In 1948, the standard 12-inch record could suddenly hold 42 minutes of uninterrupted music. This groundbreaking invention changed the average music-lover’s life. They went from enjoying one song at a time to full-length albums.
From then onwards, music technology developed at a rapid pace. With the introduction the Sony Walkman in 1979, the Compact Disc in 1982, the iPod in 2001 and finally streaming services such as Spotify in 2008, it seems that music was destined to be reduced to the almost invisible size of computer code.
However, the 2000s didn’t just witness the birth of free digital music, it also saw the revival of the vinyl record craze.
According to Victrola, in 2008, the sale of vinyl records rose for the first time since 1984. The BPI also reported a similar event. In 2021, the sale of vinyl records reached its highest peak – making this the 14th consecutive increase since its resurgence at the end of the 2000s.
Let’s pause the music for a second: the figures say that vinyl and other forms of physical media have made a comeback, and quite a popular one too. But what about public opinion? And has this comeback extended to younger generations?
I asked 69 Xaverian students what they thought about Gen Z’s attitude to physical media, and an overwhelming majority disagreed with what general statistics about the vinyl revival had to say.
70% believed physical media has become less popular since its inception. Year 12 students Harriet and Millie said respectively: streaming is “more convenient” and therefore “more accessible” than using vinyl or CDs. 68% of students said they only use streaming to listen to their favourite music, whereas 28% said they use a mix of physical media and streaming. Perhaps this combination is what our generation prefers?
But these figures still aren’t 100%. With the minority of students who use physical media, does this have anything to do with their parents/guardians and their relationship with the ‘old-fashioned’ methods? The responses are uncertain.
39% said that the adults in their family ‘sometimes’ use physical media, 23% saying for definite that they do. However, 65% said that they do have a CD or record player in their house. So, it’s there, but they aren’t too fussed about it.
Local to Xaverian college, in the heart of Manchester, Martin Evans is the figurehead of Piccadilly Records. As one of its longest employees of the record store, he disagrees.
Martin says the store’s demographic was in the age range of: “early 20s and up” when he first began working there, but now “it’s as young as 11.” He believes that streaming is a “low-risk way of trying music” and that “[their] experience is that if someone really loves an album, they will want a physical copy.”
Piccadilly Records isn’t the only example of this attitude from young people. Vinyl sales of global popstar Taylor Swift, from as early as 2020, broke records with the release of her ninth studio album Evermore, selling 102,000 vinyl LPs in a single week, breaking the record for the biggest vinyl sales week for an album since MRC Data began tracking sales in 1991. With Swift’s devoted demographic being (on average) 30 years old and younger, it’s no surprise that she has brought the popularity of vinyl records and other physical media back for younger generations.
It’s clear that the modern use of physical media comes down to a certain connection with the music you listen to. If your heart and soul belong to a particular artist or album, why wouldn’t you want something tangible to express your appreciation?
This connection and our attachment to music is something that we all experience as part of human nature. Personally, I’m of the belief that art and the act of creating something is the foundation of what gives us meaning. A quote from the cult classic film Dead Poets Society comes to mind: “…medicine, law, business, engineering, these are noble pursuits and necessary to sustain life. But poetry, beauty, romance, love, these are what we stay alive for!”
Emotion is in the very roots of music and the response it provokes from its listeners. On the other hand, it could easily be argued that the birth of the digital age has given listeners an even greater avenue to express their dedication to their favourite artists. Social media has allowed artists to have an immediate and direct engagement with their fans. All one has to do is start an Instagram Live or simply reply to comments to absorb fan appreciation (and inevitably discontent) in real time. Before the world wide web came to fruition in 1983, this type of interaction was impossible.
Has there been a reversal in how we interact with our favourite songs? The now 82-year-old Paul McCartney often posts on Instagram to promote his tours and solo music, whereas the 22-year-old pop-rockstar Olivia Rodrigo hid secret tracks in the vinyl releases of her sophomore album GUTS for fans to find if they bought her physical releases.
Loyalty to a favourite artist is one of the most enjoyable parts of being a music-lover. The rapid development of the modern technology our generation takes for granted today has given us a beautiful gift, one that enhances our experience with the media we have such a strong attachment to.
The joy of our modern technology also means hunting down and buying physical media from ‘classic’ and modern artists alike is easier than it ever before. We have the privilege to extend our loyalties beyond the divide between digital and physical. On the way to college in the mornings, you could happily listen to your favourite music at the touch of a screen, and when you get home you can listen to the same album via your CD or record player. The possibilities are endless.
So, whether you use digital or physical media to engage with music, one thing music-lovers throughout the decades can agree on is this: music unites us all like nothing else – no matter how you listen.
