The guys at Vice Magazine are known for their off-beat, irreverent approach to the publishing business. That's what has made them successful. It's who they are. It's who they will be. So when I grab a copy, I always expect to see something different than in the regular high-polished, politically correct magazines. Not just in terms of editorial content, but the advertisements as well.
The one above totally did it for me. It stopped me, it made me smile. And I'm pretty damn sure it works. Why? Well, for a number of reasons:
ONE. Whoever created this knows very well that vinyl is an ancient technology, a dinosaur. There is just no way you can convince anyone in this day and age that there is even one technological benefit in a record. So they don't even try to. Not even by selling the romantic aspect of lifting the lever and gently putting it onto the record, the crackling in the speakers etc.p.p. So they took a somewhat ridiculous approach.
TWO. This approach is actually quite funny. Yes, it's true, but it's kind of stupid at the same time. Which means it's perfect for the culture it promotes, and the medium it advertises in. I bet a hundred bucks that the percentage of Vice readers who still own a record player is significantly higher than GQ or Details or any other.
THREE. The way it's written, that little copy blurb at the bottom, doesn't take itself too seriously.
"This mathematical observation is brought to you by the volcom entertainment vinyl club - reminding you to support your local record shop."
It almost comes across as a public service announcement, promoting a good cause. Which it is.
So don't throw out your record player just yet. Your next date, or - a few years down the road - your children or grand children will think you're the coolest person on the planet when you put on that vinyl disk.
Related links:
Vice Magazine online
Vice on facebook
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