What’s Next For Vinyl? The Resurgence of Physical Music in the Digital World

By Justin Harris, Client Success Associate at Vydia

As the clock strikes midnight every Friday, many of us consumers begin the ritualistic stroll through our DSP of choice for new music. Some discover such releases via platform playlisting while others head feverishly to their favorite artist’s profile to satiate the anticipation of a new song or album. There’s a beauty of accessibility these platforms have provided to consumers while also leaving the door open for permanent ownership of the music we consume— sparking an influx in the return of physical media like vinyl.

The production of vinyl records can be traced back well over a century and its evolution has been well-documented. While music’s digital presence in the modern times resembles a mall’s food court where one can sample whatever they desire, physical music has slowly begun to regain its buying power. 

RIAA’s 2024 Year-End Reports notes that streaming still continues to dominate the majority of recorded music revenue, but physical media sales still account for upwards of $2 billion. Acts are showing an evident correlation between physical consumption and the success of major artists, with examples from Tyler The Creator who sold 552,000 vinyl records in 2023 and Lana Del Rey who garnered a sale of 646,000 records (Hypebeast). 

Physical media, mainly vinyls, serves as the thread of connectivity between artist and fans that digital consumption simply can’t replicate. Not only do fans want the art at their fingertips, it reminds them of the importance of tangible ownership in case an artist decides to strike DSPs and remove their music from any platform. 

With the continued growth of independent record stores and success of initiatives such as Record Store Day, artists and labels are projecting to invest a more concise effort into driving fans to support music in a physical manner. Though physical media can’t fully compete with digital in the conversation of accessibility, the juxtaposition is that exclusivity is created for fans seeking out these collector items.

As far as answering the question of “where vinyl is going next?”, the limit doesn’t exist. With the industry’s renewed interest in it, a cult-like culture of consumers and fans has grown. With the current demographic for vinyl consumption being between the ages of 19 and 35, younger audiences will soon become a part of the target market as new acts enter the market place.  This has affected how artists create/market/sell their music, record pressing plants manufacture the in-demand product, and independent storefronts make a sale all while being the beneficiary of a steadfast economic growth.  

Some of the potential avenues for vinyl’s continued flourishing include:

Catalog Capsules

Artists and labels will find ways to reinvigorate their catalog through exclusive vinyl and merchandise releases.  As we’ve seen with the success of Snoop Dogg’s “Doggystyle” release, nostalgia will always inspire physical consumption.  

Subscription Services

Vinyl subscription services should make significant strides in the near future.  Artists and labels alike can offer music enthusiasts a convenient way to discover new releases and exclusive editions, often delivering limited-run pressings directly to subscribers’ doorsteps. As the demand for physical music formats continues to rise, vinyl subscription services could emerge as a key avenue for both collectors and casual listeners seeking a tangible and curated musical experience.​

Live Event Sales

Vinyl sales at live events are increasingly becoming a vital revenue stream for independent artists.  Offering exclusive one time releases at venues offers a direct connection with fans and a tangible product that digital platforms can’t replicate.  Like clothing and other merchandise, the production of vinyl and artwork can be tailored to an event and location.

In an era defined by instant access and fleeting streams, vinyl stands as a symbol of music made to last. Its resurgence isn’t just a trend—it’s a cultural shift toward intentionality, ownership, and deeper connections between artists and their fans.

About the Author: Hailing from Clearwater, FL Justin Harris is a seasoned music executive and 2023 Recording Academy inductee. A graduate of Florida A&M University with over seven years of industry experience, Harris has worked in A&R, Account Management, Publishing, and now recently joined the Vydia team in LA as a member of Client Success.

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