By their very nature, indie labels are niche-driven endeavors, which is why Thrill is so remarkable. Based on a concept by Thrill Jockey founder Bettina Richards, it appeals to anyone who has fallen under the spell of music. In wonderfully casual interviews, 112 artists (from Björk to the Butchies), producers, and listeners share their record-related lightbulb moments. Not to be missed: Kim Soss, a special fan of West Side Story's ''America.'' ''I'd just hang around. . .singing [it], feeling my experience as a young New York Latina,'' she says, ''when I was really this. . .doughy Jewish girl in Tennessee.''