It’s the new millennium; the time of changing technology. Close your eyes for more than a few minutes and your PC can be months out-of-date. That’s just the world we live in – where everything is constantly moving forward.
But on today’s Dakota Digest, we visit a new music store in Rapid City where technology has definitely taken a giant step back – along with some of the movers and shakers in the music industry.
Most folks over the age of 50 are quite familiar with the sound of a needle stylus running across a “78” vinyl record. The number stands for revolutions-per-minute – or the number of times the record spins on the turntable as it’s played.
And though this “technical” jargon – needle, 78, turntable – may be foreign to the younger crowd, the vinyl records it was associated with brought music to generations of listeners from the early 1900s until the 1950s.
That’s when a new kind of music – rock’n’roll brought in a new kind of record - the 45 RPM.
The smaller vinyl recordings continued through the 1960s. But by the ‘70s, record albums – or 33s – were the norm, and stayed that way until the digital revolution of the 1980s brought CDs into our homes, cars and, eventually, our PCs.
Music has been going digital ever since – moving to MP3s, computer downloads, ITunes and who knows what next. Which means the vinyl record is dead, right?
Wrong.
“Vinyl’s seen its biggest growth in the last…2010 was really the year that took the music industry by surprise.” says Ryan Kickland.
Along with his wife, Melissa, Kickland owns Black Hills Vinyl; one of a – literal - handful of vinyl record stores in the state. Ryan grew up listening to his parents’ records and loving the covers, the inserts, the artwork and the larger size. When his wife bought him a turntable a few years back, Ryan revisited those old vinyls and began searching for more. Melissa says that’s when things got to an extreme.
“It was just growing and not going anywhere,” laughs Melissa, “so we needed to figure out something to do.”
Thousands of vinyl records later, and with no place left to store them, the couple opened their store. But this isn’t just a personal interest. Ryan says vinyl records sales jumped from the hundreds of thousands to the millions…2 point 8 million to be exact…in 2010. Sales in 2011 reached almost 4 million. 2012 is soaring higher.
“I don’t think vinyl will ever be the primary medium,” Ryan observes. “I think we’re just in a digital age and that’s the way it’s gonna be. But I think it will continue to have a great existence as the preferred medium for the discerning listener.”
Of course, discerning is in the ear of the listener. But here’s what Ryan’s talking about.
“If you’ve got a clean vinyl, the sound quality is incredible,” explains Ryan. “And what happens in the digital conversion process…whether it’s MP3 or CD…digitally, when you take it out of an analog state and convert that audio signal…digital is filling in gaps. All these frequency ranges that go up and down, digital it’s not the actual signal…they’re plugging in gaps…digital is. So, what you’ll end up with is you end up with an impression of a sound. You’re missing frequency. You’re missing the full audible experience.”
Since it’s Saturday and there are customers in the store, let’s get some other opinions on the vinyl record revival as we listen to Bob Dylan’s new release….on vinyl.
“I’ve got most of my stuff from the ‘60s and the ‘70s,” says David Geffre.: “So, it never really left me.”
Rich Barrett and Ruth Milne are shopping together. Rich grew up with vinyl; Ruth got into it just a couple of years ago. They think it’s great being able to visit Black Hills Vinyl and access the large amount – and variety of records the store has in stock.
“We love it,” says Rich.
“It’s a lot of fun,” agrees Ruth.
Long-time faithful fans – and new ones - who love the sound, the art, the experience of touching and hearing a vinyl record, join with a growing number of recording artists and record producers – old and new - who like the pure sound that Ryan Kickland spoke of.
Then there’s 14-year old Jacksyn Bakeberg, who’s a big Pink Floyd fan.
“I like the scratching noise,” he explains.
And there you have it. Vinyl records seem to offer something for everyone. Maybe that’s why even newer performers like Adele are moving back the music clock to turntables.