Third Man Records' History of Pushing Vinyl Forward

Welcome to the latest edition of All the Music of All the World, our weekly series where we aim to share music worth being passionate about. Consider us a guide who can help you get the most out of your Victrola by giving you new music to listen to, or new ways to think about music you already know.

This week, Victrola announced our first ever record label collaboration with Third Man Records. Featuring the label’s iconic yellow and black color scheme, and their logo, the Third Man edition of the Wave and the Tempos look as good as they sound.

It’s possible that you’ve gotten this news, and have no idea what Third Man Records is, however. That’s why your friends at All the Music of All the World are here. So, here’s a history of Third Man Records, and why they’re an important label we wanted to partner with.

Founded in 2001 by Jack White, and Bens Swank and Blackwell, the label was launched originally as a vinyl-only label to release Jack’s work with the White Stripes, and to maintain creative control over his work in the long term. One of the label’s first non-White Stripes releases was the debut album of White’s first side project band, the Raconteurs, which found him pairing with Brendan Benson and 2/3 of the garage rock underground band the Greenhornes. That album unbelievably turns 20 next month.

After the White Stripes went on a (at least at present) permanent hiatus when Meg White retired from music in 2009, White doubled down on Third Man, and Swank and Blackwell moved to Nashville to open the label’s first physical headquarters. More than just a label office, the Nashville location became a multi-purpose creative hub featuring a record store, a performance venue, and a photo studio. This space quickly gained attention for its intimate live performances, many of which were recorded directly to analog tape and released as part of the label’s “Blue Series” or “Vault” subscription service. The Vault, launched in 2009, offers fans exclusive, limited-edition vinyl releases, often featuring rare recordings, live sessions, and elaborate packaging.

In 2015, the label opened its own vinyl pressing plant in Detroit, where the White Stripes and the label were formed. The plant allowed White to take control of the quality of his vinyl releases and also allowed Third Man to become a real deal label, as they could not only sign but also make the records of other bands.

The label has released music from a wide range of artists beyond White’s own projects like his solo albums, the Raconteurs and Dead Weather albums, including Loretta Lynn, whose 2004 album Van Lear Rose lead to a reappraisal and appreciation of the legendary country singer.

Recently the label has become a hub of underground punk and DIY rock, releasing albums by bands like SNOOPER, Hotline TNT, and Be Your Own Pet. Third Man is also responsible for launching Margo Price’s career, as the label took a chance on her first album when the Nashville establishment wouldn’t. 

In 2017, Third Man expanded internationally by opening a third storefront and performance space in London’s Soho district. This location mirrored the Nashville concept, bringing the label’s unique blend of retail, live music, and recording to a global audience.

Throughout its history, Third Man Records has become known not just as a label, but as a cultural institution dedicated to preserving and advancing analog music practices. Its projects often blur the line between music, art, and experimentation—whether through novelty releases like liquid-filled vinyl records or direct-to-acetate live recordings. This sense of exploration, of innovating on an old technology, is why we partnered with them on our custom turntables.