Taylor Swift is widely regarded as an exceptional singer, a sentiment echoed by millions worldwide. Beyond her musical talent, she also embodies a remarkable commercial phenomenon: the fervor of her fans. Many of these fans, often referred to as "digital natives," engage in a unique practice of purchasing and cherishing physical copies of her albums, such as vinyl records and CDs, alongside their use of streaming services.
In October 2022, Taylor Swift released her tenth album, "Midnight." According to Ben Sisario of The New York Times, by April 2024, the album had sold 7.1 million copies. Notably, 58 percent were digital downloads, but the surprising statistic was that 35 percent (approximately 2.5 million copies) were physical media, including records and CDs.
The vinyl edition of "Midnight" has already begun its ascent on the best-selling vinyl albums chart, challenging the longstanding dominance of albums like Swift's "1989," as reported by Billboard. This resurgence is not isolated to Swift alone; it mirrors a broader trend in the United States. Vinyl sales have surged from one million units in 2008 to 27.5 million in 2020, encompassing both veteran acts like Pink Floyd and new artists such as Olivia Rodrigo and Lana Del Rey. Moreover, the demographic purchasing these records isn't solely older generations, but also includes 20- and 30-year-olds who regularly stream music on platforms like Spotify and Apple Music.
What accounts for this revival of formats once considered obsolete, such as vinyl records and CDs? It's not merely a passing trend nor solely driven by nostalgia for older generations. Instead, it reflects a deeper human desire for tactile engagement and collectability. Touch, as a unique sense, fosters a sense of closeness and intimacy with objects, akin to a cherished friendship. This tactile engagement lies at the heart of a holistic ownership experience, contrasting with the emotional impact of owning digital products, even those bolstered by NFTs for uniqueness.
In an era dominated by digital content accessed through screens, collectors gravitate towards physical media as a tangible alternative. Whether collecting Taylor Swift albums, printing digital photos to preserve memories, or purchasing printed books for the joy of ownership, individuals seek to hold dear what defines their personal identity and meaning, both physically and metaphorically.
In essence, the resurgence of vinyl and other physical media is a testament to the enduring appeal of tactile experience and ownership in a predominantly digital world. It underscores a universal longing to hold, in both literal and metaphorical senses, what holds personal meaning and identity.
Dr. David Levin is a senior lecturer at the School of Communication, College of Management Academic Studies and the author of the book "It Touches Us".