Right in the heart of Burbank you will find a record label doing it all quite a bit differently. Rather than put all their eggs in the proverbial A&R basket, Rhino Entertainment mostly pulls from the vaults of Warner Music Group’s many labels such as Atco, Atlantic and Elektra for its "new" re-releases (WMG owns Rhino). Don’t get Rhino mistaken for a nostalgic oldie operation though. Quite the contrary, Rhino’s releases unearth the hip of years past, both through the main label and their Rhino Handmade imprint, which focuses on rare and unreleased recordings. Nowhere is this aesthetic more prominent than on their website, which re-launched November 24, 2009.
In addition to hundreds of vinyl, CD and high-resolution FLAC digital download releases by artists as diverse as Aretha Franklin, Gang of Four and The Monkees, Rhino.com also offers a juicy roundup of merchandise items. Almost all of Rhino’s merch items are either exclusives or limited to just a few retailers. Of special note to vinyl junkies are Rhino’s gorgeous branded slipmats, reusable totes with a picture of a record and a caption that reads “Older Than You” and beanies with 45 RPM adapters.
As Rhino Entertainment grew out of the sadly defunct Rhino Records in Westwood and culls its releases from many LA-based labels, it is no surprise that Los Angeles music plays a major part of Rhino’s catalogue. From recent LA-centric releases on Rhino Handmade such as Jan and Dean’s lost Carnival of Sound album (with the LA-specific track “Mulholland”) to Where the Action Is, the 4-disc Los Angeles installment of the great Nuggets series, Rhino has many options for those who want to re-live LA’s musical past. Rhino.com lets you get a taste with samples from the aforementioned albums, a peek into the Where the Action Is liner notes (which has a plethora of information about LA rock from 1965-1968) and a recap/pictures of the Where the Action Is live concert at Amoeba Music.
Sure, Rhino.com has plenty for music fans from other cities or Angelinos who don’t really want to show their LA music pride. But for LA fans who want to be seen around town flaunting their vinyl fetishes or anyone in need of soundtrack options for historic walks through the Sunset Strip hotspots of the 60’s, LA’s own Rhino Entertainment has you all set.
For all the action, go to the new Rhino.com!