Rush Mor Records resilient

The combination of an economic recession and the increased availability of music online might give many independent music retailers reason to worry about the future of their businesses.

But despite the closing of Atomic Records on the East Side and Breakwater Music in Cudahy, Dan Duchaine and Bill Rouleau, owners of Rush Mor Records, 2635 S. Kinnickinnic Ave., remain unconcerned, saying they will continue to provide a service in Bay View as long as the community will have them.

“We want to dictate the market. We don’t want to have the market dictate to us,” said Rouleau, who added that he and Duchaine live within their means, adjusting their living habits to weather a rough economy.

“We both drive 15-year-old cars,” said Rouleau.

Rush Mor, previously owned by David and Jackie Haug, opened in 1971. After they decided to sell the business, Rouleau, a longtime employee, purchased the business in 1996. Duchaine joined him as co-owner in 1996. 

Both Duchaine and Rouleau are longtime contributors to the Milwaukee music community. Duchaine, who said he’s been working to promote local bands for 25 years, plays drums in Speed Freaks, a Milwaukee band. Rouleau said that Rush Mor has partnered with local radio station WMSE on a number of concerts and other musical events and currently works there as a disc jockey. In the past, Rush Mor has offered their store as a venue to local and underground bands-some of which, including the White Stripes and Porcupine Tree, are now on major record labels.

Duchaine said that unlike large chain stores, such as Target and Best Buy, which put certain CDs on display according to corporate requests, Rush Mor has the freedom to sell music he and Rouleau both enjoy and support. “We’re not in a position of hitting numbers,” he said.

The store offers a wide variety of CDs, many difficult to find, which range from jazz and blues to mainstream rock to reggae. Used CDs account for about 30 percent of sales, said Rouleau. And according to Duchaine, CDs for local bands such as Jon the Savage and Juniper Tar continue to sell well. Duchaine said that with bands touring less and concert ticket prices going up, local music is important, and venues such as Turner Hall, the Cactus Club, and Club Garibaldi host quality shows for low prices.

The store has experienced a major change in clientele over the last 15 years, with very few teenagers shopping for music when they can download it online for free, Duchaine said. Although some parents bring their teenagers in with them, customers generally range in age from mid-20s to early 40s, he said.

However, advances in technology have done little to affect customer loyalty at Rush Mor, according to Duchaine and Rouleau. People may be shopping less now, but they still come to the store to buy hard-to-find CDs and to chat with Duchaine and Rouleau about music and what’s new in Bay View.

Often, customers will inform the Rush Mor owners of upcoming band tours and CD releases, and their door is plastered with flyers advertising upcoming shows for bands and musicians offering lessons and selling instruments. Although the store has a MySpace page, website, and eBay store, Duchaine said they don’t rely on social networking sites to generate business. They focus on being proactive in the community instead.

For example, they will host the annual Dog Days Afternoon Sunday, Oct. 11, an event where dogs and their owners alike can participate in events such as bobbing for hot dogs. All proceeds will go to local animal shelters.

“It’s a fraternal feeling, running a store like this,” said Duchaine. “It’s testing, with the economy and change in customer buying habits. But ultimately, we’re doing what we want.”

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