"Among the attractions in the new wing is a Scopitone machine-a video jukebox using 16mm film that had its greatest prominence in the 1960s. The space contains a collection of vintage novelty machines.
The Novelties Lounge, located within the record store, debuted on November 23, 2012. White opposes the idea, calling the environment "a solid neighborhood everyone looks out for each other." The location is organized around five dedicated sections: the record store, a "novelties lounge", the label's offices and distribution center, a live venue and bar (The Blue Room), and a darkroom/photo studio. White's presence has raised the area's prominence, motivating the city and business owners to rezone the area with more commercial ventures, including multiple mixed-use developments, a Ritz Carlton Hotel, and a members' club. The label's headquarters is located in a less prosperous neighborhood, which is home to the city's largest homeless shelter, a transitional housing and recuperation center, and an affordable healthcare clinic. Third Man has since reissued all six White Stripes studio releases on vinyl, and the label’s catalog has now grown to over 800 releases, including albums by White’s other acts, contributions from Billie Eilish, Neil Young, Sleep, Metallica, Margo Price, Coldplay, and Jay-Z, and many developing artists. White's pre-White Stripes upholstering company, which he continues to maintain as a hobby and artistic outlet in the present day, is named Third Man Upholstery and is similarly identified by the colors yellow and black and the motto “Your Upholstery’s Not Dead.” It refers to Carol Reed's The Third Man starring Joseph Cotten and Orson Welles. His fondness for the number three is well documented.
The label's name incorporates several elements of personal significance to White. To commemorate the opening of Third Man Records in Nashville, White debuted his new project, the Dead Weather, performing a short set for the 150 invited guests and coining the label's motto, "Your Turntable's Not Dead." The Nashville location now serves as a record store, label and publishing offices, The Blue Room live venue and bar, photo studio/darkroom, master recordings vault, and fulfillment center. Blackwell moved from Detroit and Swank from London to establish the business. White conceived the expansion idea in October 2008, phoning Swank and Blackwell to say the venture should first concentrate on releasing White Stripes' back catalog on vinyl. White recruited his nephew, White Stripes archivist and Dirtbombs drummer Ben Blackwell and his lifelong friend, Ben Swank, then the drummer for the Soledad Brothers and a promoter in London, to create a working business on March 11, 2009. It wasn’t until 2008 when the White Stripes stopped touring and recording, and after White had reclaimed the rights to the band's earlier music, that White turned his focus to the label. In 2001, while Jack White was gaining regional notice in the White Stripes in Detroit, he registered the label Third Man Records, proceeding to trademark the name in 2004.
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