Music artists regularly release new albums, EPs, and other music projects. As they promote their new music, artists may organize events to showcase their music and collaborate with stores, such as Music Millennium. “We just did a Twenty One Pilots listening party,” said Terry Currier, the owner of Music Millennium, a vital part of the music community in Portland since 1969. “We usually try to work with record labels, and in a lot of cases, they’re doing [events] with multiple stores across the United States.” Events like these can help music reach new listeners and support an artist’s journey. Not only do promotional events support artists, but they can also support the business that hosts them.
Currently located at 3158 E Burnside St., Music Millennium frequently draws patrons to the store, either to attend an event or simply to purchase their favorite albums. It started as a small, 800-square-foot building, but quickly grew with the support of the community. Currier, who started working at Music Millennium in 1984, became the owner in 1996.
The popular store hosts events — such as listening parties for new releases or live performances — every week, which always bring a crowd of fans to support their favorite artists. Music Millennium has had artists such as Cyndi Lauper, Joe Strummer, and Weezer, as well as local bands that perform almost every weekend. “Since 1989, we’ve done somewhere between 4500 [and] 5000 live appearances,” said Currier. When fans attend these events, they can often receive free artist merchandise. “They create really cool things that we can give away at the listening parties,” Currier explained. “With the Twenty One Pilots situation, everybody who came got a free poster and a rubber wristband.”
Vinyl Resting Place, another record store located at 8332 N Lombard St., hosts similar events, such as listening events, midnight releases, and album signings. “We host signing sessions called ‘Digging with [an artist]’ and the last one we had was with Issac Rother,” explained owner Steve Cook. These stores also support new releases by setting up window displays and creating interesting social media posts.
Music events like these, where fans can support their favorite artists, occur all around the city. Attending these events can help the publicity of the artist and expand their music careers. “We encourage indie artists to do all the same things as a national recording artist would do,” said Cook. “[They can] throw a listening event or [a] release party, [or] have swag to give away.” Vinyl Resting Place reaches out to labels and artists themselves, but they also suggest that artists reach out to stores personally to promote their music.
Not only do in-store events support the artist, but they also help the business of the store itself. “They get new people in the door that might not normally visit the St. Johns area of Portland,” said Cook. When stores host these listening events or other music parties, Portlanders who wouldn’t usually visit the store may be likely to return to support the business. People at these events will often leave with a new CD or record of their favorite artist’s music, further helping the success of the store. These events wouldn’t be possible without the support of the music community in Portland.
While music events do help a store’s business, not every store in Portland is offered the same opportunities. Cathy Hagen, the manager of 2nd Avenue Records, which is located at 121 SW 2nd Ave., explained that her store is not approached by many record labels. “In the past, the marketing and promotion departments of a number of record labels would routinely provide our store with posters, flats, and play copies of new releases to assist in the promotion of such releases,” said Hagen. Now, despite having been part of the Portland music scene since 1982, it has been years since 2nd Avenue Records received promotional items from large record labels. “I believe that the major [record labels] have reduced the size and outreach of their marketing departments for retail stores,” Hagen said.
Certain stores in Portland may be favored over others, with the limited engagement from record labels in receiving promotional items due to popularity and seniority within the city. However, although they do not get as much recognition from labels, 2nd Avenue Records has found other ways of promoting albums. “We selectively promote new releases via social media using digital assets from record companies along with in-store photographs and employee reviews,” Hagen explained. “Likewise, we selectively display physical copies of new releases on end caps in the store and display posters as available.” With an emphasis on promoting local artists, 2nd Avenue Records is a valuable resource for new artists seeking to share their music with the world.
As artists continue to make new music, the Portland music community can play a significant role in promoting their careers. Attending events, such as listening parties or album signings, allows fans to connect with their favorite artists. At the same time, it allows shoppers to be exposed to new music and become a part of the local community that makes these sorts of events possible.
