Overview
12 Tónar is an independent record store and a small record label based in central Reykjavík. It operates as both a retail space for music formats such as vinyl and CDs and as a platform for releasing and promoting Icelandic indie artists. Over time it has become widely regarded as a cultural meeting point for music fans, collectors and visiting musicians in the city.
Shop and location
The shop is located on Skólavörðustígur 15 in downtown Reykjavík, a short walk from tourist and cultural landmarks. Its downtown presence makes it accessible to locals and visitors alike; the street and neighbourhood are often mentioned in guides to Reykjavík. For local directions and neighbourhood information see Skólavörðustígur and general Reykjavík resources at Iceland.
Label activity and releases
As a record label, 12 Tónar issues recordings by Icelandic independent musicians and bands. Its catalogue has included a mix of emerging artists and established local acts in a range of styles associated with the Icelandic indie scene. The label side complements the shop by offering release support, physical distribution and a visible retail outlet for new local records. More about the label can be found via the shop's label page: 12 Tónar label.
Role in the Icelandic music scene
12 Tónar plays a curatorial role: it exposes local audiences to homegrown music and supplies visitors with selections that represent Iceland's diverse independent sound. Many Icelandic indie bands have been associated with or stocked by the shop; it regularly champions local releases while also carrying international records that appeal to collectors and specialists. For examples of artists and the wider scene see resources listed under Icelandic indie bands.
Services, events and visiting tips
The store typically offers new and used vinyl, CDs, merchandise and occasional limited releases. It often hosts in-store listening sessions, signings or small live performances, and serves as a point for mail-order purchases and tourist shopping. Practical visitors' tips include checking opening hours before arrival, asking staff for local recommendations, and exploring nearby cafes and cultural venues after a visit.
Notable facts and distinctions
- Combines retail and label operations, which helps local artists reach audiences.
- Located in a central Reykjavik street known for shops and cultural activity.
- Recognized as a gathering spot for music lovers, collectors and visiting musicians.
Together, these roles make 12 Tónar more than a shop: it acts as an ongoing resource for Icelandic music culture, supporting releases and offering a curated retail experience for both residents and visitors to Reykjavík.