Vinyl
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Vinyl releases from Noah Kahan, Billie Eilish, Olivia Rodrigo, MF Doom and The Beatles were among the top-sellers from Record Store Day (RSD) Black Friday 2024 in the U.S., according to data tracking firm Luminate.
The indie record store celebration, which took place on the day after Thanksgiving (Nov. 29) is a partner holiday to the main Record Store Day blowout that traditionally happens annually in April. Both occasions spur the release of many unique and limited-edition music releases, largely vinyl pressings, that are only available at participating independent record stores. More than 150 titles were slated to be released for RSD Black Friday 2024 festivities.
Kahan has the top-selling RSD Black Friday 2024 title, with his tiger eye brown-colored vinyl of Town Hall (Stick Season Collaborations). (See the full list of the top 25-selling RSD Black Friday 2024 albums, below.) The rest of the top five is filled out by Billie Eilish’s Hit Me Hard and Soft (Isolated Vocals), Olivia Rodrigo’s GUTS (spilled) (on red and purple-colored double vinyl), MF Doom’s Operation: Doomsday 25 th Anniversary (on metallic silver with purple, and metallic silver with green-colored double-vinyl) and The SpongeBob SquarePants Movie – Music From the Movie and More… (on clear with yellow and pink splatter-colored vinyl).
The top-selling RSD Black Friday 2024 single was The Beatles’ “I Want To Hold Your Hand” / “I Saw Her Standing There” (on 7-inch vinyl). (Scroll down for the top 10-selling singles.) Other big-selling singles included titles from Pearl Jam and Stevie Nicks.
Top-Selling Record Store Day Black Friday 2024 Exclusive Albums at Independent Record Stores in the U.S.
Rank, Artist, Title1. Noah Kahan, Town Hall (Stick Season Collaborations) (tiger eye brown-colored vinyl)2. Billie Eilish, Hit Me Hard and Soft (Isolated Vocals) (vinyl)3. Olivia Rodrigo, GUTS (spilled) (red and purple-colored double vinyl)4. MF Doom, Operation: Doomsday 25th Anniversary (metallic silver with purple, and metallic silver with green-colored double-vinyl)5. Soundtrack, The SpongeBob SquarePants Movie – Music From the Movie and More… (clear with yellow and pink splatter-colored vinyl)6. U2, How to Re-Assemble an Atomic Bomb (black and red-colored vinyl)7. Kacey Musgraves, Deeper Into the Well (green-colored vinyl)8. Van Halen, Live In Dallas 1981 (red-colored double vinyl)9. Ramones, Greatest Hits (red-colored vinyl)10. Grateful Dead, Veterans Memorial Coliseum, New Haven, CT 5/5/77 (four vinyl LP set)11. The Doors, Live In Detroit (four vinyl LP set)12. The Allman Brothers Band, Manley Field House, Syracuse NY April 7, 1972 (orange, blue and splattered-colored triple vinyl)13 (TIE). Rage Against the Machine, Democratic National Convention 2000 (window pane clear-colored 180-gram vinyl)13 (TIE). Various Artists, Jazz Dispensary: The Golden Hour (golden wave swirl-colored vinyl)15. The Rolling Stones, Get Yer Ya-Ya’s Out (candy cane swirl-colored vinyl)16. Jimi Hendrix, Songs for Groovy Children: The Fillmore East Concerts (blue and violet swirl-colored vinyl)17. Jerry Garcia, Electric On the Eel: August 29th, 1987 (orange sunshine-colored vinyl)18. Modest Mouse, Baron Von Bullshit Rides Again (vinyl)19. Joni Mitchell, Hejira Demos (180-gram black vinyl)20. Helmet, Betty (baby blue-colored double vinyl)21. Teddy Swims, I’ve Tried Everything But Therapy (Part 1.5) (baby blue-colored vinyl)22 (TIE). Yes, Fragile Outtakes (vinyl)22 (TIE). The Byrds / Buffalo Springfield, Live at the Monterey International Pop Festival (opaque orchid and opaque sky blue-colored double vinyl)22 (TIE). Morphine, B-Sides and Otherwise (lemonade yellow and black marble-colored vinyl)22 (TIE). Stone Temple Pilots, Purple Rarities (purple-colored vinyl)22 (TIE). Tegan and Sara, So Jealous (milky-clear translucent-colored double vinyl)22 (TIE). Thievery Corporation, The Richest Man in Babylon (red and white-colored double vinyl)Source: Luminate, for the week ending Dec. 5, 2024
