I have been a fan of Stones Throw Records since the late 90s.
I enjoy their brand of music. It always seems as if they understand their target audience.
That is until the music industry started to tank.
Then they realized they needed to ante up on the creativity.
This meant releasing new music styles and creating purchase-worthy physical goods.
Stones Throw… made me feel inadequate.
That got me to thinking, “do they really understand their customers?”
Now this was not a problem for me.
The release of long-time acquaintance Mayer Hawthorne was genius.
James Pants – I get it.
Anika – they had me at the single; lost me at the album (sorry folks).
This activity actually was strengthening my Stones Throw advocacy.
What put me off was during the release of the first Mayer Hawthorne album.
They released the heart-shaped 45, which was supposed to be a limited run.
I bought two copies, thinking it was definitely going to be an instant collector’s item.
They released some subsequent 45s, which I also copped.
Then something weird happened.