Vinyl Revival x City Pop Boom = The Popularity of FACE Records NYC [JMCA web+]

This column is a full English translation of the article contributed to JMCA web+ on July 12th, 2024.

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Japanese original text

In recent years, two significant trends have emerged in the global music scene, particularly in New York. One is the resurgence of vinyl records, and the other is the revival of Japanese city pop from the 1980s and 90s.

These two trends have converged, especially during the pandemic, creating a high demand that continues to attract visitors from afar and loyal fans. At the center of this intersection is FACE Records NYC, the first overseas branch of the renowned Japanese used record store.

The Vinyl Revival Vinyl records, which had been fading away with the rise of digital music, have seen a resurgence in recent years. Many people now prefer the warm, rich, and rounded sound of vinyl records over the sharpness of digital audio.

Additionally, the artwork on record jackets and their value as collectors' items have increased their appeal, particularly among younger generations. This trend is evident in the rising sales of vinyl records and the increasing prices of used records.

The City Pop Boom City pop, a genre of music that gained popularity in Japan during the 1980s and 90s, has been experiencing a massive revival. I first learned about this trend five or six years ago when young Americans told me that Mariya Takeuchi's "Plastic Love" and Tatsuro Yamashita's music were popular among their peers.

City pop, characterized by its urban and sophisticated style, has a light rhythm and melody that resonate with modern youth. This genre’s revival isn’t limited to Japan; it’s also popular in the U.S., where I reside. Streaming services like YouTube have seen a surge in city pop play counts, leading to its reappraisal.

The Popularity of FACE Records NYC FACE Records NYC epitomizes the merging of these trends. Established in Tokyo in 1994, FACE Records is a venerable used record store with a vast collection that makes it a treasure trove for collectors and music enthusiasts. The store has six locations in Japan, including General Record Store.

FACE Records NYC is the first and only international branch, unmatched in its selection of Japanese city pop and other vinyl records in New York and beyond. Due to its extensive variety and excellent condition of records, it draws music fans not only from New York but also from other states. According to General Manager Mamiya, online sales surged during the pandemic.

People, spending more time at home, discovered city pop tracks through streaming services, developed an interest in other works by the same artists, and sought to experience the atmosphere of the time by acquiring vinyl records. After the pandemic, many of these online buyers began visiting the physical store.

Inside the store, visitors can find rare masterpieces not only of city pop but also Japanese jazz, fusion, and anime soundtracks from the 80s and 90s. Customers enjoy their time in the store, not just searching for specific records but also discovering new music.

Business Lessons from the Success of FACE Records NYC

1．Combining Niche Markets:
By specializing in specific genres like vinyl records and city pop, businesses can attract a dedicated fan base. This approach fosters a market that grows with the business, rather than just riding a temporary trend.

2．Building a Community:
Creating a space where music lovers can gather and using social media to facilitate customer interaction can enhance loyalty to the store. For example, when I visited the store, General Manager Mamiya took and posted a picture of me and a customer who bought an album by my father-in-law on Instagram. This led to a delightful exchange of messages with the customer.

3．Integrating Online and Offline:
Utilizing both online shops and physical stores can reach potential customers effectively. Those who discover city pop through streaming services may visit the store in person to find vinyl records or buy online and plan a visit during their trips to New York.
The customer in the picture with me was traveling to New York from another state and said, 'I definitely wanted to visit FACE Records NYC when I came to New York.' In a message he sent me, he said, 'I am excited about dropping the needle on this record I purchased today once I return home from this trip.' This sense of 'a little patience to nurture the excitement' also amplifies the enjoyment. The ability to offer this kind of feeling as part of a wonderful shopping experience is very important.

These strategies have led to FACE Records NYC’s niche yet profound success in New York. The store's approach offers valuable lessons for any industry, emphasizing the importance of maintaining the quality of old treasures and making them feel new and appealing to those unfamiliar with them.

As FACE Records celebrates its 30th anniversary, their commitment to preserving and establishing their brand is evident in their New York store. Building a brand takes time and effort, but maintaining and strengthening it is even more crucial.

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Japanese original text