Rise of the Vinyl
The Rise of the Vinyl and How You Can Cash In
At the start of 2017, Sony decided to press vinyl again after 30 long years. The rise of vinyl was
dismissed as a fad about two years back, but the continued demand for the retro format has urged
big players in the music industry, like Sony, to take the format seriously. During the Christmas
holidays in the UK in 2016, vinyl sales amounted to £2.1 million, which narrowly beat digital
download revenues (£2.4 million). Even Tesco stocks vinyl records.
What's fueling this revival of the good old vinyl?
A number of factors, apparently. Largely, though, it is nostalgic baby boomers that are behind the
revival of this warm, sometimes crackling music format. David Bowie's “Blackstar” being the
bestselling vinyl album of 2016 corroborates that point. Then there is the whole hipster movement
associated with the revival of vinyl. Millennials are buying vinyl as a collectible item. The humble
format is cool to own. But there is something deeper going on here.
Streaming and digital downloads have a role to play in the revival of vinyl. Revenues from digital
downloads peaked in 2010, accounting for 30 percent of music industry's revenue. Likewise, the
rise of Apple Music and Spotify over the last 5 years or so has resulted in people now being willing
to pay for music again. This readiness to pay for music has carried over to vinyl.
Industry experts believe that the social factor of buying physical records has a role to play as well.
The idea of discussing music with fellow music lovers in physical record stores seems to add to the
allure of the vinyl. Experts also suggest that since listening to a vinyl record is an active process –
you have to adjust the needle and flip the record – it is thus, more interactive and interesting, even
to new users.
Why not CD then?
Sales of CDs have continuously declined over the last several years. Digital downloads are to blame
for it, but if the vinyl is seeing a comeback because they are a physical format, why not CDs? The
answer is twofold here. One, CDs don't have the “cool” factor. They first rose to prominence at the
start of the '90s, which means they are still a pretty new format that hasn't yet crossed into the
'collectible' zone. The lack of 'cool' factor leads to the second part of the argument: CDs are not a
lucrative investment for labels.
The vinyl is expensive. On an average, a vinyl album can set you back by around $25. The high
price-point of vinyl allows labels to make a neat profit on them. CDs, on the other hand, have
always been a cheap format. You can grab a CD album for as little as $5. Moreover, with CDs
comes the bane of piracy. It is easy to duplicate them, which makes them a lose-lose situation for
record labels.
How can you cash in on the vinyl trend?
In an industry that's fast getting crowded, it is important that as a DJ/producer, you are constantly
thinking of new ways to engage with your fans and stand out.
1. Limited edition vinyl is one way
The next time you put a substantive EP or an LP out, consider cutting a limited edition vinyl record
that you can give away to super fans. Deadmau5 has done it in the past. Make sure you include a
digital download link with the vinyl, though, so your fans can listen to your tracks on the go.
2. Sample a rare record
As a producer, sampling can be that essential differentiator between you and thousands of others
who rely on Vengeance sample packs or the latest loop collection from Cymatics. Since vinyl sales
are on the rise, there is a good chance you might find that rare soulful vinyl in your neighborhood
record store, which can be the inspiration for your next track. Since not all record stores have the
same record collection, sampling can be a brilliant tool in your arsenal to stand out in a global
music world.
However, don’t just focus on vocal samples. Try finding an instrument sample, a sweet clap sound,
or maybe a dynamic drum fill that can be the defining character of your track. Not sure where to
start with sampling? Whosampled can be a good starting point for some sampling inspiration.
3. How about sending a promotional vinyl to record labels?
Record labels, at least the good ones, typically get thousands of demos in their inbox every day. It
does not take much for someone to send out a Soundcloud link to a record label's email address. A
crowded inbox can mean that your track may never be heard by the Powers That Be, even if it is a
deserving number.
This is where vinyl can help you out. Cut a few promotional records and send them to your favorite
record label's office. Since vinyl is an attention-grabbing format, you can be rest assured that your
record will at least be heard by those that matter. Make sure you include all your contact
information on the record sleeve. However, do remember to check the label's policy for unsolicited
material. Most major electronic music labels such as Mau5trap and Spinning Records are pretty
cool with receiving unsolicited material, but it is always better to double check for policy changes.