In an age where Apple Music and Spotify exist on our phones, many of us consume music the way we consume oxygen. It’s involuntary. A conversation will remind us of a song, or we’ll read that an artist we like has a new single. And, without so much as a glance, those little silence fillers in our pockets are ringing out the soundtracks to our lives.
Now, I’ll admit — I’m as guilty as anyone. I couldn’t tell you the last time I made an honest effort to find fresh tunes. But, not so long ago, seeking out new music was an active process. There was a level of commitment involved. You’d have to schedule time to run to the music store, scour the racks, and chat with the clerk about what was on their radar that week. Then, you’d have to get the album home and carve out a good 45 minutes of your evening or a Saturday afternoon to listen through and read the liner notes.
As strange as it may sound, this regressive approach to music discovery has made a steady comeback in the past decade, most significantly through vinyl records. Demand for vinyl has shot up about 900% in the past several years alone — so much so that vinyl manufacturing plants are struggling to keep up with demands. And, everywhere you look, it seems every major artist with a new record is pushing a limited-edition vinyl release.
In this feature, we look at why a vinyl release could, or could not, be the way to go for your next LP.
Side A: Why You Should Consider a Vinyl Release
It’s nostalgic
“You remember the ’90s movie Clueless with Alicia Silverstone?” This is Logan Williams, owner of Springfield, Missouri’s Deeper Grooves Record Lab and one of the biggest vinyl geeks I know. “I was reading that they’re going to reissue that soundtrack on vinyl. Which is kind of funny to me, because, growing up in the ’90s, we weren’t listening to records. We were listening to CDs. It’s a wild phenomenon that they’re just now releasing it on vinyl. But the thing is, people are buying it.”
This year, 2020, marks the first year since 1986 that record sales have exceeded CD sales — to the tune of about $100M, according to the RIAA. But Logan is quick to point out that this vinyl craze has everything to do with methodology and nothing to do with sonics. “A lot of people will talk about how you get this ‘nostalgia’ from the pop and the hiss and crackling of the vinyl. Which is crazy to me, because I personally can’t stand that. That’s why I started a record-cleaning business in the first place — I want my records to sound as good as possible!”
It’s visceral
For listeners like Logan, nothing tops the sensory experience of ripping off the plastic of a glossy, new album jacket and taking in the heady vinyl-and-paper aroma as they prepare to step into a new world of sights and sounds.
“Being able to look at the lyrics and artwork is a big part of the appeal for me — examining the cover, reading all the little liner notes. It’s the whole experience of sitting down, listening to the album, and holding a tangible piece of art in my hands.”
Digital media just doesn’t engender the same type of listening experience for some listeners as vinyl does. The lesson here is: don’t discount the importance of physical media.
It’s got the sound
It may be controversial, but, to vinyl enthusiasts, nothing sounds better than a clean record fresh out of the sleeve. “To me, vinyl is just bigger. Fuller. More detailed. I can hear details in the music I might not catch with an MP3 or CD. The first time you upgrade to a good cartridge and get some good speakers and a good receiver, it’s just shocking. And there’s really no ceiling to where you can go with it.”
But Logan doesn’t discriminate: “I think all the mediums have their strengths. I still love CDs. The great thing about CD is, the listening experience is the same every time, disc to disc. And that can be a good thing. But with vinyl, when you have a good tube amp and great speakers and a good cartridge and a good needle — all of which are built specifically to craft out the details of a recording — I think you just get a warmer, fuller sound.”
If you’ve got any sort of fan following, then chances are you’ve got some dedicated vinyl listeners in your midst who are itching to take their relationship with your music to the next level. Putting out a vinyl record will help strengthen the bond between you, as an artist, and your listeners.
It encourages active listening
“The thing about vinyl is, it’s more interactive. When I’m sitting in front of my record player, I’m focusing harder than maybe I would on something that’s just streaming in the background.”
When’s the last time you listened to an album, start to finish, on streaming platforms? Compare this to the way many of us grew up listening to albums on cassette, CD, or vinyl. Logan says that the simple act of putting a record on a turntable invites a listener to slow down and give your release the time and focus it deserves.
It’s hip again
Fact is, not every artist releases their music on vinyl today, and that makes it exclusive. It’s not even that it’s extremely hard to do. But there is a level of risk involved that many music producers aren’t willing to take. And there’s nothing that makes a vinylphile prouder than owning a limited release of an album they cherish.
Not sure if you’ve got the fans to justify a vinyl release? Logan suggests easing into the idea through a platform like GoFundMe or Indiegogo. “You can always go the crowdfunding route and feel out if there’s a market for fans who want your music on vinyl. People are always going to seek out new bands on vinyl, whether they’re fans or collectors.”
Best of all, it doesn’t even have to be new music. “Reissues are huge today. Some artists will include something extra with a vinyl rerelease — something fun, like a poster or extra details about the making of the album.” So, the release you put out years ago that never really got its due? Test the waters for a special nth-anniversary remaster and reissue on vinyl.
