iPaulina

This sudden surge comes as a surprise to those who find streaming more convenient; however, for some, the timeless appeal of vinyl cannot be replicated digitally.

A key reason behind the renewed interest is the pure nostalgia that comes from listening to vinyl. The sound quality is rich and warm, something that cannot be recreated through streaming on a digital device, and listening to it is an experience in itself. Streaming music is something that we tend to do mindlessly in the background, while commuting, exercising, or studying; playing physical media takes more conscious effort, which creates respect for the music and means the listener is more likely to concentrate on and enjoy what is playing. Due to fast-paced digitalisation in almost every field of life, people are becoming increasingly nostalgic for physical and old-fashioned things, vinyl being a good example of this. With insubstantial digital media, there is no connection to what goes on behind the screen, whereas physical media is something tangible with a ‘retro’ charm and beautiful packaging. This has been magnified by more widespread marketing, including on social media, where the aesthetic aspect is often romanticised.

Last year, seven of the top ten best-selling vinyl albums were new releases, suggesting that the trend may be caused by more than just nostalgia: it could reflect an effort made by fans to support their favourite artists directly, as vinyl provides more financial support than streaming. Now more than ever, superfan culture is very prominent amongst artists’ fan bases. The superfan is a very loyal supporter of an artist, willing to spend more and do more to support their hero than most other listeners, almost worshipping them. This is particularly prevalent among mainstream artists such as Taylor Swift, who has long been a supporter of indie record stores (some credit her for partially driving the increase in vinyl sales). Her massive fan base has bought millions of records, with 1989 being the best-selling vinyl overall last year, followed by other Taylor Swift albums as well some by Lana del Rey and Olivia Rodrigo. Buying vinyl creates a sense of community and introduces listeners to broader music culture, a further appeal.