Record Profits with Vinyl and Turntables
Vinyl, once considered obsolete as it was displaced by the advent of CDs, is making a resurgence. Though still dwarfed by the number of digital albums and CDs sold, vinyl continues its return to prominence. The chart below shows vinyl sales from 1997 through 2013. According to Nielsen Soundscan, 2013 was the biggest year for vinyl since 1991, with 6 million units sold. CD sales dropped 14.5% and digital download sales were flat, making vinyl the only music medium showing an uptick for the year.
Trendy stores like Urban Outfitters and Hot Topic are selling vinyl records alongside their leather bracelets and ironic T-shirts, and consumers are snapping them up at a surprising rate. Between 2002 and 2012, LP sales in the U.S. increased by 250%, while total recorded music sales dropped by nearly 50%. Leading music acts like the Foo Fighters, Daft Punk, Justin Timberlake and Taylor Swift are all releasing vinyl impressions of their albums in addition to digital downloads and CDs.
What prompted this resurgence of interest in the venerable record?
Audiophiles, especially those of the younger generation, swear by the increased quality of analog sound as opposed to digital. Proponents of vinyl for hi-fi sound say that in the process of converting analog audio into a digital format, information is lost. That information remains on an LP, which does not reduce music to so many ones and zeroes. The result is a sound that many consider to be “warmer” than a CD.
Not everyone agrees with the assessment that analog is superior to digital. Part of the reason that young hi-fi fanatics consider LPs a better medium may be that they’re used to listening to low-fidelity compressed music, such as 128kbps MP3 files, which strip out many of the upper and lower frequencies from digital music. Mark Richardson of Pitchfork is of this opinion, but also offers a second explanation.
“The other part of it is that the experience of listening to an LP involves a lot more than remastering and sound sources,” Richardson states in a Pitchfork post dated July 29, 2013. “There’s the act of putting a record on, there is the comforting surface noise, there is the fact that LPs are beautiful objects and CDs have always looked like plastic office supplies.” He and others suggest that the LP experience as a whole has fueled the return of the record.
So, what does this mean for your business?
Customers who are buying records are more discerning than ever before, and customers who invest in vinyl will also need to invest in a equipment to play their records. The once irreplaceable turntable is being resurrected and represents an opportunity to capitalize on the trend of hi-fi analog sound in the age of digital sound.
Audio-Technica’s AT-LP120-USB turntable is a great blend of new and old technology, combining the superior performance of direct-drive turntable with USB output, making it easy to digitize music from vinyl for portable playback. It works with 33, 45 and 78-rpm records, giving it a level of versatility not all turntables provide. This model is a great mid-level turntable for consumers who really care about their audio quality.
For the average Joe who’s just started investing vinyl, consider one of Jensen’s entry-level players like the JTA-230 to provide the total LP experience. It offers pitch adjustment and tone control to ensure playback faithful to the original sound. MP3 conversion software is included for digital conversion via line-in.
Finally, for a vintage-looking player that will work with any audio source, look at the Crosley Radio Lancaster Entertainment Center. This all-in-one system works with records, CDs, cassettes, AM/FM radio and auxiliary input—you can even connect an MP3 player or smartphone and play music through the built-in speakers! It’s great for someone who might need more than a standalone turntable.r digital conversion via line-in.
With the resurgence of vinyl there are also audio enthusiasts who are dusting off turntables long hidden away in the attic. To be sure they’re getting the best sound from both old and new vinyl records, they’ll want to replace the phono-cartridge. Famous for cartridges, Audio-Technica has been crafting high-quality models like the AT95E Dual Magnet Phono Cartridge for more than 50 years.
Whatever is behind the resurgence, the industry isn’t complaining. Vinyl is coming back, and Petra can help you stay ahead of the curve and provide the products your customers want. Talk with your Petra Sales Consultant for recommendations on how you can take advantage of the turnaround in vinyl records and turntables. And follow our Petra XChange to stay current with the news and industry trends to help you continue to grow your business—we’ll keep you informed.