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In The NME Office - Behind the scenes at NME -  Behind the scenes at NME

By Hamish MacBain

Posted on 07/10/09 at 10:45:29 am

“It’s high time someone took a look at the way records are being sold and distributed and changed it. People, Third Man Records is all about the future. For us, the future means democracy, fellowship, community and – God help us – bespoke vinyl.”

A manifesto there taken from the website of Jack White’s just-this-year-opened label and record store in Nashville. Their slogan is ‘Your Turntable’s Not Dead’. Snigger if you like, as many have done, at The White Stripes' leader’s supposedly Luddite ethics. But the truth is, as time goes on and the music industry descends further and further into a quagmire, the views of purists like Jack are making more and more sense.

continued...

One only has to look at the fact that – in stark contrast to every format – worldwide sales of black plastic have been on the increase. Through the first five months of 2009 alone, sales of vinyl are up 50 per cent on 2008. And this shows no signs of slowing down.

It’s a fairly simple equation: with digitisation and specifically the rise of file-sharing and Spotify, music is becoming increasingly disposable. Everyone knows this. The major labels are right now looking into ways of reversing the situation, but the simple truth is that once people can get something for nada, no matter how draconian you get about it, they’re not gonna go back to paying for it.

In this environment, accepting that yer casual music fan is now out of the equation, the only way to make any money is to appeal to the fetishistic sensibilities of the obsessives, who still view music as art and releases as artefacts. These people – the people who actually give a shit, who actually see music as something tangible and something to show off in one’s living room – are the only true “consumers” left in “the marketplace”.

Witness all those preposterously lavish ‘Deluxe Edition’ boxes that are popping up – a trend begun with Radiohead’s ‘In Rainbows' and utilised most recently for the reissue of ‘The Stone Roses’. In truth, though, a set of 600 CDs, 12 vinyls, a USB stick and a 50-page book may be over-egging it. With the most space-efficient way of presenting music now reached – the MP3 – there won’t be any more formats being created. Thus we can now look back at all of them – eight-track cartridges, cassettes, MiniDiscs, CDs and so on – and decide which is the most aesthetically pleasing.

And the winner, hands down, is the gatefold 12-inch vinyl. Bulky, impractical in the extreme, easily damaged… but beautiful. And, as Roger Daltrey of The Who adds: “With a CD, you start with a nice plastic box and end with a scratched plastic box. It has no character whatsoever. But with vinyl, we threw away an art form that was so much more than the record… Sometimes the covers were more important than the music. The more fingerprints you got on it, the more it was a part of you.”

Of course, this is still a niche thing rather than a revolution. Sales of vinyl still ultimately account for less than 1 per cent of overall album sales. Recent figures from Nielsen Soundscan may have suggested that vinyl sales had risen while CD and digital album sales have fallen, but the scale is worth noting to anyone who might be getting carried away. Vinyl sales have risen from 700,000 in 2008 to 1million this year. And in 2009, 121.8million CDs have been sold, versus 33.2million digital albums, compared to 151.01million CDs and 27.52million digital albums for the same period last year. So yeah, still a drop in the ocean.

But give it 20 years, and what’s going to happen? Is the love for vinyl a generational thing that won’t stretch to the music fans of the future? Quite possibly. But it feels more likely that – while CDs are totally and utterly forgotten – vinyl will inhabit a similar place that comic books do, with a select group of people obsessing over the medium as much as the content.

Hopefully, anyway.

