Like most music fans, I spent the last decade disconnecting my music collection from physical reality: loading CDs into iTunes, onto my iPhone, and then into the cloud. 

When we acquired the capability to produce high-end audio tapes in 2015, the rediscovery of vinyl was already underway. Watching a new generation dig into record bins made me realize that something had gone dormant in all of us since our first Napster download: the tactile pleasure of browsing through and buying music. Now people are mad about vinyl records.  The industry topped 30 million units last year and many of its customers only buy vinyl. Hardly a day goes by without another record shop opening. But what’s driving these impressive sales numbers is a surprising demographic: kids who grew up knowing only digital music, who’d only ever listened to music as virtual files, are now demanding vinyl. 

Why? I believe the return of vinyl is part of a bigger phenomenon: the return of analog.  It’s all around us. Tech company founders take notes in Moleskine journals. Urban Outfitters carries Polaroid film cameras. Mindfulness and meditation let us unplug. Amazon opens physical stores. Cassette tapes are back. Stories about fresh analog trends pop up every day. We’re heading back to the future. 

The return of analog is occurring precisely because digital technology has become too good. Digital has been with us for the better part of the past century, personal computing for more than three decades, the Internet for over two, and smartphones for more than one. A digital solution is almost always the default: the most efficient, cheapest and obvious tool to get the job done. Digital’s advantages initially killed the analog alternative. But value perceptions have shifted, and we’ve become better able to accurately judge the merits and shortcomings of digital, discovering in many cases that analog simply provides a better experience. That’s why the return of analog matters. Surrounded by digital, we long for a more physical and fully-present experience. We want to interact using all our senses, and many of us are willing to pay a premium to do just that. From the cloud back to the crowd. 

The analog revival lies at the heart of our digital economy. And Mulann has positioned itself to take the lead in analog audio’s resurgence. We hope you’ll come along with us. 

—Jean-Luc Renou, CEO, Mulann SA

For more information, please contact Joe Cohen, Krista Williams or Carla Sacks at Sacks & Co., 212.741.1000.