Striking Vinyl Gold

Transforming the Record-Pressing Process

Words by Guadalupe Triana Photos by Eric Morales

During a time clouded by uncertainty for independent musicians and the music industry itself, Austin’s only vinyl pressing plant shows no signs of slowing down. Now with a record number of requests coming in and its steadfast determination to support musicians, Gold Rush Vinyl is ready to tackle any challenge that may lie ahead.

Upon entering Gold Rush Vinyl, the space is overflowing with rows of carefully arranged boxes and massive sacks of imported plastic pellets: a raw commodity in a variety of distinctive colors that are even more valuable in a pandemic. Looking around, it seems that founder and president Caren Kelleher has built a record-pressing empire in just three short years.

The complex, an 8,400 square foot facility in Northeast Austin, is covered in eye-catching album covers which are all unique and all from various genres. Each serves as a beautiful reminder of the impactful work Caren and her team are doing. In the corner sit a couple of large, intricate pressing machines, humming and whirring, responsible for producing the company’s precious treasure: vinyl records.

To any music fan or entrepreneur, it’s clear that business at Gold Rush Vinyl is booming, and even during turbulent times, the company is destined to continue growing with their commitment to quality and creativity.

In March 2020, Fast Company named Gold Rush Vinyl one of the most innovative companies of 2020, citing its sustainable practices and quick turnaround times. “A lot of what we do to make ourselves innovative is [think] about what fans are going to want,” Caren says. “I care a lot more about how kids on TikTok are interacting with vinyl than people who’ve been collecting for 30 years. I think that’s what drives a lot of the innovation.”

Like many other businesses, Gold Rush Vinyl felt the effects of the ongoing pandemic, notably overcoming several obstacles throughout the course of the year including the mandated shutdown by the City of Austin. “It [was] a year of extreme pressure for us—for myself as a business owner and [keeping] my business alive and afloat in a pandemic,” Caren admits. “Beyond that, the team and I collectively felt a strong responsibility to carry musicians through a really difficult time.”

For many musicians, vinyl is one of the only economic engines available right now, since touring is not an option. Just weeks after Christmas, numerous media outlets reported on vinyl’s historic record sales.

Several reasons attributed to the continued rise in popularity, according to Caren. With vinyl, people aren’t just buying entertainment; they’re buying a piece of art. As an expert with years of experience in the music industry, both in corporate and independent settings, Caren says that consumers are rethinking the power and value of vinyl. “People are investing more in their homes as sources of entertainment and looking around and asking, ‘What does this room say about me as a person?’”

Another contributing factor to the success of Gold Rush Vinyl is its diverse team, many of them with not much experience in music or manufacturing. Caren desires team members who are ready to tackle problems. “We hire a lot of really intellectually curious people,” she adds.

While the company continues searching for ways to maximize production and grow business, Caren emphasizes that the number one goal for her team in 2020 was to help musicians earn more money from their music.
“When I look ahead to 2021 and beyond, I’m thinking about how we [can] accomplish that beyond pressing records,” Caren says. “What can we do to help artists succeed in this new wild, wild west?”

Contact:
(512) 298-1346
howdy@goldrushvinyl.com
1321 Rutherford Ln. Ste.130
goldrushvinyl.com
@goldrushvinyl