While decluttering in 2022, I looked at my vinyl records and faced a tough decision: Was it time to get rid of them?
Parting with my records from the ‘70s and ‘80s was not going to be easy, so I selected another route: I would talk about them. How about a one-minute chat from a retired, Charlotte-based, would-be social media influencer?
My main talent is knowing lots of music trivia, and being able to research what I don’t know. That’s a far cry from my old career as a Duke Energy spokesman. But what good is retirement if you can’t try something new?
In social media circles, I needed a niche. Cooking? Dog videos? Political discussion? Not for me. I’m strictly ‘80s music, doing one-minute videos about a song or a band that people of a certain age remember. My main visual aid is my ever-growing collection of 7-inch 45 records, complete with original picture sleeves.
For good measure, I rotate wearing a band T-shirt in each video. I have about 40 total, from Tears for Fears to Poison.
My setup is simple: My daughter’s old bedroom serves as my studio. My iPhone on a tripod is my camera, and my wife Anita is my videographer.
At first, my videos were lucky to get 100 views. But slowly my “45 of the Day” segments started to catch the attention of other like-minded people. I tapped that loyal audience of people who have strong feelings about whether David Lee Roth or Sammy Hagar is the best singer for Van Halen, and they want to talk about it. There are plenty of comments to read and respond to. It’s the most time-consuming part of the day — and the most enjoyable.
Today, adding my best channel (Facebook) with others (TikTok and Instagram) the “45 of the Day” has a combined following of about 90,000. Two-thirds are men. It’s no surprise that 90% of them are over 45 years of age. Sixty-five percent are over 55. A typical month brings about 1.5 million views. It’s still growing.
My graying music lovers might not be able to name a single song in today’s Top 40, but many remember Styx playing “Mr. Roboto” at the Texas Jam in 1983 (it wasn’t pretty). They were at Live Aid. They watched “American Bandstand” and “Solid Gold” and remember when MTV just played music videos.
To avoid copyright issues, I don’t play the songs I talk about. Instead, I give followers a tidbit of info they might not know. One popular segment is about hit songs that were originally recorded by someone else. No song was more popular in the decade than 1981’s “Bette Davis Eyes” by Kim Carnes. However, Jackie DeShannon wrote and recorded the song in 1974.
A fun part of the channel is talking about the international flair of 1980s music. Thanks to MTV, groups from all over the world were on the American charts during the decade. That helps my appeal, with 20% of my followers from outside the U.S.
One of my first lessons when I started was that my record collection, although nice, had plenty of missing elements.
Thankfully, North Carolina has a robust number of record stores, which I frequent quite often. And not just Charlotte and Raleigh. Some of my best shopping days were in smaller towns like Kannapolis, Mebane and Wilson.
Granted, most vinyl shoppers are looking for albums and not the jukebox staple 45s. So, I don’t mind sitting on the floor in the back of the store rifling through boxes of old records. That’s the fun part.
A common question is, “How many 45 records do you have?” Frankly, I’ve never counted. But I’m guessing around 1,500. I may add more soon as I travel on vacation, visiting local record stores.
I’m also asked, “Do I make any money?” Despite not selling anything or having sponsors, I get paid by the tech companies based on views. It’s nice when a few hundred dollars shows up in my account each month. When it’s a labor of love, it’s all gravy.
The “45 of the Day” is an excuse to live in the past, even if just for a minute. It allows people to remember an artist they had forgotten; the famous band they saw at a small club; the song that played at a prom, wedding or funeral.
Social media might be known more for divisive political discussion. But when it comes to a great memory and a great song – that gets my vote every time. ■
