Also in the keynote White talked about the success of Third Man Records, which came as a surprise to him.
“When we first opened the Third Man store in Nashville we had a buzzer on the door and... we're like, 'Well, a couple of people a week will come by and maybe we'll sell 'em a 45 or something... It was not in our minds to open a record store. We just wanted to release our vinyl and get it back in print because I'd come into ownership again. We were very incorrect about that. Hundreds of people were showing up and it hasn't stopped since. And Third Man, we only sell our own records. We don't sell Mariah Carey and Eminem records. We only sell the records we produce and for a record store to succeed with that methodology is very strange. On paper that should not work, but it has and it's helped us fund other ideas.”
You can check out Jack White talking about his label and giving a tour of the Third Man factory floor in the VICE News segment below.