Chandra Hancock and Patrick Pezzati opened Turn It Up! in Northampton, MA, on November 24, 1995, selling bargain-priced music and, a bit later, movies. Within two years a second location opened in Keene, NH, and in the next decade other locations opened in Hanover, NH, Brattleboro, VT, Easthampton, MA and Montague, MA. Over the last three decades, Turn It Up! Has been the unquestioned leader in the sales of media (CDs, DVDs, LPs, etc) in western New England.
On November 24, 2025, the 30th anniversary of the original opening, longtime manager Carson Arnold will take over the ownership of all the shops – Northampton, Brattleboro and Montague. Carson was a customer at age 10 and already had a great passion and interest in music and was hired in the Brattleboro shop shortly after graduating from high school in 2004. Over the last 21 years, Carson managed the former Keene location and then the Brattleboro location for over a decade. Now 40 and with a family of his own, Carson is taking the next logical step and putting his decades of expertise to use in what will undoubtedly be a new successful period for Turn It Up!
Turn It Up! has supplied somewhere around 5 million records, tapes and discs to people in and around the local area and has recently seen an upsurge in business from a new generation that is interested in the permanence of physical media, both for music and movies. While many new music and/or video shops have opened in recent years, Turn It Up! continues to be supported by a large base of regular customers, from those who have been frequenting the shops since the 90s to those who weren’t born until well after the shops first opened.
Every day Carson brings a passion for what we do to work and really enjoys bringing new ideas into the shops. We look forward to many years of success for Carson as he welcomes even more new generations of music and movie fans.
Media contacts:
Patrick Pezzati – (413) 575-9110 – patrick@turnitup.com
Carson Arnold – (413) 824-1035 – carsonvermont@gmail.com
:: 85 main st :: brattleboro :: vermont ::
:: 802.251.6015 :: www.turnitup.com :
Photo: Carson, Chandra and Patrick in front of the Brattleboro shop, 2025
Congratulations!
What great news. Carson is a really nice guy and has wide ranging knowledge of music and film. For people who love music and movies, Turn It Up is the spot. I wish them all the luck (and lots of customers). They deserve it.