It was Free Comic Day that inspired Record Store Day, the annual celebration for vinyl fans that began in 2007. And what started as a promotion among 100 stores in the US has grown into an international event that not only survived the pandemic but had its biggest year ever last year by splitting its annual Record Store Day drops into three separate days to keep the crowds smaller and distanced.
At a time when the vinyl version of Taylor Swift’s six month old Evermore album took her back to No. 1 (from No. 74) this month, we talked to event co-creator Michael Kurtz in the lull between this summer’s two events, June 12 and July 17.
What have you heard about the success of this year’s first Record Store Day June 12?
The reports I’ve seen is that, with the second one, it should actually surpass the success of last year’s event.
How do you measure that?
Breaking all records for selling the most vinyl at independent retail. And the only barometer for that is MRC Data for Billboard, which we know is not perfect, but it definitely gives you a clear indication and we heard from the store owners themselves that the data supports.
How did last year become such a big year despite the pandemic?
We did a lot of work in advance for the three drops we did last year—Zoom calls with record store owners, lots of email discussions about how to morph and allow stores to operate. If they had no restrictions they could sell as normal, but if there was a lot of restrictions, and mandates for mask wearing and social distancing, then they would benefit by splitting all the release over three days, so we didn’t overwhelm the store with too many people and then we allowed the stores to online at 1 PM eastern time on their store websites to take care of people who were not comfortable shopping. All three of those things enabled it to be just a huge success.
And that’s why this year’s was broken into two dates as well?
Yeah, it’s the same thing.
Do you hope things will be back to normal by Black Friday or next year?
Yeah, we hope so.
What’s the reason there has been an increase in vinyl sales for 15 consecutive years?
I think it’s because the vinyl format has been adopted by whatever the youngest two generations talk about in marketing terms. For people that are less than 38 years old, vinyl is their format. They completely adopted it. The majority of people who shop in record stores now are female and the average age is 28. So they’ve taken it over. That’s why you also see the top sellers are Lady Gaga, Haim, Ariana Grande, that kind of thing, because it’s that next generation.