They say if you wait long enough, everything old will become new again. That certainly seems to be the case with vinyl records. From ubiquitous music providers to coasters to conversation pieces and decorative items, records have evolved a lot as time, and music fans have changed. A few years back, collectors and vintage audio niches caught the interest of the record biz, who started producing even current acts on vinyl again. But, at that point, it was still more novelty than cash cow.

Now, it seems, records are becoming popular for mainstream fans again. Records stores are starting to pop up all over the place, and not just vintage vinyl shops – though those are still popular. These are retail establishments selling “old” tech to a new generation of listeners who are discovering the joy of analog pop and hiss. Sure, digital is cleaner, but it also feels sterile, less warm, and today’s music fan is looking for a novelty his parents and grandparents took for granted.

How popular are they becoming? Well, according to those who watch this market, several hundred stores have opened across the country in recent years. That might not sound like a lot – and it really isn’t – but consider that, not that long ago, the very idea of opening a retail record shop and not a swap shot would have been laughable. It’s certainly not anymore.

Lots of more recent bands, whose first major albums were on cassette and CD, are now available on vinyl to the mass market. Even some acts that have always been primarily digital are discovering the joys of the record.

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Part of that resurgence can certainly be credited to the promoters and creators of National Record Store Day, which celebrated its 10th anniversary this year. The program promotes events from coast to coast, Maine to California, pushing local record shops and working hard to re-connect fans with vinyl.

The flip is kind of a harsh turnaround for record stores that didn’t quite survive the digital revolution. A few held on, sure, but thousands went out of business when the iPod became the go-to music device. Then, with the advent of audio streaming apps, there were many who said vinyl – as well as cassettes and CDs – were dead for good. So far, that prophecy is coming true for the latter two methods, those without the built-in nostalgia of vinyl records. But records are coming back in a big way.

While some bands are releasing all their latest albums on vinyl, others are using it as more of a celebration of a milestone and a way to connect with fans. U2, which is about to begin its Joshua Tree 30th Anniversary tour, recently announced a pre-sale for a four-platter commemorative record set. Just one more indicator that what was once old can become cool again.

Ronn Torossian is the founder and CEO of 5WPR and one of the most well-respected Public Relations professionals in the United States.

 

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Ronn Torossian
https://www.5wpr.com
Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.

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