Thought to Be Outdated, but Generation Z Says "Just Buy It"... Why LPs Are Popular in the US [The World is Z Gold]

Generation Z Leads Vinyl Revival
LPs Gain Popularity as Interior Decor
"Generation Z Seeks Satisfaction Through 'Small Luxuries'"

Editor's NoteGeneration Z (those born from the late 1990s to the early 2010s) is recognized as a generation leading culture and trends in a rapidly changing era, setting new standards across society. In [The World is Z-Gold], we shed light on the lives and values of Generation Z around the world and explore how they are transforming society.

Among Generation Z in the United States, more people are purchasing vinyl records (LPs) for interior decoration rather than for listening to music. The popularity is attributed to the ability to express individuality by hanging LPs on the wall as decorations or using them as accessories. In particular, global artists such as Taylor Swift are releasing LPs one after another, which is also analyzed as a factor driving market growth.

"Buying LPs Even Without a Turntable"

LP. Pixabay

Recently, CNN Business in the United States reported on the background behind the renewed popularity of LPs. The outlet stated, "It is not just audiophiles or Baby Boomers nostalgic for the past who are leading the revival of LPs," adding, "Generation Z is playing a major role in the recovery of LP sales."

Tony Baker, a 27-year-old resident of Orlando, Florida, is also a consumer who enjoys purchasing LPs. He said, "If the price is reasonable, I just buy any LP." Recently, Baker uploaded a video on TikTok showing himself buying more than 20 LPs at once, with some of them costing as much as $42 (about 60,000 won). Baker changes his wall decorations every month using LPs, creating interiors that match the seasonal mood.

There are quite a few members of Generation Z like Baker who collect or purchase LPs for decorative purposes. According to a report released by market research firm Futuresource Consulting in September last year, 60% of Generation Z respondents said they had purchased an LP, and about two-thirds of them had done so within the past year. However, 28% of Generation Z LP buyers did not own a turntable.

Jared Watson, Assistant Professor of Marketing at New York University, analyzed that the purpose of purchasing LPs is expanding beyond simply listening to music to what he calls "taste-driven consumption." He explained, "With major purchases like home ownership or marriage being delayed, Generation Z tends to seek satisfaction in daily life through 'small luxuries' that are relatively affordable." He added, "This consumer mindset is leading to LPs being perceived as 'collectible works of art,' which is fueling market growth."

Swift and Social Media Also Fuel LP Craze

American pop star Taylor Swift. Photo by AFP News Agency

In addition, American pop star Taylor Swift is cited as a key figure in fueling the LP craze. CNN Business stated, "Much of the LP revival can be attributed to Swift," adding, "Swift promotes her albums not just as music records but as artistic collectibles, sometimes including bonus tracks, posters, or poems for her devoted fans." In fact, Swift's 2024 release, "The Tortured Poets Department," sold 859,000 LPs in its first week and ultimately recorded approximately 1,489,000 LP sales, leading the market boom.

The sharing culture centered around social networking services (SNS) has also contributed to the spread of LP collecting. Generation Z shares their LP collections on social media to showcase their tastes, and they decorate their spaces by hanging LPs on the wall or using them as accessories to match the seasonal mood. Dexter Phuong, a 25-year-old content creator living in North Carolina, said, "Unless there are additional tracks included, I rarely listen to my LPs," adding, "For the most part, I keep them on display as art pieces."

This perception is also evident in surveys. According to the LP industry group Vinyl Alliance, 56% of Generation Z respondents said they purchase LPs for their "aesthetic value," while 37% said they use them as "interior accessories." Professor Watson refers to this as "symbolic consumption," stating, "Owning an LP can serve as a symbol of being a fan of a particular artist, and albums are perceived as works of art at a relatively affordable price point."

Interest in 'Used LPs' with an Average Price of $15

Pixabay

Amid this trend, more consumers are seeking out used LPs. The average retail price of a new LP is about $33 (around 48,000 won), and limited editions can exceed $70 (about 103,000 won). In contrast, the average price of a used LP is about $15 (approximately 22,000 won), which is about 45% cheaper than new ones. Some consumers consider the process of visiting offline record shops or secondhand markets to find albums discounted by up to 70% or more as a form of "enjoyment."

Professor Watson explained the popularity of used LPs by saying, "Regardless of whether Generation Z actually plays the LPs, they find emotional value in items that bear traces of previous owners," and added, "They also place importance on the environmental aspect of avoiding overconsumption."