Vinyl and CD Album Variants are Increasing in Popularity, Not Just for Music Charts

The music industry is constantly evolving, with artists and labels always seeking new ways to connect with fans and make their mark in a crowded marketplace. One recent trend that has gained momentum is the release of physical variants of albums, offering fans a unique and tangible way to show their support for their favorite artists. 

While some may see physical variants as a mere collector’s item, they can have a significant impact on an album’s success. According to Joe Dent, executive vp of operations at Concord Label Group, multiple variants can even help boost a record’s chart position. However, Dent emphasizes that the primary focus is on meeting the diverse preferences of fans and supporting various retailers and webstores. Concord’s Rounder Records, for instance, has made exclusive vinyl variants of Sierra Ferrell’s album available through indie record stores and online platforms, demonstrating a commitment to engaging with fans wherever they may be. 

AWAL, home to indie artists like Laufey and JVKE, approaches physical variants from an artist-centric perspective. CEO Lonny Olinick stresses the importance of artists expressing themselves authentically and deepening their connection with fans through unique physical offerings. For catalog albums that may not achieve high chart positions, such as Reservoir Music’s reissue of Afrika Bambaataa & Soulsonic Force’s album, color variants serve as a creative and exciting marketing strategy to reintroduce classic music to a new audience. 

Managing multiple variants can pose logistical challenges, especially in light of supply chain disruptions caused by the pandemic. However, Rell Lafargue of Reservoir Music emphasizes that the extra effort is worthwhile to reach different retailers and broaden the album’s fan base. The rise of physical variants in an age dominated by streaming reflects artists’ desire to stand out and create meaningful connections with their audience. 

With streaming making music more readily available than ever, physical variants offer a way for artists to break through the digital noise and establish a personal bond with their fans. As Lonny Olinick aptly puts it, bringing that connection into the real world through live shows and unique physical products is immensely impactful for artists seeking to leave a lasting impression in a saturated music landscape.