25 comments

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Anonymous [Visitor] //October 7 2009 at 14:10
Oon Bedford Avenue in Williamsburg someone is selling record bowls - old LPs warped into bowls for candy and what not. Very depressing.
mike ball [Visitor] //October 7 2009 at 14:29
totally agree bring back more albums on vinyl, for the crackle, the creases in the artwork and the ability to travel back in time with your giant headphones and listen to music you have never heard of (thanks oxfam and dad).
alf [Visitor] //October 7 2009 at 15:03
death to the i-pod. fuck apple. vinyl forever.
dan [Visitor] //October 7 2009 at 16:34
Still by far the best way of listening to music. The artwork, the vinyl itself, the crackle as the needle goes down, the warmer sound
Fran [Visitor] //October 7 2009 at 16:59
Vinyl definitely appeals to the obsessives. Morrissey's record company released two different box sets of his singles on CD format a number of years ago and I didn't give a shit. Now the exact same singles are being released on heavy weight 7" vinyl and believe me when I say I am getting both box sets. Everyone from Primal Scream's Echo Dek to Jet's Shine On to Franz Ferdinand's Tonight are being released on vinyl, and it looks beautiful. Especially the new Prodigy album. Just gorgeous.
Dave [Visitor] //October 7 2009 at 20:27
This is exactly what ive been telling me mates. Cds will be obsolete soon because there will be no need for them, what with ipod docks, ipod car radio thing etc. But people still want physical copies of things. CDs are shit really, the cases are shite and break and its not glamorous. Vinyl on the other hand is something which looks cool, something you can show off and something which sounds shit hot. Im 17 so never had a vinyl untill recently, they look much better on my shelf than craked CD cases. Hopefully Cd's will go, mp3 players will replace them totally and vinyl will be left for those who love thier music, and theres plenty of those people around.
J394u [Visitor] //October 8 2009 at 01:14
I'm glad that the world is learning to appreciate vinyl again. There is definitely a place for MP3s and the like, though, as, at the least, a much more portable medium.
phon [Visitor] //October 8 2009 at 09:44
Vinyl is great and a good pressing on a good deck still provides the best quality sound. I'm not so down on CDs though, they sound better than mp3 and more importantly encourage listening to albums as a whole, I can't seem to manage that with my iPod.
Craig Lovelidge [Visitor] //October 8 2009 at 10:11
The greatest invention was the vinyl record that incorporated the mp3 download code inside the vinyl cover! This is monumental as it means you can buy your vinyl, adore it and play it at home and then download the tune so that you can play it on the go! Two formats for the price of one. Genius idea!!!
Philly [Visitor] //October 8 2009 at 10:31
Vinyl is a great format and is something you can really collect and display. Also now for the modern edge a lot of vinyl releases come with a free MP3 download code so you can travel with your tunes as well, if they all did tis maybe the sales would hit the roof as you no longer need to decide!
Sandwell [Visitor] //October 8 2009 at 11:08
I would definitely be up for abit of a vinyl revolution. but to do this i reckon that vinyl would have to be reduced in price. £10 for an album on vinyl sounds about right to me
albert [Visitor] //October 8 2009 at 12:38
I too love my vinyl. Especially when artists give the package the effort that it deserves. See the Super Furries' last album, that came on double 45RMP LPs, in a big glossy gatefold sleeve with a 24" by 24" artwork insert with the most psychedelic artwork I have ever seen. They even bundled in a free copy of the CD version, so you don't need to cough up the cash twice if you want a digital copy. Domino should be commended as well, as they always do a vinyl release and they always give you lyric inserts or full colour dust sleeves. Another good example was Kate Bush's last album, that came with a high quality 12" by 12" lyric and artwork booklet. There is also something more ritualistic about vinyl. Listening to a record is a much more involving process than loading up a playlist in winamp, where it is very easy for the music to slip into the background. Listening to an LP forces you to engage with the listening experiance. Does that make sense to anyone? :)
Ash [Visitor] //October 8 2009 at 14:02
Hell Yeah, I sit next to my player on the floor or at my desk and actually listen to vinyl Chuck a playlist on tho, and you just go do something else
Andie [Visitor] //October 8 2009 at 22:08
