Year-End Mania is the Key’s annual survey of the things below the surface that made 2018 incredible. Today, Key vinylologist Brian Wilensky unpacks the part of the record that often goes overlooked: the hype label.
Chances are you bought a record or two this year, and paid little mind to the hype label slapped on the shrink wrap. Maybe you briefly glanced over it while frantically tearing the plastic from the corner of the sleeve to release the album from the its embrace. Maybe you contemplated the verbiage on the sticker while in the store, pushing you to put the hammer down on a $22.67 LP that you’ve only hear good things about. These labels, as innocuous as many of them can be, deserve some recognition.
The hype label is the last piece of bait, at least if you’re shopping in a store, that the record label and/or artist has to reel in the listener, rather, consumer. They’re important in that they’re supplemental to the album art, an additional piece that’s often communicative for what’s seen on the cover, but also suggestive of what’s to come aurally. But they’re intriguing in how easily they can be overlooked. Which in turn, they often get thrown out. And saving them? Well, who really wants to cut the plastic wrap just to save the sticker? Where would you store it – in the sleeve with the album? It’ll probably get crushed, much like that annoying download card that will never be redeemed. Keep it in a binder or collage? Sure, that sounds nice but also sounds like extra work and I’m not very crafty.
If I like one enough, whether for the language or design, I’ll save it by ever so carefully slitting the cellophane, forever preserving the sleeve in its original wrap and keeping these stickers intact and where they belong: with the record. Here are a few of my favorite hype labels of 2018. Continue reading →