Top-Selling Record Store Day Black Friday 2024 Exclusive Singles at Independent Record Stores in U.S.Rank, Artist, Title1. The Beatles, I Want To Hold Your Hand / I Saw Her Standing There (7-inch vinyl)2. Pearl Jam, Waiting for Stevie (Live) / Wreckage (Live) (12-inch 45-RPM vinyl)3. Stevie Nicks, The Lighthouse (white-colored 7-inch vinyl)4. Bluey, Rug Island / Bluey Theme Tune (picture-disc 7-inch vinyl)5. The Beatles, All My Loving (3-inch vinyl)6. Echo & The Bunnymen, The Killing Moon (12-inch vinyl)7. Jane’s Addiction, Imminent Redemption (12-inch vinyl)8. Steve Martin, King Tut (picture-disc 12-inch vinyl)9. Sam Cooke, A Change Is Gonna Come / Shake (white iridescent-colored 7-inch vinyl)10. Jungle, Back On 74 (12-inch vinyl)Source: Luminate, for the week ending Dec. 5, 2024
Over the past decade, vinyl has grown from a can-you-believe that comeback story to a serious business. Vinyl sales revenue in the U.S. grew 10% in 2023 to $1.4 billion, the same size as the market for Latin music. (The latter brings in far more money overseas. So, over the last few years, to feed demand, labels have started to release a growing array of products, from “collectible” color variations of hit pop albums to high-end products aimed at the audiophile market.
Rhino Entertainment, the catalog division of Warner Music Group, will announce today (Dec. 10) that it is launching a new premium reissue series, Rhino Reserves. The albums will retail for $31.98, with a level of quality higher than many reissues, for a price lower than higher-end audiophile reissues from Mobile Fidelity, which licenses albums from labels, or the company’s own Rhino High Fidelity albums. The first two albums, out Jan. 31 as part of Rhino’s annual Start Your Ear Off Right promotion, are Funkadelic guitarist Eddie Hazel’s 1977 album Game, Dames and Guitar Thangs and New Orleans icon Allen Toussaint’s 1975 Southern Nights.
One impetus for Rhino Reserves is the success of Rhino High Fidelity, an audiophile line that sells for $39.98 online, in numbered editions of 5000 (although the company often releases more unnumbered albums, if demand is high). The High Fidelity releases are sourced from analog tape and pressed on high-quality vinyl, and a few have sold out, including box sets of Doors and ZZ Top albums.
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“This is High Fidelity without the bells and whistles,” says Rhino senior director of A&R Patrick Milligan. “But these are in retail,” unlike the Rhino High Fidelity releases, which are only sold online. Milligan says the series will be sourced from analog masters, with the same attention to detail as the High Fidelity Series, and that the records will be pressed at Fidelity Records Pressing, the new plant owned by company behind Mobile Fidelity reissues. (The High Fidelity series is pressed at Optimal, in Germany.) They will be cut by mastering engineer Matthew Lutthans, although the first two releases will be done by Chris Bellman.
There is already some competition at this level. Blue Note has done well with its audiophile Tone Poet jazz reissues, as well as a high-quality but lower-priced set of reissues. Mobile Fidelity, which has been releasing high-end reissues for decades, is now more active than ever, as is Analogue Production. Both of those companies license the rights to reissue albums from the labels that own the rights.
Rhino Reserves will not release albums on a particular schedule, and the hope is that it will feature some hard-to-find classics, like the first pair of reissues, both of which are beloved by crate diggers but hard to find in high-quality pressings. Reissue buyers seem to be becoming a bit more varied in their tastes, as the generation that grew up with songs from the sixties gives way to one raised on seventies and eighties music.
