks?) I waited for Rodney to play it again, a blank tape ready in my boombox, my fingers ready on the orange-red record button. He finally did, and I taped it (the songs weren’t always introduced before they were played, so you had to be quick), and I listened to it over and over again. Bought the LP when it came out in the States. How did I know when the album came out? I kept asking the clerks in the record store. I still remember pulling the record out of the bin at Tower, marveling at the cover, taking it home, putting it on my record player. Would the whole thing be as good as the single? (Yes!) I still smell the cardboard and the plastic sleeves that protected the vinyl. I still see the labels on the middle of the LPs (Strange Times is a double album). It was a physical experience—call it crass and materialistic—and a spiritual experience all at once: from the radio to the record store to the home record player. Every time I hear the album, all of the emotions inherent in that process of discovery are embedded in the experience of the music itself.
There. I have tried my best to describe to someone who hasn’t experienced it before exactly how it felt to discover music before the internet.