Making Vinyl Europe 2024

The enduring popularity of vinyl is about to enter its 17th year of growth with headlines making the news of it outselling other formats and becoming the leading physical format of music conservation (again).  Disruptions in the supply chain and raw materials during the pandemic while demand grew significantly seem to have been overcome. The shortage of manufacturing capacity that has hindered seamless and streamlined growth in the past years has ended. New technologies, new machinery, and the demand for more eco-friendly solutions are driving vinyl in 2024 and adding complexity to sustaining this remarkable revival. Let’s listen to key figures in the industry giving insight into several aspects of the current state and setting the pace for discussions in the two following days of the Making Vinyl conference.

The surge in demand during the pandemic years has not only brought the vinyl format back into the limelight but has also sparked a global and culturally rich conversation on the preservation of our cultural heritage. Vinyl has emerged as the favored format among music enthusiasts and artists, leading to a diversification in demand. Consequently, new players have entered the market, promising a deeper understanding of individual preferences, while existing players are reevaluating demands more closely, and some are rooted directly in diverse cultural backgrounds. This panel discussion will delve into the current state of the industry and the emerging trends in the music sector. Key industry stakeholders, including manufacturers, partners, and up-and-coming players, will address how they are responding to these changes. The conversation will explore innovative approaches to connecting artists with their audiences outside of traditional distribution channels, emphasizing a fresh perspective on DIY culture. Additionally, insights will be shared on how established entities are maintaining stability by catering to the diverse needs of all players in the value chain.

With increased transport costs, shipping uncertainties and the social demand for local businesses to surge, vinyl is emerging into new territories. And by doing so it creates new markets and helps keeping local communities to survive, socially, economically and cultural. This discussion will represent such markets, some of them being created by the obstacles to engage or parttake in bigger markets, some of them coming from markets which are big and striving in other industries and you might have asked yourself when they will become part of a vinyl record supply chain as it seems logical for them

This panel is where we uncover how the consumer market shapes decisions at the sales front. Planning a vinyl release for years was a smart move, providing an opportunity for labels and artists to generate additional revenue from a niche community through sales at events and underground channels. With vinyl sales surpassing CDs, it has transformed into a significant revenue generator, influencing A&R choices, artwork, and packaging decisions. We are expected to hear insights from label representatives and their partners on how they assess demand, strategize, and adapt marketing and point-of-sale activities. Production and distribution managers, label owners and sales reps will share their vision for the future amid the dwindling number of record stores and the challenge of obtaining accurate market data.

This panel appears to address similar topics as the preceding one, albeit with a contrasting approach. Positioned at the center are label representatives and management, striving to harmonize the demands of consumers and artists. This results in disparate structures and strategies for navigating challenges on both ends of the spectrum. For manufacturers, comprehending the complexities within which their clients operate can prove to be a daunting task, particularly when artists insist on infusing their creative visions into the production process. While many of these requisites are rooted in artwork and sound quality, emerging factors such as sustainability, uniqueness, equity, and diverse content are beginning to wield significant influence. Throughout this session, we will gain insights from artists, their label representatives, and manufacturing managers who are actively engaged in these dialogues, which, though collaborative, often necessitate sophisticated mediation and communication abilities, underpinned by an extensive understanding of the production capabilities and limitations.

The delicate craft of cutting is like a symphony of artistry, a dance of precision that sets the tone for the entire journey of record manufacturing. It is the first brushstroke on a blank canvas shaping the first step of the final masterpiece. This panel is where the alchemists of this magical art can talk their secrets, where the curtain is lifted to reveal the demands, obstacles, and triumphs of their daily craft. From nurturing ancient lathes to conjuring up new ones, from cutter heads to the finesse of styli and the challenges of quality control - every note matters in this grand overture. Will we have news to share about a well-needed second raw lacquer manufacturer? Join us, and open your ears to the whispers of the cutting room.

