Catching Up with hmv Canada About Vinyl & Cassettes
Even as events like Record Store Day continue to shine a well-deserved positive light on independent music shops across the 
land, hmv Canada has managed to maintain its distinct presence.
While in conversation with Riffyou.com, hmv Canada President and CEO, Nick Williams explained to us that – due to a lighter than usual amount of big-time album releases – music sales for the retailer were softer in 2014 than 2013. Artist back catalogue items and DVDs, mind you, are still selling “a hell of a lot” of units, he adds.
What has helped hmv Canada survive in an era where being able to stay afloat in the music and entertainment retail space isn’t as easy as it once was (just look at Sunrise Records), has been its ability to diversify its product offerings.
Williams explains that t-shirts and gifts have continued to see triple-digit growth, while sales of licensed products (i.e. a Pink Floyd coffee mug) still move steadily in the right direction.
Now, it’s not as if hmv Canada is relying on these items solely for survival. As discussed previously with Williams, the retailer’s embrace of the vinyl upswing has proved beneficial.
In some cases, notes Williams, an hmv Canada store’s music selection will be 20% vinyl. With the LP format now available in more than 60 of the company’s stores across the country, vinyl sales now make up to 5-7% of its business. As a new location gets ready to open up on Robson Street in Vancouver, BC, Williams anticipates bringing in a heavy amount of vinyl to appease a community that is reportedly very into it.
But, wait? If the digital music landscape is on the verge of crushing the physical one, why are people still flocking to a product that is bulky, tough to mass produce, and – as a format – very old school?
“I certainly think it is,” says Williams when asked if the demise of the physical music format – thanks to digital’s emergence – is being exaggerated. “If the labels wanted it to die, they could kill it tomorrow. But I don’t think they do. They realize that consumers want to buy, have and to hold, and own something that’s tangible. In the digital world, I don’t think that’s the case – you buy digitally for convenience, but your experience isn’t the same.
“That’s why you’re seeing a resurgence in vinyl,” he continues. “People who have never experienced vinyl are discovering what it is…and it’s a unique experience. That’s the thing that everyone has missed: you can re-invent the landscape and try to find new ways to service the market, but the consumer will be the one to tell you what they do or don’t want.”
Speaking of older physical formats getting new legs, various artists and independent labels are trying to bring cassettes back to life. There’s even a Cassette Store Day in existence. Perhaps this is the beginning of another sweeping blast-from-the-past type of trend?
“I don’t see any evidence of that quite yet, to be honest,” expresses Williams with a laugh. “A lot about listening to music is about 
the experience. With vinyl, there’s nothing more – from an experience point of view –robust than that. The sound, graphics and packaging are very unique. When formats began to decline in size to CD and cassette, it was for convenience…it wasn’t for the experience, right?
“I’m not sure if cassettes will get the same demand,” he continues. “If for nothing else, we don’t want to break our fingernails winding their reels again.”
Looking ahead, Williams expects 2015 to be a big year for hmv Canada. Not only will his company soon launch an online store that allows customers to buy physical products from the comfort of their living room (more details coming soon), but record labels have a great release schedule coming up, which should improve new music sales.
For the time being, hmv Canada is doing exactly what you and I are: preparing for the holiday rush. Good luck to us all.
-Adam Grant
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