Direct-to-consumer music company VNYL has announced it has acquired Vinyl Me, Please (VMP), the subscription vinyl record service that news reports indicated entered liquidation earlier this year.
The new iteration of VMP will be headed up by Nick Alt, founder of VNYL, who will serve as CEO, and Emily Muhoberac, President of VNYL who will serve as President and COO at VMP.
The new leadership “aims to restore VMP’s reputation while charting a modern future for the brand,” the company said in a statement on Tuesday (June 3).
News reports emerged in recent months that customers were complaining about unfilled orders, despite continuing to be charged for annual subscriptions.
The Denver, Colorado-headquartered company filed a liquidation notice in April, with an entity titled Vinyl Liquidators LLC named as the recipient of VMP’s remaining assets, according to the Denver Post.
In recent years, VMP “struggled with fulfillment delays, operational breakdowns, and unmet customer expectations” VNYL said.
“With the acquisition now complete, the new team is focused on rebuilding trust by honoring past obligations and delivering on the promise of premium vinyl experiences.”
“Vinyl customers deserve a white glove experience and that’s far from what they’ve gotten recently. We intend to do that by getting back to the fundamentals of VMP with a great customer experience,” Muhoberac added.
“Vinyl customers deserve a white glove experience and that’s far from what they’ve gotten recently. We intend to do that by getting back to the fundamentals of VMP with a great customer experience,.”
Emily Muhoberac, Vinyl Me, Please
VMP will now join VNYL’s two other direct-to-consumer vinyl retailers, VinylBox and the VNYL brand. It will have access to VNYL’s technology, which tracks real-time behavior on music services like Spotify, Apple Music and Discogs “to better predict demand, reduce waste, and improve curation.”
Alt said the three retail brands will be tailored to varying listener profiles.
“Our philosophy is simple: not every collector is the same,” he said. “Some customers want a Blue Note Anthology box set. Others are counting the days until the new Reneé Rapp LP drops. We’re building different clubs to serve different types of listeners – with pricing and curation that actually match their needs.”
VNYL broke down the target audiences for its retail brands as follows:
- VMP for vinyl collections seeking premium audio experiences.
- VinylBox for millennials balancing aesthetic and specific collection needs.
- VNYL for Gen Z / Alpha seeking affordable curated vinyl for new turntables.
However, with respect to VMP, the immediate future will about doing right by the customers left in the lurch in recent months.
“That means making things right, listening closely, and proving – through action – that VMP is still worth believing in,” Alt said.Music Business Worldwide
