Re-Tales

Some 30 years ago, vinyl records seemed to be heading in the direction of the 8-track tape, toward becoming an obsolete format. As everyone knows, vinyl rebounded and has so far avoided that fate (but see this month's As We See It about the status of the Compact Disc). An international association aims to keep it that way.

The Vinyl Alliance was formed in 2019 "to strengthen awareness and the image of vinyl records worldwide," according to the organization's website. The VA is a membership organization with some 40 institutional members including vinyl producers, record companies (including all three major labels), music resellers, record-press makers, pressing plants, and turntable and cartridge manufacturers. The membership includes at least one rock star: Jack White, via his Third Man Records entities. Recent additions to the roster include Clearaudio and Gold Note; Ortofon has been a member for some time, as have Pro-Ject and Audio-Technica. Currently, there are 44 members across three tiers; the goal is to reach 50 by the end of the year. For now, membership is limited to companies and organizations; individuals need not apply.

What are they doing to keep the format fresh? The Vinyl Alliance is focusing on the whole vinyl value chain, from raw materials through production and pressing and on to labels and the logistics of record and hardware distribution. Many business and environmental factors are involved in keeping alive the vinyl revival, and they're focused on those. They want to support all vinyl lovers, especially younger fans.

Thomas Neuroth is treasurer and a cofounder of the Vinyl Alliance. Part of Neuroth's job is to collect and track data among the member companies to gain understanding of what's happening in the industry. At High End Munich, the world's largest hi-fi show, this past May, he described the association's mission and presented research findings pertaining to vinyl's growth over the last 17 years. He also talked about what makes records valuable and vinyl record collecting more than a passing fad.

"It's the most valuable format for the artists. They earn much more money from that than from streaming." That's one of the reasons younger people are attracted to it: They want to see more of their money go to supporting musicians.

"We have seen and experienced that it is attractive to the younger generation," Neuroth said during a follow-up conversation. "They are looking for this holistic feeling—the touch, the artwork—and that it needs a certain effort to play it."

One of eight Vinyl Alliance board members, Neuroth is a Vienna-based entrepreneur. At age 69, he is "formally retired." When still officially employed, he worked mainly in the semiconductor industry; his responsibilities included designing microchips. Ever since "retiring" by selling his company, he has pursued technology-focused endeavors. He understands the business side—a clear advantage for expanding the Vinyl Alliance's corporate membership.

The alliance has other key missions, Neuroth explained. One of them is consumer education. "We would like to become the main reference resource for the ages, to become a reference for anyone interested in vinyl—a resource people look to for answers." He envisions the alliance providing practical information such as how to handle and care for records, turntables, phono cartridges, styli, and so on. "You can find a lot on the web, but it's very fractured. It's often junk," he said. "There's a lot to do in this direction."

Consumer education must connect with current and upcoming younger generations: There are intergenerational differences to address. Digital natives aren't reading manuals, so finding a way to teach them is essential. "It's fascinating that Gen Y and Z, and maybe in the future Gen Alpha, are appreciating the format," Neuroth said.

Neuroth described the hands-on ritual of vinyl playback with a cultural analogy: "Vinyl is the slow food for music. You have to take your time, reserve a table, maybe dress up. It's an experience you're seeking." To be clear, Neuroth and Vinyl Alliance are not anti-streaming, but streaming is akin to fast food. "There's a symbiotic relationship," Neuroth said. "Streaming is complementary: People detect new music [with streaming], and if they like it, they want to buy the record."

Another key Vinyl Alliance activity is navigating the music industry as it changes—making sure vinyl isn't forgotten. This can be tricky, he said: "There are some in management ranks who want to go digital only. But on the other hand, the physical [format] brings the money."

Sustainability must also be considered. Many consumers and artists are more concerned about the environment than in the past and are making greener choices. The vinyl industry has made some strides in sustainability, though there's quite a way to go. Neuroth mentioned PlastChem, a Dutch company making a new "bio"—organic in the sense of food, not of chemistry—alternative to PVC that is not derived from petroleum, that's compatible with current vinyl presses. "Maybe the oil from your French fries will end up in your record," Neuroth said in Munich with a chuckle. PlastChem is a Vinyl Alliance member. Another company, KDG, is making Green Vinyl Records entirely from recycled PET, the stuff safe water bottles are made from. They're claimed to consume nearly 90% less energy in their production.

Beyond the vinyl, there's also the cardboard, the artwork, the packaging, and the logistics, Neuroth pointed out: "You can save a lot of energy in production, but if you ship it air freight, the advances get lost." Companies are working on ways to reduce carbon footprints. In an industry known for long waits, lead times have reportedly been normalized thanks to domestic record pressing plant expansions, new plants coming online, and manufacturers of raw materials opening closer to home (wherever home is). With such developments, the amount of air freight can be reduced.

Businesswise, the vinyl industry is healthy, Neuroth said. The demand for physical media remains strong, even if it is a small slice of the music-industry pie. In terms of profits—and probably also market share and popularity—vinyl is the most important of physical formats. It appeals to all the senses except (presumably) taste. And vinyl is cool.

"I'm bullish on vinyl," Neuroth said