Marketing Record Store Day

Record Store Day began in 2007 as a way to encourage shoppers to visit independent retailers of recorded music, LPs and CDs. Today is Record Store Day, with participating retailers on every continent except Antarctica.

LP sales have been increasing year by year, thanks in part to special events like Record Store Day, interest in the unique sound qualities of vinyl and the trendiness of vinyl as a format. Vinyl sales in 2013 were twice as high as in 2012, and the momentum continues to build.

The marketing spin supporting Record Store Day in 2014 includes:

• Special and limited-edition releases, such as One Direction's new Midnight Memories single
• Pop-up outlets open only on Record Store Day, such as the Berwick Street London pop-up Museum of SoHo, featuring videotaped 1967 music performances
• In-store appearances and live performances 
• Social media messaging in Facebook and Twitter