Third Man Records, the independent label founded by Jack White, is expanding its global reach through a new partnership with Secretly Distribution. Announced on September 18, the agreement gives Secretly responsibility for physical and digital distribution, retail marketing, and technology infrastructure for all upcoming Third Man releases.
Third Man’s Expanding Global Footprint
Founded in 2001, Third Man has grown from its Detroit roots into a multi-city operation. Today, its Nashville headquarters houses a record store, label offices, a distribution center, and what the company calls “the world’s only live venue with direct-to-acetate recording capabilities.” Meanwhile, Detroit’s Cass Corridor facility includes a vinyl pressing plant, a record store, and a performance stage. In addition, London’s Blue Basement adds another retail and live venue space, underscoring the label’s international presence.
Secretly Distribution has also built a strong reputation in the independent music world. Its roster includes respected labels such as Merge Records, Rhymesayers, Chrysalis, and Ghostly International, alongside affiliated imprints like Jagjaguwar and Secretly Canadian. By welcoming Third Man, Secretly strengthens its position as a hub for artist-first labels. As Rich Thane of Secretly explained, “With their iconic roster and passionate team, we’re excited to amplify Third Man’s global reach across both physical retail and digital landscapes.”
Why the Timing Matters for Vinyl
The timing of this deal is notable. Vinyl sales in the U.S. grew for an 18th consecutive year in 2024, reaching $1.4 billion—the highest since 1984. However, in the first half of 2025, sales dipped 1% year-over-year in both units and revenue. Despite this decline, labels with pressing capabilities, like Third Man, remain well-positioned to adapt. Ben Swank, Co-Founder of Third Man, emphasized the alignment of values: “We have so much respect for their work; they lead creatively with artists’ and labels’ vision at the forefront.”
Ultimately, this partnership highlights how collaboration can sustain momentum in a shifting industry. Third Man gains access to Secretly’s global infrastructure, while Secretly adds another influential label to its roster. Together, they reinforce the importance of independence, creativity, and adaptability in today’s music landscape.
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