16 MusicWeek 20.04.12 SECTORFOCUS VINYL
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being that they are not available digitally, you can only buy them on 12-inch,” he explains. “This has certainly returned some value to music
and an enormous amount of kudos and mystique that you simply don’t get from streaming a record onto your PC.” There’s strong agreement, however, that being
replicated and the packaging became an afterthought. The modern market for vinyl, on the other hand, will always demand an aspect of quality and collectibility where presentation is key. “Vinyl is sexy and its canvas is seductive so now,
as a product, vinyl can have a command of these values in every sense. The challenge should always be to communicate the value of this complete package - that’s what great design is all about. It’s also something the makers of record players need to get their heads around. Just as in the old days, one drives the other. The new sublimity means a digital detox is a beautiful thing. Susana Martinez (below), studio manager at
Masterpiece Mastering London, which offers vinyl cutting among its services, says her company has certainly seen an increase in custom. Like her peers, she puts it down to an expectation of quality from artists drawn to vinyl and the more personal nature of the vinyl market as a whole. “Historically our vinyl mastering
studios have established a good reputation and have remained in demand. The last six months are the busiest I can recall,” she says “I put this down to a number of factors; vinyl generally is becoming
ABOVE
Shifting units: vinyl releases such as Kitty, Daisy & Lewis and David Lynch have proved popular
increasingly popular in many genres, we have many long-standing clients that are very loyal, and our engineers have a recognised standard that artists request. I feel the business relationship we have with individuals is in fact very personal. We understand their needs and are flexible in meeting deadlines and often offer advice in adjusting files to get the best result.” There’s also an element of prestige that is shared
BELOW Record players: Susana Martinez (Masterpiece), Ross Lawson (Prime Direct Distribution) and James Branton (ProCards Digital)
between musical connoisseurs when it comes to vinyl. PR and production manager at Prime Direct Distribution Ross Lawson points beyond British shores for an example: “In Berlin, perhaps the stronghold of the vinyl resistance, certain key players have sought to take things on a deeper, more underground plane, which almost operates on a micro level away from outside influence.” “From that, we have seen a scene develop where tracks are released solely on vinyl, the selling point
smart with technology can go a long way to ensuring vinyl’s modern day presence. It might be an old format, but it has by no means stood still. Special offerings such as picture discs - where sound quality is placed second to aesthetic splendor - are often coupled with a download card providing access to a digital version of the music. It means that the format remains practical, usable and a relevant. ProCards Digital is one company that provides
such technological solutions for vinyl products. “Rather than talking about ‘going back to
vinyl’, I think we are moving forward to a new age of vinyl where modern technologies and ideas are being combined to create even richer experiences for fans buying music,” says ProCards director James Branton. “Unprecedented portability and low
distribution costs have ensured success of the digital formats, but I think that people are realising that convenience alone doesn’t necessarily make digital a better format.” Big Active’s Saint also talks up new digital
techniques as a contributor to driving vinyl sales in recent years but, at the same time, is keen for us to remember that the ultimate draw of vinyl has never really changed. “Engaging with music is now all about how a
range of formats can really complement each other,” he says. “Downloads and vinyl both have different
A DAY TO REMEMBER... RECORD STORE DAY: IT’S THE VINYL COUNTDOWN
WITH RECORD STORE DAY 2012 just one sleep away – and bulging at the seams as far as special edition packages are concerned – vinyl product is about to be thrust onto centre stage. “For me personally vinyl seems like the
art form of music,” Record Store Day’s UK coordinator Spencer Hickman tells Music Week. “A record feels so substantial when you’ve got it in your hand and you have to actually spend time listening to it. There’s something a little bit magical about vinyl whereas a CD is just a bit of plastic and a digital file. “It’s interesting that HMV are putting vinyl
back into their stores,” Hickman comments, “It shows just how much vinyl sales have gone up.” And, if you ask him, Record Store Day has played a big part in encouraging that upturn. “Record Store Day is very important for both indie retailers and the vinyl format. I’m
sure that it has had a hand in the increase in vinyl sales,” he says. Hickman is also keen to emphasise the
importance of indie retailers’ continued passion for the format throughout the year, but adds that distinctive vinyl offerings need
to be made available to the High Street more often. “With the indie retailer, you’re going into a shop that really cares about what it’s doing. Obviously we’re all here to make money but you don’t make a huge amount of money selling records in this day and age.
“So, indie record retailers are people who are just as passionate as their customer. “My message this year, however, has
been that we need more than one day where people can get something special in record stores.” He hopes that the recently announced
Record Store Day chart will provide some encouragement: “It will be a year-round, true reflection of what physical product is selling in independent shops and will cover all the retailers that are involved in Record Store Day. “Hopefully we can use that to take it
forward and, rather than focusing on incredible releases for this one day, make sure we’ve got stuff every week. “It’s interesting that the format has been
proclaimed dead so many times,” he concludes. “I don’t think vinyl’s going anywhere. It’ll outlast the CD for sure. I guarantee it.”
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