In the dynamic manufacturing industry, along with its peripheral businesses, labels, and media, it is crucial to recognize the ever-evolving landscape we operate in. Our industry is not only well-established but also adaptable and ready to embrace challenges head-on. It is an undeniable fact that societal changes demand us as pop-cultural workers to continuously reassess our practices to remain at the forefront of innovation. Rather than being constrained by tradition, we should thrive on exploring new avenues and approaches that shape the future of our industry. Let's engage in a proactive discussion to examine how our industry responds to these challenges and embraces progressive practices. By prioritizing topics such as B-Corp certificates, fair wages, and fostering exceptional working environments, we should position ourselves as pioneers in modern business practices. Let's harness the transformative power of music to drive positive change, spark vital conversations, and champion social responsibility within our industry. As leaders in our field, we are poised to leverage our influence for the greater good, setting new standards and inspiring others to follow suit.

With more capacities becoming available and clients gaining more freedom to pick a supplier, quality approaches will become more important. The panel should shed some light on how these issues are being sorted out in the different operations, tackling hard facts and in-depth aspects that used to be quite common in the past and are about to fade, like polishing/dehorning of stampers, mother ticking/repair, playing mother stampers from start to finish to identify issues. How do we preserve expertise and knowledge?

In light of ongoing discussions concerning the mitigation of greenwashing and the identification of inappropriate claims within the processes of the record manufacturing industry, there is a possibility that the industry may opt to reduce its communication on environmental matters. This phenomenon, known as "Greenhushing," entails a reluctance to communicate rather than risk-facing allegations. As various industries deal with similar challenges, a collective effort to address this issue is imperative. Initiatives have been launched to promote cohesive communication within our industry. With the increasing relevance of Environmental, Social, and Governance (ESG) criteria for businesses in the EU, and the International Sustainability and Carbon Certification (ISCC) emerging as one benchmark for validating sustainable practices, there are resources available to enhance transparency within the industry. This session aims to provide insight into how industry stakeholders are portraying their environmental initiatives. The discussion will encompass topics such as carbon offsetting, upcoming governmental policies, and collaborative efforts within industry associations.

The sustainability practices within our industry have been a prominent subject of discussion for many years. It is now about time to focus on various facets of ecological and sustainable management. One of the key considerations is the handling of materials, particularly plastics. The recycling landscape varies across regions, with differing collection systems and levels of efficiency in recycling facilities. Media scrutiny has also heightened awareness around issues such as waste exports, placing plastic at the center of debates. Industry associations are striving to shift the narrative away from a blanket view that "plastic is bad," while some initiatives advocate for a complete legislative ban on plastics. Within our daily operations, we often encounter discussions comparing various types of plastics, such as PVC, PET, and PE/PP. Although recycling is a widely discussed topic, there remains a lack of clarity on the mechanics of recycling, the diversity of collection programs, and the actual processes involved. Many manufacturers have made significant efforts to internally incorporate recycled and on-site reused materials and actively promote their sustainability initiatives. This discussion aims to address two key questions: Is plastic really that bad, and where does the music manufacturing sector really stand about sustainability practices? Furthermore, which strategies show promise in terms of success and ecological impact? A crucial aspect is how to reshape the public perception of plastic products by aligning it with their intended purpose. For instance, conveying the distinct environmental footprint of a plastic shopping bag bears little to no similarities to a record containing a cultural expression. But how do we bring this message across?

Once you're a fan of something, you want to talk about it, right? Passion requires sharing. Being a cultural enthusiast means you seek opportunities to share your love and connect with like-minded individuals. Opinion leaders play a crucial role in shaping scenes and spreading positivity. This panel offers a unique glimpse into their world - the creativity, dedication, and leadership they bring to the table. By exploring their daily work, self-discovery, and problem-solving skills, we gain a deeper understanding of the bonds that unite consumers, artists, and creators. Through their stories, we witness the transformative power of passion and commitment in driving change. This panel is a celebration of community, where we all come together to appreciate the beauty of shared experiences. It's a reminder that behind every statistic lies a human story waiting to be told. Let's embrace this opportunity to learn, grow, and leave this conference inspired and ready to contribute to the vibrant culture that unites us all.