How labels use metrics, research, formulas and instinct to decide which albums get a vinyl release.
Labels haven’t fully cracked the genre’s vinyl code. “Hip-hop is the hardest one, for sure,” says Matt Sawin, GM of Virgin Music Label and Artist Services."We have done some vinyl pieces, with Migos, that have been successful, but nothing like the more vinyl-centric world of alternative.”
To help make release decisions, labels turn to data: “first-week projections, historical sales, manufacturing and shipping needs, vinyl capacity and life-of-project expectations,” says Republic’s Lipson. In addition to streaming and sales metrics and internal label data, says Mark Pinkus, president of Rhino Records and Warner Music Group’s U.S. catalog, label employees consult Discogs, looking at used LP prices to determine demand. “There’s a variety of criteria we use," says Pinkus.
For catalog titles, labels lean heavily on anniversaries and other cultural events to put out new vinyl versions. Jane Gowen, executive vp product development and marketing for Universal Music Enterprises, says Katy Perry’s 10-year-oldreceived the deluxe-vinyl treatment for this reason in 2020, as did an elaborate Bob Marley 75th-anniversary box set this year.
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