MZ hollers at vinyl records for a reason, sellers say
By Yoo Joon-ha
SEOUL, Nov. 28 (Yonhap) -- Last year, vinyl records outsold CDs for first time since 1987 in the U.S., the world's largest record market.
The data impressed many South Korean listeners, because vinyl records -- often called LPs, or long-playing records, in the peninsular country -- have been considered a selective pleasure for wealthy, aged collectors. LPs are typically 2-3 folds pricier than CDs.
But such notion is but a bias, even in Korea, according to the sellers and critics of this medium. The Generation MZ in their 20s and 30s take up a lion's share among visitors of local LP conventions and fairs, they say.
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▲The photo, taken by Yoo Joon-ha on Nov. 18, 2023, shows visitors asking the prices of vinyl records displayed at the 12th Seoul Records Fair in COEX, Seoul. (Yonhap) |
"I like LP because it is different," said 32-year-old visitor surnamed Lee, as she checked in to the 12th Seoul Records Fair, the largest convention for vinyl records in Seoul, on Nov. 18. "It feels great to possess a piece of a retro culture, apart from a flurry of online publishing."
According to Kim Young-hyuk, the CEO of Gimbab Records and 12-year organizer of Seoul Records Fair, the popular music market has always been led by the younger generation.
He said, "The alphabetic names (of generations) may have changed, but it always has been that same age group who dominated the market, whether it is streaming, cassette tapes, or LP ... With the aging population and an increase in unmarried people in their 40s, the average age of those moving the music market might have increased slightly.”
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| ▲ The photo, taken by Yoo Joon-ha on Nov. 18, 2023, shows swarms of visitors at the 12th Seoul Records Fair in COEX, Seoul. (Yonhap) |
The record fair drew 15,000 visitors this year, steeply higher than 2,000 in 2011. The number peaked in 2020 at 25,000, when the COVID-19 lockdown boosted demand for stay-home hobbies.
But there seems to be more factors that drive the MZers into the LP market, music critics say. Non-digital items from the retro culture has become in style, backed by the rise of popular remakes of old songs.
Data compiled by giant music retailer YES24 showed, those aged 20-39 took up 43.3 percent of the annual LP sales at home, up from 39.9 percent of a year ago. The sales have been on a steady rise, according to the music chart provider.
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| ▲ The photo, taken by Yoo Joon-ha on Nov. 18, 2023, shows the original master reel-to-reel audio tapes of South Korean veteran singers Na Hoon-a (L) and Lee Moon-sae, displayed at the 12th Seoul Records Fair in COEX, Seoul. (Yonhap) |
"Back in those days, people bought vinyl records for better sound; generation MZ seems to treat them more like collectable merchandise than musical media,” said music critic Choi Gyu-seong.
"They seems to select LPs based on their cover, rather than the artists. Their preference for color and design over the classic black-and-round discs is influencing the suppliers.”
Targeting this trend, global pop stars with dedicated fan bases have busied themselves in cranking up LPs.
Dope Records CEO Kim Yoon-joong, one of the sellers in the Seoul Records Fair, said 33-year-old U.S. diva Talyor Swift was by far the top pick among his customers for the past few years. Spotting MZ's cravings for design, Swift's LP came in multiple versions of varying colors.
Similar move appears in the LP market, as seen in BLACKPINK's second full-length album "BORN PINK” and BTS member J-Hope's first solo album "Jack in the Box.” These LPs lured MZ K-pop fans with addendums like postcards and posters.
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| ▲The photo, taken by Yoo Joon-ha on Nov. 18, 2023, shows vinyl records of various genres and artists, displayed at the 12th Seoul Records Fair in COEX, Seoul. (Yonhap) |
Some young buyers hoard limited copies for financial gains.
The LP price of "Flower Bookmark,” a remake album by K-pop diva IU, skyrocketed nearly 100 times from its original price of 44,000 won (US$34). Securing a rare LP by a favorite artist has become a medal of influence within fandom circles.
But the MZ should not forget the true purpose of music, critics say.
Choi stressed, "To quench the thirst for a new culture... the MZ must love the music in the first place. If they appreciate the music itself more than the recording media, their interest in LPs will also increase. The artists deserve more attention than the vinyl records' design.”
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| ▲ The photo, taken by Yoo Joon-ha on Nov. 18, 2023, shows visitors in long lines to purchase the vinyl records of their favorite artists at the 12th Seoul Records Fair in COEX, Seoul. (Yonhap) |
joonhayoo94@yna.co.kr
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