Sainbury's heralds vinyl sales with release of Own Label albums

Sainsbury's vinyl albums

Sainsbury’s has taken advantage of the resurgence of vinyl to launch a bespoke record label just in time for Christmas.

It’s ‘Own Label’ label comes about as part of a partnership with Universal Music and Warner Music’s Rhino label.

The retailer has surprisingly announced it is one of the major high-street sellers of vinyl, having shifted some 120,000 units since it started selling them in March 2016. It is doing its part to solidify the medium’s 5% share of the UK music scene. Furthermore, it claims that one in every 20 vinyl records sold in the UK is now purchased in a Sainsbury’s store.

Bob Stanley of Saint Etienne fame has put his name to the albums, two 20-track compilations. The stunt could position the retailer as a reliable vendor of vinyl, across the 168 stores that will stock it.

Pete Selby, head of music and books at Sainsbury’s, said: “Our customers’ love of vinyl shows no sign of abating, so alongside the classics albums, we want to offer our shoppers something they won’t find anywhere else.

"Our exclusive Own Label records have been carefully tailored towards the inquisitive, cultured tastes of our customers so we’re confident that they’ll love the sound of our new releases and our ever increasing vinyl range.”

The albums are entitled Coming Into Los Angeles - A Taste Of West Coast; and Hi-Fidelity - A Taste of Stereo Sound. They were commissioned to celebrate the look and sounds of the 70s.

Stanley championed vinyl in conversation with BBC News, he said: “The heft of a vinyl album, the weight of it in your hands, and the impact of the artwork are all something that CDs and cassettes can't compete with."

The proposition also taps into Sainsbury's Food Dancing brand push that wants to get people enjoying cooking with an infusion of music and dance.

John McCarthy

John is an entertainment marketing reporter at The Drum. He writes about the amazing marketing stories coming from the movie, TV, music and video game industries. He's also the hunt for the weirder trends in marketing and advertising.

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