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Top 5 Campaign June 2026
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Top 5 Campaign
All Sectors · June 2026

WMG Vinyl Take-Back Pilot

PR Campaign
Thursday 21st May, 2026

Warner Music Group partnered with GZ Media to test reprocessing 10,000 unsold records into new pressings, proved recycled PVC can match sound quality and cut product carbon footprint ~10%, then launched a consumer-facing vinyl take-back pilot with 11 indie record stores to collect unwanted records for recycling through September.

Why it worked: It combined a blind test at Abbey Road proving no quality loss with a time-bound, consumer take-back pilot—hard data plus public action.

The lesson: Consider pairing an expert-verified test that overturns a quality myth with a short, local collection drive your audience can join now.

Warner Music Group GZ Media Virterras Materials
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