It's fitting that borderline MUSIC, arguably the most popular music store in Boystown, is named in honor of Madonna. Both attract a loyal, cult-like following; both have their roots in dance music; and both are savvy and determined survivors. In an age when independent music stores are forced out of business due to online and 'big box' chain competitors, borderline ( they use a lowercase 'b' ) MUSIC continues to thrive—to 'live to tell' in Madonna-parlance.
Launched in August of 2000 by Chicago-native Scott Jannush, borderline MUSIC quickly became the premiere source for locating rare, hard-to-find dance music and imports. Demand from out-of-town visitors who wanted more consistent access to borderline MUSIC's inventory inspired the launch of the online store, borderlinemusic.com, in 2004. This year Jannush—along with business partner Greg Scollan—opens his second borderline MUSIC location in Andersonville. The new digs are an upscale version of the original ( look for a new lounge/listening station section ) but will feature the same focus on dance, electronic, classics and imports.
Windy City Times: If someone were to say to you several years ago that you would be the owner of a chain of record stores in Chicago would you have believed them?
Scott Jannush: I'd have to say yes. It was always my dream to own a chain of stores. I wanted to open a location in Andersonville back in 2001 but it has taken six years to get it together and find the right location. My goal for the future is to grow the online store and to branch out to other cities. U.S. radio is all about rap and I am proud to be able to keep dance music available to the public.
WCT: If you weren't the owner of a record store, what would you be doing?
SJ: I love the music industry, so I'd probably be producing. I went to college for film and video production with an emphasis in music video production and photography, so I would likely be doing something in that field. When I lived in L.A. for eight years I worked at Hollywood Records in the creative department and freelanced my photography. I do miss that.
WCT: Talk about what you like most about your job and what you like least.
SJ: What I love most about borderline is keeping dance/pop music alive in Chicago and turning customers on to new music. The downside to owning the business is that it consumes my time and I sacrifice my social life. I work seven days a week from 7 a.m. to 9 p.m. The store is only open 12-7, but ordering, research, taxes, cleaning, paperwork, special orders ... well, you get the picture ... takes up a great deal of time.
WCT: Describe the interview process for hiring new employees.
SJ: I look for employees [ who ] know dance music. When people stop in and ask if I am hiring, I ask them on the spot to name me five DJs; usually people can't name more than one. Then, I ask what their last CD purchase was and to name some of the current Billboard dance hits. I look for that person who is passionate about music, responsible and mature.
WCT: The store is named after a Madonna song. Have you ever met Madonna? Do you know if she is aware that there is a store named after one of her first hits?
SJ: I have been fortunate enough to be able to meet Madonna through the store. Yes, she is aware that the store is named after her song. I first met her back when I lived in L.A. in 1998, briefly—just as a fan, but it wasn't until I moved to Chicago and opened borderline that I was able to meet Madonna during her 2001 Drowned World Tour. It was there, back stage, where she said 'Borderline ... Love the Name!' and I was invited to the sound check during the 2004 Re-Invention Tour.
WCT: Do sales from your store impact Billboard charts ( SoundScan ) ? This is important because you sell artists that often need that push from Billboard.
SJ: I agree! Yes, all my domestic U.S. sales are figured into SoundScan through my one-stop distributor that I purchase from. The imports are not, since the bar codes are not registered with SoundScan.
WCT: Talk about how you've managed to remain a successful, openly gay businessman in a market that is dominated by chain stores and online commerce, Scott. What advice would you give to other entrepreneurs just starting out?
SJ: Mainly, I have to attribute borderline's success to the community. They have supported and stood by me. If I am out of a title or don't stock, they will wait for me to order it for them. They tell me they would rather give their business to borderline, and for this I am extremely grateful. My advice to others opening businesses in the gay community is to be proud and to work with the community. I have sold gay event tickets, I have given donations to gay charities and I've tried supporting local gay artists by carrying their CDs. We have to work together and be supportive of each other.
WCT: What is the biggest misconception about you, Scott?
SJ: I love that the community embraced borderline and I hope they welcome the new store in Andersonville. I think the biggest misconception about me is that some days when I am at the store it is hard for me to stop and chat since there is so much office work and orders to do—and that may come across to some as rude. At the Broadway location I don't have an office, so I do most of my work at the front counter. Sometimes I am doing a phone order and people would like to talk. I hope they understand that I am trying to keep the business running. But I love that I know most customers by their first name and if I had the free time I would love to stop and talk. Thanks for asking—because I want customers to know that it isn't that I don't want to talk, it's just that at that moment my order needs to be in by 3 p.m. and I gotta work!
WCT: If you were limited to 10 CDs you could take with you to a desert island, what would they be?
SJ: They would be Diva by Annie Lennox, Aurora's CD, George Michael's Listen Without Prejudice, Sarah Brightman's La Luna, Balligomingo's Beneath the Surface, Natalie Imbruglia's Counting Down the Days, Madonn'a first album, Madonna's Confessions on a Dance Floor, Donna DeLory's Lover and Beloved, Everything But the Girl's Amplified Heart, Kristine W.'s Land of the Living and Madonna's Immaculate Collection.
borderline MUSIC's new Andersonville location is 5111 N. Clark; 773-784-0503