I'd like a vinyl revolution too! I'd hate it to turn into some kind of 'kitch' thing though. Nothing beats buying a new record though, I love going through all the different ones and looking at the artwork and when you play it you feel like the music is being created there in that moment and it's so much more special. I'd much rather be saying 'Look at my new record, the artworks beautiful!' than 'Wow look at my file what I just downloaded.'
Ollie Judge [Visitor] //October 9 2009 at 16:20
i don't necessarily listen to the vinyl but i like collecting them just because they're so appealing to me, i love collecting the artwork instead of a picture on a screen.
Lacee Kae [Visitor] //October 9 2009 at 20:50
I'm definitely hoping that vinyls will stick around as CDs go out. Everything about vinyl is so interesting! My mother gave me a few of her old Zeppelin and Jethro Tull vinyls a while back and I think I'd be so disappointed if I couldn't listen to them... I'd also be disappointed if I couldn't go to the record store to pick something up. That'd be a tragic day.
Dave [Visitor] //October 9 2009 at 21:36
This blog inspired me to go get some vinyl and some decks! Bring on Arctic Monkeys Vinyl!
[Visitor] //October 10 2009 at 06:06
I object the banishment of CD's. Until there's a lossless download replacement, CD's still play an important role. I want my music to sound clear and precise, not filled with a bunch of hiss and crackles. Nevertheless, vinyl sure looks damn sexy.
mews_ones-reno [Visitor] //October 10 2009 at 09:41
I'm torn between listing to my vinyl or collecting it...
To Visitor [Visitor] //October 10 2009 at 11:59
Most vinyl comes with usb sticks, and most vinyl players come with usb so you can rip the vinyl to mp3 on your computer without the hiss and crackles.
Mr. Brook [Visitor] //October 10 2009 at 18:30
I love vinyl, it's the best format for music, not only for the music but the artwork that goes with it. I still buy singles on 7" from new bands from the local record shops. Long live vinyl... you sexy thing.
Steuph [Visitor] //October 11 2009 at 10:14
Great post, Hamish, and it’s kind of ironic that the first time I enjoyed your prose was actually on the Oasis LP reissues. That said, I really enjoy buying vinyl (old and new), however I would just like to add that a lot of Cds, hopefully, are still gorgeous. And not just ultra limited collectors editions. Take the Beatles reissues for example. They’re selling cheap, and the packaging is just nice. You get nice cardboard digipacks with enough gloss to make Roger Daltrey happy (great quote !), great pictures in the booklets, nice Cds with the original label on it… they’re not jaw dropping but they’re nice objects you want to collect, much nicer than the jewel cases ones from the 80s. And just a looking at my record collection behind me, there are a lot of nice looking Cds with cardboard digipacks or vinyl replica sleeves, so the CD doesn’t have to be ugly. The limited holographic Neon Bible, the Manics anniversary editions, the récent New Order or Depeche Mode deluxe reissues, the first runs of Arctic Monkeys albums, the original edition from Blur’s Think Tank, Bjork’s Homogenic… Sure, it’s still smaller than vinyl but you can have both. That said, it’s great that vinyl is becoming a niche, and it’s here to stay. Vinyl looks and sounds great. And it makes you rediscover music in a different way. A huge chunk of mess like Be Here Now sounds a lot more listenable without much of the CD’s loudness and broken into little pieces of three tracks. Now, you forgot to mention Apple’s response which is interesting. When introducing the iTunes LP, Steve Jobs didn’t refer to Cds, he compared his digital albums to vinyl ! The problem is that it’s not. It’s nice to have a visual element but you still have to sit down in front of your computer to look at it. Vinyl is about putting the record on and looking at the sleeve in a fucking couch. With a beer (or anything).
[Visitor] //October 11 2009 at 18:08
The problem with vinyl is that it gets worn down and can be 'played to death'. I've done that to a few good albums in the past...
Arran [Visitor] //October 11 2009 at 20:32
This will only work if the main record shops continue, or begin to stock vinyl again. A year or two ago there was a small vinyl section at the HMV closest to me, now its gone and I either need to travel further, or order vinyl from the internet.
jammin [Visitor] //October 11 2009 at 22:25
music sounds best on vinyl, when you find or buy a record, put it on, the whole ceremony is you investing time, to me at least that's better than click and buy and tick that one off

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