MOJO music store and cafe owner Jamie Morrison couldn't make it as a musician, so he decided to operate a music store.
The music industry has been both helped and hindered by a progressive consumer switch online over the past decade.
Mr Morrison has remained relatively unscathed by changing listening habits by creating an atmosphere for people to peruse a carefully thought- out music selection, relax with a coffee or be treated by a beauty salon at the back of the store.
Formerly The CD Centre in Brisbane Street, the store has focused on catering to the discerning music lover since 1992.
Mr Morrison said this attention to niche audiences had partly shielded him from sinking with chain stores that specialised in "bubblegum pop" - the most downloaded form of music on the internet.
"We started moving away from competing against the national chains years ago and following what they were doing," he said.
"The chains were competing with one another and competing with online, so for us to compete we just had to do the opposite to what they were doing.
"There is also a section of the music community that will always support independent stores."
Mr Morrison said industry changes had seen Australian record companies become more price-competitive.
Movements in the Australian dollar could benefit the business on imported items.
"You make good margins on some things and terrible ones on others, so the challenge is to level it out across the board," Mr Morrison said.
"You can't stand still in retail - you've got to keep on tweaking and moving forward.
"It is easy to have energy and passion about music. If you are selling nuts and bolts, it's probably not that exciting."