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Back to Basics in a Digital World – hypebot

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010815vnyl
Streaming in
2015
: very much happening. Streamable
vinyl
records
in 2015
: still very impossible. That’s
where VNYL
comes out of the gate with high hopes of becoming the
“Netfilx of vinyl.”

Guest Post by Nikki
Volpicelli
, Digital
Marketing
Coordinator 
at Fame House

The subscription-based media company makes the claim that it is
the “Netflix of vinyl,” and offers users a hand-curated
selection of records delivered on a regular basis, sorted based
on user’s moods (or #vibes as they’re billed), including:
#betweenthesheets, #rainyday, #gamenight, #work, and
#danceparty.

Of course, VNYL isn’t the first service that offers curated
record selection. Vinyl Me,
Please
is another site that offers limited edition,
members-only LP pressings, access to a weekly music digest,
discounted prices on records and gear, and even a cocktail
pairing with your favorite record(s). The difference is that
Vinyl Me, Please is a purchasing service where VNYL
offers rentals and records for sale at a discounted
price.
If you like what’s delivered to your door, keep
it. If you don’t, send it on its way. Both services require you
to sign up on a waiting list, with Vinyl Me, Please offering
feedback in 24-48 hours and VNYL is promising its first
shipments will go out February 2015. (Exclusivity: something
that’s popular with record collectors and new adopters
alike.) 


LUKf3Z1I
VNYL successfully executed a short

Kickstarter
campaign, where they tested membership options
at a discounted price. All 777 backers received offers
including early bird record deliveries and discounted
memberships. At its finale, VNYL pledged $36K of its
$10K goal,
which is money that will be used for
packaging, shipping, and paying for a small garage to keep the
inventory and humans at work behind the hand-selected goods.

Services like these are filling the void in a market
that wants to drink from both the digital and analog ends of
the sound spectrum.
According to Time
magazine
and Nielsen Soundscan, vinyl sales are up 52% in
the US from 2013, with over 9.2M sales in 2014 (despite the
fact that album sales as a whole are down). This is the highest
sales have been for wax since Nielsen began tracking in 1991
according to the
Wall Street Journal
, and UK sales are not far behind,
either. 

The next step in filling this analog-to-digital space
is finding out exactly how to best merge the two
. VNYL
allows subscribers a space to comment on the records they
received and to share their thoughts with other users and the
curation team by “Adding Your Verse” to the conversation.
(Remember, contrary to Vinyl Me, Please, users do not select
specific records, only #vibes, so this feature could provide
strong insight to both renters and curators.) Still, there’s a
long way to go before building a space where the solitude of
picking and listening to physical records can be merged with
the shareability of digital, streaming music in a way that’s
comfortable for all parties.


VNYL-123
As reported by
mic.com
, VNYL founder Nick Alt says:

“Right now I feel penalized for not being able to share what
I’m listening to and get decent recommendations on vinyl that I
may be into… [The inspiration for VNYL] was taking some of the
best parts of Beats, Spotify and SoundCloud and translating them into a
tangible experience.” 

The inspiration is there. Now it’s time to see if these
delivery services actually deliver. 

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