Despite the dominance of digital streaming platforms, Japan remains a bastion of physical media, witnessing a remarkable resurgence in vinyl records’ popularity. A recent report by Canvas8, titled ‘Why are Japanese Gen Zers obsessed with vinyl records again?’, reveals that Japan’s enduring love for analogue music transcends generations, captivating a new audience among Japanese Gen Zers.
The report, authored by Samantha Beltran and featuring insights from veteran San Francisco-based DJ Justin Ner and Kevin Nam (aka ‘Kaistar’), highlights the surge in Japan’s vinyl market. Production volume and value soared by 70% from 2020 to 2021, driven by both domestic sales and international collectors drawn to Japan’s rich selection and favorable exchange rates.
Interestingly, Japanese Gen Zers, born in the digital age, have discovered a newfound appreciation for vinyl records. Online discovery and the viral spread of city pop, a Japanese music subgenre popularized on platforms like TikTok, have played pivotal roles in this revival.
Contrary to the notion of vinyl being a nostalgia-driven trend, the global vinyl market surpassed $1.7 billion in 2022 and is projected to reach $2.8 billion by 2028. This growth is fueled by a diverse community of vinyl enthusiasts, including collectors, listeners, and DJs rediscovering vinyl’s unique appeal.
Younger generations find joy in the ritualistic and labor-intensive process of selecting, playing, and collecting vinyl records. For Gen Zers, the inconvenience of vinyl adds to its allure, offering a tangible connection to music and a break from the digital stream.
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The revival of city pop, synonymous with Japan’s economic boom of the 1970s and 1980s, has significantly attracted Gen Zers to vinyl. The genre’s fusion of Western influences and optimistic spirit resonates with younger listeners, transcending generational boundaries.
Vinyl records provide Gen Zers with a sense of ownership and authenticity, contrasting with the ephemeral nature of digital streaming. Many Gen Zers purchase vinyl records to support their favorite artists, even without owning record players.
The resurgence of vinyl has transformed Japan’s music landscape. Businesses like HMV Record Shop Shibuya have seen a 30% year-on-year growth in vinyl sales, driven partly by Gen Z consumers. Tower Records Shibuya has responded to the demand by expanding its vinyl collection by up to 50%.
Justin Ner, a veteran vinyl DJ and founder of Love Talkin’, a group of vinyl selectors inspired by Japanese vinyl culture, stated, “Vinyl offers a unique and fun alternative to the usual digital methods of music consumption, and with vinyl being physical media, you can’t help but feel a deeper connection to the music.”
Nick Morris, UK-based founder and Managing Director of Canvas8, added, “The vinyl renaissance in Japan extends beyond mere consumption, fostering a vibrant community of collectors, enthusiasts, and artists. Record stores, cafes, and bars offer immersive experiences for vinyl enthusiasts to share their passion and connect with like-minded individuals. As vinyl continues to captivate Japanese Gen Zers, the future of analogue music remains bright, driven by a shared appreciation for the enduring allure of vinyl.”
For those interested in diving deeper into this fascinating trend, the report ‘Why are Japanese Gen Zers obsessed with vinyl records again?’ is available for download for a limited 2-week period at Canvas8’s website.
