There are two kinds of records stores - chains and "mom & pops" or independently owned.

Independent stores across the country, like other music outlets, are growing in number and are plunging themselves into the alternative music scene in response to underground pop music's acceptance in the mainstream. There is currently a demand for indie rock from record buyers and so the record labels are pumping it out as fast as they can. An independent store is generally run by only a few people, often with just one buyer. Many buyers realize the attraction that their small store has for a record collector is in its eclectic mix not found in most chain stores. For this reason it is not unusual to find experimental music of all kinds trickling into a store that is seemingly pop-oriented. The genre that will find the most resistance in general is experimental classical, although, even there, many mom & pops will carry the biggies (Philip Glass, Meredith Monk, etc.).

Many stores will buy only from a distributor, so it's a very good idea to see the DISTRIBUTORS section of this book and to send a sample of your work to some of them first thing. Hooking up with a distributor will guarantee your record will be carried in a certain number of stores right off the bat. Any buyer who has respect for a specific distributor is willing to take a chance on the music.

If you are doing your own distribution and there is a specific store that you hope would want to buy your product, you may want to send them a sample of your recording. This, of course, is not a practical approach if you are doing a mass mailing. Your best route is a decent promotional package, including a flyer and perhaps a cover letter (be creative). You should keep in mind that stores gets stacks of these in the mail, and so you do not want to waste a buyer's time with too many words. Superfluous information can be a turn-off. Creative, eye-catching and well-written information can spark interest.

Seattle's "Wall of Sound" is one of America's best independent stores for carrying adventurous music. They are heavily experimental, include lots of avant jazz and world music, and carry plenty of unusual artists who face difficulty fitting into other stores. Eric Hoffman, co-founder and co-product buyer at WOS, suggests that if you are sending a promo to a buyer who probably has never heard of you, be careful not to describe your music in "vague and elusive" terms. Because of the high volume of unsellable music a buyer must sort through, if they can't get a handle on what the music is about, he says, "we're not going to take a chance." No matter how indescribable you feel your sound is, find a way to explain it or compare it.

As in all other music outlets, the music industry network as a whole is perhaps your most valuable resource. Hoffman admits that much of the music he ends up buying he found "reading reviews in Option and word of mouth....Buyers like to hear word of mouth." More than in any other facet of the industry, people in retail are more likely to pay attention to your xeroxed reviews because they are most interested in seeing what kind of buzz there is around your music and they are interested in objective descriptions of your music (tip: highlight the best line or two). If you made a radio stations playlist, send a copy or mention it. Try to get recommendations from local music biggies, like the radio station's Music Director or a club booker. Mention their recommendation casually in your cover letter, and the buyer will either believe you or check it out (they all know each other anyway).

The only big chain you need to seriously consider is Tower Records. Getting an experimental record into a mainstream major chain is equivalent to getting your record on top forty or rock radio. Tower, however, not only carries most genres of music, it is also bigger than any other chain. You don't need those other chain stores, especially in a community with an open-minded Tower.

You can find one or more Tower in every city and other corners of America where there is civilization. Every Tower is run independently, and each department is often assigned to different buyers within that store. Because of this, some Towers are better than others, but they are all pretty consistently well-respected by their music communities and are well patronized by both tourists and folks from every kind of music scene.

Finding an experimental music section in a Tower is very rare. Your best bet is to try to track down the buyer closest to your genre of fringe music. Even if you completely disagree with a categorization of your music, swallowing your pride is well worth getting into Tower. As far as "straight" experimental, the classical buyer is probably your best bet, but if not try the New Age buyer. Improv and obviously free jazz might try the jazz buyer; anything loud, guitar-oriented, abrasive may want to give rock a shot, etc. Because each store varies and has a high product buyer turnover and because experimental music varies so widely, this directory does not list names and departments of buyers for each Tower store. If you are doing a mass mailing to a variety of Towers, choose the department you feel best represents your musical style and ask that department buyer to forward your recording to another department if she or he does not find it appropriate to buy. If you are targeting one Tower, simply call and patiently let yourself be transferred from department to department to department until you find the right person.

The New York City Tower Records carries its straight experimental in the classical department, and while they are not as heavily stocked as an experimental artist would like them to be, they are knowledgeable and carry much more than the average store, including many mom & pops. According to the very helpful buyer there (he wasn't interested in revealing his name), all Tower stores across the country have the same buying policy, which is consignment only (you get your money after a certain period of time according to how many were sold, and unsold are eventually returned). He also claimed that most Towers will consider carrying anything of worth sent to them independently. While it is probably easier to go through a distributor, it is good to know anyone has a shot. Again, the degree of difficulty to getting in depends on the store and especially the current buyer, who can change frequently. Finding your way into a Tower is worth a good college try, as you will likely reach a massive, open-minded or musically knowledgeable market.