“It’s less about hearing and more about feeling”: 6 years of spinning with Atascadero record store

About 20 minutes driving on the 101 North from San Luis Obispo lies Traffic Records. It’s in the heart of Downtown Atascadero, a record store encapsulating all things music culture. There is a plethora of physical media ranging from CDs, cassettes and new and used vinyl records. 

Opened in 2018, Traffic Records is owned by Manuel Barba. Originally from Los Angeles, Barba is a mobile and radio DJ with an extensive background in event and concert coordination, according to the store’s website. 

Apart from the music, Traffic Records has a variety of merchandise, posters, stickers, pins, magnets and other unique items sold by the small business. The record store also hosts in-store live music sessions and sponsors DJ shows and other special musical events — in December, the store organized an album singing with Neil Young. 

Music mentor, designer, producer and Traffic Records employee Robert Riser works at the store on his days off.

Riser has been interested in vinyl since he was 12 years old, collecting them all across the East Coast. He had been building a record collection for years before there was ever a record shop in Atascadero.

For Riser, listening to physical music adds an extra element of character to music-playing. 

“A CD is cool in the car and all, but when I walk in here and there’s a CD playing, you can just feel that missing information,” Riser said. “It’s less about hearing and more about feeling.”

Being involved in music and working at Traffic Records is more than just a job of interest for Riser. It’s also about promoting a sense of community and connecting over a shared interest in rhythms and notes.  

“It’s part of an identity in the community,” Riser said. “[It’s about] having regulars talking, spicing things up, wearing your heart on your sleeve and training your communication skills.”

Though it isn’t as bustling as San Luis Obispo, Atascadero is a hidden gem of a quaint town. 

“It’s like a mall or like a snow globe without snow,” Riser said. “And everyone’s just here, everyone. There’s like one person per shop.”

The music scene in this “ghost town,” as Riser calls it, is underground yet overwhelmingly abundant. With live music shows spanning death metal at Dark Nectar Coffee and jazz at Bristols Cider House, the music scene in Atascadero is vibrant.

“I like being part of that community and testing boundaries,” Riser said. “[I like] trying to shake things up as much as possible.”

Those interested can shop the store’s online catalog and stay updated on their latest inventory on Instagram and Facebook.

Traffic Records is open Monday through Saturday from 11 a.m. to 7 p.m., and from 11 a.m. to 5 p.m. on Sundays. They can be located at 5850 Traffic Way in Atascadero.