Vinyl is back. While I might not be able to get every release I want on vinyl, I will be able to get some from most every record label. Why am I happy? My daughter bought an iPod Touch the other day. Now, the wireless network is down in my house, and I don’t know why. It will likely take hours and several phone calls to figure it out. For what? So she can listen to compressed MP3 files? If that’s not bad enough, she’ll have to go on the computer (when it’s finally working again), to find out information on the songs--that is, if she can find the info at all.
Gail Marowitz, who was nominated for a Grammy this year for her art work on Aimee Mann’s @#%&! Smilers (SuperEgo Records) shared with me a recent experience she had. "I was on myspace.com looking at the page of an artist I like. That artist recommended another artist; I went to that artist’s page listened to three songs, liked them, and downloaded them. There’s a duet with a guy … don’t know who he is … no liner notes … no PDF booklet on iTunes. It became a frustrating experience because I liked the music and I couldn’t do what I did my whole childhood which was put a record on a turntable, open the gatefold [or flip to the liner notes side of the sleeve], and read about everyone who played on the album. I couldn’t get the lyrics either. It’s like driving blind. Since I was so interested in the artist, I found the experience frustrating."
I tried to get someone from iTunes to talk to me about this subject, but they said they had no one who could go on record. So, where am I leading with this latest round of MP3-bashing? It’s not that I don’t enjoy the convenience of MP3, but often I want more! I want a choice! Obviously, I’m not alone. According to Billboard, in 2008 there was a record number of vinyl albums sold, with nearly 1.9 million--more than any other year since Nielsen SoundScan began tracking data in 1991. The top-selling vinyl set of 2008 was Radiohead's In Rainbows, with 26,000, but Lil Wayne’s Tha Carter III and Coldplay’s Viva La Vida did pretty well too.
Why is vinyl making this unexpected comeback? Admittedly, it can never truly compete with MP3s in a generation born into the portable age, but at least, with the record labels all committing to releasing at least some titles on vinyl, the long-adored physical format is no longer a retro-fad, but rather a formidable niche. Of course, many audiophiles never gave up on vinyl. (There is another group of audiophiles that are looking at high-definition as the future, but that’s another story, as I discussed last month). I’ve sat through many Audio Engineering Show (AES) panels where hatred of not only MP3s, but all things digital, was everywhere. So my true question is, who wants vinyl? Can it just be the audiophiles?
I spoke with Steve Sheldon, president, Rainbo Records, who has been in the media manufacturing business for many years. While Rainbo manufactures CDs, they never stopped pressing vinyl. He says, there is way more to the story than audiophiles. That market never went away, and there has always been the nostalgia market as well: those consumers who have been buying new records and replacements for the LPs they already had. However, real growth in vinyl has been with those aged 18-24 who are buying this "new thing" called the record. "They do play the albums, but I don’t think sound is a big part of why they are buying them. The people I talk to, play the album once, then upload it to their portable players. They like owning and handling the cover," he said.
The growing vinyl business, however, does not mean it is really an opportunity for newcomers wanting to press product. There are nine record pressing plants left. Rainbo is one of the largest along with United Record Pressing. Generally, capacity at those nine plants is enough to handle demand, he said. "Last year was tough. We were running about a 10–week backlog, but that was, in part, because all of the labels jumped on the bandwagon at the same time. That seems to have evened out and I think all of us are now able to keep up with demand as companies reasonably space out releases." Another reason for the backlog this past summer had to do with raw materials shortages. There are only two suppliers of vinyl and they hadn’t ramped up for the surprise demand at that point.
Back in May and June, Sheldon says Rainbo was getting 20 different releases at once from one customer. "Also, at that time, customers were overanxious and probably overpressing as well. Many of the order sizes were up in the 20 or 30,000 piece range. Now, a lot of customers are in the 1-5000 units range. However, it’s not only about limited editions, he says, there are quite a few re-orders.
Despite the steadying growth, unavailability of manufacturing equipment is one deterrent in getting into the vinyl manufacturing business today. Sheldon says Rainbo’s newest press is 32 years old! "We haven’t been able to buy parts since the 1980s. We’ve been making our own parts. If it’s not a part that we can make, then we change it around. It would be expensive to develop a machine. Although the record business is good, I don’t think it would be good enough…it’s not like a company is going to build 1000 presses and then sell them all." Even if you managed to get a press, there is the learning curve, in terms of making the disc. It’s not an exact science like manufacturing a CD or a DVD. It’s more of "craft," he says. Rainbo has trained new workers, but there are people at the plant that have making albums for the last 25 years, Sheldon says.
What is the real issue here? It comes down to choice. David Sidebottom, mobile and music specialist at Futuresource Consulting, told me recently, "It's all about treating every release individually to maximize impact and sales potential, and to satisfy the fan base." When you look at studies from companies like Gartner Consulting who says CD production should stop now! It’s unnerving. Not all consumers are created equal. We all have likes and dislikes and those likes and dislikes change depending on situations. Instead of squelching any format, it’s beneficial to all to see how the formats can work together. Vinyl was killed long before consumers were ready for it to go.
Sheldon shared a story. He said that in the heyday of CDs, people were always amazed that he was still manufacturing vinyl. Now the tables have turned, so to speak. "I recently went to a party and someone asked…what do you do for a living? I said, ‘I make vinyl and CDs.’ His response was…’you still make CDs? I haven’t bought a CD in years!’"
SOURCE
Debbie Galante Block (debgalante at aol.com) is a freelance writer based in Mahopac, N.Y.
http://www.emedialive.com
Reprinted By Permission
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