SHOULD YOU PRESS VINYL OR CDS?
In the age of streaming, it might feel counterintuitive to invest in physical music – CDs, vinyl, even cassettes. But if you’re in genres like jazz, world music, or rock, making a physical record still makes a lot of sense.
According to recent data from Luminate, jazz and world music listeners consume over 23% of their music on physical formats. Rock fans follow close behind. And vinyl? It’s had 18 straight years of growth in the U.S., with over 43 million LPs sold in 2024 alone.
But here’s the important part:
You don’t need to press 1,000 copies to participate in this market.
START SMALL, STAY SMART
The smartest approach for most independent artists is to start with a limited run.
Bring a few copies to your gigs. Offer some online. Give one to a journalist or a promoter you meet after the show. Physical formats can be both merch and a calling card – something that builds connection beyond the stream.
Your merch table isn’t just a place to sell stuff – it’s often the first real interaction your audience has with you after the music. Having a physical release on the table – especially if it’s thoughtfully designed – invites conversation, storytelling, and support.
ASK YOUR AUDIENCE
Before making a physical release, ask your fans. Would they buy a CD or a record? Would they support a crowdfunding campaign? Are they into owning a physical copy of the music they love?
You may be surprised how many people – even those who mostly stream – still want a tangible object. For many fans, buying physical music is less about the format and more about supporting the artist.
IT'S NOT JUST ABOUT NOSTALGIA
Yes, physical formats are a bit nostalgic – but they also represent value, intimacy, and identity. And for artists working outside the pop mainstream, physical formats are still part of the ecosystem. They make you more memorable and give people a way to connect with your music beyond the algorithm.
WE CAN HELP
At Release the Kraken, we work with independent artists and labels to design, plan, and produce thoughtful physical releases – from small CD runs to special-edition vinyl and merch bundles. Whether you’re starting from scratch or building on an existing fanbase, we can help you make the most of it.
Need advice on quantity, costs, design, or distribution?
Want to bundle your release with other merch or sheet music?
Curious how to integrate physical releases into your overall release strategy?
Let’s talk.
