Side B — a media community for fans of analog sound and vinyl aesthetics, where everyone can share their experience.
Side B—deeper than the single
media objective description
Media Goal:
To become the premier Russian-language guide to the world of vinyl, helping newcomers take their first informed steps, while enabling experienced enthusiasts to deepen their knowledge and uncover new facets of analog sound.Objectives:
1. Eliminate the fear of a «steep learning curve» (such as which player to buy to avoid overpaying, or how not to damage a record).2. Provide practical tools for evaluating sound quality and upgrading a system.
3. Create a platform for sharing experiences among listeners at different skill levels.
Media themes
Segment: Music Media / Hobbies & Interests (the «analog audio» niche).
Niche Topic: The culture of mindful music listening on physical media (vinyl)—from choosing your first turntable to building an audio system and collecting records.
competitors and their analysis
Competitor examples:
Competitor 1: «Dusty Beats»
Format: Podcast + online store + Zen blogWhat they do: Two hosts—music journalist Alexander Nurabayev and collector Oleg Chirkov—discuss vinyl records and invite guests (musicians, collectors, audio experts) to host the «5 Records of the Week» segment.Strengths:
The hosts genuinely understand the subject matter and have access to interesting guests.
The podcast feels like a conversation, not a lecture.
The online store adds a layer of credibility.
Competitor 2: «Vinyl Academy»
Format: Podcast + short videos + television appearances.
What they do: They produce short segments on how to choose a first turntable, how to care for equipment and records, and what to buy to improve sound quality. The project featured expert Alexey Kalinichev on the OTR television channel.
Strengths: Clear methodology for beginners, short formats, accessible language, and concrete advice. Industry ties: The project is backed by the «Audiomania» store and the Pro-Ject brand, which provides access to equipment and experts.
Despite its strengths, there are also obvious shortcomings. Competitors fall into two camps: the «tech geeks» (Audiomania Academy) talk about hardware but forget the music, while the «musicians» (Dusty Beats) talk about records but don’t give newcomers practical tools. No one combines textual guides (for searching and revisiting information) with atmospheric content and musical culture simultaneously.Thus, Side occupies the space between them: we discuss technology in a way that serves the music, and we discuss music in a way that helps you understand why you need the technology. Furthermore, Side becomes the bridge between «what needle to buy» and «why this album is worth listening to on vinyl.»
distribution channel
«Needle» is a Telegram channel featuring guides on building your own audio system, music industry news, new album announcements, and gear reviews.«33 RPM» is a podcast available on Yandex Music and Apple Podcasts, offering deep dives into vinyl records and interviews with collectors.«Only Analog» is a channel featuring short, vertical videos (Shorts/VK Clips) dedicated to unboxings, sound comparisons, and «beginner mistakes in 30 seconds» features.
Why does this work?
Because of strong structure—no unnecessary filler.The Telegram channel is a convenient text resource featuring organization and fast search capabilities.Podcasts are suitable for those who wish to dive deep into a topic and are ready to dedicate significant time to their hobby.Vertical videos are short, digestible clips targeted at a young audience in a contemporary format.
Target Audience
Person 1: Misha, 22 years old, a vinyl noviceContext: He heard that vinyl sounds «warmer» and wants to try it, but he is afraid of buying a useless turntable.Jobs To Be Done (JTBD): «When I’m choosing my first turntable, I want to understand where marketing ends and real quality begins, so I don’t waste money or become disillusioned with the hobby.»What he needs from media: Guides like «What to buy under 30,000 ₽, ” checklists, and debunking myths.
Persona 2: Anya, 33, an inquisitive audiophile
Context: She already has a basic system and buys records by her favorite bands, but she wants to understand how to improve the sound.
JTBD: «When I listen to a familiar album on vinyl, I want to notice details that get lost in streaming so I can get more enjoyment out of my collection and my system.»
What she needs from media: Audio equipment comparisons, setup tips, and curated playlists like «What to listen to on vinyl to hear the difference.»
UTP
«Side B» is a media platform that doesn’t force you to choose between «just listening to music» and «understanding the technology.» We translate the complex language of audiophiles into plain English, showing how every step in upgrading your system transforms familiar songs into a new pleasure.
Three Pillars of Our Unique Selling Proposition:
1. Practicality without Snobbery. We don’t judge the «correctness» of your system; we help you improve it within your budget.2. The «Gear + Music» Connection. We explain why the same album sounds different based on the setup, rather than just publishing equipment reviews.
3. A Journey from Beginner to Confident User. The content is structured by skill level: starting out → setup → upgrading → refining your taste.
Side B—deeper than the single