Townsend Music, a U.K.-based distributor and direct-to-consumer retailer, has been acquired by Artone, a Dutch business with a portfolio of companies that caters to the physical music marketplace. Terms of the deal were not disclosed.
Townsend Music founder Steve Bamber called the acquisition “a clear opportunity to push its European expansion strategy forward quickly, with Artone’s well established sales, distribution and manufacturing facilities already in place.”
Artone can quickly scale up and meets its goal of becoming a global D2C company, according to sales director Bruce McKenzie. “Artone’s suite of services from vinyl manufacturing, EU physical distribution, and label services gives us perfect synergy to offer both our D2C clients and super-fan customers a super charged service,” he said in a statement.
Artone was formed in 2022 from the merger of Bertus Distribution and Record Industry, a vinyl pressing plant based in Haarlem, Netherlands. The portfolio of companies also includes Sound Factory, which provides artists and labels with solutions to sell exclusive content directly to consumers; two labels that release music in physical formats, Music on Vinyl and Music on CD; and V2 Benelux, which provides label services in the Netherlands, Belgium, France and Germany.
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“The acquisition is another welcome step for Artone’s continued expansion of its service portfolio and gives us presence in the UK market,” CEO Jan Willem Kaasschieter said in a statement. “This acquisition strengthens our position as a global leader in physical music distribution. We’re excited about the opportunities this will bring and look forward to driving the future of physical music together, developing further global reach and innovative solutions for the benefit of the music industry.”
Physical music sales continue to show strong growth as streaming takes a larger portion of the global market. In the United Kingdom, vinyl sales grew 13.5% and CD sales improved 3.2% in the first half of 2024, according to the Entertainment Retailers’ Association.
With vinyl sales continuing to rise and streaming growth slowing, the music industry is putting increased focused on reaching “superfans” willing to pay more for premium experiences and tangible products. The unmet opportunity to monetize superfans was a key talking point in Universal Music Group’s Capital Markets Day presentation on Tuesday (Sept. 17). “We’re creating and monetizing new ways to meet the superfans pent up demand for products, experiences and access that brings them closer to the music and to the artists that they love,” said CEO Lucian Grainge.
Warner Music Group CEO Robert Kyncl has also made superfans a priority during his tenure. “One of the most important things is to figure out a direct relationship with the most valuable fans,” Kyncl said at the Morgan Stanley Technology, Media and Telecom Conference on March 6. “Because it’s not only important to monetization and new revenue stream, but it’s also important to launching new music, which is the core of what we do.”
Effectively reaching superfans could be a lucrative endeavor for record labels. In its latest “Music in the Air” report, Goldman Sachs analysts put the global superfan addressable market at $4.5 billion—nearly 16% of the $28.6 billion recorded music market in 2023, according to the IFPI. Much of that revenue could come from music subscription services’ high-priced, high-value offerings that go beyond the current premium subscription tier.
Physical goods are a proven way to connect with superfans. Market research firm MusicWatch found that 20% of U.S. music fans are superfans for their favorite artists who go to concerts, buy merchandise and albums and would be wiling to spend more for VIP experiences from the artist. At the same time, more superfan sales are coming from the types of direct-to-consumer stores offered by Townsend. In the first half of 2023, U.S. direct-to-consumer sales tracked by Luminate increased 20% year-over-year.
While biking across Iowa this summer, Mark Michaels enjoyed a rare moment of reflection. “You’re riding about 80 miles a day among cornfields, and it gives you a lot of time to think,” the United Record Pressing chairman/CEO says. “I spent a lot of time while I was peddling thinking about United,” he adds of the oldest and largest American-owned, U.S.-based vinyl pressing plant in the world, which will celebrate its 75th anniversary this fall.
