New
York (AFP) - Ten years ago, most vinyl records sold for a few dollars
-- dusty old albums with dog-eared covers that had been thrown out as
useless relics of an earlier age.
However,
faced with twin onslaughts from digital music and big-box stores,
independent record stores in the United States banded together in 2007
to create an annual day of special sales -- and much to their surprise,
vinyl has been king.
Metallica
played the first Record Store Day at a branch of Rasputin Music in the
San Francisco area. While the metal legends' presence ensured a crowd,
all 10,000 vinyl reissues at the store sold out that day.
"That
made me realize we were onto something. We tapped into something that
nobody could have imagined," Record Store Day co-founder Michael Kurtz
said.
Kurtz
quickly expanded Record Store Day to continental Europe and Britain,
where the first British edition was championed by Billy Bragg, the folk
rocker known for his left-wing activism.
The
10th annual event takes place Saturday at thousands of stores around
the world -- due to the deliberately loose structure, Kurtz does not
have an exact figure -- with some 350 special vinyl pressings in the US
market released on the day.
Since
the first Record Store Day, vinyl has soared to levels not seen since
the 1980s. It has been a rare source of growth in the long-beleaguered
music industry alongside -- although at a much smaller scale than --
streaming.
Vinyl
revenue will top $1 billion this year while sales of CDs and digital
downloads tumble, the analytical firm Deloitte estimates.
In
Britain, where vinyl's rebirth has been particularly pronounced,
records generated more revenue than advertising-backed tiers of
streaming platforms last year.
- Owning a format -
Vinyl
enthusiasts such as Elton John, who has done promotions for Record
Store Day, insist the medium offers a superior listening experience. But
there are also broader cultural forces at play.
"It
was a perfect storm," said Kurtz, 59, sipping coffee near his home in
Harlem as he wore a T-shirt of punk icon Iggy Pop -- among the musicians
with special Record Store Day releases.
"For
the older music fan, people in my age group, it was a romantic thing
that you can go back and buy all your favorite records again and buy
special versions of those albums," he said.
"On the younger side of things, it enabled a whole new generation to own it. I think it was a response to digital in a way."
In
a sun-kissed industrial plaza in Orange County, California, Erika
Records never stopped making vinyl. But production has ramped up eight
times in the past decade. The plant now produces 20,000 records a day.
"The
vinyl resurgence has been very good to us," project manager Ma Nerriza
dela Cerna said next to the plant, where records by artists from Lady
Gaga to Bob Marley are manufactured from start to finish.
Part
of vinyl's draw is the unique touches it provides for fans. Erika
Records, the sole US plant to make color and picture records, works with
artists to create original designs -- although it drew the line when
one band proposed infusing its members' blood into the vinyl.
- Will boom last? -
"A
lot of people say that the vinyl industry will eventually slow down,"
dela Cerna said. "I personally don't think that only because I feel like
we're introducing vinyl to a new audience every day."
Record
Store Day and Erika Records both have their roots in working with
independent labels, although major conglomerates have since joined the
event.
Unlike
some indie purists, Kurtz rejoices in major labels' participation as a
signal of vinyl's success. But he also worries that the same trends that
battered independent stores a decade ago are coming back, with some
labels bypassing them to sell directly to consumers.
Vinyl's
growth has also been inconsistent. A major format for indie and classic
rock and jazz, it has had much less impact in hip-hop, where top
artists often find it more lucrative to sign streaming deals.
While vinyl makes up an ever-greater part of the market, the rate of growth in the United States slowed to four percent in 2016.
Kurtz isn't worried. Record store owners are enjoying themselves, he said, and the expansion was expected to plateau.
"Music
has always had a core 10-15 percent of the population that buys the
full vision of the artist, whether it's on CD or vinyl. And right now
it's pretty close to that."