It’s an accomplishment
Sweetwater remembers when a band having their own CD meant they were the real deal. As an artist, having a physical copy of your hard-worked release — even if it only lives on your wall or inhabits a box in your garage — can provide a level of satisfaction that sales and sold seats can’t touch.
“I know some artists who have been willing to lose money on a vinyl release. And they’re fine with it. They feel like, ‘Well, it’s always been a dream of mine to get my music out on a record,’ or, ‘All my favorite artists have put out records.’ And they’re happy just to be a part of that history, even if it doesn’t mean sales.”
It’s something to sell at shows
There’s no bigger letdown than seeing a great show and leaving without so much as a Bandcamp download code to relive the electricity of the performance you just witnessed. These are the times when having a vinyl issue of your music really pays off.
“I’ve gone to shows specifically to buy a band’s vinyl. There’s a band I really like called Zombi. You can’t find their records in stores around here. But I went to one of their shows, and they had all of it right there at the merch table. And I’m like, ‘I will take this and this and this.’ That’s still a draw for me.”
As an artist, having a handful of records on the merch table at your shows will give vinyl-positive fans a meaningful way to support your music and invest in your craft.
It’s a less crowded space
Your new digital album swims in a sea of approximately 12 bajillion new musical works released every day. And, unless someone knows exactly how to find you, your chances of being discovered randomly are virtually nil.
Record stores, on the other hand, can be a great way to get noticed by new listeners. The “Local Music” section of your downtown record shop is a surefire place to get eyes and ears on your album. Logan recommends setting up a circuit on tour. “You can go to these different towns you play shows in and make deals with the record stores to have them sell your records. You don’t have to sell them all in one place.”
It’s an investment in your listeners’ collections
It may be unlikely; but if all the music servers in the world were to go dark at once, your listeners would still have their records and record players. And sitting proudly on those dusty shelves decades from now would be your vinyl release. The great thing about vinyl is that it requires no Wi-Fi and no screens. And, if listeners take care of it, a vinyl record can outlive you as an artist, just waiting to be scooped up by a new generation of fans.
Side B: Why You Should Think Twice Before Releasing Your Music on Vinyl
Minimum orders may apply
Before you dive headlong into a vinyl pressing of your latest musical endeavor, Logan suggests first to consider the costs.
“A minimum order for lathe-cut vinyl is usually 500 units. You can get laser-cut plastic records done at lower quantities, but they’re usually lower quality than you get with an actual record.”
Of course, scrappy artists might be able to spin that standing inventory into motivation. “In this COVID reality, the likelihood is you’re not getting to tour. But, if you’re a band who’s playing shows every other night, you could always put out 500 records and make it your goal to sell them on the road. Just expect that it’s going to take some time.”
No shows = fewer sales
COVID has ravaged the entertainment industry and the livelihoods of those of us who relied on playing shows and selling merch to make ends meet. And, with fewer and fewer places to play out this year, dropping your cold, hard cash on 500 records with no promise of return on investment can be a daunting prospect.
“I hate to say it, but if you’re an unsigned artist right now, I would think twice about putting your music out on vinyl — until you know you’re going to be able to get back on the road and play shows. Because that’s where you’re going to sell most of your merch.”
Then again, if you’ve got a healthy online presence, then you may have no trouble moving your inventory to vinyl lovers on lockdown. “There are some indie bands out there right now who are social media wizards and have the followers to justify a vinyl release.”
Entertainment jobs are uncertain
“Venues are having a tough time staying open. We had a fundraiser for a local venue called the Outland — it’s kind of an institution around Springfield. They received a ton of support, and it looked like they were going to be able to stay open. But, with COVID looming, I’m just wondering how long they’re going to be able to keep the lights on.”
Long turnarounds
“Another big issue is that there are only a handful of manufacturing plants making these vinyl records. There was a big fire at one of them this year [California’s legendary Apollo Masters record plant], and it burned to the ground. So, the other manufacturing plants are having trouble keeping up with the demand. As a result, the turnaround times are getting longer and longer.”
Wrapping up
As for a final word on whether vinyl releases are a good idea right now: “It’s kind of a coin toss. If things go back to normal and we can dance and play shows and tour and promote, then yeah, I think bands should definitely consider putting their stuff out on vinyl — if they can afford it, and if they’ve got the fans that want it.”
For the record (heh), Logan’s band, More of That, just finished making an album this year. They chose to go with a streaming-only release.
Conclusion
Need some guidance on how to properly mix, master, and prepare your music for vinyl release? Sweetwater recommends Disc Makers’ free Musician’s Guide to Vinyl. Need the gear to sound your best? Sweetwater has you covered. Reach out to your Sales Engineer at (800) 222-4700 and let us know how we can help make your vinyl-release dreams a reality.
You can catch Logan at Deeper Grooves Record Lab (@deepergrooves on Instagram) and online on the More of That Presents: Discographology podcast.