Which is an interesting business decision (and it's good that Bob Stanley is getting paid for his expertise), though I'm not sure it makes that much sense. From what I understand, the fashion for vinyl is less about its function as a sound carrier than its role as an ark of Authenticity, a token of connection to a legendary album, artist or era. Surveys back this up, showing that almost half of all vinyl bought is never played, and instead purchased to have something to keep whilst listening to a streaming service. In other words, a vinyl record is primarily a 12" collectible poster, representing the body of music one enjoys listening to or the artist one admires; that it contains a legacy sound carrier adds gravitas to the mystique, but is secondary. And as a sound carrier, vinyl records leave a lot to be desired; other than the bulk and the fiddly nature of putting a record on, as compared to queueing up a track on Spotify or YouTube, the sound quality of vinyl is objectively, measurably inferior to digital sound in a number of ways. Some of those shortcomings (the surface noise, the “warm” frequency distortion) can, to those who grew up with them, induce warm feelings of nostalgia, but that does not make vinyl's fidelity superior, as some of its champions are wont to claim, except, of course, at producing a characteristically vinyl-like experience. To claim that the experience of recorded music with the surface noise, distortion and constricted dynamic range and frequency response of vinyl is “better” or more “authentic” is a claim of subjective faith. (And then, there is the fact that the PVC that vinyl records are made of is pretty toxic stuff, impossible to recycle, and slowly emitting toxic particles as they age.)
It seems that what Sainsbury's are trying to do with Own Label is effectively sell the equivalent of Spotify playlists of “Classic Tracks”, only pressed to a stylish-looking vinyl record. Fair play that they slapped some modishly retro-modernist artwork on the cover, but it really does seem like the worst of both worlds: none of the collectibility of vinyl albums (except perhaps to a handful of people who fetishise commercial ephemera, and wish to get a head start on tomorrow's) and less convenient than listening to it on a computer or phone or digital system. Good luck to them, but I suspect this might not be a runaway success story.
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