There’s so much noise in the world right now, it’s hard to hear what fulfils us. Millions of songs are just a tap away on music streamers, rendering each new tune as forgettable as the next; TikTok is sometimes influencing the charts with viral hits which come and go as quickly as micro trends in fashion; and we’re losing our ability to connect over our favourite artists while being, well, disconnected (in the online sense, that is). Everything’s digital, everything’s accessible and we’ve got nothing to physically show for our preferences or identity. Is it any surprise that we’re breaking up with our phones—or at least taking a break from them—and getting back to basics?
While the cloud isn’t exactly out (streaming still remains the dominant form of music consumption), it’s never been cooler to invest in analogue music. The vinyl LP, once a relic of our parents’ past, has now reclaimed its position as the best-selling physical format for recorded music, according to new data by the Australian Recording Industry Association (ARIA). Sales in Australia grew 14 percent to $42 million in 2023, accounting for 70 percent of the music sold in a physical format. And surprisingly, Gen Z is driving the boom with the top three vinyl sellers of the Spotify generation: Phoebe Bridgers, Lana Del Rey and Taylor Swift.
The latter billionaire artist, who has long capitalised on LPs, was even responsible for seven percent of all vinyl albums sold in the US in 2023. But why would a modern artist like Taylor be turning the turntables, so to speak, rather someone from the era of its medium? While there’s more individual revenue from physical formats, Shannan Carr, head of e-commerce and digital operations at Warner Music Australia, says the decision to go vinyl is all about offering ‘core fan experiences’ and collectability. “It’s a place for artists to explore their creativity and give their fans more of an insight into their album using imagery—they can also add their own words on inserts and have booklets, posters and stickers. Fans have something in their hands and own it,” she explains, noting that the humble cassette is also having a resurgence.
"We reawaken our inner child when handling analogue music and take pleasure in its perfectly imperfect quality"
Having ownership, though, is all part of the appeal, with digital music now blurring the lines regarding who owns what. Do we actually possess our playlists or simply pay a license to listen to them? It’s a “sort of legitimacy” and appreciation for the tangible which also makes for more intentional listening, says Mike Wale from Skydiver Records in Collingwood. We reawaken our inner child when handling analogue music and take pleasure in its perfectly imperfect quality.
Like the woody aroma of an old book, the hissing, scratched sounds of vinyl not only add a certain warmth and charm, but also give you a feeling of aliveness. It’s like the band is playing right in front of you—unlike when you listen to compressed audio files. And aside from the personal gratification, let’s not forget we also live in a hyper aesthetic world now. Social currency can be worth more than dollars—with analogue mediums having a moment within the zeitgeist. It’s infinitely cooler to own Charli XCX’s album Brat on vinyl than it is to play it on YouTube. It’s also cool to be part of the culture—in that unbothered and nonchalant way.
“Wired headphones are essential for a Brat summer,” says Shelby Hull, creator of the popular Instagram account Wired It Girls.“You’re out until 3am, never knowing where the party is going to take you next—who has time to charge their AirPods? The tangled old wires are easy to throw in your vintage Dior bag along with your lip gloss. You don’t have to be precious with them.”
A double-edged sword, owning nostalgia is also about owning it—appearing as effortless and carefree as in its heyday. Just make sure to soak in the moment before sharing it online.
This article originally appeared in Issue 01 of Cosmopolitan Australia. Get your copy and subscribe to future issues here.
