Welcome back to the Retro Effect!

And Welcome to the last ever blog post about my Industrial investigation!

So, overall, this whole project has gone really well in my opinion! I LOVED my topic! I thought it was so interesting, and it kept my interest all the way through which is an added bonus! (also, it let me look at new releases of books and vinyl, and I got to visit Spin Aberdeen, which is such a great vinyl store, so I browsed their records as well – this was a great topic!)


I thought that all the information I gathered as well was so interesting, because not all of it was what I expected to gather. For example, I was not surprised that the main fact that I gathered from my research was that the majority of my respondents aid that they use more digital and online products in  their day to day live; which makes sense because as I’ve said in a previous blog post, you cant bring your vinyl turn-table on the bus with you, because that’s just ridiculous!


But some facts that surprised me was the likes of the majority of respondents saying that they read via traditional products almost daily – which is so surprising given that paperback book sales are only just increasing again after the introduction of ebooks and kindles. Another thing that really surprised me that I found out via an NME article (linked at the end) was that;


“… Last year the BBC published a survey that stated half of people who purchase vinyl have no intention of ever playing it.” – NME, “The Vinyl revolution is a Sham”, 2017


That, to me, is just a completely insane stat that I cannot get over! How can people buy vinyl. And spend £20+ on a record that they have no intention of using! It’s just mental! But, again, as I said in that blog post, everyone is different, and if some people just want to keep the vinyl as display pieces then that is fine! However, I think it’s because I’m such a massive music fan, and that I love the sound of vinyl that I just couldn’t buy a record and never play it – because that just defeats the purpose of buying it!

Which brings me to the main point about this investigation, and all the research that I have done; it has made me so aware of my own preferences compared to all of the respondents preferences. There was a small amount of respondents who, like me, use a combination of traditional and digital products on a daily basis, and prefer to do that. Those choices were in a minority, as most people in the 21st century said that they use more digital.

I understand why people use more digital products, as it is easier to use etc. but at the same time it also made me quite sad that not more of the respondents I spoke to use traditional products too. I can’t imagine a world without paperback books, or CD’s and Vinyl’s; but is that where we’re heading? I hope not! I love traditional products too much to see them go completely!

Thank you so much for reading this blog, and coming along with me as I carry out this project! I can’t thank you enough for reading my blog, and to anyone who’s commented and helped me out with my investigation, thank you so much! And you never know, you may hear from The Retro Effect again soon!


Welcome back to my blog!

This weeks the week that my final project is due! The project that this blog has essentially been created for, and all of the information that I’ve been posting here has been for! So, wish me luck for Friday when it get’s handed in! And I’d just like to say here that if you have commented on any of my blog posts with your thoughts, opinions and views on an of the topics, then thank you for helping my with my Industrial Investigation!

In this blog post I thought that I would discuss two things that I thought would be interesting not only for my project, but I thought they were just interesting to discuss. The two topics that I thought would be interesting would be;

  • Record store day and the bestselling Vinyl’s on that day
  • And the fact that Childish Gambino’s latest vinyl comes with a Virtual Reality Headset. (which sounds so cool, but I’m not sure 1. How it will work, and 2. If its necessary?)

So, first of all, let’s talk about record store day. Record Store Day 2017 was it’s 10th anniversary, and was a massive success for the record and vinyl industry.  According to www.okayplayer.com ;

“Record Store Day 2017 saw a 193% jump in physical album sales for independent record stores in comparison to the prior week… At indie retailers, there were 409,000 vinyl albums sold last week. That represented a 484% increase in Vinyl LP sales over the prior week.”

Record store day is always and extremely popular date in music and vinyl lovers calendar’s, and always sees incredible increases in their sales. There were also over 500  limited edition releases for this year’s Record Store day, such as;

  • Bastille – Comfort of Strangers
  • The Cure – Acoustic Hits
  • David Bowie – Cracked Actor
  • The Smiths – The Boy with the Thorn in his Side
  • The Beatles – Strawberry Fields Forever


blog post 6 banner



Record Store day is one of the best days to find limited edition, exclusive or rare vinyl’s and is always sees crowds gather at local vinyl retailers. The planning for record store day is a time-consuming process that all local vinyl retailers go through to make sure that all of the customers on record store day are going to get what they want for the right price.

The other point that I thought I would bring up is Childish Gambino’s latest vinyl album “Awaken, My Love!” will be released on online retailers on May 19th, with a cardboard Virtual Reality Headset. So, not only (If you buy the whole bundle) will you be able to listen to the album, but you will also receive the cardboard VR headset, and an app where you will be able to watch and experience live performances in 360 degrees.

