Thought to Be Outdated, but Generation Z Says "Just Buy It"...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 gaining attention as a generation that leads 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, exploring how they are transforming society.

Among Generation Z in the United States, an increasing number of 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 to TikTok showing himself buying more than 20 LPs at once, with some of the records costing up to $42 (about 60,000 won). Baker changes his wall decorations every month using LPs, creating an interior that matches the seasonal atmosphere.

There are quite a few members of Generation Z who, like Baker, collect or purchase LPs for decorative purposes. According to a report released last September by market research firm Futuresource Consulting, 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.

On this point, Jared Watson, Assistant Professor of Marketing at New York University, analyzed that the purpose of buying LPs is expanding beyond simple music appreciation to "taste-driven consumption." He said, "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 explained, "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, and sometimes includes 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 sales of about 1,489,000 LPs, leading the market boom.

The sharing culture centered on social media has also contributed to the spread of LP collecting. Generation Z shares their LP collections on social media to showcase their tastes, and decorates their spaces by hanging LPs on the wall or using them as accessories to match the season. Dexter Phuong, a 25-year-old content creator living in North Carolina, said, "Unless there are additional tracks included, I rarely listen to LPs," adding, "Most of them are kept as display pieces, like works of art."

This perception is also reflected in surveys. According to the vinyl industry group Vinyl Alliance, 56% of Generation Z said they purchase LPs for their "aesthetic value," while 37% said they use them as "interior decor items." Assistant Professor Watson refers to this as "symbolic consumption," stating, "Owning an LP can be 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' Averaging $15

Pixabay

Amid this trend, more consumers are seeking out used LPs. The average retail price of a new LP is about $33 (about 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 (about 22,000 won), which is about 45% cheaper than new ones. Some consumers consider the process of searching offline record shops or secondhand markets for records discounted by up to 70% or more to be a form of "enjoyment."

Assistant 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," adding, "They also value the environmental aspect of being able to avoid overconsumption."