New Online Retailer Digs Deep For the DJs and Music Geeks

New Online Retailer Digs Deep For the DJs and Music Geeks
As DJs have increasingly gone from scouring crates to blogs, a new UK-based website has launched to "do the digging, so you don't have to." DJ History opened its virtual doors today (September 19), allowing you to buy digital versions of ultra-rare releases that would simply kill your wallet in real life, if you could even find them.

"We'll never be as big as iTunes, but we'll always be more interesting,” DJ History co-founder Frank Broughton told the Guardian. "The store is aimed at DJs, music geeks and anyone who wants great, unknown music. We're starting small but we have some great projects lined up. There's two albums of disco gospel, and penitentiary soul, an album of ’70s funk made by prisoners."

Along with the option to buy impossible-to-find albums and single tracks, the website offers a section called "Secret Weapons,” a monthly release featuring DJs’ personal stashes of wicked tunes. There’s also a forum where music-obsessives can share their wisdom and talk about their latest finds, as well as which releases should be made available on DJ History.

"They [people on the forum] suggest things to license and they get to show off their amazing rarities and do legal remixes and edits of favourites from their collections," said Broughton, while his partner Bill Brewster added: "It's the philosophy of acid house in action. The forum attracts hundreds of brilliant unknown DJs, as well as massive names like DJs Francois Kevorkian, Darshan Jesrani, David Mancuso, Prins Thomas and Greg Wilson. They've all contributed in some way. It's a community filled with experts, and they all share what they know."

In a sense, DJ History is striving to be that indie record store down the street, the type where there’s a bit of community and major label releases are the real rarities. "It's a bit like Trotsky encouraging the collectivization of farms," Brewster said. "We just have to force the big labels to see that we can do a better job than them. Get them digging the fields."