Now this does sound like it would be a really great thing, for die hard fans to get; However, is it a step too far? As much as it is a good idea, and is taking vinyl further into the 21st century, is it something that works well with the vinyl release? Personally, as much as I think it’s a good idea, I think that it takes away from the Vinyl release; some people could be buying the Vinyl Bundles just to receive access to the App and to get the VR headset.

But what do you guys think- is it a step too far, or is it a great move?  I’d love to hear what you think in the comments! Thanks for reading and I hope you stay tuned for my next post!

Hi and Welcome back to my blog The Retro Effect

Spin aberdeen logo

So, from the last time that I posted, I have conducted the last part of my research for my project – an interview with a local record store owner of Spin Aberdeen. Spin Aberdeen is a fairly new record store that has opened up in Aberdeen, which sells records old and new, and is owned by local owner Jim Sandison (who also owns Cavern Records).

          Jim is who agreed to speak with me and answer my interview questions. Jim was extremely helpful with my research, and he gave me so brilliant answers to the questions that I asked him. Basically, to gain a further insight into the “Vinyl Revival”, I thought that it would be beneficial to interview a local owner to get views of the “Vinyl Revival” from a different perspective – from someone who has seen the changes happen.

          I asked Jim a total of six questions, all related to the recent “Vinyl Revival”, and also how digital products can compete with traditional products. All of the questions are related to my research that I have conducted before so that I can gain a further insight into thoughts and opinions, and I thought that I would share with you what I found out.

           The first question that I asked Jim was “What do you think about the “Vinyl Revival” movement as a whole – Has it changed at all?”. With this question, I was expecting the answer to be that there have been a few changes, however that was not the case, Jim told me that he’s been working is records stores for years and it hasn’t really changed. The recent “Vinyl Revival” hasn’t changed their business much, other than the fact that he told me that there seems to be more young people getting into records and getting involved with it.

          The second question that I asked Jim was “Do you think that traditional products can compete with digital?”. With this question I was expecting the answer that I got. Jim said that “Vinyl is a Possession, Digital is a tool” which I thought was quite a good quote. He said that traditional products can definitely compete with Digital, as there are always going to be music fans who want to buy the records or the CDs of their favourite bands as well as streaming music.

           The third question that I asked Jim was “What affect, if any affect, do you think that streaming services like Spotify have on the Vinyl industry?”. Linked to the previous question, Jim said that these services are good, and they are helpful for finding new music; however, people will always still come in and buy music.

            The fourth question that I asked Jim was “Who would you say your predominant customer is?”, and again the response I got was what I expected. Jim said that the predominant customer in his store is mainly 30+ years. He said again that there is an increase in the numbers of young people who are coming into the store, however, his regular customers are a more mature audience.

          The Fifth question that I asked was “Why do you think they are your predominant customer?”. The answer that I got was they are the predominant customer because they are Die-hard music and Vinyl lovers. They are the predominant customers because they have grown up loving their parent’s music and their parents vinyl, and want to buy their records either to add to their collections or buying them for nostalgia.

           And the final question that I asked Jim was “What would you say are your best sellers – older albums or newer albums?”. I asked this question so that I could gather more information based on the NME article that I posted about last (https://theretroeffect.wordpress.com/2017/04/19/welcome-back-to-my-blog-2/). NME said in their article that older albums were the records that were selling more; and Jim agreed with that. Jim said that it’s mainly older titles that the store sells, mostly from the 70’s and 80’s.

            If you guys have any other views that you’d like to share with the questions that I asked, then feel free to leave a comment on this post! I’d really love to hear from you and appreciate your input! Thanks for reading and I hope you enjoyed this post!

Welcome back to my Blog!


In this post, I will be talking about an article that NME recently posted on their Facebook page titled “The Vinyl Revolution is a Sham”. This article talks about the recent increase in sales of vinyl, and how great that is as it shows that people are still loving and showing interest in buying records. But, it then goes on to discuss the fact that for most people the vinyl record has just become a fashionable accessory.


The article looks at the breakdown of the records that were the most popular in 2016, the information shows that the majority of the most popular records are ones that have been released for years and continue to be popular. Now, the reason for this could be that people simply just want to add to their record collections, or buying these records on vinyl, as well as having other copies, as they prefer the sound. My record collection is made up of new and old releases, for example I own “The Stone Roses 1989” and The Beatles “Abbey Road”. But I also own newer releases, like The Last Shadow Puppets “Everything you’ve come to expect” and Biffy Clyro’s “Ellipsis”. A lot of the older releases I do own already, and have them on CD or have them on iTunes. I bought them on vinyl because I actually prefer the sound of them on vinyl, in most cases. However, a lot of the newer releases I own just on vinyl, like “Ellipsis” and David Bowie’s “Blackstar” because I know that I prefer the sound of vinyl.