Michaels is speaking from his Nashville office, where he’s surrounded by signed records from Buddy Guy, Jack White and more of his icons, all expressing their thanks to him and his manufacturing team. (In 2014, White made history by recording, pressing and releasing a 7-inch of his single “Lazaretto” in under four hours, thanks to URP.) “It’s easy to forget those moments of euphoria and gratitude because you’re so focused on ‘How many records of this did we ship?’ or ‘What’s going on with that press?’ ” Michaels says. “But you don’t want too much life to pass by where you don’t stop and reflect.”
URP was founded as Bullet Plastics in Nashville in 1949, becoming Southern Plastics in the ’50s before landing on United Record Pressing in 1971. By the ’60s, a deal was signed for the plant to handle singles pressings for Motown, and in 1963, the first Beatles 7-inch, “Please Please Me”/“From Me to You,” was pressed, with a typo that spelled the band’s name as The Beattles.
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In 2007, a year before Record Store Day officially launched and just before the format was beginning its first-wave resurgence, Michaels bought the company — and helped sustain it through a particularly rough patch. As he recalls, half of URP’s output at the time was 12-inch singles created as promo records for DJs. “That was a lot of what we did, and shortly after I bought the company, the labels stopped doing that,” he says. “The DJs all got [music production software] Seratos, and the labels figured out that was a better business model. So all of a sudden, the health of the company was in serious jeopardy … We were doing everything to keep the lights on.”
By the summer of 2009, a career-changing order came in: a 50th-anniversary pressing of Miles Davis’ Kind of Blue (a favorite of Michaels) — the plant’s biggest order to date. Michaels himself oversaw quality control, checking a record at random every 30 minutes. “I remember one night, it was two in the morning and I’m in my office listening to these records, and I thought, ‘This is crazy, but goddamn, I’m lucky.’ And it just gave me this boost of energy. The next month, we got another order of that size.” Since, URP has manufactured vinyl for every major artist, from Adele to Taylor Swift.
In the early 2020s, URP faced another challenging period: the coronavirus pandemic. “Demand for vinyl exploded” during lockdown, Michaels says, but the orders put an unprecedented pressure on pressing plants to keep up. He says that was the catalyst for URP to expand, resulting in an $11 million project that built new infrastructure and supporting equipment and added 26 new presses. “The challenge is you can’t do that overnight,” he says. And now, not only can URP meet demand, but “the plant runs better than ever.”
He and his team of approximately 130 employees — all of whom have been sporting anniversary T-shirts that detail the plant’s various logos over the years — are now ready to toast such a feat and storied history, with Michaels saying the energy “is palpable” at the plant these days. A forthcoming celebration will bring together partners, customers, vendors and “people who support the format … There’s a renewed sense of pride and interest in what we do.”
Already, Michaels is focused on how to maintain it for the next 75 years, doubling down on the honor he has in keeping the process — and workforce — in Music City. “Seventy-five-plus years of history gives you a lot of gas in your tank in terms of pride,” he says. “You don’t make the first Beatles record in America, you don’t make all these Motown records, you don’t accumulate all this history and know-how and not have something special. And I never want to lose that.”
This story appears in the Aug. 24, 2024 issue of Billboard.
Anyone who has bought a vinyl record or a CD in recent years knows full well that physical music products aren’t exempt from the inflation that has plagued U.S. consumers.
In fact, the price of a vinyl record in the U.S. rose 25.5% from 2017 to 2023, according to Billboard’s analysis of RIAA data — slightly more than the 24.3% increase in the consumer price index over the same time. CD prices fared a bit better, increasing just 20.4%.
However, while music subscription prices are rising, consumers can probably expect physical music prices to remain somewhat level going forward: Insiders who spoke with Billboard say vinyl prices are remaining steady in 2024 after the COVID-19 pandemic created supply chain problems and raised the costs of everything from raw materials to labor.
As one music distribution executive put it, those supply chain problems are “flattening out.” As a result, turnaround times have improved drastically as manufacturers worked through their pandemic-era order backlogs. “I feel like the prices will flatten, too,” says the executive.
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“Our manufacturing prices have been stable for quite a while,” says Bill Hein, CEO of Pressing Business. Freight costs can be improved if a buyer books with flexible dates, Hein says, and reliable sea freight is being used for more of its U.S. deliveries. “Generally speaking, both air and sea freight are more predictable now than they were during the lockdown era, and prices are generally better.”
