In recent years there has been a stark rise in the sales of vinyl records, a product that has been outdated by many other forms of music platforms such as CDs and streaming. This can be related to multiple factors, one of which is nostalgia. In the article “Nostalgia: Content, Trigger, Functions” by Tim Wildschut he talks about 7 studies which examined the content of nostalgic experiences, the triggers of nostalgia and the utility of nostalgia. These studies found that creating nostalgic feelings boosts self regard and mood and promotes social bonds.
Nostalgia is a powerful driving force behind human decision making as anything that promotes positive wellbeing would be. Author Jo Tacchi wrote a article called “Nostalgia, Radio Listening and Everyday life” where he looks at radio listeners and the role of nostalgia as a positive social practice. He shows that radio consumption is more complex than what it may seem, and allows listeners to make links to past memories, real and imagined.
He proved that nostalgic practices like radio listening can supplement social life and aid with the creation of identity, leading to a more positive wellbeing. Nostalgia may be one of many reasons why people purchase Vinyl records. The positive uplifting created by items of nostalgic nature has good effects on the individual life and thus they will seek out more items or content that creates this change and mood.
Sound and Memory, Analog vs Digital sound
It is known that music has the ability to bring back past memories very effectively, just like smells and sights does.
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If you hear a old song on the radio then your brain may bring back a past memory relating to that song, perhaps a wedding or prom, and this may be pleasurable causing the person to seek out this song and experience over and over again. In the article “Record and Hold: Popular Music Between Personal and Collective Memory” by Jose Van Dijck memory and music are said to be linked, not just to individual memory however but memory of the collective. He states that the collective and individual memory can intertwine because a humans recovery of memory is simultaneously embodied, enabled and embedded. He explains that individual memory is embodied through the brains and minds of people through their everyday routine.
Memories and enabled by devices for listening to music, people experience emotions far more often because of such technology and finally it is embedded meaning the larger constructs which we live in bring up memories of the past. Music has the ability to create emotions and nostalgic feelings in listeners, this is more true the closer you can get to the original sound in there memory. Vinyl records create Analog sound which is quite different then digital sound. Alexandros Emmanouil Bitzilekis wrote “Echoes ofNostalgia: The enduring appeal on Retro products?” which analyzed spending habits in Greek consumers, particularly retro vinyl records. He conducted interviews amount three different generations in a attempt to understand why each age group purchased records. The 18-30 age group was determined to have purchased them for the identity and subculture of the product, the group 31-49 cited the difference in sound versus digital being a reason for purchase along with the process of operating a turntable.
This group experienced some nostalgic feelings due in part to sound difference and operational differences, lastly 50 and above stated the sound brought them back to pleasureful memories describing “people hugging each other while dancing to slow music, open windows, detached houses with gardens and an era of freedom, insouciance and love that is foregone.”( Bitzilekis Pg. 31) The difference between sounds is once again visited by Andy Kelleher Stuhl in “Reactions to Analog Fetishism in Sound Recording Cultures.” Stuhl brings up that there is a sub group or recorders who still believe in analog recordings dominance despite its downside to digital. He believes that analog nostalgia leads recording artists to choose this composition and try to use outdated material to invoke certain feelings and memories in their listeners. Lastly in “Music, Emotion and Autobiographical Memory: They’re Paying your Song.” by Matthew D. Schulkind and Laura Kate Hennis and David C. Rubin they performed experiments regarding music and memory and emotion. This included listening to popular songs and giving a emotionality and preference rating and try to name the artist title and year of popularity. The results showed that older adults gave high emotionality scores to songs from their childhoods but were less likely to remember both title and artist. Music is a very powerful creator of memory and a difference between analog and digital in creating these memories in feelings could lead consumers to reach for the vinyl record instead, even if they cost more money and are higher maintenance.
Economy and Social Status
Vinyl records are not cheap, a large collection of vinyl can be viewed as a show of wealth and status like a boat or nice car. Similarly to a large collection, a small collection of more valuable vinyl could show wealth. In the Article “Vinyl Resurgence” by Blaz Remix he looks at two possible reasons for the return of the Vinyl record. One being its physical properties and the other being its social qualities. He explains that in a world of digitalized music to have a physical copy makes it more valuable and more of a commodity. Also he explains that purchasing vinyl puts you in a subculture giving a sense of belonging. Arjun Appadurai argues in “The Social life of things: Commodities in cultural perspective” that part of the popularity behind vinyl records in related to the ability to turn culture into a commodity. Since vinyl carries culture and is of high value it will be sought out and treated in high regard, usually of people of upper social class. This high value given to Vinyl creates a feeling of class and expense when purchasing, like how buying a new watch makes you feel rich, having a collection of vinyl is a status symbol.
Material Culture and Identity
Collecting and purchasing vinyl records has become a subculture of its own, individuals are able to find a identity within this community. It is this sense of belonging that leads people to continue to buy vinyls, they feel apart of the resurgence. In the article “Identity Politics Recorded: Vinyl Hunters as Exotes in Time” by Berk Vaher exotic vinyl collection is believed to come about because of memory based identity, a way of showing ones consumerism through agencies of the past. He states that the main cause of this is due to the recycling of cultural group memory, also creating a collection allows others to experience your passion and gives the collector a way or defining oneself through material objects. Similarly this type of collecting retro items can be seen in retrogaming. In the article “The Past as the Future? Nostalgia and Retrogaming in Digital Culture’ by Jaakko Suominen the idea of playing retro games for their nostalgic appeal is discussed. Retro gaming in the appreciation of old consoles and games usually coupled with collecting these old games.
Retro gamers create a sub group all together, they all share strong interest in these products and base much of their identity off these products spending time around shops interacting with others. A persons Identity is very important to their well being, if ones identity is questioned by themselves or other it could lead to unrest. In the article “Sociological Approach to Self and Identity” by Jan E. Stets and Peter J Burke they bring up a concept of how a person plays a important role in society and vice versa, a persons personality is formed through interactions with others. People need to create a personality to interact with, like a mask. Although sometimes society doesn’t view you the way you view your self. They conclude with saying that a person can have multiple personalities and identities to help them interact with society. Another article is ”’Vinyl never say die’: The re-incarnation, adoption and diffusion of retro-technologies” by David Sarpong he states that despite the new formats for listening to music vinyl with never die because of its historic value and what it creates for the individual like a sense of identity and belonging.
As you can see identity to a person is very important for their success in society and many scholars agree that the success of vinyl is linked to its ability to help create ones identity. Simon Frith wrote “Music and Identity” where he states that not only does the way you listen to music create a identity but the genre does as well. He states that people are able to find themselves while listening to certain types of music, being able to see who they connect with. Another author who believes one can find their identity through music is Jensen, D who wrote “A Virtual and Actual Subculture: The Independent Music Scene in the Digital Age” he says that ”many identities within subcultural communities are derived from views among members, meaning that members of the subculture look to one another for particular styles, sounds, and dance moves. As these trends become popular within the community, the collective identity is further reinforced. “ (Jensen, 10) Meaning that people within a subculture look around and try to adapt to what others are doing to fit in. Like how someone attending a rave concert may adorn different clothes next time after seeing a new trend.
Conclusions
Vinyl record sales have continued to soar since they started their climb. While they will never surpass streaming and digital music again its popularity and resilience is impressive. Identity, music memory, social status and nostalgia are just some of the many reasons for the enduring success of this product.
Nostalgic Memories With Vinyl Records. (2022, Feb 12). Retrieved from https://paperap.com/nostalgic-memories-with-vinyl-records/
