Records keep on spinning

On a Friday afternoon in Beijing's iconic Drum and Bell Towers area, the independent record store Indie Music isn't as bustling as it normally is on a typical weekend. The usual rush has quieted, leaving space for a more intimate, personal experience.

The store's owner, Guo Yonghong, is chatting with two young women who have just walked in.

Both in their early 20s, the women stand by the bins, eyes wide with curiosity as they scan the colorful rows of vinyl. Though they are new to the world of records, their eagerness to explore is evident. For one of them, it's a special occasion — a birthday gift for her boyfriend. "I've never been to a record store before," she says, her voice a mix of wonder and uncertainty. Holding up her phone, she shows Guo her boyfriend's social media profiles, as if hoping he could magically suggest the perfect record.

Guo, with a warm smile, recognizes the familiar nervous energy of a vinyl novice. "Let me show you something," he says, guiding them to a section of the store filled with iconic albums — treasures for both collectors and casual listeners alike. "These are classics. I think your boyfriend would appreciate them. They're perfect for anyone who loves music," Guo says.

The women lean in, fascinated as they browse through the albums. The friend helping with the gift is just as engaged, her eyes scanning the record covers for a hidden gem.

"It's amazing that you can actually hold the music in your hands," says Ni Anna, the friend, running her fingers along the textured sleeves. "I listen to music through streaming platforms. But here, it's music you can touch." She also mentions that she mostly listens to pop music, but the store has introduced her to genres she had never expected to explore, sparking her curiosity.

Guo continues to guide them, picking out a few options he believes might suit their tastes, explaining each album's significance. His enthusiasm is contagious. Although they're new to vinyl, they can't help but feel swept up in the excitement. For a moment, it's no longer about finding the perfect gift, but the shared experience of discovering something new together, and the joy of owning something tangible and real.

"This isn't just shopping. It's an experience," Guo says. "Every shelf and crate pulses with excitement as visitors explore the possibilities."

"For me, it's not just about selling records," he continues. "It's about sharing discoveries. I love watching someone pick up an album they've never heard before and leave with a new favorite."

Indie Music is one of Beijing's beloved independent record stores. This year marks its 15th anniversary, coinciding with the annual Record Store Day, a day celebrating independent record stores and their role in the music community.

With a series of events, such as podcast shows and a merchandise raffle, Indie Music is a testament to the resilience of physical music in an increasingly digital world.

Founded in 2007, Record Store Day is an annual event that supports independent record stores across the globe and brings together music fans, artists and labels. This year, it lands on April 18.

From its beginnings in 2011, Indie Music has grown from a small store into a flagship for indie music distribution. It has weathered the rise of streaming platforms, survived the pandemic, and adapted to an ever-changing industry. Along the way, it has seen indie music evolve from an underground movement to a widely appreciated cultural force.

Guo always believed that music was more than just sound: it was a story waiting to be discovered. Record stores hold a unique, irreplaceable place in the cultural and musical landscape. For many, they are more than just places to buy music; they are hubs of discovery, community and nostalgia.

"I didn't open this store to sell hits," Guo says. "I opened it to share hidden gems with people who might never hear them otherwise."

"When I travel around the world, I love visiting local record stores," he adds. "When you walk into one, you are stepping into the heartbeat of a city's music scene. It's a great way to understand the local vibe."

In 2011, after years of working at record labels and immersing himself in indie and rock music, Guo decided to take the leap. He opened his first store: a tiny 10-square-meter space tucked into a quiet alley in Beijing's Drum and Bell Towers area.

At the time, the music industry was shifting. Digital streaming was overtaking physical albums, and record shops were disappearing across the city. But Guo didn't care. His mission was simple: introduce people to music that moved him, and let them discover their own treasures.

From the very beginning, the store was different. Vinyls and CDs lined the shelves, but what truly set it apart was Guo himself. He knew every band, every album, and every story behind the music.