A Record Rise in LP Popularity
Maximus Decanini Cresswell-Turner
Less than a decade ago, it was pretty much common knowledge that the vinyl record had become obsolete — a thing of the past. It would seem now that the tables are turning on the mighty compact disc, and with the standardization of the digital audio file, physical formats of music such as cassettes and CDs become increasingly redundant. With iTunes having dominated the digital album/track sales market and the snowball of file sharing websites reaches its top speed after its initial Napstar flake, personal mp3 libraries amass and artists come to stop relying on any physical music sales. Instead, artists look solely towards concert profits, online sales, and royalties.
One particular factory in Nashville, Tennessee, continues to strive in the midst of this certain decline in the industry. United Record Pressing, founded in 1949, is presently the largest volume-producing vinyl manufacturing plant in North America, putting out roughly 30,000 records a day and running 30 vinyl presses 24/7. This plant is responsible for manufacturing many of the last half-centuries chart topping albums, from the first Beatles 7 inch record in the United States, Introducing… The Beatles (1962), to Jay-Z’s The Black Album (2003), and Jack White’s Lazaretto (2014). This album was recorded, pressed, and released on Record Store Day, setting the record for the world’s fastest record at 3 hours, 55 minutes and 21 seconds.
Now, CEO of UR Pressing, Mark Michaels has announced that he is hoping to expand volume by 50%, and production by 30% in 2014 alone. The manufacturing plant plans to expand to a 2nd location in Nashville and has reportedly invested $5.5 million for a 142,000 square foot warehouse, adding 16 brand new presses and bringing the total count to 46 vinyl presses.
What’s interesting however is that this plant, excelling in a dying section of a quickly changing industry, is not pressing classic records or major label records exclusively; it’s manufacturing more indie LP’s than ever before. Artists ranging from Tegan & Sara and DeadMau5 to Diplo, and just about every other obscure indie rock band and producer now strive to support and consistently release their music easily available on LP (despite the sometimes steep cost of mass vinyl manufacturing).
As the resulting neo-vinyl culture forms to flourish increasingly each year, more and more independent record stores pop up throughout North America. Throughout Toronto alone a total of at least 16 independent record stores mark their presence from the edge of the Annex end all the way to Scarborough and back, some including Play de Record (Yonge & Gerrard), Rotate This (Queen & Bathurst), and Kops Records (Queen & University).
In an interview with Jason Palmer, owner/operator of Play de Record since its opening in 1990, Palmer commented that he has definitely seen a rise in vinyl popularity, most noticeably throughout the past 5–10 years. Having operated his independent record store in the heart of downtown Toronto for 25 years, Palmer explained that until about 10 years ago he had catered to a predominantly DJ oriented clientele, carrying mostly hip-hop, electronic, and jazz records, and exclusively 12 inch.
In the past 5 years however, Palmer remarked that they have begun to carry an increasing collection of indie rock, and now strive to carry much more than just the 12 inch record — still retaining a heavy portion of hip-hop fans and DJ’s and producers while also attracting a new indie rock crowd. This brings the current total divide of sales to about 70% listener, 30% producer/musician. Palmer also explained that in the past 2–5 years, Play de Record has seen more youth buying new and used records than ever before — even if they’re only hanging them up on their wall.
This may be just one long-standing store in the heart of downtown Toronto, but the development of its clientele and the spread of its infectious culture seem to reflect trends and sales at a much larger scale. According The Neilson Company & Billboard’s Year End Music Industry Report, vinyl record sales in 2009 came in at just 2.5 million (in units sold) with total physical music sales hitting 309.6 million. Jumping 2 years ahead, total LP album sales rose to 3.9 million, with total physical music sales dropping to 227 million (2011). Total LP sales continued to rise 17.7% in 2012 — a 5th year of record breaking LP sales in the US, as well as a 5th year of rising record sales in the UK — while total physical album sales dropped 12.8%, hitting a sour 198 million units sold.
Last year’s report revealed a 33% increase to 6.1 million total LP sales in 2013, paired with another 6.3% decline in total physical sales. Basically, in just under 5 years LP sales have tripled while total physical sales have dropped by a third. On top of that independent record store sales rose 11.2% the week of Record Store Day, and its ambassador for the 2nd year, Jack White, sold roughly 40,000 vinyl copies of his “world’s fastest record”, Lazaretto.
The vinyl record may not be the most cost-effective method to listen to your favourite album; but the college students spending sometimes $15-$30 a record after buying or restoring their parent’s old turntable aren’t worried about its time and cost. The raw and authentic sound, the detailed album artwork and even the liner notes complete a physical, tangible masterpiece that CD’s and digital albums simply can’t compete with.
Now don’t get me wrong — by no means am I imagining a near future with record stores dominating over CD’s and digital music sales entirely, but the facts are there… vinyl is coming back with a vengeance. Realistically, as LP sales continue to rise and become available side by side CDs, the LP (probably paired with a general vintage appreciation) will excel. Long live the phonograph.
Written on June 10, 2014. To be published in Bluff’s Advocate’s July edition. July and August editions were not published, here is the original article.
