HMV taps into the vinyl boom with new cinematic campaign targeted at students

With its own vinyl sales expected to total 1.5 million this year, HMV has launched a cinematic ad campaign that celebrates the nostalgic trend.

HMV has launched a new cinematic campaign that celebrates the brand having been the “home of vinyl since 1921”.

The 30-second ad, which was filmed at the headquarters of Middlesex-based record label The Vinyl Factory, features Billy Cobham’s ‘Stratus’ as its soundtrack. The ad flips through scenes demonstrating the pressing process of vinyl while highlighting classic records from the likes of Dr Dre, Led Zeppelin and Guns and Roses.

The ad will be rolled out in 33 independent cinemas across the UK, each located close to 37 of HMV’s 128 stores, and will also be pushed out through social channels under the hashtag #lovevinyl. HMV is also working with universities to tailor the campaign’s messaging to students, with the retailer aiming to become “the driving force behind student vinyl consumption.”

Patrizia Leighton, head of marketing at HMV, said the ad is “celebrating the format of choice for music lovers” and will also aim to communicate the history behind the retail brand.

“Thanks to music lovers’ passion for the format, and the determination of The Vinyl Factory we are lucky enough to continue to manufacture vinyl in the UK and have been able to share a glimpse of the process,” said Leighton.

“We celebrate the format of choice for music lovers everywhere and we are proud to be the home of vinyl since 1921, when His Masters Voice first opened its doors at 363 Oxford Street, London to sell the finest selection of recorded music and the latest gramophones.”

Earlier this year, HMV announced that 2016 would see its largest vinyl sales since 1997, with sales of more than 1.5 million LPs expected across its stores and website. And the retailer is not alone in its celebration of the resurgent format.

The Entertainment Retailers Association recently highlighted that sales of Vinyl have been steadily increasing in the UK over the past eight years, with a surge from 222,6000 vinyls sold in 2008 to 2,236,800 in 2015.

Major supermarkets such as Sainsbury’s and Tesco are also keen to get in on the trend, with both now stocking vinyls in selected stores. Earlier this year, Tesco unveiled a campaign referencing The Velvet Underground to announce it was stocking vinyl.

Hide Comments1 Show Comment
  • Stephen Raybould 3 Apr 2017 at 11:32 am

    Forgive me for being a pedant, but was vinyl used for making gramophone records as far back as 1921?

  • Post a comment

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here