Tired of walking into every music store and coming across the exact same ten albums at the doors? Tired of trying to drone out 'N SYNC and Christina Aguilera serenading you as you pace up and down the aisles, searching for something, anything, new and different? If not, then don't read on - the average music store is probably just right for you. But if you are desperate to break from the mainstream, maybe it's time you tried some Other place.
Other Music opened in November in Harvard Square next door to the House of Blues. Though the store is new to Boston, it is going on its sixth year in New York City. In 1995, Jeff Gibson opened the store because he believed that even in the East Village, where underground music flows like Slurpees, there was still a large marketing void that needed to be filled with a store that could provide cutting-edge selection from around the world.
And he was right. The Manhattan location is always packed and constantly receives orders from around the globe. Management decided to open the next store in Harvard Square because of its history of hosting successful record stores.
Unlike most independent stores, Other Music is not limited by any particular genre, and thus, the selection is outstandingly diverse. The store is divided into categories, but not in a way you've ever seen before.
Upon entering the store, figuring out just how the albums are organized may be a challenge for newcomers. Rather than seeing "Country," "Pop/Rock," and "Soundtracks," as one would expect, the main section listings at Other Music are "Electronica," "Psychedelia," "Hip Hop," "Groove," and "Krautrock" - yes, an entire section is dedicated to '70s German experimental music. Puzzling.
In addition to these classifications, throughout the store are sections titled "In" and "Out" - "In" being rock and folk-like music, and "Out" being more on the experimental, minimal, and noisy side. General Manager David Day says that one of the most frequently asked questions is how the albums are classified (many people think that "Out" refers to openly gay artists), second only to, "Are you hiring?"
These main sections seem to cover it all, but in case they don't, there is always a home for a genre-less album, because the store also has areas devoted to specific labels, where misfit styles can have company. And if you happen to have a particular affinity for Matador records, among others, you will find their sampler along with a selection from their bands all in one section.
If you're one to look for Top Tens, rather than flipping through the rack at the front of HMV, why not try the staff picks at Other Music? Every staff member has a list of his or her top ten favorite albums available on the store's website. There, you can also find sounds files, a complete listing of music available, and an email list which you can subscribe to for updates.
These lists are obviously not as restrictive as those at HMV or Tower Records. Staff picks range in style and mood from the sweet sounds of Yo-Yo Ma, Edgar Meyer, and Mark O'Connor's album, Appalachian Trail, to the sounds of Sonic Youth's 2000 album, NYC Ghosts and Flowers.
In addition to individual top ten lists, there is a list of the store's favorite 30 albums of the week, and a list of Other Music's top 30 albums of the year.
On cards taped to albums around the store, there are a few sentences about the music and the band, which make it easy for customers to find out quick biographical information about bands that they may never have heard of. There is hardly any shelf space that does not have a little hand or typewritten card taped to it. The reviews are either written by customers, or staff members eager to get the word out about their favorite albums.
The fact that the many staff pick lists are so diverse is a testament to the large knowledge base of the Other Music staff. Upon entering the store, you immediately hear a great song playing that always subsides to something new and equally exciting. Have no fear, Other Music keeps you well posted as to what you're hearing in case you like it - or hate it.
The store is well-staffed, with enthusiastic and musically knowledgeable people. Just being in the store for a short while, you'll notice staffers fully engrossed in conversation with customers, debating their favorite bands and their favorite bands' best albums, and stopping other passersby just to tell them that they couldn't help but notice the CD they just picked up - "What a great choice!"
The staff's great diversity of knowledge makes it easy to get to know the many obscure bands represented in the store. According to Day, good customer service is necessary since much of what they stock is practically unheard of.
Besides a great selection of CDs, Other Music also has a decent selection of LPs for all you vinyl lovers. The store is also starting a small section of used CDs and LPs where you can buy or trade your old ones - that is, if they are worthy of Other Music status.
But Other Music is not just a record store. It also hosts live music events, like Yo La Tengo shortly after its opening. Unfortunately, there is nothing on the calendar for any time soon yet.
"We are a different type of record store... not just an 'other' music store to serve a different type of student," Day said.
Other Music has earned a "Best Of" title in CitySearch.com, Rolling Stone, The Village Voice, Spin, and others, and certainly deserves a chance to fill your own "Best Of" slot.
