In 1968, at 22, Keith Covart and two friends founded Electric Fetus, an independent-minded record store in Minneapolis, MN. Nearly four decades later, Keith is the sole-owner of the thriving store, to which he added two new Minnesota locations, in Duluth and St. Cloud. When asked his motivations for starting the store, Keith says, “I certainly wasn’t thinking as much about business as I was about music.” Following that direction, or lack thereof, Keith has shaped a customer-centric music store concerned more with what is for sale, than how much is sold.
Keith spent 2 years juggling a second career as a claims adjuster before realizing that he must commit himself to his passion. “Play music you want to play,” Keith says with a smile, “And that’s your job.”
Without an advance business degree, Keith is as suited as any to run a company. “Customer service,” he says, “Is not an MBA term.” By maintaining a “wonderful staff devoted to the store,” Keith is able to offer music to “every segment of the population.” Asked for the secret to employing knowledgeable and motivated individuals, Keith says simply, “We like each other more than many stores.”