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The Electric Fetus was started in June of 1968 on the West Bank of the University of Minnesota with an initial inventory of pre-recorded music that by today's standards would be considered less than a small personal collection. Though the name and the music we carried were certainly different from anything else in the Twin Cities (we were labeled "alternative" even "revolutionary" in some news articles), the concept as it turns out was actually "traditional." Traditional in the sense that we listened to our customer, which of course was an absolute necessity given our beginning inventory. We simply purchased, many times the same day, the records our customers requested. This "service," as it is called today, developed a participation, even a partnership, with our customer. This partnership and appreciation of our customer has continued for over thirty years and has evolved into a customer loyalty enjoyed by very few businesses. As it turns out, this "revolutionary concept' of excellent service should have been labeled "traditional." A tradition we must always keep.