record store day

ditch digital. keep music alive.

Originating in 2008, Record Store Day was created to celebrate independent record stores and promote the artists that make them special. Since its debut, the streaming world has exponentially grown far past the sales of physical music, leaving record stores and small artists behind. While streaming music is far more accessible than records are, the artists themselves feel the brunt of the issue while making $0.00318 per stream on Spotify and $0.008 per stream on Apple Music vs. $1-2 per record sold. This campaign reflects the hardship that small artists face by directly reflecting to fans how much it costs to purchase the items necessary for a career in music on the road. The campaign features a two-pronged approach of attacking the streaming industry while also promoting record stores and small artists. To really make sure the campaign doesn’t fall on deaf ears, it will donate a portion of the funds from RSD & an exclusive Schlitz Record to MusiCares so both record stores and artists will continue to thrive.

ad & copy: andrew flynn

#1. the attack

#2. the promotion

To promote RSD, I planned concerts in three separate record stores in different artists’ hometown record stores across the US to garner more attention. Each concert also comes attached to exclusive vinyl collections in collaboration between RSD and Nardwuar, The Human Serviette (who’s infamous in the music community for in-depth interviews that take place at record stores and backstage).

timothée chalamet raised in hell’s kitchen, nyc:

the venue & setlist:

tyler, the creator raised in hawthorne, ca:

the venue & setlist:

turnstile raised in baltimore, md:

the venue & setlist:

schlitz beer collab

Schlitz beer is a carefully picked sponsor for Record Store Day 2026 to reminiss on the hay day of record stores in the 1960s. To generate further interest in RSD, I developed an exlusive liquid record full of Schlitz beer and 1960s hits that’s profits will be donated directly to MusiCares. Additionally, Schlitz will provide free beer and coasters to concertgoers at each Record Store.

record dividers

Free record dividers are provided to record stores where the exclusive vinyl collections are available for purchase. This further pushes the importance of each artist and the record stores that distribute their music.

funds counter

The funds counter will sit on the website’s above-the-fold, tracking the money donated to MusiCares from Schlitz Lager, records sold, and concert tickets from RSD 2026 to serve as a tangible example of how physical record sales can help record stores and artists.

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