Records keep on spinning

One day, German tourist Neele Marr, who had been staying in the neighborhood for a few days, happened upon Indie Music while strolling around. She wasn't looking for anything in particular, but as she turned the corner and caught sight of the shop, she couldn't resist stepping inside.

As she wandered through the rows of vinyl, she smiled. "I never expected to find something like this here," she said, running her fingers across the albums. "This is perfect," she added, picking out a record. "My friend will absolutely love this."

"Every record here is a new discovery waiting for you," Guo often tells his customers, guiding them patiently through stacks of indie releases and local rock albums. He never pressures anyone to buy; instead, he wants them to leave feeling inspired: "Even if you don't leave with a record today, I want you to leave with a sense of excitement about music."

Over the years, the store grew alongside its community. It became a gathering place for music lovers — some who had been following Guo since those early days, some discovering the magic of vinyl for the first time, and others becoming indie musicians themselves.

Guo fondly recalls one particular visitor: a young boy who would wander into the store with his parents. His parents, accustomed to his quiet fascination with records, let him roam the aisles, his small fingers tracing the edges of album covers as he passed. Sometimes, he'd spend hours there, lost in the world of music, carefully picking out one album after another.

Eventually, the boy would pull a record from the shelf, gaze at it for a moment, and place it in a pile of choices he had narrowed down. "Are you sure that's the one you want?" his father would ask. The boy, eyes serious, would nod. "Just one today," he'd say.

"Why just one?" his father would tease. "You can get a few more if you like."

The boy would pause, thoughtful, then shake his head. "I'll get one ... but next weekend, I'll come back and find another one."

"Now, the boy is in college. We still keep in touch," Guo says.

The store has not been without its challenges. Guo has moved three times. Once due to urban redevelopment, then to accommodate a growing collection and a larger community. The current location, opened in 2025, is the largest yet, complete with a small stage, a coffee corner, and space for workshops and events. "Music isn't just for listening," Guo says. "It's for sharing."

Beyond the business, Guo has always viewed his store as a cultural project. He has helped release nearly 200 albums for local bands, providing a platform they might not have found elsewhere. Over the years, he has watched a generation of fans grow up among his shelves, some of whom have gone on to form bands of their own, inspired by the records they discovered at Indie Music.

"Even though digital music and the internet are growing rapidly, and artists no longer need to follow traditional promotional plans, I still believe in the value of offline interactions," Guo says.

According to the 2025 annual music report by the International Federation of the Phonographic Industry, China has become the fourth-largest global market for recorded music, overtaking Germany, with physical revenue growth outpacing digital. Vinyl, in particular, has been experiencing a resurgence, with a 13.7 percent increase in revenue, marking its 19th consecutive year of growth.

Music lovers in Chengdu, Sichuan province, also look forward to Record Store Day, as music labels and record stores across China gather to celebrate the event in this vibrant city.

Since 2019, the annual event has been a celebration of shared love for music. "As the needle drops and the rhythm begins to pulse through the air, we flip through records, listen, and connect with the notes hidden in the vinyl grooves. In an age where digital streaming moves at lightning speed, physical records still carry the truest warmth, waiting for each touch and every playback," say the co-organizers of the event, Yard Cultural and Creative Park in Chengdu.

Jia Nan, a record store owner in Chengdu, is among those participating this year. His store, opened last October, has already carved out a unique spot in the city. "My store is small. Not many people know about it yet," Jia says. "But I still enjoy it. Even if no one's here, I'm happy to look through records or watch educational videos."

At just 35 sq m, the store is a haven for music lovers, offering a carefully selected collection of vinyl records, mainly focusing on European and American rock and pop, genres that are rare in local stores.

"I choose all the records myself. I've been a vinyl lover for over 25 years. This is something I've always wanted to do," says Jia, 42.

His passion for vinyl was sparked early on. "I was exposed to music and sound from a young age. My father worked in a cinema, and we had a lot of sound equipment at home," says Jia, who was born and raised in Binzhou, Shandong province.

Jia's path to owning a record store wasn't straightforward. After years of teaching university students about film and literature, he decided to follow his passion for music.

"I had a stable life for over a decade as a teacher, but I wanted to do something I truly loved. That's why I opened the store," he says. His journey into collecting began with cassette tapes, then CDs, and eventually vinyl.

"I started collecting tapes in 1997, about 400 to 500 of them. When I got to university, I began buying CDs. I had around 500 at one point," he recalls.

Despite being a small shop, Jia's store has its own charm, attracting customers who appreciate both the music and the experience of browsing through records.

"Some people come just to chat. One person even spent the whole afternoon with me. Others come to browse and pick up a CD to relax," Jia says. For him, vinyl is about more than just music — it's a way to preserve and enjoy something timeless. "Records aren't just music anymore. They're collectible items. Limited editions can increase in value. Even people who don't have a turntable sometimes buy records just for decoration," he says.

"Although the store is small, I want it to be a place where people can unwind and discover something new," he adds.

"Digital music is great for convenience, but there's something about holding a physical record or CD that makes it feel real. It's yours to keep, and you can touch it, see it, and even smell it," says Liu Boshu, 30, a blogger and band manager. "With digital music, there's a risk of losing access if something goes wrong with the platform or a license expires. I've had songs removed from my library before, even after paying for them. That's not something that can happen with physical media."

For her, the sound quality also plays a role. "Vinyl, in particular, offers superior sound quality for those who really care about the nuances of music. It's a different listening experience — richer, warmer." She also notes that purchasing physical albums feels like a way to support artists, even though the royalties from albums are often smaller than those from other revenue streams, such as concerts. "If you truly love an artist, you support them by buying their physical albums. It might not make a huge difference financially, but it's an important way to show appreciation for their work."

Liu has always been a music lover, but her connection to vinyl records is something deeper. It's more than just listening to music; it's discovery and connection.

For her, walking into a record store is a far cry from the straightforward nature of online shopping. "When I buy records online, it's usually very purpose-driven," she says. "I know exactly what I'm looking for, and I search for it, compare prices, check delivery times, and then place my order. But in a record store, there's this sense of 'digging', a more spontaneous experience. I might not even be planning to buy a record, but I'll be drawn to an album cover or stumble upon a special edition that I want to add to my collection."

It's also the environment. "The in-store experience is important," she adds. "You have a chance to interact with the staff members and fellow customers, maybe get a recommendation or exchange thoughts. You can even listen to a record right there, which gives you this immediate satisfaction — something that online shopping can't offer."