creative deconstruction

A Tale of Two Formats: Digital Downloads and Vinyl Hit New Sales Records

Posted on 24. Nov, 2009 by refe in NEWS

Last week’s Soundscan numbers tell the unlikely story of two very different formats rising to record breaking heights side by side.

According to Billboard three artists (Michael Jackson, Lady Gaga and Black Eyed Peas sold over 10 million tracks each, with Taylor Swift expected to do the same next week. These numbers shatter the previous record of 9.9 tracks set by Rhianna last year. Single track sales as a whole are expected to top $1 billion shortly, with digital album sales surpassing last year’s $65 million.

Vinyl records topped 2 million units year-to-date, breaking last year’s record of 1.9 million. That’s an impressive 37% increase year-over-year.

The continued growth of the digital format comes as no surprise. In the nearly 9 years since iTunes was introduced, digital downloads have become the de facto method of music consumption for a large portion of the listener community. CDs have been reduced to collectors items rather than the primary vehicles of music distribution.

The vinyl renaissance is a bit more unexpected. For a couple of decades now the vinyl format has largely been reserved for audiophiles and underground acts looking, perhaps, to associate themselves with a purer time. Back in June reports started to surface that vinyl was making a comeback. Many independent record labels had begun distributing vinyl records packaged with coupons for a free digital version of the album, often with bonus content. Fans got a physical product, large format cover art, full liner notes, and still had the ability to put the whole thing on their iPod. All this at a time when digital files rule the day and their infinite copy-ability has reduced the value of most of these files to free.

In a way, the pairing of digital downloads and vinyl is everything that CD’s were supposed to be. The physical product allows it to be interacted with and collected. It’s portable. The sound quality is high – audiofiles get their analog warmth and those who favor the equalized glory of digital are pleased as well. It’s just about everything to everyone.

Not everyone is going to care, of course. There is obviously no shortage of people content with the convenience of double-clicking new music into their lives. But the huge growth in vinyl units sold suggests that more listeners are finding that music is about more than just convenience – and that’s a welcome surprise.

What about you? Are you planning on purchasing/pressing a vinyl record anytime soon?

Tags: cds, digital downloads, soundscan, vinyl