How making a newspaper helped a small record shop find its voice

The first issue of Deluxe was, in Rupert Morrison’s words, “lumpy.” He’s the owner of Drift, an award-winning record shop in Totnes – not a designer, after all. But that DIY start gave him the freedom to get going.

Since 2012, he’s published 26 issues of Deluxe, a mini newspaper that celebrates record shop culture. Through interviews with artists like Phoebe Bridgers, Orlando Weeks and Bill Callahan, the publication has helped Drift connect with the people behind the music and establish itself as a credible voice in the industry.

Below,  Rupert tells us how Deluxe came to be, what's changed over the years and why he keeps printing the newspaper, more than a decade on.

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What first inspired you to print a newspaper and what's kept you doing it for over 10 years?

Our good friend Crispin Parry [founder of arts organisation British Underground] first gave us the bug for printing things. His magazine, Bang, was inspirational and I really wanted to find a way of talking about record store culture in print. So, with plenty of encouragement and a good strapline, I put together the first issue. I’ve just loved doing it ever since.

Deluxe is "All About Record Shops" which is just such an easy premise to keep to and remains interesting to discuss with so many different people.

"A newspaper allows us to talk about record shop culture with authority. It’s been a big part of Drift finding its own unique place in the music landscape."

How has Deluxe evolved over the years?

Originally it was just me. I’m not a designer, so those first issues had lumpy layouts and a certain DIY charm. After a few years, Jenny Frances joined as art director and that's when the design really tightened up. But starting with a DIY approach gave us the courage to do things in a way we might not have otherwise.

I love working with Jenny – delivering reams of copy and images, being knocked back and seeing it all arrive in print. It's a rush.

What role does the newspaper play in shaping Drift’s identity?

It allows us to talk about record shop culture with authority. It’s been a big part of Drift finding its own unique place in the music landscape.

We’re not the biggest, cheapest, most successful or most well-known (though we did win the AIM Award for Best Indie Store in 2024!) but we’ve found a way to talk about what we do with passion. And we’ve built an audience of people who get it.

Is there an issue or interview that you’re especially proud of?

Interviewing and then becoming friends with Seymour Stein [music executive and former vice president of Warner Bros. Records] is a big memory. I’ve had the opportunity to speak to loads of people I really admire and have been to some amazing physical shops, too.

"We’re not the biggest, cheapest, most successful or most well-known. But we’ve found a way to talk about what we do with passion – and we’ve built an audience of people who get it."

For the first issue, I visited the now-closed Strider Records off Jones Street in New York. It’s the road where Bob Dylan shot the cover of The Freewheelin', so as a mega-fan that felt pretty special.

Do you have any advice for other creative businesses looking to make a publication?

Collect all the content before you start designing! And be as focused as possible about what you're doing and why.

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