Warner Music Group Launches Vinyl Recycling Pilot with Independent Record Stores

Warner Music Group (WMG) announced a vinyl take-back pilot that begins on June 26 and runs through September. Consumers can drop off unwanted records at eleven independent stores in the United States; the material will be sent to Virterras Materials for recycling into pressings.

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In May, WMG completed a joint test with GZ Media, the world’s largest vinyl manufacturer, to determine whether recycled polyvinyl chloride (PVC) can match the sound quality of virgin material. The test shredded 10,000 unsold European records and re-pressed them using recycled blends ranging from 10 % to 100 % PVC. A blind listening session at Abbey Road Studios found each pressing acceptable, and the process cut carbon emissions by 10 % versus fresh PVC.

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Key participants include Warner Music Group, led by senior director of ESG Madeleine Smith; GZ Media, which supplied recycled PVC and performed the re-pressings; Abbey Road Studios, where mastering engineer Miles Showell oversaw a blind listening test; Virterras Materials, which recycles returned vinyl; and eleven record stores, such as Amoeba Hollywood in Los Angeles and Rough Trade NYC in New York.

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The pilot used 10,000 unsold records, re-pressed with recycled PVC blends from 10 % to 100 %, a 10 % carbon-emission reduction and involvement of 11 retailers nationwide.

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Miles Showell, mastering engineer at Abbey Road Studios, said the pressings showed consistent audio performance across all recycled blends, indicating sustainability does not compromise sound quality. Madeleine Smith highlighted the role of independent record stores as cultural hubs and called the take-back program an initial step toward recycling.

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• “What impressed me was how consistent the pressings were across the different material blends, showing that sustainability and sound quality do not have to be at odds,” — Miles Showell, Mastering Engineer, Abbey Road Studios

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• “Independent record stores have long served as gathering places for music fans and stewards of music culture,” — Madeleine Smith, Senior Director, Warner Music Group

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• “[This is] a vital first step in understanding what’s possible.” — Madeleine Smith, Senior Director, Warner Music Group

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• “Even with the added steps of transport, warehousing, sorting and shredding — all of which impact the product carbon footprint (PCF) — carbon emissions dropped 10% from using recycled polyvinyl chloride (PVC, from which vinyl is pressed) compared to fresh materials.” — Warner Music Group internal report

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The pilot lowers vinyl’s carbon footprint while preserving audio fidelity. If scalable, it could enable reuse of discarded records, reduce waste, and provide a model for other music companies seeking sustainable manufacturing.

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The take-back program runs through September. Afterward, WMG will assess collection volumes, recycling efficiency, and sound-quality data to decide on expanding the initiative to retailers and markets.

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