Vinyl albums, once considered dead but now a growing part of the music industry, have returned to popularity in recent years. Then in 2006, the format experienced a stunning crash, with sales plummeting to a mere 900,000 units. As a musical format, it’s been rejuvenated. It has moved an estimated 43 million vinyl albums per year in the last two years. This resurgence has sparked interest from both music enthusiasts and cultural commentators, with Pamela Paul, author of “100 Things We’ve Lost To The Internet,” contemplating a sequel to her book amid this trend.
In terms of dollars, that peak was reached in 1977 when 344 million albums sold like hotcakes. Fast forward to today, and younger generations— millennials, members of Generation Z —are flocking to activities like listening to vinyl records and developing photos in darkrooms. This change represents a desire for more real-life, in-person experiences in an ever-growing digital landscape.
The former QVC executive Martin Bispels has played on all our worst feels. He created Retroactv, a company that creates and sells rock music memorabilia from the 1960s and 1970s. In fact, Bispels has passed on a sizable chunk of his once-extensive vinyl collection to his son, Carson. Carson now unapologetically has a record collection of about 100. Included among these is Bob Marley’s “Taklin’ Blues,” which has special sentimental value for Carson.
“I really love listening to an album on vinyl from start to finish. It feels like I am sitting with the artist,” – Carson Bispels
For Carson, the experience of listening to vinyl extends beyond just consuming music. He loves it for the same reasons as the rest of us—getting that personal connection to the artist.
“Vinyl just adds this permanence that makes the music feel more genuine. It’s just you and the music, the way it should be,” – Carson Bispels
With devices taking over everyday moments, youth today are looking for more substantial relationships to form. It all started when Megan Evans created her decade-old Facebook group “Random Acts of Cardness.” She wants to inspire real, human connection in a world growing ever more online. With more than 15,000 members, the group sends physical cards to commemorate various milestones, providing a tangible reminder of care and connection.
“Anybody can send a text message that says ‘Happy Birthday!’ But sending a card is a much more intentional way of telling somebody that you care,” – Megan Evans
Billy-Jo Dieter, another regular member of Evans’ group, signed on to the challenge and is determined to send 100 cards per month. His efforts are part of a growing movement of people who want to reinsert care and purpose into the ways they connect with others.
The Sohi brothers, Prabh and Divjeev, commute by stickshift to San Jose State University. They show this trend in their selection of wheels. In 1980, manual transmissions accounted for 35% of new vehicle sales in the U.S. Today, that number is less than 1%. Capture their preference for authentic, hands-on experiences that are increasingly harder to come by.
Pamela Paul highlights this longing among younger generations, noting that they exhibit “an almost longing wistfulness because so little of their life feels tangible.” She thinks the way the internet has transformed their lives creates a hunger for movement. This understanding fuels their passion to bring back the low-tech world that previous generations grew up in.
“The past gives comfort. The past is knowable,” – Martin Bispels
Nostalgia is one of the most powerful human emotions and in today’s attention-deficit world, can be an effective emotional trigger. He argues that the unique expressive power to shape memories is what gives people the freedom to wrestle with their past in an impactful way.
“And you can define it because you can remember it the way you want,” – Martin Bispels
The current resurgence of vinyl records and other analog pursuits should remind us that the allure of tactile experiences is hard to duplicate. As social life moves online, people are turning to print in record numbers to forge genuine human connections with immediacy and impact.
