The medium in which we listen to music has changed drastically in just a few decades. Today, we pick up our phones and open apps like Spotify or Apple Music and choose a song with a click of a button. But before music became so easily accessible, tangible mediums were the hot commodity. In the 90s, CDs carried the music scene, and in the 80s it was cassette tapes. However, those mediums never seemed to bounce back quite like the medium that grew in popularity in the 60s and 70s: vinyl.

Someone who not only appreciates the resurgence but understands the importance of vinyl is George Reynoso, owner of All That Music & Video. Located within one of the most popular shopping spots in El Paso, you’ll find a store that specializes in Vinyl records in which you can buy and even sell your own records.

Before All That Music & Video became the store at The Fountains at Farah that we all know and love, it was named Nostalgia Records and Tapes and was located on Montana and Raynolds.

“My family loaned me $8,000 to open up a lease, put in some carpet and build some fixtures,” Reynoso said. “It wasn’t enough for inventory; it was more to help me get started on deposits and utilities and everything else that it takes to open up a little space.”

Starting a business with little to no inventory is a tough start, especially at only 26 years old, so Reynoso was on a journey to make connections and look for inventory.

“I went out to California with a friend to make some contacts and as we got off the freeway, we saw this huge sign in the middle of Hollywood that said ‘BLOWOUT! Several million records!’ It was because the industry had just tanked due to the disco invasion.”

Before Reynoso got into selling music, he was a radio DJ and television reporter. Reynoso said that it was because of his years as a radio DJ that helped him learn what records would sell. The store moved a total of five times before settling down in The Fountains at Farah in 2020.

“I went through the warehouse, and I probably found like 500 records that had a chance of selling here from all the time I spent in radio, listening to people and their requests so I kind of knew what would sell in El Paso. I was the guy that was always on the radio playing music from the past. I knew the community and I knew the songs that people were looking for here.”

After starting his first record store, he later moved the store to Lee Trevino in 1987 and rebranded in 1994 to All That Music and then All That Music & Video in 2007 to widen the demographic and let the community know that his store wasn’t only for nostalgic records, but all types of music.

“It gives credence to the adage ‘location, location, location’ for retail,” Reynoso said. “My old location was across the highway from Landry’s and was prominent. I mean, everyone knew who we were and where we were, but we just didn’t have traffic. We felt like maybe the freeway exit was wrong, but our core audience supported us, and we later were able to move on to The Fountians where our market is now a lot younger. We’re finding out how to reach different demographics. Like, whether you’re 70 or 20, we’ve got all kinds of music.”

To Reynoso, music isn’t just something he puts on while he works. He understands it and views music as a representation of the generation.

“Music is very personal,” Reynoso said. “All the complexities that make up a personality, are expressed through music, which is why, generationally, every generation needs to fly and do their own thing. And in 30 years, children will be trying to express themselves uniquely for their generation. But this has been going on forever. It’s like a cycle. But good music with a good melody and harmony is timeless.”

Having your own business is no small feat for anyone, and even harder when people don’t believe in you.

“I was fearless,” Reynoso said. “I was too stubborn to fail. You just have that drive and ambition and with that, people will think you’re nuts. They gossiped about me saying ‘he’s going to fail’ or ‘he’s just got a little hole in the wall’ and I had to hear all that. But I was just having fun. It’s nice to be doing something that you like and that is your passion.”

Reynoso says that part of what has helped his business become so successful is not only catering to all music lovers rather than catering to a specific niche, but also the resurgence of vinyl.

Factors such as nostalgia, sound quality and collectability helped reawake the craze for the tangible medium. Whether it’s being the proud owner of a controversial album cover like the Beatles’ “Yesterday and Today” or artists like Taylor Swift who release multiple vinyl variants, the combination of collectability and the warm analog sound that resembles being at a live concert inspired this resurgence that has helped Reynoso’s business.

“This generation wants something physical to hang on to,” Reynoso said. “The industry is smart. They’re doing gimmicks like releasing different colors or making them numbered. We are now doing numbers that we did 20 years ago.”

With mediums going in and out of style, there is one thing that is certain: music never will.

One of the quotes that has kept Reynoso motivated through his career is one by Plato that moved him so much, it’s even printed on the side of his notepad.

“Music is moral law. It gives a soul to the universe, wings to the mind, flight to the imagination, a charm to sadness and gaity, and life to everything. It is the essence of order and leads to all that is good, true and beautiful.”

It’s stories like Reynoso’s that should inspire small business owners and show that with passion and drive, a dream can turn into a successful store like his which is now a staple for music lovers in El Paso.