Gus Lindgren, the current owner and operator of Rhythm Records Music Cafe, and his wife, Kristen Northrup, have continued to take care of their record business. The store, originally owned by Robbie Montgomery, opened in the summer of 2011.
“I remember coming, going, and picking up a few CDs when it was new,” Lindgren said, “but I didn’t know anybody that was involved with it. I was just happy there was a music store again.”
In college, Lindgren earned a degree in communications and was working at a local TV station and a local radio station. Through friends, he was able to meet some individuals who were working together to start a band. Lindgren, who had previously played keyboard, decided to get involved and create a bond between him and the Bismarck-Mandan music scene.
“I have really found a home for myself in the music community here in Bismarck,” Lindgren said.
One of his fellow bandmates, Richard Lowen, owned a vinyl store. Lindgren participated in the business in 2018 while the store was going through a rough patch. Lindgren and Lowen were partners for two years when Lowen decided to focus on other aspects of his life. Lindgren purchased the business from him in January 2020, right before COVID hit, which was a particularly difficult time for the store. Due to COVID, Lindgren reopened the store in a different location, and hasn’t moved since.
“Ever since then, things have been just better and better,” Lindgren said.
Before owning and working his own record business, Lindgren had just moved from Arcadia, California to Bismarck, North Dakota. His move came during a time when technology was advancing. Smaller, more convenient, and easier-to-carry formats were becoming popular. From vinyl to cassettes, to CDs, to Bluetooth airpods, music has been downsizing for years.
“I think I might have moved here when music was kind of shaky,” Lindgren said, “Downloads were becoming the major form of music consumption, but over the last 15 years, vinyls have really come back in a big way. I think vinyl continues to get more and more popular every year. I have been surprised to see cassettes getting bigger in popularity too. The more you think about it, a lot of young people have 30-year-old cars that have cassette decks, so of course they’re going to buy cassettes.”
Records are appealing due to their collectability, sound quality and design. Being able to possess, display and store your interests is something that people are not able to do with digital music. Triggering a sense of nostalgia in an audience is essential for record businesses today. It is important to appeal to an older generation, and to the younger generations showing an interest in vinyl.
“I would say a lot of our customers are generally between 20 and 50-60,” Lindgren said, “You’ve got working adults, young adults, teens, and people who are exploring this really for the first time. Nostalgia hits in different ways at different ages. For somebody that’s 40, they go like, “Oh, I remember when this was big,” or “I remember my parents listening to that.” For teens and young adults, they think it’s super interesting.”
Music can evoke emotions and bring back memories. When someone listens to their favorite song or hears it on the radio it reminds them of another point in their life.
Having a variety of throwback pieces of vinyl, cassettes and CDs reaches a huge audience, and having more recent albums caters to a younger audience.
“Records are important to me,” Lindgren said, “This got me thinking about my first record. I started listening to music as a kid on cassettes and CDs. The first record that I got in my collection was a Talking Heads record that was a gift from a friend.”
Growing up in California, Lindgren would go home to visit his father who had a large record collection. Every time he did so, his father would encourage him to take home another vinyl to listen and enjoy.
“He passed away about a year and a half ago and so music has become even more important to me,” Lindgren said, “To have that connection with him by enjoying the records that he enjoyed. It’s a kind of way to maintain that connection and it’s really special.”
Rhythm Records Cafe is a way to continue the love of music and share it with a new generation. By having live music performances and participating in local events, the store has distinguished itself and built up a loyal audience.
“Rhythm Records is a lot of things,” Lindgren said, “it’s a community hub in a way that I didn’t necessarily anticipate when I got into it. Rhythm Records is something of a third space. People can just be here and be out, out in the world with other people, and just exist.”
Being located in the Anderson building has created a community between the establishments as well. Lindgren acknowledges that being surrounded by other shops has been a positive experience for his store.
“I really agree with teamwork or synergy,” Lindgren said, “I feel like this location is really good for us and that each of the stores in this building brings people who are interested in various things. The antique mall selling vinyl is good for us, and us selling vinyl is good for them. It makes the building like a one-stop place.”