The Flip Side: Where Chicago Rocked

by Carl Rosenbaum, Larry Rosenbaum, Ken Churilla

Birthed by Chicago natives Carl and Larry Rosenbaum, “The Flip Side” grew from an idea into a store and then into a chain. Somewhere along the way, those stores sprouted an entire second identity as Chicago’s premier concert promoter, putting on some of the biggest rock shows Chicago saw in the ‘70s and ‘80s.

In so many ways, Flip Side defined music for hundreds of thousands of Chicagoland music fans.

The Flip Where Chicago Rocked takes you through the lifespans of both the record store chain as well as their concert business. We’ll give you a look ‘behind the counter’ and show you how everything was built, how it all lived and breathed, and we’ll share many of the fun and not-so-fun stories that took place. More than that, we’ll give you a warm look back and a chance to revisit what was a great time in Chicago and an even better time in rock and roll.

As Emerson, Lake & Palmer so famously once said, welcome back my friends to the show that never ends. We’re so glad you could attend, come inside, come inside…

Kindle Edition

Published January 13, 2025

Reviews

[Ben Haskett · Rating 5 out of 5]

Anyone who's ever wondered about brick-and-mortar record stores —a rarity in 2025— will immediately see the appeal of The Flip Side: Where Chicago Rocked. Written by record store owners Carl & Larry Rosenbaum with Ken Churilla, the two brothers tell everything there is to tell about their decades-long run of Flip Side stores all over Chicago. Whether you've heard of that particular record store or been within even a thousand miles of Chicago isn't important — it's not required to enjoy this wonderful portal to the past.

Surprisingly, the decision by the two brothers to jump into the music business was a toss-up between that, a dry-cleaning store, or a hot dog stand. They settled on a record store with a shrug and little experience, but they had a smart idea to sell concert tickets from their store. Doing so eased congestion at local department stores and sent music fans directly to their doors. Concertgoers would crowd the building hours in advance (sometimes days!), hoping to get the best seats at the next show and end up buying records in the process. Before long, Flip Side would become a local icon, leading to the opening of more stores, iconic merchandise (you can still find their branded t-shirts), and consistent radio promotion. It's hard to look back with clarity and imagine anything other than online music stores pushing brick-and-mortar shops out of business, but as the Rosenbaums tell it, it was actually big box stores like Best Buy who made things difficult by selling albums (with near infinite stock) at just above wholesale.

And fascinating as that journey is, the record stores are just the tip of the proverbial iceberg. The Rosenbaums eventually gravitate to concert promotion, earning them larger exposure in the music business and all the insanity that comes with it. In the midst of their luncheons with Celine Dion, meetings with Howie Mandell and Evel Knievel, and in-store promotions with legendary acts like Foghat and Cheap Trick, you'll also learn about their run-ins with the mob, the FBI, Chicago's unions, and the law. All these ordeals are conveyed not with sadness but good humor and nostalgia.

Co-Author Ken Churilla takes a fun approach to The Flip Side: Where Chicago Rocked — the entire book is presented as a filmed documentary. Carl and Larry take turns sharing stories about their experiences, and readers are occasionally treated to vignettes from employees, family members, or business partners. The last section of the book reads like an extended eulogy for the business from their kids and spouses. You'll wish you were a part of Flip Side, if only as a music fan, thumbing through their records on W. Foster Avenue back in 1968.

[William · Rating 5 out of 5]

I did not grow up in Chicago, so I didn't have the opportunity to live during this era, but it sure is fascinating. The book walks you through the idea of opening up a store, to growing it into a chain and then becoming Chicago's premier rock promoters. The brothers Larry and Carl Rosenbaum take you behind the counter of all things music store. For those of you that grew up in the 70's and 80's, this book is about your childhood - it brings you back to the magic of hanging out at the record store. The is a line on the back of the book that says it all, from Emerson, Lake & Palmer "welcome back my friends to the show that never ends. We're so glad you could attend, come inside, come inside....

[lj · Rating 5 out of 5]

It is interesting to read about the origins of local people and businesses. But to learn about the beginning, middle and sadly the end of a family borne creation and the early stages of learning, the development of friendships of a lifetime, the challenges in operating a Chicago based business. Overall it's the easiness of these brothers that is most interesting to me as the reader. The banter in recalling and retelling their story is punched with a humor that exists between siblings. I have a coffee table strewn with books of chicago based photographers & history. Whether you worked at Flip Side or simply browsed because you loved the record store vibe... this is a fun and fascinating read.

[Margaret Klein · Rating 4 out of 5]

This memoir is a fascinating look at a time in Chicagoland that is out of my usual knowledge. Two brothers, Carl and Larry (alphabetical) open a record store on Foster Ave. (Remember those?) The rest is history. They wind up with 39 locations and a full concert production "division". Imagine renting out Soldier Field? Imagine hanging out with Journey, Bon Jovi, ELP, KISS, the list goes on and on! Imagine the employees, the security, the sex, drugs and rock and roll! The stories. All the stories. Told with humor and reflection. You got to read this one. (My parents had a book store, then two. Some of the stories resonate so deeply but that is another story) In my basement, I think I have an original HAIR album that my parents must have bought from them.

[Nick · Rating 5 out of 5]

I spent a lot of time in Flip Side stores buying records, concert tickets, and t-shirts. This book rekindles a lot of good memories and takes the reader behind the counter for a look at what it was like to run the business. Turns out everyone involved was having fun too, save for the complex business stressors or the occasional wrangling with concert promoters. All of this made for a wild ride with good stories to tell, and you'll find them all here.

[Dave Halas · Rating 5 out of 5]

Loved this book. Was a quick and easy read and super informative and entertaining. I didn't know the record stores (Hegewisch and Woodmar Records were my stores) but I knew the concerts. Even still, the stories about the stores were cool and being a music lover, I could relate. All around great book.

[Tony · Rating 5 out of 5]

An excellent oral history of one of the greatest record stores in Chicago’s history. Full of great stories and tons of humor, the Rosenbaum brothers were immensely instrumental in promoting bands and their shows. Many of their business ideas became commonplace around the country. I’m so glad this book was published, because their impact on bands, concerts, and fans has been severely underrated.

[James Summaria · Rating 5 out of 5]

Fun book to read. Flip Side was the place to go for music and concert tickets.

[Myrna Rosenbaum · Rating 5 out of 5]

Great story!

[Julia R. · Rating 5 out of 5]

Rock and roll, the 70’s and 80’s concert scene, the rise and fall of the local record store business, the mob, Chicago politics, family, it is all here! Read this book!

[Martin Butler · Rating 5 out of 5]

Very interesting book about Carl and Larry,
Great read.

[Robert Evans · Rating 5 out of 5]

Fantastic. An 11 out of 10. The interview style format really worked. There was so much awesome history in this book - just bought 3 more for my kids