The Hub: Is a Vinyl Revival in progress?


I'm cynical when it comes to news. I started out that way, and experience in J-school, newspapers and radio only made me more jaded. My view is that, like stock-tips, by the time a story hits the mainstream, it ain't news: it's a train already 'waaay down the tracks, interesting to watch and wave at, but nothing you can climb aboard.

So when a "trend" in vinyl revival is reported in such divergent media as the New York Times (as seen here) and the AARP magazine (as seen here) , is it like a grandmother just discovering her tweenage grand-daughter's interest in Twilight: too little, too late?

The distinction between a fad and a trend is an important one, and one frequently debated by marketers and sociologists. I think the difference was well put on the Marketing Innovation website:
"Both fads and trends last a finite period of time. However, when the fad is over, things are fundamentally the same. When a trend is over, things are fundamentally changed."

Here's the litmus test: when people give up wearing pink Crocs, is society different? No. After the big boom in sales of green tea flattens out, will societal habits be different? Probably so. So: Crocs are a fad, tea-drinking is part of a greater trend in consumption of nutriceuticals (don't get me started on THAT topic).

Futurist Faith Popcorn has made a career out of predicting societal trends, and written several best-selling books about where we're going next, in America. Through her assistant, I posed the question to Ms. Popcorn: is the vinyl revival a fad, or part of a larger trend? An answer has yet to appear, so I suspect we're on our own with this question.

Luckily, the person who has single-handedly done more to revive vinyl than any other individual, DOES answer my questions. Michael Fremer has written about vinyl and music for 30 years now, starting with The Absolute Sound and now as Senior Contributing Editor at Stereophile. Mikey also writes and edits his own music website Music Angle, and wouldja believe he writes a political blog for New Jersey's Bergen Record? (seen here).

Most audiophiles are introverted and terrified of addressing an audience, but Cornell grad and BU Law dropout Fremer also has stints as a stand-up comic and DJ on his resume. He's thoroughly comfortable schticking before a packed house, a microphone or a video camera; he's also good company at a bar. Unfortunately, this particular conversation was telephonic ( and took place Friday, December 18, 2009).

Audiogon Bill: "Michael, does all the mainstream press attention to the vinyl revival indicate that it's a fad, or a trend?"

Michael Fremer: "Oh, absolutely, it's a trend. It's been ongoing for several years now. Sales last year were double those of the year before, and THOSE sales had doubled from the year before THAT. And keep in mind that those are the sales that are COUNTED; this whole thing has been propelled by new indy rock releases, and most of those are under the radar."

AB: "But the LP is never going to be as big as it once was, is it?"

MF: "No, no, it's going to always be a niche market, but that's a good thing, because the people doing it will be the ones who are concerned with quality. I wouldn't want it to be mainstream again.

"Look, when it comes to computers, and we're not talking about iPods, iPhones, all those, but just COMPUTERS, Apple's a niche market. They've got what, 2% of the market against all the Windows nonsense done by everybody else? But it's an important niche, they lead the way."

AB: "So that's what you anticipate vinyl will be, the leading edge?"

MF: "Well, yeah. I mean, when it comes to reissues, you see pretty much the same content on vinyl as you do on SACD; the material is old, but it's being reissued to an audience that's really conscious of quality. But like I said, it's the new indy rock releases that make vinyl different, and THAT'S what's driving the whole revival. It's a young audience, vinyl is something new to them, and once they start playing LP's they're discovering a whole world of music that's available to them on vinyl that they'll never see or hear on CD."

After that, our conversation veered into the limitations on LP production capacity created by the shutdown years ago of most of the world's stamping-plants (new plants will be coming online soon, says Michael), and then degenerated into a discussion of why Michael is 10 years older than me, yet looks 10 years younger (answer: Pilates). But as you've read, Michael is convinced that today's vinyl revival is the real deal, and here to stay for a select segment of the music-buying audience.

There is evidence of backlash against computers and the virtual world amongst members of Generation Z (or whatever letter we're on now); as was the case in the late '60's, interest in crafts, handmade goods and mechanical devices is soaring. How much of it is frustration with bad programming (i.e., can't they just put a button or a knob on the thing, rather than a MENU??), I can't say. Clearly, though, downloaded files lack the tangible connection provided by the colorful artwork and liner notes of an LP jacket, or even the physical act of placing a record on the platter and cueing it up.

Psychologically, LPs provide another element lacking in the iPod experience: anticipation. Unlike a digital player which can hold thousands of songs, ready to go at the touch of the screen, a cut on vinyl has to be selected, pulled off the shelf, the disc removed from the jacket and the inner sleeve, cued up...you know the drill. It is a more leisurely process than than the digital one, and perhaps a more contemplative one as well. Listening to an entire album by an artist allows for greater immersion in the work, something rarely found in the cherry-picking download world.

