While it doesn't compensate for the inexorable decline of the CD, the vinyl record comeback nevertheless represents a fabulous opportunity for the music industry, from record labels to cultural product distributors, turntable and accessory manufacturers, pressing plants, and online used record retailers. Let sociologists comment on this comeback and what it says about our dematerialized society, and let's focus on the product and the mistakes, too frequent in our eyes, that should not be made to ensure the longevity of the new black gold.
1. Skimping on quality
2. Forgetting the digital version
3. Sloppy packaging
Kurt Vile's album "Wakin On A Pretty Daze", gatefold delivered with a sticker sheet
to tag the sleeve's wall yourself.
Single outer sleeve, gatefold or even triple gatefold, inner sleeve, label, record: the vinyl format offers many surfaces for expression. Despite this, many records are released with a sloppy visual, a generic inner sleeve, and an almost blank label. Yet the graphic potential is enormous, so please make some creative efforts, and not just on collector's editions!
To help you, here is a very successful example.
4. Releasing fake double albums
Many new releases come out in double album format, which doesn't seem justified by the amount of music on each side. So, is it an artist's whim or an indirect way to raise prices? Whatever the reason, it's clear that whoever at the record label makes this decision is not a vinyl record user themselves. Because even for the most avid black disc enthusiasts, what a pain to get up every 2 songs to change sides when you're comfortably settled on your sofa, with your cat on your lap and a beer within reach.
If it's a question of added value, prefer goodies such as posters, stickers, bonus tracks for download, and be generous, we will be in return!
5. Neglecting maxis (12-inch singles)
The maxi, by definition, targets the artist's fanbase, those customers who will buy everything stamped with their favorite band's name. Should they therefore be scorned by sloppy visuals, materials, and finishes, and by filling the sides with unworthy remixes?
Two examples to follow: New Order 2015 and Talk Talk circa 1986.
6. Letting prices soar
If you want to bring the new generations, with their €20 bills in their pockets, along with you, stop seeing them as sheep to be shorn. The vinyl record is not there to compensate for the decline in CD sales. Admittedly, the global production capacity for vinyl records is insufficient, causing delays and inflation. In this case, show a little foresight and stop flooding the market with reissues that nobody cares about; that will free up the presses!
7. Abandoning merchandising to retailers
Overcrowded bins, too low, without separation, random sorting: it often takes great motivation to "dig" in stores. Put pressure on distributors so that the search for vinyl records becomes a little more comfortable; our knees will thank you. If necessary, dip into your pockets to install your own furniture.
8. Not innovating
Jack White doesn't have a monopoly on innovation in vinyl, yet it's very difficult to find new ideas outside of the Third Man Records label. Who, for example, would think of offering golden tickets for a concert? Given that Parisian events sell out in a few hours, it seems to us that this would be a formidable commercial lever.
9. Not addressing girls
All studies prove it: the vinyl record buyer is overwhelmingly male. In other words, the female gender represents enormous potential that you would do well to study more closely. It shouldn't be that difficult to transform all those wild dancers in the front rows into frantic consumers!
10. Forgetting past mistakes
And yes, because, give or take a few details, the list above is remarkably similar to the mistakes that threw the music industry into the arms of Spotify. A word to the wise...
