Generation DIY: Vintage Vinyl For The New Age
posted in: Features
Don’t call it a comeback! Vinyl’s been here for years. But recently an increase in record sales signals the resurgence of vinyl and an end to it’s long hibernation. Many music lovers are fanatics. There’s nothing they won’t collect when it comes to their favorite bands ” ticket stubs, autographs, posters, postcards and, of course, vinyl. On this week’s “Generation DIY,” I’m going to talk about the different types of vinyl pressings as well as ways to create a solid piece of merchandise that your fans can appreciate for years to come. And, for a little more insight (and a treat for all of you true vinyl aficionados out there), this week’s post will also feature advice from none other than Mr. Gregorious Winter from OurStage’s Backtracking Forward. Without further ado, let’s put the needle on the record and get down to business!
First off, let’s talk about how great of an impact technology and the digital world has had on the classic king of music. With the emergence of the MP3, the sales of online download-purchase has skyrocketed leaving retail stores in a frenzy trying to keep up with the new medium. However, new acts and seasoned artists alike are pressing vinyls along with an MP3 inclusion so their fans can have the best of both worlds. This is one of the smartest marketing tools in terms of merchandising that I have seen in a very long time. Now many of you may ask if vinyl really does sound better, but it’s really a matter of personal preference. Since digitalized music is ultimately a series of tiny dots that are strung very closely together to create a continuous flow, analog does in fact have a warmer sound than digital. Sound aside, let’s talk about the aesthetics of vinyl pressings and what you could do to create an eye-pleasing piece of merch for your fans to cherish.
Now before you get gung-ho on creating the greatest looking vinyl ever made, remember that each feature you include in your packaging/pressing will cost a pretty penny. That said, some features that are currently popular with many bands is pressing colored discs, printing a picture on the face of the vinyl and using etched artwork (kind of like a picture disc but a grooved etch). Now bear in mind that even though these features create an attractive record, the quality will diminish slightly. I’ll include some links at the bottom of the post that you can peruse to learn a bit more about these different features and the costs. Apart from altering the actual disc, there are many other factors involved in the pressing of a vinyl. Just like a CD has a booklet and cover, vinyl has sleeves. Depending on the company, there are many different ways to great creative with the sleeve. With a larger gatefold cover (as opposed to the single sleeve cover), there’s room for the inclusion of liner notes, more artwork as well as lyrics that would not generally fit on a regular CD booklet. Another great thing about the gatefold cover is that you can fit more into a package, creating something like a boxset feel for those who want all the little extras. The price may be quite high, but let’s face it, this is for the fans right? Right.
As promised earlier, I got some great information from Gregorious Winter to share with all you DIYers. Out of all the special features to consider when pressing vinyl, the most important decision to make is determining the weight of the disc. A problem that customers continually encounter when buying new records is opening the jacket to find the platter warped. This happens because the weight of the vinyl is flimsy and the shrink-wrap is too tight when it is sealed causing a build up of pressure inside the album jacket. Today’s standard in vinyl weight falls between 110 grams and 130 grams but to ensure the highest quality pressing with no fear of ˜warpage,’ pressing at 180 grams is essential to the longevity of the disc. Many times you will find the lighter weighted vinyls cost much less than the heavier one however, in the end, it’s your call if you want to risk the possible warping of your merchandise.
Now with the final piece of the puzzle: cost. Gregorious Winter also gave some great insight on how pressing plants work and how they can archive your pressing (just like a printer will save screens for future prints). Looking at cost breakdown, CD’s are more profitable per unit for a band compared to LPs. It’s easier to get more manufactured for less money. However with vinyl, one should not press too many copies at first because if the product does not sell, the decision to get vinyl then turns into a money-losing endeavor. Most pressing plants will store the original stampers in their archive so getting a small run done for the first pressing will be more cost effective in the long run rather than over pressing a release and being stuck with hundreds of unsold copies. Once the stamper is created, getting second and third runs pressed is cheaper than the initial pressing. Like I said before with a printer, your initial screen charges are waived at second runs, third and so on. This is the same principle that pressing companies feature with the stamper of the disc.
I hope this post sheds a little light on different ways that you can market your music and still give your fans what they want. Vinyl with MP3 inclusions are great ways to create depth to your merchandise and become a part of your listeners’ current collections. I also suggest reading “Backtracking Forward” weekly if you’re really interested in pressing vinyl because there are many great tips as well as features on current (and not so current) releases.
Got some more ideas? Found an exceptionally interesting site? Leave it in the comments for all of your fellow Generation DIYers to read.
Until next time my music shapers! Keep the dream alive.
Links:
Ur Pressing
Record Pressing
Custom Records
Morphius
Record Label Resource