In the digital age that we are in, the allure of tangibility is being forgotten through the ease of digital data sharing. With media that has no depreciation, it becomes difficult to think of music as an art with a life. In the past, however, gramophone records, cassettes, flexi discs, and lathes all held a life in the music that they contained along with the physicality of the object. These items included personal choices from the artist; whether it was the paper they decided to print the album artwork on, or the color of the plastic the record was pressed on.
Twelve is an app designed to streamline and inspire the analog music playing experience by using digital technology. It offers a subscription that will encourage all people to select analog music consumption over digital through the rewards it offers. Every subscription also includes a triannual zine titled Near Mint, which includes four interviews with various collectors themed from all over the world, and is a look into their personal analog collections. Focusing on gramophone records, vinyl, and cassettes, both are meant to motivate millennials to opt for a higher quality sound and overall experience. Twelve strives to encourage the act of having to place a needle onto your record or rewind your tape gave it purpose.