My Reckless Experience

No, not a story of remorse and regret, but instead the story of my discovery of Reckless Records in Chicago.

How does Reckless Records remain relevant In an era of instant downloads ? 

How does it compete with virtual access to the worlds largest music libraries ?

Why is it still here when technology from brands such as Itunes, Spotify, Pandora, Amazon render this place obsolete?

I believe it's because I can:

1. Discover and explore music with (almost) all of my senses.
   
2. Be certain that popularity is not the only arbiter of taste.
   
3. Buy VHS and cassette tapes. (I didn't as I don't have anything to play them on - but was honestly surprised, that people still do !)
   
4. Ask the staff questions about music and musicians - which they are more than keen to answer.
   
5. Immerse in the feeling that I can't get this anywhere else
6. Leave with the belief that whatever I buy here is more valuable, meaningful and important than getting it from somewhere else.
7. Be certain that I will tell people about it
8. Be certain that I will go back.

This brand is not in the business of selling music. Its value comes from facilitating community via music, and an experience beyond the function of selling things.