The comeback of vinyl in the digital age

July 13, 2024

Taylor Swift is widely regarded as an exceptional singer, an opinion shared by millions of people around the world. In addition to her musical talent, she also embodies a remarkable commercial phenomenon: the enthusiasm of her fans. Many of these fans, often referred to as “digital natives,” maintain the unique practice of purchasing and cherishing physical copies of her albums, such as vinyl records and CDs, while also using streaming services.

In October 2022, Taylor Swift released her tenth album, Midnight. According to Ben Sisario of The New York Times, the album sold 7.1 million copies by April 2024. Notably, 58 percent of those were digital downloads, but the surprising statistic was that 35 percent (about 2.5 million copies) were physical media, including vinyl records and CDs.

The vinyl edition of “Midnight” has already begun its ascent up the best-selling vinyl albums charts, challenging the long-standing dominance of albums like Swift’s “1989,” Billboard reports. This resurgence is not limited to Swift alone; it reflects a broader trend in the United States. Vinyl sales have risen from one million units in 2008 to 27.5 million in 2020, and include both veteran acts like Pink Floyd and new artists like Olivia Rodrigo and Lana Del Rey. What’s more, the demographic buying these records is not just made up of older generations, but also includes 20- and 30-somethings who regularly stream music on platforms like Spotify and Apple Music.

What is the reason for this revival of formats once considered obsolete, such as vinyl records and CDs? It is not just a passing trend, nor is it just nostalgia from older generations. Rather, it reflects a deeper human desire for tactile interaction and collectibility. Touch, as a unique sense, fosters a feeling of closeness and intimacy with objects, similar to a cherished friendship. This tactile interaction is at the heart of a holistic ownership experience and contrasts with the emotional impact that owning digital products has, even if they are made more unique through NFTs.

In an age where digital content dominates over screens, collectors are gravitating toward physical media as a more tangible alternative. Whether collecting Taylor Swift albums, printing digital photos to preserve memories, or buying print books for the joy of ownership, people want to hold dear what defines their personal identity and meaning, both physically and metaphorically.

In essence, the resurgence of vinyl and other physical media is a testament to the enduring appeal of tactile experience and ownership in a predominantly digital world. It underscores a universal yearning to hold, literally and figuratively, that which has personal meaning and identity.

Dr. David Levin is a lecturer in the School of Communication, College of Management Academic Studies and author of It Touches Us.