Outside of the music business, rising prices on everyday necessities have been a fact of life. Tired of the inflation that has eaten into their paychecks, Americans are pushing back against the high cost of staples, and companies are responding with attempts to reduce prices.
In July, PepsiCo CEO Ramon Laguarta suggested consumers had grown tired of more than two years of rising prices. “Some parts of the [Frito-Lay] portfolio need value adjustment,” he said during a July 11 earnings call. Overall sales volume was down 4% in its most recent quarter, and North American beverage sales for the company dipped 3%. PepsiCo will respond, Laguarta said, by offering better deals and increasing advertising. For some consumers, Laguarta added, “we need some new entry price points.”
Companies across the economy are sharing PepsiCo’s experience with price-fatigued shoppers. Walmart is offering more short-term discounts. Target lowered prices. Fast food giants McDonald’s, Wendy’s and Taco Bell are courting customers through low-cost bundles and value-oriented menus. And because it’s an election year, Vice President Kamala Harris, the Democratic nominee for president, has floated a federal ban on price gouging in the grocery and food industries.
Since vinyl prices are based heavily on manufacturing costs, there’s little to prevent prices from creeping up without sellers losing profits. Vinyl retailers set prices based on wholesale costs and their need to cover overhead and other expenses. Artists on record labels must pay the wholesale price for their physical goods and don’t have control over pressing and printing costs, says Paul Steele, executive partner at Triple 8 Management. “Physical prices for our roster of nearly 30 artists have mostly stayed the same for a decade, with small inflationary increases here or there,” he says.
But aside from run-of-the-mill inflation, there are other factors that could push the average sale price higher. Physical music is increasingly a luxury good — a high-priced collectible item with packaging to match. Artists frequently release multiple variants of LPs with colored vinyl. And albums released today commonly have the expensive gatefold packaging that was common in the ‘70s.
The way music is released in the streaming era also drives up prices. Artists take advantage of the unlimited shelf space on streaming platforms by stuffing albums with more songs at no extra cost. As Billboard noted last year, the top 10 albums’ average number of songs rose from 13.2 in 2014 to 19.1 in 2022. A double album on a vinyl record is more expensive, and as one executive notes, putting more songs on an album will often — but not always — require paying more mechanical royalties to songwriters and publishers.
Indeed, some of the most popular vinyl records of the moment are double- or triple-LPs. Post Malone’s 18-track, two-LP album F-1 Trillion sells for $45.89 at Amazon and more at other retailers. Zach Bryan’s 34-track American Heartbreak has three LPs and a $44.98 list price. And that’s not to mention the more extravagant reissues, such as a 2-LP/2-CD/1-Blu-ray package for Van Halen’s For Unlawful Carnal Knowledge that carries a $99.98 list price.
Despite the increase in vinyl prices over the last several years, sales have yet to abate. Will that continue? The answer to that question will likely lie with younger consumers who have less disposable income. Michael Kurtz, co-founder of Record Store Day, says vinyl being a premium, collectible product is toughest on younger consumers. While Record Store Day succeeded in helping turn a new generation on to vinyl records, younger people don’t have as much money and are cutting back on their purchases. “A young customer 18 months ago would come to the counter with two or three records,” says Kurtz. “Now they come to the counter with one or maybe two.”
Catalog titles are often the more affordable option and help offset frontline price creep. Michael Jackson’s Thriller can be had for under $25. Fleetwood Mac’s perennial top-seller Rumours is offered in both affordable and more deluxe versions. Rhino Records’ Now Playing series of compilations for artists ranging from The Stooges to Gram Parsons to John Prine are priced at $19.99.
The good news — for all consumers — is that price growth is reverting to historical norms. The average monthly U.S. inflation rate reached 4.7% in 2021, 8.0% in 2022 and 4.1% in 2023. This year, the average monthly increase in the consumer price index (CPI) is just 3.2% through July. If vinyl prices seem like they’re continuing to creep upward, the packaging and the increasing prevalence of the double album are likely to blame.
