In-store cozy contextual experiences

Situation

• Aquarius records, a record store in San Francisco, has been regularly scheduling almost weekly free in-store concerts of bands that are touring the area or just happen to pass by the Bay Area. In most cases, these bands already have a concert in traditional venues in town, but somehow they feel like offering another, more intimate, type of concert that allows them to experiment and play without the pressure of a traditional concert. [via Aquarius mailing list]
• Stupido, a record label and store in Helsinki Finland, also organizes free concerts in-store for followers of alternative Finish music. [via Monocle]
• At a corporate level, Apple stores have a consistent program of workshops and events related or not to their products. The store's auditorium can host anything from a live performance of a band to a Photoshop tutorial, and are offered for free.

Significance

• Now that recorded music is virtually 'free' and people are listening to more music than ever, the live music industry is expending beyond big arenas for superstars and small venues for alternative bands
• Traditional events-only venues can't rival in terms of intimacy, context, and relevance with music stores where workers are more accessible, the experience is unique and, most importantly for 'the youth of today', costs nothing

Suspicion

• What other industries are already following or will follow the same practice of bringing the core of a 'product' closer to its consumers in a more suited environment?
• When will the major record labels start investing in small venues and offer boutique concerts of their multimillion dollar artists to offset the declining revenue of selling plastic?