Words by Sara Valle / Photos by Laura Blaha
This Saturday, April 20, marks the highly anticipated Record Store Day, a celebration eagerly awaited by die-hard vinyl collectors and music aficionados.
As fans gear up for this event, renowned wine family company Miraval has joined forces with Record Store Day in a one-day pop-up event: Miraval’s Mystery Vinyl – Music for Your Tastebuds.
It’s located in Truman Brewery, in Shoreditch, in a glass-in room where attendees can get a glass of Studio by Miraval Rosé and join the lucky dip to grab a mystery brand-new record – ranging from limited edition to rare collectibles.
“The heritage and provenance of Miraval Estate is steeped in musical history dating back to the 70s,” says Andrew Bayley, the General Manager at Famille Perrin UK, the winery behind Miraval.
The Miraval Estate’s studio, which was owned by French jazz musician Jacques Loussier, became a hub for iconic artists like Pink Floyd, ACDC, and The Cure. Andrew says it could be “the Abbey Road of Provence”.
Its recent revamp, led by French producer Damien Quintard, has attracted modern stars like Travis Scott and Justin Bieber, with Sade being the first to use the state-of-the-art facilities after its reopening last summer.
Today, the event aims to celebrate the joy of vinyl, wine, and discovery. Wine in hand, attendees peruse and pick from the shelves displaying the mystery records in Studio by Miraval outer sleeves. They’re given a free T-shirt and a tote bag when they pay and then they eagerly open the cardboard encasing the vinyl.
“I got two signed records and two other records. I only recognise one of the artists, but the other ones seem interesting,” says Jeevan Soor, who works at investment managing firm Quant. “It’s a good way of trying a new thing.”
Besides the music aficionados, 60s trio The Flirtations have joined the celebration too. They’re more famous for their hit Nothing but a Heartache, which propelled them into international fame and took them on tour with Tom Jones and Stevie Wonder.
“[Record Store Day] is very important. It’s very good for us and new artists because everything has changed so much in the music business, so where can artists put their artistry?” says Ernestine Pearce.
They’re seating in the white folding deck chairs on the top floor, taking photos with Miraval’s wine bottles and a copy of their upcoming album. They’re releasing an album, Still Sounds Like the Flirtations, for Record Store Day – the first new material in 55 years. There will only be 1000 copies available in independent music stores across the UK.
“We can still sing, we can still hold a note. So, hopefully, we’ll get new fans as well as the old ones coming forward to buy the new LP. Just as well as doing it for ourselves, we’re doing it for our audience,” Ernestine adds.
The releases this year also include a picture disc of Fleetwood Mac’s classic Rumours, a deluxe edition of Gorillaz’s Cracker Island, and a live version of The 1975’s self-titled album at Gorilla in Manchester amongst other hundreds of records and vinyls fans won’t be able to get anywhere else.
That’s what Record Store Day is all about. It evolved from humble beginnings in the US in 2007 to a global phenomenon. Megan Page is the organiser in the UK.
“When it started 17 years ago, vinyl as a format was on the brink of extinction. Record shops were closing down left, right, and centre,” says Megan, Head of PR, Marketing and Promotions at The Digital Entertainment and Retail Association. “By getting together with a few artists and putting out some exclusive releases, it really put record shops back on the map after executives had basically written it off,” she adds.
With over 270 independent stores participating just in the UK, Record Store Day will see hundreds of exclusive record releases this Saturday to celebrate the vibrant community of record shops – bringing together staff, fans, artists, and labels to honour independent record stores.
“Independent record stores are normally the places where artists start their careers, especially the local ones who are often the first ones to take a punt on buying their music and putting it on the shelves,” says Megan. “It’s an opportunity for them to give something back.”
“Record shops are really important to their local communities. They’re cultural hubs and spaces which bring music fans together. In a world where we seem to be losing quite a lot of our important culture spaces, I think artists feel like it’s really important that they’re able to give something back and to help shine a light on all the important things [record stores] do.”
All proceeds from Miraval’s Mystery Vinyl will be donated to War Child and Campaign Against Living Miserably(CALM).
Link to published article: https://hollowayexpress.org.uk/vinyl-wine-surprises-miravals-mystery-pop-up-for-record-store-day/
Sara Valle 