HMV: The High Street Phoenix That Refused to Die
The Cautionary Tale – and Comeback – of Britain’s Most Beloved Music Retailer
In the world of marketing, few brand stories are as dramatic – or as instructive – as that of HMV. Once a giant of music retail, it fell hard and fast… only to rise again in a manner that feels almost cinematic. This is the tale of collapse, resurrection, and the delicate matter of consumer trust.
The Marketing Made Clear Podcast
Check out the Marketing Made Clear Podcast on all good streaming platforms including Spotify:
How Did HMV Fall So Far, So Fast?
Let’s rewind. Founded in 1921, HMV (short for His Master’s Voice) was a cornerstone of British high street culture. For decades, it was the place to discover new music, queue for album launches, and awkwardly navigate the racks hoping your crush wouldn’t see you buying a Craig David CD.
By the early 2000s, HMV’s future looked secure. But like many high street titans, it failed to anticipate – or act quickly enough on – the digital revolution. As Napster, iTunes, Spotify, and Amazon redefined music consumption, HMV clung to its physical product model.
That, paired with overexpansion and the rise of online retail, proved fatal.
In 2013, HMV went into administration, closing 140 stores and laying off thousands. A year earlier, it had lost £36 million. The writing was not just on the wall – it was playing out in real-time on every teenager’s smartphone.
The Phoenix Moment: HMV’s Comeback
Enter Canadian entrepreneur Doug Putman, who bought the struggling chain in 2019 through his company, Sunrise Records. To many, it felt like a gamble. Why resurrect a relic?
But Putman had a plan: lean into what digital couldn’t replicate. Atmosphere. Nostalgia. Curation. The in-store experience.
He closed unprofitable locations (including the Oxford Street flagship, a symbolic blow), but doubled down on viable stores. He added more vinyl (which was enjoying a quiet renaissance), broadened the pop culture merchandise offering, and focused on customer service.
In 2023, HMV reopened a store on Oxford Street – bigger, bolder, and, crucially, more experience-led. It felt less like a music shop and more like a cultural hub.
What HMV Got Right (The Second Time)
-
Experience over transaction: You can stream any track in the world, but you can’t replicate the joy of crate-digging or chatting to staff about obscure 90s punk bands.
-
Cultural relevance: Vinyl wasn’t just a niche. It became a lifestyle. HMV tapped into that, positioning itself as a place for music lovers – not just music buyers.
-
Nostalgia marketing done well: The rebrand didn’t rely on blind sentimentality. Instead, it modernised the brand while nodding respectfully to its heritage.
Trust, Perception and the Rebuild Challenge
When a household name collapses, it dents public trust. For a time, HMV became shorthand for a dying industry. Parents lamented its loss, but teens didn’t mourn—it had lost cultural traction.
The challenge, then, wasn’t just financial. It was perceptual.
Can a brand die and still be loved? Is trust something you can buy back?
The answer, in HMV’s case, is “only if you evolve.” It required transparency, clear investment in customer experience, and above all, authenticity. This wasn’t a venture capitalist milking a name. It was a purposeful reinvention.
Lessons for Marketers
-
Adapt or die: Legacy means nothing if you ignore behavioural shifts. Spotify, TikTok and YouTube aren’t threats – they’re cultural currents. Learn to surf. Charles Darwin strikes again!
-
The physical still matters: Digital may dominate, but there’s enduring value in tactile experiences – especially for passionate subcultures.
-
Brand memory lingers: HMV didn’t vanish from people’s hearts. It just needed to be reintroduced in a way that felt relevant, not retro.
-
Consumer trust is fragile but recoverable: The narrative of return – if handled with care – can rekindle affection. But it has to be credible, not gimmicky.
So, Is HMV Safe Now?
Not exactly. The market is still brutal. But HMV’s current strategy is less about dominating the charts and more about championing music culture. That gives it a stronger footing in the long term.
It might never be the behemoth it once was, but in an age of digital fatigue, the brand’s human, real-world appeal is a valuable currency.
TL;DR
HMV’s fall was a cautionary tale of digital disruption and stubborn legacy thinking. But its rise under new ownership has shown how brands can stage meaningful comebacks by focusing on experience, authenticity and evolving consumer habits. Long-term trust can be rebuilt—if the revival feels more like a love letter than a cash grab.
