Will Millennials Fully Experience the Analog Revival?

Analog is back. It’s hip, it’s retro and it’s hot in film photography, print books and paper notebooks. But will the embrace of tactile, non-digital media among Millennials extend to music? That remains to be seen.

Analog is making a comeback
Analog is making a comeback

Analog is back. It’s hip, it’s retro and it’s hot in film photography, print books and paper notebooks. But will the embrace of tactile, non-digital media among Millennials extend to music? That remains to be seen.

Instagram shows over 3 million posts each for the hashtags #filmphotography, #filmisnotdead and #polaroid. Photo booths are popular at weddings. Young people are increasingly enamored with pictures taken on devices other than their phones, even though Instagram remains the go-to place to view and share them.

My students who have done class research projects on ebook readers have consistently found that college students prefer print books over electronic ones for classes. I’ve observed an increasing number of students using paper notebooks rather than tablet computers and laptops to take notes. Hardcover diary-type notebooks are gaining a hipster cache, and recently, I had a student enter an appointment in a paper calendar, as I remarked, “How quaint!”

A New York Times review says the new David Sax book, “The Revenge of Analog,” is “a powerful counter-narrative to the techno-utopian belief that we would live in an ever-improving, all-digital world.” The review adds that the author contends that the analog revival “is not just a case of nostalgia or hipster street cred, but something more complex.”

But while most things we can have and hold are easily accessible to Millennials, music is different. Fortune magazine reported vinyl record sales hit $416 million last year, the highest since 1988, according to the RIAA. But there are several barriers to the mass adoption of analog music, most significant of which is the need for a turntable and vinyl platters. Millennials own digital music and listen to it on portable devices through headphones, occasionally through a Bluetooth speaker. I’ve written before about the Millennial music experience being more individual than social, more like filling your ears with sound than filling a room with sound.

It’s easier for Baby Boomers to embrace analog music, because many still have their vinyl collections stored away. Marketing consultant Lonny Strum recently wrote in his blog Strumings about re-experiencing the joy of a turntable needle drop, saying “What the process of using a turntable has reminded me of is the joy of interaction/engagement with music that vinyl provided. The ‘needle drop’ (and alas the subsequent vinyl scratches) were all part of the process of listening to music. The selection of the song, the cut of the album took time and consideration, not a millisecond fast-forward that digital allows. I rediscovered the snap, crackle and pop from excessive play in past years. In fact, I instantly recall the places in songs of my 45s and LPs where the crackle, or pop existed, as if it were a key part of the song.”

EmotionsThese are the types of experiences that the Times notes in reviewing “The Revenge of Analog,”

“ … the hectic scratch of a fountain pen on the smooth, lined pages of a notebook; the slow magic of a Polaroid photo developing before our eyes; the snap of a newspaper page being turned and folded back … ”

A recent study published in the Journal of the Audio Engineering Society concluded that “MP3 compression strengthened neutral and negative emotional characteristics such as Mysterious, Shy, Scary and Sad, and weakened positive emotional characteristics such as Happy, Heroic, Romantic, Comic and Calm” making the case that analog music might actually be a more positive and pleasant experience.

Will Millennials and the generations who follow get to experience it?

Author: Chuck McLeester

Chuck McLeester's blog explores issues about marketing and marketing measurement. He is a marketing strategist and analyst with experience in healthcare, pharmaceuticals, financial services, pet products, travel/hospitality, publishing and other categories. He spent several years as a client-side direct marketer and 25 years on the agency side developing expertise in direct, digital, and relationship marketing. Now he consults with marketers and advertising agencies to create measurable marketing programs.

2 thoughts on “Will Millennials Fully Experience the Analog Revival?”

  1. I don’t think anyone expects vinyl to vanish anytime soon. Maybe after tapes, CDs and MP3s were they first at risk, but if they’ve managed for this long, I think they’ll be fine. Will record sales stay that high? To be determined. But I think there’s something to say about the unique experience that only vinyl produces and for that, I think there will always be a market. (There’s also something to say for not draining the battery on your phone just to listen to music!)
    I don’t think my generation is bringing back the analog experience, I think we’re just looking for solutions that best interact with the world as we’re living. I’m just as likely to use my notebook planner as I am to use the calendar on my phone. But we’ll see! As technology continues to change, it will be interesting to watch the market – see if us of the younger generation are keen on where it’s going, or whether we’d prefer to stick to the classics.

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