In Cardiff central market, overlooking burger stands and fruit stalls, Kelly’s record shop stands as a thriving bastion of physical media in a world of increasing digitalisation.
Kelly’s records shouldn’t exist. An independent vinyl store, tucked away in Cardiff’s city centre, dedicated to selling physical media in a world where music is instantly accessible, and increasingly digital.
Kelly’s has endured The Walkman, CDs, The MP3 Age, iPods, and The Streaming Era, all supposedly heralding a ‘vinyl apocalypse’. Yet, whilst Walkmans, MP3s and iPods have been relegated to the dustbin of history, Kelly’s stands tall, not just surviving, but thriving.
A Cardiff Institution
Kelly’s is no doubt a Cardiff institution. Founded In 1969 as a singular stall, Kelly’s has been selling second hand records for 55 years. Now, it spans the length of Cardiff market, stocked with every kind of vinyl, a vast collection of CDs, and even some tapes.
The name Kelly’s refers to its founders, Eddie and Phyllis Kelly, a music enthusiast couple who aimed to create a community hub for Cardiff’s music lovers. Though they’ve long retired, the business remains a family-run establishment through their nephew, Allan Parkins, who now owns and manages the business.
Withstanding Change
Though the music industry has shifted immensely since 1969, Kelly’s has withstood its changes. From the rise of CDs in the 1990s, through to the emergence of the digital age, and the on-demand streaming model of apps such as ‘Spotify’ and ‘iTunes,’ Kelly’s has remained, adapting to the increasingly modern age, whilst retaining its core principle of selling physical media to Cardiff’s music lovers,.
Though Kelly’s struggled through the world’s digitalisation, the ‘vinyl revival’ of the late 2010s (and early 2020s), has brought newfound success as consumers rebel against smartphones and apps, preferring the tactile feel of a brand-new record, and the browsing experience of exploring a physical shopfront.
When questioned whether physical media is still in decline, or could ever become obsolete, Russel Milton (53), one of Kelly’s staff, simply replied, “They’d like to think it is, it isn’t.”
A Community Hub
Kelly’s is more than a record shop in Cardiff, it’s a community hub, a place where people can congregate and talk about their passion.
The shop goes above and beyond selling media, by hosting numerous events, including club nights, artist collaborations, and pop-up shops, cementing it’s status as a key place in Cardiff’s rich music scene.
Dave Perkins (50), has worked at Kelly’s for over three years, speaking about its vibrant community, he said, “You meet new people everyday, and see new faces. It makes it interesting.”