Generation Z has unexpectedly become the primary driver behind the rapidly growing analog music and print book economies in the U.S. and U.K. While buying record and CD players, vinyl, CDs, and print books may be an act of nostalgia or an old habit for Gen Xers and those before them, it is an act of identity assertion, innovation, and a point of differentiation for the under-25s. It is also an act of defiance in the face of the formless digital world and a cry for respite from the enormous noise perpetuated by the 24/7 social media cycle.
“What really drew me in was the album cover. The colors and the contrast of his face against a pink background really stood out to me. I loved it,” says 13-year-old Charlie, enthusing over Tyler, the Creator’s Igor, which he listened to on repeat on Spotify for two weeks before receiving it as his first vinyl record for his birthday. Now he is the proud owner of six LPs and 10 CDs, all very precious to him.