The article suggests, that the reason that people are buying records, and are buying iconic albums on vinyl are so that they can be kept as display pieces;


“… Last year the BBC published a survey that stated half of people who purchase vinyl have no intention of ever playing it.” – NME, “The Vinyl revolution is a Sham”, 2017


That is an insane statistic, which would seem to prove that the vinyl revolution has come about as it is seen as the new “in thing” to own. The article also states that “…7% of vinyl buyers don’t even own a record player.” To me, I personally couldn’t justify buying an album for £25+ just to keep it as a display piece and never play it, or buy it without owning a record player. All of the music I own I love too much to just keep it and never play it! I do understand that in some cases it is to keep “iconic” album artwork, however, these records are meant to be played, and you still have the album cover when you play the albums!


I bought my record player last year when the “Revolution” was at its peak. I bought it because I was intrigued, and I bought “The Stone Roses 1989” to play on it, and then proceeded to spend an afternoon in the loft going through my mum and dad’s collection’s and seeing what they had (and finding some questionable purchases, like Bruce Willis’ “Return of Bruno” which they BOTH bought a copy of – WHY?).


The vinyl revolution has made a fan out of me, and has made me a fan of vinyl, but it has also made vinyl accessible to everyone again, with the like of HMV stocking them, and the likes of most bands and artists releasing new music on vinyl as well as on other platforms. Personally, I would say that the reason that the “Vinyl Revolution” came about is because it was seen as the next big, fashionable trend, however the reason that the interest has stayed is because it has sparked an interest in a new audience.


But what do you guys think; Is the Vinyl Revolution a sham, or is it here to stay? I’d love to hear what you guys think, so leave a comment down below, and I hope you enjoyed this post! Thanks for reading!

Also, check out the article from NME – http://www.nme.com/blogs/nme-blogs/vinyl-revolution-sham-1942217

Welcome back to The Retro Effect!

From the last time I posted, I have conducted yet more research that I need to do for my industrial investigation! I thought that you would be interested to know what I found out. This time I created and released a survey based on Media Consumption, focusing more on how people listen to music and how they read.

                Unsurprisingly, the respondents who completed my survey said that they listen to music every day – which was not a surprise. I cannot imagine dealing with my daily commute on the bus without my i-Pod to drown out what everyone else is doing on the packed bus! However, a response that did surprise me was that the majority of the respondents said that they read on a daily basis.

How often do you listen to music


How often do you read

 I mean, I know that I read quite a bit, and usually read in any free time that I may have, but that didn’t seem to be the case for most. Before I put this survey out live, I asked co-workers and friends about what they did, and the majority of them said that they don’t read very much, and if they do read, it’s not books its more magazines. As I thought that was just going to be the response that I got back from my survey, but I have to say I was pleasantly surprised when I saw that the majority of respondents read every day – I was beginning to think that I was one of few!


Again, something that I was expecting to come back on the survey was that respondents listened to music by streaming it through Spotify or another source. This was a result that came back in the survey, however I was not expecting that listening via the radio would the second most popular choice amongst the respondents when I put out this survey. I thought that streaming would be the first choice, then it would be listening on i-Pods, and then CD’s and the radio would just be left. But no, radio is one of the most popular choices! Thinking about it now, a lot of people who drive to and from their work will listen to the radio, and sometimes if there is a shared office the radio will be on, or even just as background music at home, but people DO still listen to the radio!

How do you listen to music


With how people read, I got the exact response that I was expecting back in my survey – that the majority of people read by reading traditional books, and also read via kindles. This was exactly what I was expecting to come back in the survey, based on my own habits, and some of the habits f my friends and family, I thought that this would be the response that I would get back. However, interestingly in the 21st century, more of the respondents read traditional books, rather than reading kindles. I break the trend there – I use both depending on what I’m doing or what I’m reading! My favourite books I will read in a traditional form, and then new books that are just out ill download and read on my kindle.


I would love to hear if you guys are the same as me! Do you read on traditional and digital? And how do you listen to music? Let me know in the comments! Thanks for reading and I hope you stay tuned for my next post!

Welcome back to my blog!

