High Violet

An indie band called the National is using pop-up retail to promote its latest record, reports Steven Kurutz in the Wall Street Journal (5/10/10). Beginning on May 11th, the National transformed "a vacant storefront on East 4th Street" in Manhattan to "host live music, art exhibits and a movie night."

The "white-walled" space is called the "High Violet" annex, after the band’s new record, and will be open for five days. Scott Devendorf, the National’s bassist, says the idea is to create "more human, physical level things," given the rise of digital media and the fall of record stores. "I grew up listening to records, buying objects," says Scott. "I think people kind of miss this."

The annex actually is situated adjacent to Other Music, a record store. Admission is free, but because the space "can’t comfortably hold more than 150 people, crowds will likely be spilling onto the sidewalk and into the vinyl-rich aisles of Other Music, which is partnering the event." In addition to a May 15th appearance by the National, about 20 other acts are involved. "It’s a cool event and it’s not costing a lot," says Nabil Ayers of 4AD, the band’s record label.