Vinyl Records: The Future of Consuming Music?

Despite having been deemed to be obsolete nearly 30 years ago, vinyl records are enjoying since 2011 a major revival and seem to change the way we listen to music again. This paper uses an ethnographic approach to explore the nature and extent of the growing popularity and deep resonance with today’s consumers. As nearly 48% of vinyl consumers these days are under the age of 35, attention is also paid to examining whether the resurgence of vinyl’s popularity is a sign for another dramatic evolution in the music marketplace. We found that young consumers experience the material ritual of handling and playing vinyl records as “new” and exciting, which are also seen as technologically superior. We also found that many consumers have felt exploited, oppressed and betrayed by the digital music providers and, hence, turned to vinyl as a music format that is seen to be dependable, trustworthy and personal.