So, as this blog is going to be dedicated to my industrial investigation, I thought that there would be no better way to start it off than carrying out a little bit of research; just to ease myself into the project. I released a questionnaire to get started, that was basically just to find out what people’s preferences are when it comes down to it – Do you prefer digital products, or traditional products?

                Turns out that, unsurprisingly in the 21st century, the majority of people who completed the questionnaire said that they preferred to use digital products to listen to, buy/stream music, and also preferred to read books digitally. Like I stated before, no surprises there. However, even though they preferred and used digital products more, a lot of the people who responded said that they use a mix of both traditional and digital at some point or another.


whichh do you use more

                Now, that wasn’t an expected answer. I thought all the feedback that I was going to get was basically going to say that “traditional products are obsolete, why are you asking about them? Get with the times Grandma.”, but the answers are so varied and are so different that its really interesting to see what people use and why.

                The majority of the people who completed my questionnaire said that they used digital products more in their day to day life simply out of convenience. Now that’s a fair point – gone are the days that you had to take your portable cd player out and about with you, listening to that one cd over and over throughout the day, with it not quite fitting in your jacket pocket and the CD skipping if you knocked it by accident. Now, you can store thousands of songs on a tiny i-Pod that can fit in your pocket, no bother, AND there’s still room for your keys! It’s kind of mind blowing to think about it that way… And it’s brought up a lot of memories of trying to pick the perfect CD for the day in the morning, and not knowing if it would still be what you want by lunch, making you question your entire collection… Or was that just me?

What do you use on a regular basis

                I also asked in my questionnaire what they thought about the movement “The Vinyl Revival”, and asked if people thought that the movement could compete with the digital competition, or if it was just a fashionable phase. The majority of the respondents said that they thought that the sudden interest in vinyl was just a fashion trend that will eventually die down again. The respondents had said on pervious answers that they thought that CD’s and Vinyl were good for limited edition or special release releases, but overall thought that vinyl is just a;

                “…Hipster Phase! Vinyl’s are too cumbersome and subject to sound degrading over the years compared with digital.” An anonymous respondent wrote, which seems to sum up what the rest of the respondents thought (maybe a slightly more dramatic reaction, though).

vinyl revival just a phase

                 Overall, the general consensus is that digital is the preferred way to buy, listen and read in the 21st Century. Paperback books and Vinyl’s/CD’s are still used and are useful every now and then, however, digital is taking over, and is more convenient to use in day to day life, understandably. No more bulky CD players in pockets, or a suitcase with numerous books to take away on holiday!

                What do you guys think- Do you think that traditional products are outdated and are obsolete now? Do you think that they are still goo to have around and can compete with the Digital market? And let me know if you sat in morning choosing that perfect cd – Just so i know I’m no the only one! I’d love to hear what you think! Leave me a comment and let me know!

Welcome to The Retro Effect!


Welcome to the Retro Effect!

This is just a little introduction post to my blog that will be linked to my Advertising and PR course. I’m Amy, admin of The Retro Effect, and I am currently studying Advertising and PR at college, and in my second year. Through the course of this blog, I will be looking into how traditional entertainment products (such as books and vinyl records) are reaching out to a digitally dominated marketplace.

That sounded a little too formal, didn’t it? Essentially, I will be looking into how books and vinyl are bought and consumed, and looking at local businesses who can give me an insight into how their customers are buying and consuming these products.

This really interests me, as a book-worm and music lover, I use all platforms available to read and listen to/stream music, and I don’t really have a particular preference. I think it’s interesting that vinyl has come back into fashion, and that it’s become popular with the younger, tech-savvy generation; whereas older generations are becoming increasingly more active online. Also, it means that I can check out local retailers and look at all the lovely vinyl and books to my heart’s content!

Through the course of writing this blog, every post will be a case study on local businesses. I will be asking them about what they are doing to reach out to customers in a digitally dominated marketplace. I will also be asking them the likes of how they think, in general, books and vinyl are competing with digital versions, about their customers, and hopefully asking customers themselves about their views on the topic.

Overall, I want to find out what is the most popular products; whether it’s the digital or the traditional versions, and why they are the most popular. Vinyl has become extremely popular over the past year and I want to find out more as to why there has been a sudden surge in its popularity. I want to find out if there is an age divide in these products, and if it is the age divide that you might expect, for example whether vinyl is just popular amongst older generations, and digital versions are more popular with younger generations.

I am really looking forward to get started on writing for this blog, and finding out more about my topic – And getting to go to local shops and business and checking out their vinyl and book collections!

Thanks for reading, and I hope you continue to read! Don’t hesitate to leave a comment if you want to – I’d love to hear from you!