Now the Future: A few observations, food for thought. Jack White was probably seen as crazy when he launched an all vinyl record company in the late 2000’s. He’s basically selling music as an object, physical artwork. Collectibles, limited editions. He sells exclusivity also. This reminds me that in the end, it’s the physicality that people are willing to invest in. Owning an MP3 file is not the same as owning a vinyl.