Sony Australia launches Viva La Vinyl campaign and online store

Sony Music Entertainment Australia this morning launched a new campaign and interactive platform Viva La Vinyl.

It celebrates the return of vinyl with the re-release of 20 classic albums in the format.

The vinyl market in Australia is worth about $15.1 million, according to figures released earlier this year from the Australian Recording Industry Association (ARIA), a 70% rise from the previous year.

A number of record labels have been reissuing some of their classics in the format.

Viva La Vinyl includes a dedicated website at vivalavinyl.com.au, with an e-commerce platform allowing customers to buy titles from Sony Music Australia’s catalogue directly.

Universal has a similar online store, The Sound Of Vinyl.

“It is an exciting time for the music industry with significant growth returning to the market," Denis Handlin AO, Chairman & CEO Australia & New Zealand and President, Asia, said.

"This growth is not only driven by an increase in digital sales but has also seen a resurgence in demand for vinyl albums, which when I started in the industry in the 1970s was of course the major format.

“Sony Music Australia is delighted to bring this wonderful range of titles through Viva La Vinyl to both passionate young music fans to discover these great artists and to long-time fans who have enjoyed these albums as the soundtrack of their lives.”

Featured vinyl re-releases in the campaign are:

• AC/DC: Back in Black
• Bob Dylan: Blonde on Blonde
• Bruce Springsteen: Born in the USA
• Jeff Buckley: Grace
• Michael Jackson: Thriller
• Midnight Oil: Diesel and Dust
• Pink Floyd: The Dark Side of the Moon
• Rage Against the Machine: Rage Against the Machine
• The Clash: London Calling
• Wu Tang Clan: Enter the Wu

Australian vinyl re-releases include: 

• Daddy Cool: Daddy Who? Daddy Cool!
• Daryl Braithwaite: Edge
• John Farnham: Age of Reason
• John Farnham: Chain Reaction
• John Schumann: Etched in Blue
• Matt Finish: Short Note
• Mi-Sex: Graffiti Crimes
• Pete Murray: Feeler
• Ratcat: Blind Love
• Redgum: Caught in the Act

Some of the newer releases include Amy Shark, Beyonce, Khalid, and current Australian #1 Go Farther In Lightness by Sydney band Gang Of Youths.

The Viva La Vinyl marketing campaign was developed with award-winning creative agency Bonsta and production house //Thirteen & Co. 

The first number of TVCs have a similar theme. A music fan is immersed in, and carried off, by snippets of music from Michael Jackson, Pink Floyd, Jeff Buckley, The Clash, Bob Dylan and Rage Against The Machine.

The campaign launch will be music to the ears of music retailers, who have told TMN that targeting vinyl-buyers should now actively expand from just one day of the year (Record Store Day) to the entire 12 months.