Origami Vinyl in Echo Park
By Joshua Lurie

Why would anybody open a vinyl record shop in 2009? To hear Neil Schield tell it, “A lot of people seem to be introducing themselves to physical, tangible records.” People are also buying records at higher rates as downloads plateau and CD sales plummet. “It just seems like everything’s fit in the right place right now,” says Schield. He better hope so, because when Origami Vinyl opens in Echo Park on April 3, he’s gambling his future on the past.

When we met last week to discuss Origami Vinyl, Schield was earnest, talking about a desire to open a record store since high school. He also made some convincing arguments about the viability of selling an old school medium in a modern world.

“I thought for sure eight, nine years ago that there would be no opportunity to do this,” says Schield. “The right things presented themselves.” Back in June, Jeff Ellermeyer and Mitchell Frank (El Prado, Malo, The Echo, Spaceland) asked Schield what he’d been up to. He explained his loose plan to open a record shop in Echo Park, Schield’s neighborhood for a decade. Frank and Ellermeyer explained that they just bought the building next to The Echo, and that it would be the “perfect spot” for Schield’s vision. They envisioned Origami Vinyl as a box office for their venues, an ideal spot for in-store performances and pre-parties. They brought Schield to the space, which didn’t even have walls at the moment, and “it kind of came together from there.”

Schield readily admits that he’s a “walking contradiction.” For several years, he’s focused on digital business development and distribution for independent record labels. Think ringtones, mobile downloads and international distribution. He even started a digital-only record label (also called Origami) to “help some friends get their music out there.” People may see him as “an oxymoron,” but his parents raised him on vinyl and that’s what he listens to, so it was a “a natural fit.” He chose the name Origami after good friend Jess Phelps made him several pieces of namesake paper art. Shield liked how the name rolled off his tongue and origami “allows an artist to create something out of nothing, just kind of a blank piece of paper.”

Schield said that he and Sean Stentz – who will help run the store – have combed through record label catalogs to determine “what we think people in the neighborhood will like, what we personally like and want to present to people.” However, “the store is going to morph and evolve with the neighborhood.” Schield looks forward to having customers recommend titles or bands, explaining, “We’re not afraid to express our naivete.” Schield is also excited to support local musicians, planning to stock at least a couple copies of their new albums.

Surprisingly, Schield doesn’t expect DJs to shop at Origami Vinyl. “Over the last few years, DJs have ditched vinyl and gone to MP3s,” he says. “It’s backbreaking to carry records to each place.” Instead, he anticipates home record listeners. “I’ve talked to a couple young people already who said they have record clubs set up,” he says. “They invite some friends over and each play some records. It kind of brings people back together again. That’s really exciting.”

Amoeba Music is L.A.’s 800-pound musical gorilla, and Schield considers it “a great place if you want to go bury yourself for a couple hours and try to find some stuff,” but Origami will be the “local small guy who’s catering to the neighborhood.” Schield is focusing on independent music, whether that’s electronic, rock and roll or hip-hop. Labels are re-mastering and re-pressing classic records, and Origami Vinyl will “carry the gamut.”

Schield isn’t a fan of genres, so he’ll organize the LPs and 45s alphabetically, whether the record is hard rock or hip-hop. “It’s small enough where it’s not too daunting,” he says. “Everything I’m carrying I personally love,” says Schield.Echo Park is the former home to local legend Elliott Smith, so expect plenty of his records. Current favorites include Bon Iver’s new “Blood Bank” EP, Portland band Mahna Manhas and Black Mountain.

For the Grand Opening party, expect in-store performances by Origami artist Wait.Think.Fast and local band Nico Stai. Everything in Origami Vinyl will be 10% off and Schield promises “booze and whatnot.” On April 18, the celebration continues for Record Store Day, which honors independent record shops all over the world. Record labels release exclusive titles on vinyl that day, and Origami will have more bands play.  In the future, expect record release parties and more in-stores for out-of-town bands.

Origami Vinyl
1816 West Sunset Boulevard, Echo Park, 213.618.2166

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Joshua Lurie is a freelance writer based in Los Angeles. He dedicates as much time as possible to updating his in-depth online restaurant guide, Food GPS.

via Joshua Lurie, 31 March 2009 10:05am | 1 |