Business

Sonic Ascension Records celebrates 10 years

This month, Sonic Ascension Records will mark its tenth anniversary of connecting people with the music they love and even discover some new tunes, and with that anniversary in mind, owner and operator looks back at his first decade in the business.

"I was always a collector. Even from when I was really young, I was always into records," said owner and operator Lee Ash.

Ash's love of music stemmed from early exposure to his mother's records, which included country music and Elvis.

"Charley Pride was a big one with me and my mom," he said.

But it was punk hardcore punk from the early 1980s that would lead him down the path of opening his own record store.

"I started buying, not just from record stores or through the mail, but also people's collections, and I started going with a friend of mine and setting up with him at record conventions, and I continued to accumulate records," Ash said.

"I got to the point where I had so many, I realized I might as well just open a store. It's something I always wanted to do anyway," he said.

With a combination of his own money and some backing from his sister, Ash set about making phone calls and checking out places until he settled on the location that would be his shop's home for the past ten years.

Opening on Oct. 6, 2016, Ash said the date is a blur.

"It was kind of a soft opening, and I don't really remember the very first sale because I was in there, probably still setting up," he said.

Today, the store carries a wide variety of genres from across the decades.

"The main focus is rock, and it's all kinds of rock, whether it's classic, from the 70s and 80s, or alternative, that's what I kind of concentrate on. But I also have a decent jazz section, country section and soul music. So I want to have something for everybody, if it's possible," Ash said.

And while he doesn't go out of his way to stock new releases, they do pop up fairly regularly.

Ash said he also works to keep his prices reasonable.

"Most of the classic rock stuff that's out on the floor is around $20 bucks, and a lot of it's between $7 and $10," he said.

"And I love when people come in and really go crazy back in the dollar room or the $3 records and buy big stacks of them. It's really cool," Ash added.

"They're good titles that I just get maybe more copies of than I can move, so I put them back there at a discount," he said.

Ash also often carries a wide variety of cassettes, DVDs and CDs.

"The CDs and the cassettes have been selling very well," he said.

"I've been lucky enough in the last year or so to get a lot of good metal CDs, and honestly, if somebody was into metal, I couldn't see how they couldn't find some stuff at the store. It's just really well stocked with all genres of metal right now," Ash added.

Ash jokes that having the store gives him the chance to increase his own collection.

"I'm totally joking, but I say I just opened the store because I wanted to improve my own record collection," he said with a laugh.

"But I don't take a lot of records for myself, unless it's something really special," he said, adding, "I'm disciplined about not going too crazy and keeping a lot of records for myself."

To make customers feel even more at home, Sonic Ascension's mascot of sorts, Hobo, often greets them at the door.

"He's a Jack Russell and just a mix of, I'm not sure what else, could be Chihuahua. I've never seen another dog just like him," Ash said.

"He is a draw for sure. People love him," he added.

Ash will commemorate his 10th year anniversary with expanded hours, a "huge" storewide sale and giveaways on Saturday, Oct. 10.

After ten years in the business, Ash said the spark hasn't lessened one bit.

"It's amazing, man. When I opened the store I wasn't sure if it was going to take off or not, if there was going to be enough interest in the area, but I've developed a really loyal clientele, and I see new people in there every single weekend. It's very gratifying," he said.

"I get a real charge out of people coming in and discovering new stuff, or they'll ask me what I think of something," Ash said.

"They'll pick a random record out and say, 'this looks interesting. What can you tell me about it,' and maybe I'll play it for them, or if I know what it is, I'll say 'yeah, you need that.' Its really nice," he said.

Fore more information on Sonic Ascension Records, check out their Facebook page or website at www.sonicascensionrecords.com.