012. The Vinyl Revival (1 of 2)
The magnitude of the vinyl record revival has reached such levels that it cannot be overlooked, especially as a seemingly countertrend to the growing impact of technology on classical music. As highlighted by the Recording Industry Association of America, in the US vinyl sales outstripped CD sales for the first time in 34 years in 2020. This remarkable shift underlines the dichotomy between the progression of digital technology and the parallel growth of older, more analogue forms of music consumption.
The 2022 Year-End Music Industry Revenue Report by the Recording Industry Association of America (RIAA) shows that recorded music revenues in the US have grown for the seventh consecutive year, reaching a record high of $15.9 billion estimated retail value. Streaming services continue to be the biggest driver of growth, with paid subscriptions, ad- supported formats, and new platforms all contributing to the industry’s success. In 2022, streaming accounted for 84% of total revenues, with paid subscriptions making up 78% of that figure. Ad-supported streaming grew by 20% and now accounts for 6% of total revenues. Physical sales continued to decline overall, while vinyl records saw an increase in revenue for the sixteenth consecutive year. In 2022, vinyl sales grew by 17%, reaching $1.2 billion in revenue and accounting for 71% of physical format revenues. For the first time since 1987, vinyl albums outsold CDs in units (41 million vs 33 million). However, CD sales fell by 18% to $483 million in 2022.
Key data over time are as follows:
Vinyl sales have been steadily increasing over the past few years and have become a significant portion of physical format revenues. In 2022, vinyl sales accounted for 71% of physical format revenues.
Unfolding against a backdrop dominated by streaming platforms and digital downloads, the resurgence of vinyl is profoundly paradoxical. The antiquated format of the vinyl record, with its physicality and sensory appeal, offers a form of consumption that presents a stark contrast to the fleeting nature of digital music. The tactile ritual of handling a vinyl record, placing it on a turntable, and engaging with the album cover fosters an immersive listening experience unparalleled by its digital counterparts.
The vinyl resurgence can also be viewed as a part of a broader societal push towards “digital detox,” a response to digital fatigue and concerns about screen time and data privacy. The analogue vinyl offers an escape from the digital onslaught, a tangible and mindful return to more traditional forms of music consumption. This renewed affection for vinyl extends beyond the realm of nostalgia, signalling a possible shift in our relationship with music. This paradigm shift is particularly salient in the realm of classical music, which has found a renewed platform on vinyl that brings together a multi-century-long musical tradition and an older technology perceived as a form of mechanical tradition from the more recent past. The tactile and immersive experience of vinyl amplifies the richness and depth of this genre, providing a more direct connection between the music and the listener. The sonic warmth of vinyl, in conjunction with its capacity for artwork and liner notes, brings a new layer of appreciation to classical music, making it more accessible to audiences.
Independent record stores have experienced a rejuvenation, paralleling the resurgence of vinyl. These brick-and-mortar establishments have become hubs for vinyl communities, both online and offline. Within these communities, shared passions, knowledge, and the joy of discovering new music are exchanged, enhancing the vinyl experience and fostering a sense of belonging. Such collectives play a pivotal role in sustaining the vinyl revival and could be a driving force in its future growth. Yet, the renaissance of vinyl is not without its challenges. The industry must address environmental sustainability and explore innovative ways to reduce the impact of vinyl production. The focus is on utilising more sustainable materials and energy-efficient manufacturing processes to ensure the viability of vinyl’s future.
The revival of vinyl in a digital age presents an intriguing 'trichotomy'—almost an impossible equation—for orchestra management. This resurgence not only underscores a growing desire for tangible, immersive musical experiences, but also signals a shift towards traditional media consumption, while it somehow competes against the burgeoning impact of digital technologies in classical music performance and audience engagement. This complex scenario demands the new generation of orchestra managers to innovate by integrating the tactile texture of vinyl with the expansive reach of digital technologies, creating a variety of audience experiences that can meet diverse segments of taste and interests. Such a strategy —that also require to solve the puzzle of intellectual property across multiple, and sometimes contradictory, media supports— not only caters to diverse consumer preferences but also ensures orchestras remain at the forefront of both technological advancement and tradition. By facing this challenge with creativity and strategic foresight, orchestra managers can enhance engagement, explore new revenue streams, and deepen the connection with their increasingly fragmented audience, redefining the orchestral experience in a rapidly evolving cultural landscape.
More details and relevant bibliographic references may be found in my new book, Orchestra Management in Practice (Routledge, London, 2024).
The author, not a native English speaker, used Large Language Models (LLMs) for editing the article, addressing grammar, syntax, and spelling, enhancing fluency and readability, and translating sections from his native languages. Academically, LLMs helped in peer-reviewing, identifying gaps, and suggesting improvements.
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