VMDO release “For The Record”, a study into the Victorian vinyl ecosystem

Published 10th December, 2025

Pic: Monique Pizzica/ Record Store Day

New VMDO Research Proves Melbourne is the Vinyl Capital of the World

Did you know Melbourne has more record shops per head of population than any other city in the world? Or that it is home to 50% of the nation’s independent vinyl stores?

These are amongst the findings in “For The Record”, a new research piece commissioned by the Victorian Music Development Office (VMDO) and delivered by Ethan Holben and Audience Strategies.

“For The Record” takes a broad look at Victoria's vinyl ecosystem, from the pressing plants (66% of Australia’s total) through major and micro-distributors to the retailers whose support and curation of local releases plays a crucial role in these times where visibility of domestic music is a hot topic. 

Fiona Duncan, CEO of Music Victoria reflects:

“Vinyl plays a far bigger role in Australia’s music ecosystem than many people realise. For many artists, it’s now a central part of a release strategy. Strong physical sales can genuinely shift an artist’s chart position. Physical sales aren’t just income; they’re strategic...and vinyl continues to be one of the most powerful drivers for Australian artists.”

The report also explores the economics of the format, from the multiplier effect of income distribution when a $45 record is pressed and sold locally, through to the more sobering retail realities; that behind the headlines of vinyl booms and an 18% increase in stores, most independent outlets are simply getting by.

The report finds that the importance of stores as cultural “third places” is growing as in-store performances offer access to live music for young people in a safe space. Kate Duncan, CEO of The Push says:

“Record stores have the potential to become the most important entry points for young people discovering live music. With many young people unable to access licensed venues as well as facing real cost-of-living barriers, these spaces could open the door to music experiences young people are currently missing - creating welcoming, all-ages environments that unlock connection, confidence and a lifelong relationship with Australian music.”

Barriers to regional expansion, sales data visibility and whether diversification is the key to survival are all explored in this informative report that answers many important questions and raises many more.

This report is Part 1 of a 2 part project. Part 2, focusing on artist direct-to-consumer and show sales, is expected in 2026.

 
KEY FINDINGS

• Globally exceptional density. Melbourne's 5.9 stores per 100,000 residents exceeds Tokyo (2.3), London (4.9), and Berlin (2.9). 

• Australian music championing. Victorian stores stock Australian music at 25-50% of their inventory, substantially exceeding streaming consumption where Australian artists account for only 8.4% of top tracks. 

• Growth paradox with local economic impact. Victoria's store count grew 18% since 2023, whilst national vinyl sales increased 5.6% to $44.5 million. Yet no surveyed store describes itself as financially strong. 

• Systemic barriers constrain equitable participation. Regional VIC faces access disadvantage (one store per 150,000-200,000 residents versus one per 62,000 in Melbourne), ownership homogeneity reflects capital requirements ($50,000–$75,000) and vinyl pricing threatens youth access.

• Buying local vinyl sustains the scene. There is no better way to both support the Victorian music scene and show your loved ones how much you care this festive season than going into an independent record store and buying a record, ideally one produced and manufactured locally. And if you don’t know where to start, you can find your local, friendly store at recordstoreday.com.au