How to: exploit vinyl as a passion point

If the recent resurgence in popularity of vinyl as a collectible  is anything to go by, it’s clear that even as digital streaming overshadows the conversation with key players wrestling for dominance (despite very few actually paying for on-demand subscription services), passionate music lovers are investing in the tangibility and validity of vinyl as a preferred audio medium. So where are the opportunities for brands looking to tap into this niche of devotion? The Vinyl Factory analysed this trend for a feature article published back in 2013 suggesting that vinyl has become a by-word for “real” experience and a nostalgic idealisation of the pre-digital world that marketers have latched on to. Sighting Becks, First Direct, BMW Mini, Durex, Ikea and Burton as some of the trailblazers to have tapped into the phenomenon, it’s an insightful read.