Independent Retailers Need to Find Their Voice, Says Rough Trade Source Co-Owner

It’s time independent music retail found its VOICE

June 10, 2026 By Music Business Worldwide

MBW Views is a series of op-eds from eminent music industry people… with something to say. The following MBW op/ed comes from Stephen Godfroy (pictured inset), Co-Owner of independent music retailer Rough Trade.

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Here, he makes the case for independent record stores to have a greater say in the decisions that shape their sector — and introduces VOICE, a new retailer-led initiative built to give US independents a seat at the table.

Over to Stephen…

Earlier this week in New York, Rough Trade was honored to be named America’s Best Independent Record Store at the Libera Awards, the first time that category has ever been presented.

We are deeply grateful to A2IM , its members and the panel of artists and industry professionals who voted for us. The recognition is a reminder of the important role independent retailers continue to play in connecting artists, labels and fans.

But the future of independent music retail will not be determined by awards alone.

It will be determined, in part, by whether independent retailers have a meaningful voice in the decisions that shape our industry.

Independent music retail has spent the last decade proving its resilience. We have adapted to changing consumer habits, rising costs, shifting technologies and evolving release strategies. We have continued to invest in artists, communities and physical music culture, often in the face of significant uncertainty.

Yet despite that, independent retailers remain largely absent from many of the conversations that shape the future of the business.

Retailers are routinely expected to adapt to industry change. Rarely are we invited to help shape it.

This isn’t about blame. Nor is it about resisting progress. The music industry is constantly evolving and should continue to do so. New technologies, new business models and new ways of reaching fans are vital to the future health of the sector.

But independent retailers occupy a unique position within that ecosystem.

We sit between artists, labels and fans. We see changing consumer behavior in real time. We understand what drives discovery, engagement and long-term demand. We invest in inventory, staff, events, marketing and community every single day.

That perspective has value. And yet, too often, it is missing from the room. The questions facing independent retailers today are becoming increasingly complex.

What role should traditional street dates play in a marketplace increasingly driven by pre-orders and direct-to-consumer sales? How should the industry approach sustainability initiatives in a way that is transparent, credible and meaningful for consumers? How can retailers contribute to discussions around release strategies, physical format growth and the long-term health of the music retail ecosystem?

These are not questions for retailers alone to answer.

But they are questions in which retailers deserve a seat at the table.

> “Independent music retail benefits from passionate advocates, successful initiatives and a strong sense of community. But the challenges facing independent record stores today extend far beyond annual events, release campaigns and promotional activity.”

The industry around us is changing faster than the structures that are supposed to support it. Retailers cannot simply remain passive recipients of decisions made elsewhere about how records are sold, how releases are structured, how physical music is marketed, or how the economics of the format are shared.

We need to be active participants in that conversation.

Not because retailers are always right.

But because better outcomes are achieved when more perspectives are represented.

Independent music retail benefits from passionate advocates, successful initiatives and a strong sense of community.

But the challenges facing independent record stores today extend far beyond annual events, release campaigns and promotional activity.

As the industry continues to evolve, there is an opportunity for a broader and more structured conversation about the future of independent retail in the United States.

That is why a number of conversations have recently begun between independent record store owners across the country about how we can engage more constructively, more collectively and more effectively with the challenges and opportunities ahead.

Those conversations have led to the launch of VOICE.

The US independent retail sector benefits from a number of successful organizations and initiatives that help stores sell records, promote physical music and celebrate record store culture.

Those efforts are important and valuable.

VOICE exists to complement them.

The challenges facing independent retailers today extend beyond any single event, campaign or commercial program. Questions around direct-to-consumer growth, release strategies, sustainability initiatives, retailer economics, consumer behavior and the long-term role of physical music retail require ongoing discussion and engagement.

Yet there is currently no dedicated forum through which independent record stores can collectively identify common priorities, exchange perspectives and contribute meaningfully to conversations that shape the future of the sector.

VOICE exists to help fill that gap.

VOICE is a retailer-led initiative, run by store owners, for store owners. It is not a buying group. It is not a marketing coalition. It is not another program designed to promote products.

Its purpose is simple: to ensure that US independent record stores have a credible, collective and constructive voice in the conversations that shape the future of our sector.

> “VOICE is a retailer-led initiative, run by store owners, for store owners. It is not a buying group. It is not a marketing coalition. It is not another program designed to promote products.”

Over the coming months, VOICE will engage with independent record stores across the United States to identify common priorities, encourage constructive dialogue and develop practical proposals that strengthen the position of independent retail within a rapidly changing marketplace.

We do not have all the answers. Nor should we.

But we believe the questions are important enough to deserve a dedicated forum and a dedicated voice.

If you operate an independent record store in the United States and believe independent retail should have a greater role in shaping its own future, we invite you to join the conversation.

The future of independent music retail will not be shaped by nostalgia. It will not be shaped by awards.

It will be shaped by whether we are willing to organize, engage and speak collectively about what comes next.

We need a VOICE.

It’s time to speak up.

Independent record store owners interested in joining the VOICE conversation are invited to get in touch at:  voice@onevoice.rocks Music Business Worldwide

_Originally reported by [Music Business Worldwide](https://www.musicbusinessworldwide.com/its-time-independent-music-retail-found-its-voice/)._