Trance fans rejoice, and prepare to open your wallets. On Monday (Aug. 12), 12-inch vinyl editions of more than 50 classic trance tracks and albums are going up for auction via Amplyfied, the online auction platforms that specializes in music collections and experiences and has previously hosted auctions for artists like Danny Tenaglia and events […]
According to 2023 Year-End data from the Recording Industry Association of America, revenues from vinyl records grew 10% to $1.4 billion, and accounted for 71% of physical format revenues last year. 2023 also marked vinyl’s 17th consecutive year of growth.
As vinyl’s vital place in music’s ecosystem continues, Nashville-based United Record Pressing also celebrates 75 years of pressing vinyl for artists including Taylor Swift, Michael Jackson, Dolly Parton, Adele and Stevie Wonder and numerous other artists.
“The sustained growth of the vinyl record market has been going for nearly 20 years at this point in the U.S., but particularly cool is how the medium has evolved into the people’s art object, and a creative opportunity for artists to tailor their records to reinforce aesthetics, inspiration, ideas or cultural touchpoints for more curious fans,” Cam Sarrett, United Record Pressing’s head of sales and marketing, tells Billboard in a statement. “Plus, it impactfully benefits artists big and small at the merch table on tour and bolsters community at independent record stores, a vital culture all its own.”
URP has been a central contributor to vinyl sales since 1949, when the company was formed by John Dunn, Joe Talbot and Ozell Simpkins. The pressing plant was an offshoot of Bullet Records, one of Nashville’s first indie record labels. In 1949, the same year that RCA created the first 45 and seven-inch records became popular in jukeboxes across America, Bullet Records earned a massive hit with Francis Craig’s song “Near You,” which spent 17 weeks atop Billboard’s pop charts. They opened Southern Plastics (which would later become United Record Pressing) to keep up with the demand for the song. By 1962, the company had moved operations to Nashville’s Chestnut Street. The company’s founder Ozell Simpkins also designed the building and URP’s machines.
John Dunn and Ozell Simpkins
Courtesy of United Record Pressing
By the 1960s, Southern Plastics had established a deal to handle singles record pressings for Motown Records. Given that there were few accommodations available to Black artists, producers and executives in the South during that time, the company also created what would become known as the “Motown Suite,” a space to host Black artists, producers and executives when they visited Nashville. Today, that space has been preserved and is used to host special events, such as album release parties.
In the 1970s, Southern Plastics was renamed United Record Pressing. As in-house labels began shuttering their in-house pressing operations, soon URP became the foremost independent record pressing plant in the Southeast. Two decades later, URP acquired Dixie Record Pressing, which allowed the plant to begin pressing 10-and 12-inch records in addition to their 7-inch records. As vinyl began to reemerge and surge in popularity, especially in the mid-2000s, URP began pressing new versions of albums from Johnny Cash, Jimmy Hendrix and Bob Dylan as well as new vinyls from contemporary artists including Adele, Swift, Harry Styles and Kendrick Lamar.
In 2017, URP consolidated operations into a new, larger facility on Allied Drive in Nashville, in order to keep up with demand for the company’s vinyl pressing services. In 2021-2022, the company added nearly 50 presses and added approximately 15,000 square feet to its facilities.
United Record Pressing
Tennessean/USA Today
Today, URP’s more than 120 staff members oversee 64 on-site pressing machines, with the capacity to press over 80,000 records per day.
Beth Proctor, United Record Pressing’s longest-standing employee, has been with the company for approximately four decades.
“I came to United in the ‘80s, and quickly learned there rarely is a dull moment pressing vinyl records. I fell in love with the owners, employees and the family environment,” Proctor told Billboard via a statement. “Then, [with] our customers, a lot of whom have become great friends over the years.”
Here, as URP celebrates 75 years of providing vinyl for consumers, we look at 15 distinct recordings that the company has pressed over the decades, ranging from the 1940s through to the 2020s.
