7/31/2019 For Immediate Release: Vinyl LPs Are The New Black, 30% of Core Music Consumers Plan to Buy a Vinyl LP in Ne

1/2

FOR IMMEDIATE RELEASE

Contact: Amalia Martino

425-361-2754 or amalia@blueshoesmedia

VINYL LPS ARE THE NEW BLACKStudy Finds 30% of Core Music Consumers Plan to Buy a Vinyl LP in

the Next 12 MonthsPotential of over 21 million consumers in the US looking to purchase LPs from

artists whom they like

New York, NY (August 20, 2012) - With the music industry having been in a downward spiral for

many years, there has been an increase in digital sales, and more specifically, digital singles,

but their costs are a fraction of what an artist and label would collect in the past. The Gracie

Management Poll has found that a sizable minority of core music consumers, 30%,

representing over 21 million people, have an interest in purchasing a vinyl LP in the next 12

months, even though the cost in many cases is greater than buying an album on iTunes or a

physical CD.

"This is an important finding. For many years music fans have been moving towards cheaper or

completely free ways of consuming music, but the vinyl LP format is not only growing, but

actually costs more than other formats, showing the greater financial commitment some fans

are willing to make, which also suggests a stronger general bond to the artist whose LP they

purchase," says Chasson Gracie, Founder and CEO of Gracie Management.

Further digging into the data revealed the typical vinyl buyer is more likely to be a male (62%)

who listens to music as an intellectual experience (66%). In addition, he is more likely to be

middle-class in respect to income and either currently in college or already graduated (69%).He is not rich, but he has reached a point in his life in which he has some disposable income,

and is willing to spend it on things that give him value and an experience, such as shopping for

and buying vinyl records. Based on RIAA data, we should expect this population to continue to

grow, continues Chasson.

While I would recommend that mainstream and independent artists give serious thought

regarding the vinyl LP as it can be a great return on investment, I especially recommend it for

7/31/2019 For Immediate Release: Vinyl LPs Are The New Black, 30% of Core Music Consumers Plan to Buy a Vinyl LP in Ne

2/2

artists whose music might be more of an intellectual experience and see themselves having a

fanbase like that of a Sigur Ros, Bloc Party, Bjork or Radiohead says Chasson.

Survey Methods

Results for the Gracie Management Poll are based upon online interviews that were conducted

on June 29, 2012 among 521 adults between the age of 18-34 (considered the core music

consumption age group), living in the United States and part of an opt-in panel. Results are

based on the total sample of US online adults between 18-34; one can say with 95% confidence

that the maximum margin of sampling error is 4.3 percentage points.

The sample targets were set to accurately reflect the US 18-34 online population (94% of total

US 18-34 population are online). Demographic weighting was applied to race/ethnicity and

gender based on the 2010 Decennial Census to ensure results are representative. In addition to

sampling error, question wording and practical difficulties in conducting surveys can introduce

error or bias into the findings of all public opinion polls.

About Gracie Management

Gracie Management, led by Chasson Gracie, a ten-time marketing award winner who is also

Head of Strategic Planning for the New York office of Dieste, combines strategic planning with

statistical modeling for musicians, record labels and artist managers to leverage data forsmarter campaigns, promotions and platforms; identify their audience, learn how they consumes

music, and grow their influence. The unique method brings a science to a field that has longsurvived on gut decisions, which in many cases has damaged careers. Gracie Management

has worked with musicians on an international level, lending its methodology and expertise toUniversal Music Group and independent artists.

For more information visit http://www.graciemgt.com/ or follow @GracieMgt on Twitter.