Gen Z is driving the resurgence of vinyl in Aotearoa New Zealand

In the past 20 years, vinyl sales in New Zealand have increased 100-fold, with more than half of all tracked vinyl sales occurring in the last four years.

Gen Z is embracing the authenticity, collectability and the all-around experience vinyl offers.

Auckland University of Technology (AUT) student and avid vinyl collector JD Kim says the main reason he collects vinyl is for the sound quality, as it beats digital streaming.

"And a separate perk is the physical, permanent copy."

Flying Out Records on Auckland's Pitt Street has seen an increase in Gen Z customers buying records, according to employee Hunter Keane.

He says many of these customers are drawn to records for reasons that go beyond convenience.

“A lot of them say the same thing – streaming is convenient, but it doesn't feel special.”

He suspects the appeal vinyl has for Gen Zlies lies in its physical and immersive nature, which offers an experience digital streaming can’t replicate.

“For a lot of them it’s almost the whole point – the artwork, lyric sheets and physical presence make the music feel more substantial than a digital playlist ever could,” says Keane.

Other contributing factors include contemporary and indie artists, who help drive vinyl's  popularity among younger audiences.

Keane says Gen Z customers often start building vinyl collections by buying new releases from artists with a strong visual identity, such as Lana Del Rey, Arctic Monkeys, Phoebe Bridgers, Wet Leg, and Tyler, The Creator.

As their interest in music develops, young buyers begin to explore a wider range of genres, because “once they’re in the habit, any music style is on the table", says Keane.

The resurgence of vinyl has affected more than just sales.

Keane says the atmosphere has changed inside record stores during recent years, making them more inviting and welcoming spaces.

“It feels more communal, more social and overall, much more inviting.”

In-store browsing allows people to discover music they may not discover online, often including music that isn’t available on streaming services.

Keane says young vinyl enthusiasts should start with collecting albums they already care about, “the ones you want to remember".

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Our journalists sometimes use AI tools which are checked by humans for accuracy.

AI was used to help with research.