Hard-rock icon and former Black Flag frontman Henry Rollins is an evangelist for the authentic record store experience.

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As a major proponent of the format, the GRAMMY nominee has just taken what he hopes will be an important step forward in the continued resuscitation of vinyl as the premiere medium for consumption of music.

He envisions that next step to be the integration of the bygone purchasing experience of the brick-and-mortar record store with content marketing strategies pioneered on the leading edges of digital e-commerce, coalescing an "old" format with modern technology to launch his new venture: a brand-new online record shop named The Sound Of Vinyl.

Rollins' plan is to flavor the online shopping experience with vintage touches, when the manager running the local record store could act as a sort of arbiter of music knowledge and lore — long before the days when a potential buyer could simply look up an unknown band's entire history on Wikipedia using their smartphone.

Recalling memories of the "old days" of visiting a physical store and getting schooled in record selection by a salty clerk, Rollins said, "[You'd] go, 'Okay, well tell me the Stan Kenton record I really need.' Then, they'd come running out and throw a record into your hand and grab you by the ear and drag you back to the counter and lecture you for another 20 minutes. We’re trying to do that with the The Sound Of Vinyl website."

Rollins' site will incorporate personally curated collections for individual buyers alongside editorial and video content aimed at helping customers up their musical IQ and discover new music they may have never considered purchasing.

In simpler terms, Rollins' chief aim is to "educate, illuminate and spark [curiosity], and provide a direct-to-customer vinyl service."

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