RECORDS KEEP ON SPINNING

On a Friday afternoon in Beijing's iconic Drum and Bell Towers area, the independent record store Indie Music isn't as bustling as it normally is on a typical weekend. The usual rush has quieted, leaving space for a more intimate, personal experience.

The store's owner, Guo Yonghong, is chatting with two young women who have just walked in.

Both in their early 20s, the women stand by the bins, eyes wide with curiosity as they scan the colorful rows of vinyl. Though they are new to the world of records, their eagerness to explore is evident. For one of them, it's a special occasion — a birthday gift for her boyfriend. "I've never been to a record store before," she says, her voice a mix of wonder and uncertainty. Holding up her phone, she shows Guo her boyfriend's social media profiles, as if hoping he could magically suggest the perfect record.

Guo, with a warm smile, recognizes the familiar nervous energy of a vinyl novice. "Let me show you something," he says, guiding them to a section of the store filled with iconic albums — treasures for both collectors and casual listeners alike. "These are classics. I think your boyfriend would appreciate them. They're perfect for anyone who loves music," Guo says.

The women lean in, fascinated as they browse through the albums. The friend helping with the gift is just as engaged, her eyes scanning the record covers for a hidden gem.

"It's amazing that you can actually hold the music in your hands," says Ni Anna, the friend, running her fingers along the textured sleeves. "I listen to music through streaming platforms. But here, it's music you can touch." She also mentions that she mostly listens to pop music, but the store has introduced her to genres she had never expected to explore, sparking her curiosity.

Guo continues to guide them, picking out a few options he believes might suit their tastes, explaining each album's significance. His enthusiasm is contagious. Although they're new to vinyl, they can't help but feel swept up in the excitement. For a moment, it's no longer about finding the perfect gift, but the shared experience of discovering something new together, and the joy of owning something tangible and real.

"This isn't just shopping. It's an experience," Guo says. "Every shelf and crate pulses with excitement as visitors explore the possibilities."

"For me, it's not just about selling records," he continues. "It's about sharing discoveries. I love watching someone pick up an album they've never heard before and leave with a new favorite."

Indie Music is one of Beijing's beloved independent record stores. This year marks its 15th anniversary, coinciding with the annual Record Store Day, a day celebrating independent record stores and their role in the music community.

With a series of events, such as podcast shows and a merchandise raffle, Indie Music is a testament to the resilience of physical music in an increasingly digital world.

Founded in 2007, Record Store Day is an annual event that supports independent record stores across the globe and brings together music fans, artists and labels. This year, it lands on April 18.

From its beginnings in 2011, Indie Music has grown from a small store into a flagship for indie music distribution. It has weathered the rise of streaming platforms, survived the pandemic, and adapted to an ever-changing industry. Along the way, it has seen indie music evolve from an underground movement to a widely appreciated cultural force.

Guo always believed that music was more than just sound: it was a story waiting to be discovered. Record stores hold a unique, irreplaceable place in the cultural and musical landscape. For many, they are more than just places to buy music; they are hubs of discovery, community and nostalgia.

"I didn't open this store to sell hits," Guo says. "I opened it to share hidden gems with people who might never hear them otherwise."

"When I travel around the world, I love visiting local record stores," he adds. "When you walk into one, you are stepping into the heartbeat of a city's music scene. It's a great way to understand the local vibe."

In 2011, after years of working at record labels and immersing himself in indie and rock music, Guo decided to take the leap. He opened his first store: a tiny 10-square-meter space tucked into a quiet alley in Beijing's Drum and Bell Towers area.

At the time, the music industry was shifting. Digital streaming was overtaking physical albums, and record shops were disappearing across the city. But Guo didn't care. His mission was simple: introduce people to music that moved him, and let them discover their own treasures.

From the very beginning, the store was different. Vinyls and CDs lined the shelves, but what truly set it apart was Guo himself. He knew every band, every album, and every story behind the music.

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."