by Paul Klemperer

Thirty-Three Degrees is one of the hippest record stores in town. Co-owners Bob Coleman and Dan Plunkett began their mission by selling alternative CDs, LPs and 7-inches at record conventions in Palmer Auditorium. The response was so favorable that they opened their first store in July of 1995 next door to the Crown & Anchor Pub off Duval in a small space that, so the story goes, had an interior wall angle of thirty-three degrees.

By September of 1997 they were able to move to their larger current location, the old Dismukes Pharmacy building at 4017 Guadalupe. Ever the preservers of tradition, they kept many of the old glass pharmaceutical bottles, which now adorn the back wall of the store. The new space affords greater display area, as well as allowing for in-store shows by local and visiting artists.

Coleman and Plunkett's success is based in a simple but strong philosophical mission: to expose people to new ideas through new kinds of music. From their experiences at record conventions they learned that there was a sizable chunk of audiophiles hungry for new, truly alternative sounds. While larger record stores may carry a greater selection of mainstream sounds, 33D has found a niche on the "harder, more abstract end."

The alternative approach of 33D covers rock, jazz, and modern classical composers. They have a website which sums it up pretty well. Thirty-Three Degrees "specializes in sub-genres: experimental, punk, progressive, electronic, garage, gothic, psychedelic, noise, techno, electro-acoustic, ambient, non-jazz, isolationist, twee-pop, improvisation, and other uncategorizables without the corporate crud to bum you out."

The impact 33D is having in Austin is best reflected in their support for alternative jazz artists. While large chains like Tower Records offer a comprehensive selection of traditional and big-name jazz recordings, 33D has greater offerings of avant garde artists like Albert Ayler, Sun Ra and Eric Dolphy, as well as rare recordings and imports. Some of the names that pop up include Marion Brown, Anthony Braxton, Sunny Murray and Cecil Taylor.

33D has also been making waves with some great in-store concerts. The recent concert by drummer Sunny Murray and saxophonist Sonny Simmons brought a capacity crowd. Joined by Epistrophy Arts promoter P.G. Morino, Coleman and Plunkett have helped prove that Austin will support experimental jazz. One of the most interesting aspects of that concert was the demographic range in the audience, particularly in the large number of young listeners.

When I asked about upcoming concerts, Coleman told me that P.G. Morino will be attending a jazz festival in Atlanta to make contact with more touring artists. At this time, saxophonist Sam Rivers is scheduled for a concert, as well as New York based pianist Matthew Shipp. In addition, 33D is committed to helping alternative and new bands reach their listeners by making the space available for in-stores.

By making alternative music available through recordings and live shows, 33D hopes to see a ripple effect in Austin. "Already," says Coleman, "local DJs see that there is an audience for more outside jazz." Though this kind of programming is generally restricted to radio's wee hours, the more that listeners request this music, the more DJs will feel justified in playing it.

Coleman is optimistic that 33D's ripple effect will continue to expand. They have undoubtedly established a firm base of support in Austin. "We always listen to our customers and what they're asking for," he explains. "Before you know it, you've opened up a whole new thing for people." That is certainly a refreshing attitude in the music business.