And of course, I haven't even mentioned the SOUND of analog, or the immense back catalog of wonderful music that never made the transition to digital. Those are the driving factors for most of us who love LPs.

So: what are YOUR thoughts on the subject? Fad, or trend?
audiogon_bill
O yeah the question posed.Who cares?Their have been devotees for collecting and listening to shellac and vinyl for 80+ years.I think that it reproduces music made from source tape that matches the era.What's telling is I like a piece of music I would rather the LP lesser stuff I don't mind just having the CD.But with pieces I love I like both (you can't as easily or quickly put on LP or play in your car).But even if it a "fad" there will always be those who prefer it.I hope it is a trend along with higher resolution and better made digital though as it means more equipment options.But hey if we go back to just LP 12's and Shure Carts I will keep my LP's and collecting more.
Chazz
i get emails like this regularly...!

Dear Mr. Fremer

I just wanted to say thank you. For turning me onto something that has changed my life. Being that I have always loved music, good music at that, and I've always had the patience to listen to music, Vinyl was so...obvious. I really don't know why it took so long, but eventually, like millions of teens like myself are finding out right now, I found out just what I was missing. All it took was a little Internet research, and thanks to your devotion, I am now a convert. Every day I think to myself, "what are all my friends doing"? Sitting around with their ipods, thinking thats the proper way to listen. I just want to take them all over to my house and say "LISTEN TO THIS". But, alas, no one would ever believe me, even if I tried. I just want you to know though, that I'm convinced, and you should be commended I think, for all the work you have done to keep vinyl alive. You and your site. You've reminded me that in this day an age, music never looses its power. Our politicians won't give us health care (or a stable economy for that matter), our news media would rather report on tiger woods than the war efforts of the past 7 years (or even on the resurgence of vinyl for that matter), and with my mother in the hospital for the past few weeks, I've learned the most important lesson I have ever had to learn: No matter how bleak the world seems, music is always something one can count on to cheer us up. Life and it's problems disappear when you drop the needle into the groove, and as I listen to the piano intro to new york city serenade by Bruce Springsteen, I feel it now more than ever.

Thanks for turning me onto something cooler than any drug out there. Keep up the good work, and maybe my generation will finally have a happy ending
I got this one just now (Thursday 3/18/10

Hi Michael,

I was fortunate enough to attend my first major audio show a few weekends ago in Jacksonville and was blown away by what I saw and, more importantly, heard. As a soon to be 25 year old, I've been surrounded by "digital" music my entire life. With many thanks to my parents, I've also been surrounded by real music, having picked up piano at age 3 with the saxophone and guitar following in the ensuing years, playing or being part of an ensemble straight through college. Anyway, point of that story is I'm a music lover, and in my (and I believe your) opinion, that's requirement 1 if you want or claim to be an audiophile.

Wandering the halls of the Wyndham at Axpona I really began to rethink the way my generation consumes media, especially music - not that I judge them as I own an iPod like everyone else, though it's in addition to a stereo system that I'm slowly cobbling together.

These thoughts were prompted by a number of factors including the lack of attendees under the age of 30, the alarming unapproachable nature of some of the vendors towards a "young'n" and the antithetical welcoming disposition of many of the others, the reactions of some friends I implored to join me, and most importantly the tingles that shot down my spine upon hearing the symphonies that abounded from some of the best stereos in the world. Sadly, few will ever experience music like that though many claim to truly love music.

As someone who has led the crusade for decades now to save listening experiences like this, I wondered what you think is next and how we combat some of the problems I, among thousands of others, have identified above, especially as they relate to my generation. Surely vinyl is saved for me and my peers (a huge pat on the back for that), but how do we extend this knowledge and grow the fan base, demanding the high fidelity as the artists intended for us to hear?

As someone who works day in and day out in digital marketing and media, hypothesizing, tracking, and measuring how we as a society consume it, I know that there are ways to generate and sustain a digital buzz for this field. Maybe this could be my contribution. I'd love to hear your thoughts and maybe even have a conversation on the subject if you'd be interested and willing.

In closing I wanted to say thanks to you and those like you for your efforts in championing music in its purest forms. (And also for saving the LP's for my generation.) For now, I still have a lot to learn in the world of hi-fi audio and look forward to every minute of it.

All the best,
Ryan

PS - I was the kid you beckoned to come take your seat in Chris Sommovigo's room with the Lansche's and the Continuum. That recording of "Tommy" was phenomenal.

Thanks again for the seat.
I guess it could be both a fad and a trend (not a trend, but a small market that is being served). There is a niche market for vinyl and although it is not for me, it is good that people have a choice and can get what they like. The fad part may lie with the kids 25 and under. Kids that did not grow up with records are now getting them and think they are cool. Some new stores have opened that cater to this crowd, but by next year their record players will be piled in the garage with all the other x-cool stuff.