Francis Craig Band, “Red Rose”/ “Near You”
Jack White has some tricks up his sleeve. The rocker seemingly released a brand new album on Friday (July 19), and employees at Third Man Records’ retail shops have been secretly slipping it into customers’ bags. Explore Explore See latest videos, charts and news See latest videos, charts and news According to Stereogum, a fan […]
“I don’t know if there’s ever a perfect time to open something like this,” says Jim Davis with a laugh.
Davis, president of audiophile retailer Music Direct, is standing at the front of the newly unveiled Fidelity Record Pressing, a high-end vinyl pressing plant in Oxnard, Calif. And while he doesn’t believe there can be a “perfect” time to open a new pressing plant, he does believe in the “right” time, adding: “Our niche in this industry is the high-quality end, and there’s always room for someone making a better quality product. So I’d like to think it’s the right time because we have the right people who put this plant together, and that’s going to make all the difference in the world.” Plus, as he admits while scanning the state-of-the-art facility during an invite-only preview, it’s “very encouraging that people wanted to see what’s going on here.”
Davis co-founded Fidelity with the father-and-son team of Rick and Edward Hashimoto; the two have over seven decades of pressing plant experience combined and have emerged as leaders in quality and proficiency. Rick sees Fidelity as an opportunity to bring high-end vinyl back into focus. “I think that commercial records have been kind of pushed out the door [lately], and I think it’s important for the vinyl industry to maintain a high-quality presence,” Rick says.
Fidelity Record Pressing Plant
Courtesy of Fidelity Record Pressing
One way Fidelity’s practices help set its products apart are the burnished edges, which Edward says is an “extra hassle” but well worth the quality. “Whether you realize it or not, [the edges of vinyl are] one of first things people notice,” he says. Another way is through the plant’s record cooling process, in which only five vinyl are stacked on aluminum plates (as seen above) to help preserve disc integrity by drying slowly. Specially designed spindles also run through the center to hold each disc and prevent warping.
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But perhaps Fidelity’s biggest differentiator is that the plant presses both vinyl and SuperVinyl, a proprietary compound developed by PVC manufacturer Neotech and Record Technology Inc. (RTI) exclusively for Mobile Fidelity Sound Labs (MoFi). The composition features carbonless dye, resulting in a quieter surface that reduces noise floor and enhances groove definition. (Manufacturing costs for SuperVinyl can be eight times more than regular vinyl.)
After a two-year build, Fidelity officially opened at the start of 2024 as the pressing plant for MoFi; it soon started accepting vinyl orders from outside clients. There are currently six presses (manufactured in Nashville by Record Pressing Machines LLC) that can churn an estimated annual capacity of around 1 million records. Another four presses are on the way (the plant can accommodate a total of 12). As of now, one employee operates up to three machines, with additional employees focusing full-time on quality control, which includes spot listening to every 40-50 records for around 30 minutes.
“If you have a flawed record, you may as well just stream it on Spotify,” says Rick. “But if you have a great sounding record, you’re going to want to play that record over and over and that’s what’s going to keep people coming back to vinyl. It’s got to be great — and I think that’s what we do here.”
Rick and Edward Hashimoto
Courtesy of Fidelity Record Pressing
In May, Taylor Swift notched her 14th No. 1 album on the Billboard 200 with the help of 14 different vinyl versions of The Tortured Poets Department, which sold an astounding 859,000 units in the album’s debut week. She has now stayed atop the Billboard 200 for eight consecutive weeks by rolling out additional variants, proving the pop megastar has mastered the art of giving superfans what they want.
Swift isn’t alone in upping her variant game. Luminate looked at the number of physical variants — defined as distinct UPCs per project — in the top 10 of the Billboard 200 albums chart each week since the beginning of 2019 and found that the amount has trended upwards since that year, when the average number of physical variants in the top 10 was 3.3 per week, according to data shared with Billboard. While that number fell to 2.8 per week in 2020 due to the COVID-19 pandemic and its effect on release schedules and supply chains — physical album sales also fell, from 73.5 million units in 2019 to 68 million units in 2020 due to a sharp drop in CD sales — the average number of physical variants in the top 10 has increased sharply in the post-pandemic years.
