#WhyVinyl is a conceptual brand video created for School Kids Records that strategically expands the conversation beyond the store itself to engage a wider community of music lovers. Recognizing that vinyl listeners in Wilmington, NC are already familiar with School Kids’ local presence, the campaign uses “Why Vinyl?” as a broader cultural entry point—centering shared values around music, physical media, and listening culture. By elevating the conversation around vinyl, the video positions School Kids as the natural gathering place for new audiences to connect with the store through a shared love of music.