Wild Card

 Tangible Tunes: The Return of Physical Media in the Digital Age

Photo from Pinterest. 

For the past two years, vinyl records have outsold CDs, marking a shift in physical media trends (The Verge). While streaming remains the dominant force in media consumption, a growing number of consumers are rediscovering the value of tangible formats. This trend speaks not only to nostalgia, but also to a desire for aesthetic experiences, sensory connections, and personal identity in media. The resurgence of physical media is a cultural and  economic response to the indifferent nature of the digital age, and its reshaping how we navigate music ownership, artistry, and self-expression. 

One of the core reasons behind the return of physical media is the appeal of the tactile experience. In contrast to the convenient, but spiritless, nature of streaming, physical formats provide a sense of ritual and emotional involvement. Rather than simply tapping a song to play it from a mobile device, methods like record players involve taking a vinyl out of its sleeve, placing it on a turntable, and hearing the first crackle, creating a sensory experience that no Spotify playlist can replicate. The steps that go into using physical media adds a layer of intentionality and presence that is missing in modern-day streaming models.

A video on why people are returning to physical media.  

Another reason why physical media is making a comeback, and perhaps the biggest, is nostalgia. Younger generations specifically are drawn to the formats of the past not necessarily because they grew up with them, but because they represent a more meaningful way of engaging with media. On platforms like TikTok and YouTube, many creators are making content that showcases physical media hauls, unboxings, showcases, etc. that rack up millions of views. These older formats have become part of a broad trend where the past is romanticized, stylized, and brought back as a form of modern self-expression. The appeal isn't just about the music itself—it's about recreating an era, crafting a vibe, and standing out in a world dominated by digital uniformity. 

An example of a vinyl collection video. 

Physical media also has ties to identity and design curation. In the age of social media, music collections have taken on a visual and symbolic role. People showcase their vinyl shelves, display vinyl covers on their walls, and post curated stacks of cassettes and CDs as part of their aesthetic. Owning a physical copy transcends the bounds of just listening—it's about being seen as someone with taste and appreciation for music. Physical media almost functions as an accessory, becoming a representation of who someone is or wants to be. 

Images from Pinterest. 

These cultural shifts are being reflected across the economy, as well. The Recording Industry Association of America (RIAA) outlines these statistics to put things into perspective:

• Streaming makes up 84% of total revenues for recorded music ($14.9 billion).
• Physical media makes up 11% of total revenues for recorded music ($2 billion). 
• Vinyl sales make up a majority of that statistic, outselling CDs with 44 million units vs. 33 million units, respectively. 
• Digital and Sync make up the rest of the total revenues with a combined 4%. 

Chart from RIAA. 

Artists and record labels are also playing a crucial role in fueling this resurgence, using physical media as a strategic marketing tool. One example of this is Taylor Swift's vinyl sales of her 2022 album Midnights, which featured numerous colorways and artworks, prompting fans to collect multiple versions. Another example is more recent, with Charli XCX's exclusive release of a vinyl that features white powder on the inside, an ode to the references to drug paraphernalia in her 2024 album Brat. These strategies don't just drive sales—they help cultivate fandoms that feel more intimate, intentional, and connected to the artists' vision. 

On the left, the variations of the Midnights vinyls (The New York Times). On the right, a video of the powder-filled Brat vinyl. 

Ultimately, the resurgence of physical media is a reflection of deeper cultural desires: the need for presence, artistry, and individuality in a fast-paced digital world. As trends and technologies continue to develop, our relationships with media supersede the need for accessibility and convenience, instead opting for a more emotional and connected experience. Physical media satisfies those needs in a way that streaming can't. What began as a retro trend has grown into a statement: in a world of infinite choices, sometimes the most meaningful media is the kind you can hold in your hands.