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The label group is proving that unsold vinyl can be reprocessed into new pressings without compromising sound or quality, and is now asking music fans for help.
Recycled vinyl at GZ Media Courtesy Warner Music Group
In May, Warner Music Group quietly completed a test program that could change the future of vinyl.
The program, conducted in partnership with the world’s largest vinyl manufacturer, GZ Media, set out to answer one question: can recycled vinyl deliver the same sound quality?
GZ Media collected 10,000 unsold records across artists, titles and pressing plants throughout Europe and first shredded, then repressed them using a range of recyclable materials — from 10-100%. Next, a selection of industry experts were gathered at London’s famed Abbey Road Studios for a blind listening evaluation. Each vinyl passed.
“What impressed me was how consistent the pressings were across the different material blends, showing that sustainability and sound quality do not have to be at odds,” Abbey Road’s mastering engineer, Miles Showell, shared in a statement to WMG.
The recycled pressings weren’t just being evaluated for quality, though, as the project also aimed to evaluate the environmental impact of preprocessing vinyl. Even with the added steps of transport, warehousing, sorting and shredding — all of which impact the product carbon footprint (PCF) — carbon emissions dropped 10% from using recycled polyvinyl chloride (PVC, from which vinyl is pressed) compared to fresh materials.
Now, on Friday (June 26) WMG will double down on its mission with a first-of-its-kind vinyl take-back program, which invites consumers to help recover unwanted vinyl. A group of 11 indie retailers across the country — including in cities such as Los Angeles, Chicago and New York — will serve as collection locations before handing the vinyl over to Virterras Materials, a company that helps recycle “complex waste,” such as plastics and rubber.
“Independent record stores have long served as gathering places for music fans and stewards of music culture,” Madeleine Smith, WMG’s senior director of environmental, social and governance, shared in a statement. “[This is] a vital first step in understanding what’s possible.”
The pilot will run through September. For a complete list of participating independent record stores, see below.
Amoeba Hollywood (Los Angeles, CA)
Antone’s Record Shop (Austin, TX)
Country Line Records (Keller, TX)
Criminal Records (Atlanta, GA)
Easy Street Records (Seattle, WA)
Home Rule Records (Washington D.C.)
Red Zeppelin Records (McKinney, TX)
Rough Trade NYC (New York City, NY)
Spin Me Round (Easton, PA)
Reckless Records (Chicago, IL)
Sweat Records (Miami, FL)
English (US)