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Making albums available in different colors, formats and packages has proven to be a shrewd move for prominent artists aiming for the top of the chart. In 2021, Adele’s 30 debuted atop the Billboard 200 with a Target-exclusive CD, vinyl exclusives at Amazon and Walmart, and three items sold through her official webstore: a cassette and two deluxe boxed sets.
Like she did with The Tortured Poets Department, Swift has frequently topped the Billboard 200 with the help of physical variants. Her 2022 album Midnights had the biggest week for an album in nearly seven years. And in 2023, her 1989 (Taylor’s Version) had the biggest week in nearly a decade with the help of 15 collectible physical formats.
Also in 2023, Travis Scott’s Utopia reached No. 1 thanks to 84 variants, as the album was made available in three different track lists and multiple CD and LP variants including zine and merchandise bundles. The same year, Fall Out Boy’s So Much (for) Stardust had a whopping 116 physical variants, according to Luminate, although it reached only No. 6 on Billboard 200.
CD variants have helped numerous K-pop artists achieve high Billboard 200 debuts. K-pop fans have long clamored for collectibles from their favorite artists, and in South Korea, labels employ lottery-style marketing strategies and package CDs with merchandise — even though many fans don’t own a CD player. In March, With YOU-th by TWICE debuted atop the Billboard 200 with the help of 14 CD variants. “To the fans, it’s not just an issue of buying music,” Bernie Cho, the head of DFSB Kollective, a Korean music export agency, told Billboard in 2020. “You’re showing your loyalty.”
But physical variants aren’t the exclusive domain of albums popular enough to land in the top 10. “For certain records, multiple variants can support a chart position, but it’s not the main driver for Concord,” says Joe Dent, executive vp of operations at Concord Label Group.
“Fans want to support their favorite artists of course, but oftentimes they want to support a particular shop or webstore that they love as well,” Dent continues. “We strive to meet those fans wherever they are.” For example, Concord’s Rounder Records made vinyl variants of Sierra Ferrell’s Trail of Flowers available as exclusives to indie record stores, Magnolia Record Club and Spotify Fans First, while several other vinyl variants sold through her website and the Rounder Records webstore, says Dent.
AWAL, home to such indie artists as Laufey and JVKE, has a similar mindset. “The way we look at physical never starts with the commercial opportunity,” says CEO Lonny Olinick. “It starts with how the artist wants to express themselves and what the fans are likely to love. And what it really comes down to is how an artist can deepen the connection they have with their fans.”
Variants can also be a marketing strategy for catalog albums that aren’t likely to achieve a high chart position. “We use the variants as an opportunity to excite the market,” says Rell Lafargue, president/COO at Reservoir Music. “For example, if we have something that has been out of print for decades, we might want to do a color variant to reintroduce it into the marketplace as a new, distinct and fun physical product.” Reservoir’s Tommy Boy Records took this approach for the upcoming reissue of Afrika Bambaataa & Soulsonic Force’s 1986 album Planet Rock by opting for a limited edition pressing with a three-color splatter.
Each additional variant adds to the complexity of releasing an album. That challenge was exacerbated by COVID-related supply chain issues, leading to longer lead times and searches for alternate manufacturers. But while logistical challenges remain, says Lafargue, they aren’t as persistent. “While it can be challenging to manage multiple variants or exclusives instead of a singular version, it is worth the extra effort to expose the record to different retailers and get it into the hands of even more fans,” he says.
The proliferation of physical variants doesn’t come as a surprise. Streaming has made music both plentiful and easily accessible — almost to a fault. Some artists are now releasing physical albums a week or two before making them available on streaming platforms. So while chart position remains a big motivator for many, there’s also something to be said for the way physical variants can foster a feeling of closeness between artists and fans.
Artists “look to cut through the volume of digital music being released,” says Olinick. “Bringing that connection into the real world, whether through live shows or physical products, is hugely impactful.”