11/27/2022
November 28, 1968 is the 54th Anniversary of both the opening of Phantasmagoria and the release of “The Beatles”, AKA “The White Album” in Canada. The store opened in a former laundromat basement in the McGill University “ghetto” with a paltry $800. in inventory mostly invested in 100 copies of the new Beatles double album which sold out that day. With another batch of 100 “White Album”s procured the following morning from Capitol Records, the first major label to put a little faith in us we were off to the races, slowly building credit-worthiness with the other major distributors at the dawn of “alternative“ music which had few avenues of promotion in those early days. London Records thought twice about opening an account for a store that wouldn’t stock Tom Jones and Englebert Humperdink, two of their biggest sellers then, but had to have Moody Blues and John Mayall, not to mention The Rolling Stones, whose “Beggars Banquet” had just been released, also in an all-white cover. From humble beginnings grew the little record store that could “break” unknown bands and artists that nobody had heard of before the arrival of Doug Pringle on CKGM-FM a year later. 100 remained the barometer of our excitement about a new record through the years. Toto, Joe Jackson, The Parachute Club were a few we jumped on at first hearing that proved to be giant hits. With the move to “the big store” down the block in 1971 we made the jump from basement “dive” to psychedelic glamour, couches intact plus a saltwater aquarium as a centrepiece to the living room ambiance. Some of our regulars preferred the low-key vibe of the original digs at first but that probably had more to do with the No-smoking rule enforced in the new location, “for the sake of the fish”, if not the carpeted floor or the fact that it was “illegal” to smoke in stores in Montreal even back then, notwithstanding the purple haze that often wafted out of the back room. Good times were had and the music just got better and better which made going to work every day a real joy!