“It crackles, and I like it”: The Vinyl record is back to stay

Photo: Kristofer Andersson

By Kristofer Andersson

December 12, 2024

CULTURE • Vinyl record sales have increased in recent years and now represent the largest share of total record sales. MIJ Today visited four established record stores in central Gothenburg to ask staff and record customers about the popularity of vinyl records.

The increase in sales revenue from vinyl records surprised no one at the city’s record stores. Johan Pettersson, an employee at Bengan’s record store, is one of those who have noticed this trend.

“Looking at interest and sales, we have absolutely seen an upward trend. It’s hard to know if it will reach a plateau. However, sales do not appear to be declining currently”, Johan Pettersson says.

Even though vinyl has surpassed CD as the most profitable analogue sound source, today’s record store market is not comparable to the previous one.

“It’s impossible to compare today’s music consumption to the peak popularity of CDs in the 90s or LPs in the 70s and 80s when music was widely purchased by anyone who wanted to listen. Now, collecting records is more of a hobby that people enjoy because it’s fun,” Klas Appelquist, an employee at Skivhallen Majorna, says.

The Hard Rockers – a loyal customer

The importance of the music genre hard rock for the vinyl record surviving the fierce competition from digital streaming services is unmistakable.

“The hard rock fans have always been the best customers. They consistently buy records and are the most loyal,” Klas Appelquist says.

The strong sales of hard rock vinyl records are no coincidence, according to Max Hansson at Linné Skivbörs, who emphasises the significance of Gothenburg as a mecca for hard rock.

“Hard rock is very big, and in Gothenburg, it’s massive, heavy metal! Iron Maiden, when we get a record like that, it flies out of the store,” Max Hansson says enthusiastically.

Andra Långgatans Skivhandel is no exception; according to store owner Per Ljungmark, hard rock is the music genre that sells best.

At the Andra Långgatan’s Skivhandel, we meet Inge Andersson, a vinyl lover and dedicated hard rock enthusiast. Inge proudly showcases a favourite record by the hard rock band Black Sabbath and speaks passionately of the vinyl.

“First of all, I grew up with records. The CD gives a nice, clean sound, but somehow, there is something special with vinyl records. It crackles, and I like it,” Inge Andersson says.

Inge Andersson. Photo: Kristofer Andersson

The vinyl – crackles and something to hold on to

The crackling sound and the sensation of holding something are recurring descriptions among both staff and record customers. Max Hansson, the owner of Linné Skivbörs, believes that vinyl represents more than just a source of music.

“It’s about the object, picking it up, looking at it and reading. It crackles a little badly as well,” Max Hansson says.

Outside Linné Skivbörs, we meet Peter Svan, who is visiting his daughter in Gothenburg. In his plastic bag is a newly purchased vinyl record by the English band Uriah Heep

Peter Svan proudly shows his recent purchase and explains why he believes people continue to buy vinyl records.

“I think there are a lot of collectors buying. You can hold the record, and it is a work of art. It´s about the feeling.”, Peter Svan says.

Peter Svan. Photo by: Kristofer Andersson

We continue the walk up Stigbergsliden and visit the renowned record store Bengans, which has been on Stigbergstorget since 1986.

Inside the record store, Agneta Bengtsson has accompanied her music-interested husband, who’s searching for new records for his collection.

Agneta Bengtsson prefers the analogue option over the more readily available streaming service.

“I prefer holding a record rather than streaming music,” Agneta Bengtsson says, as she picks up a Leonard Cohen album – a favourite among others.

Agneta Bengtsson. Photo by: Kristofer Andersson

A mixed audience where men are predominant

Agneta Bengtsson is one of the few women in the store, where most of the customers are middle-aged men. This reflects the typical demographic of visitors to Gothenburg’s record stores.

“You can’t hide the fact that it’s about 90% men. Then there are mixed ages, but a buying age is over the thirties,” Klas Appelquist at Skivhallen Majorna says.

Johan Pettersson, at Bengans, also describes an audience of mixed ages and has a positive view of customers from different generations.

“I would say it’s very mixed, which is enjoyable. It includes everyone from younger teens to those well past retirement age, and everything in between,” Johan Pettersson says.

However, the shift towards a broader and younger audience has not always been evident. Max Hansson discusses the changes that have occurred at Linnés Skivbörs.

“When we opened ten or twelve years ago, only a few older men visited, but now younger people come in and can spend several thousand on a record,” Max Hansson says.