Rays Record Shop Lemax

The concept of applying memetics—the evolution of culture based on Darwinian principles—to record collecting culture is truly fascinating. After recently reading Richard Brodie’s Virus of the Mind, I’ve been exploring how “memes” act as units of cultural transmission through my experience as a record store owner. While the idea of ideas replicating like viruses isn’t a perfect, it offers intriguing insights into the trends that shape music and the world of record collecting

Interestingly, this connects with themes from Robert J. Shiller’s Irrational Exuberance, which I’ve also been reading. Both works explore how cultural phenomena spread—whether through economic markets or the social contagion of ideas. As a record store owner, I often see patterns in musical interest that defy clear explanations. Many of these trends emerge without external triggers like album releases, artist tours, or media exposure, making them ripe for further exploration.

Cultural Virality and Word-of-Mouth

Before diving into record-collecting trends that defy easy explanations, let me first offer an example that does have a clear one. A prime example of observable cultural virality is Kate Bush‘s ‘Running Up That Hill.’ The prominent placement of Bush’s song in Stranger Things in 2022 reignited popular interest in her work, pushing her album Hounds of Love back onto the charts and causing the price of vintage vinyl copies to surge. This eventually led to reissues of the album now widely available in many record stores. This is a textbook case of an external event sparking a trend.

More interesting are organic memetic spikes—trends spreading through cultural memory and word-of-mouth, unlinked to singular events. These shifts, though subtle, can profoundly impact musical demand.

The Rise of “South American Music”

In recent months, requests for “South American Music” at my shop, Glitter Records, have soared. Customers request it broadly—often unable to name specific genres or artists they want. This has led to the sale of everything from 1960s Brazilian singles to Latin jazz CDs. Sergio Mendez albums I never thought would find another home have sold well. Even old music from Spain is seeing a new enthusiasm amongst collectors. This trend seems fueled by collector communities rather than media campaigns, indicating grassroots memetic spread. Its eclectic appeal makes it a compelling area for curation.

Memetics and Steely Dan: Price-Sensitive Nostalgia

Steely Dan’s resurgence this year highlights another memetic nuance. Young and old customers express enthusiasm and request Steely Dan. However, many hesitate to pay premium prices, such as $50 for a used album by the group. As a record store owner, I like helping people. But I have been reluctant to bet on sourcing an album to re-sell at too high a price point. Especially given the recent reissues.  This underscores the importance of thinking critically about trends. Some might not extend across an artist’s entire catalogue or justify high pricing, particularly as reissues tend to stabilize the market.

Joni Mitchell’s Blue and the “Mars Bars Effect”

Joni Mitchell continues to captivate collectors. Younger listeners often discover her through comparisons to contemporary artists like Taylor Swift. Meanwhile, older fans revisit her work, perhaps influenced by the renewed cultural dialogue on women in music. Interestingly, Blue has also become a collector’s meme. Fans pose with the album cover over their face in front of their collections, blending personal identity with iconic imagery.

For older fans, the “Mars Bars effect” offers another speculative explanation for Joni Mitchell’s renewed interest. In the 1990s, Mars Bar sales spiked during NASA’s Mars missions, despite no direct link between candy bars and space travel. Given that superficial associations can trigger interest, I will suggest that similarly, Taylor Swift’s media saturation might indirectly elevate artists like Mitchell as alternatives for those seeking a confessional singer-songwriter more relevant to their generational preferences.

I’ve observed this unexpected phenomenon at Glitter Records. When major events, like Taylor Swift’s recent tour or large sports matches, dominate public attention, music sales—often in unrelated genres like punk or heavy metal—surge. This suggests some fans react to cultural saturation by seeking music that aligns with their identity, even if unrelated to the highly publicized event.

This has caused me to reflect on the role of popular acts within the broader culture of music. Even if niche communities reject them, these mainstream artists may still serve a vital function in sustaining the overall music culture. Is it possible their widespread appeal creates a cultural framework that allows smaller, more specific genres to thrive? Is the niche, while separate or countercultural in values, inherently part of the whole?

The Role of Memetics in Music Culture

Trying to understand the workings of memetics and music culture fundamentally raises more questions than it answers. However, from my own experience I can share that word-of-mouth remains a powerful driver of musical trends. Especially in niche communities. While planned campaigns by large music industry bodies can drive demand for physical media, other shifts arise organically, making them harder to predict.

For record store owners, understanding memetics and cultural currents can offer a vital edge over larger competitors. We are up close and personal with our customers. Able to observe their verbal cues and engage with them in a way that helps us understand their evolving needs. This unique position allows for smarter curation, adaptability, and a more measured response to emerging trends.

While I remain cautious of some of the more sweeping claims in memetics — especially when it comes to drawing conclusions about evolutionary biology—the framework can still offer valuable insights into the less obvious ways artists and albums capture collective attention. By recognizing these cultural patterns, record store owners can not only anticipate shifts in taste but also contribute to the broader cultural conversation by selectively highlighting records that might otherwise go unnoticed in the noisy clamour of mainstream media and mass consumption.

Riley Fitzgerald

Creative Director

Riley Fitzgerald is Managing Editor and Creative Director of The Glitter & Gold.

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The Glitter and Gold
The Glitter and Gold is a digital magazine and record store in Fortitude Valley, Brisbane.
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