The Resurgence of Golden Oldies and Why Old Music Still Dominates Culture

Words: Charlie Lake

Did you know that the average person spends over 18 hours a week listening to music?

That is a staggering number of hours when you think about it.

This music is getting increasingly older, too. Data suggests that ‘old music’ - defined as music released over 18 months ago - now makes up over 70% of the entire US music market, highlighting a growing cultural fascination with nostalgic music, timeless songs and analogue listening culture.

The modern-day working musician ought to be fearful of this immense statistic.

Why Old Music Is Dominating Streaming Culture

The number of old albums listened to in 2020 was 522.6M. That figure rose to 623.6M in 2021. Then in 2022, old music dominated popular culture for yet another year. Kate Bush’s Running Up That Hill (1985) went viral for months on end due to its inclusion in a pivotal moment in the latest season of Stranger Things.

The controversy-ridden film Don’t Worry Darling made the soulful The Oogum Boogum Song (1966) and dreamy Sleep Walk (1959) soar in streaming numbers thanks to their use in the soundtrack. Netflix’s Wednesday then repopularised Goo Goo Muck by The Cramps (1981) after it featured in the protagonist’s now-iconic dance sequence.

All of these songs became viral due to their involvement in trends and challenges on TikTok. They are not the only vintage tracks to become massive hits again thanks to social media.

"The opening gatefold on a double LP, the extra artwork, lyric sheets and posters all contribute to a richer experience..."

Fleetwood Mac’s Dreams and Bill Withers’ Just the Two of Us also found huge new audiences online, despite originally being released decades ago.

TV shows are increasingly incorporating older music into their soundtracks too. Take, for example, Black Mirror. The show, masterfully written by Charlie Brooker, uses almost exclusively older music to soundtrack its episodes - from The Smiths and The Stranglers to Beastie Boys and Pretenders. Even Irma Thomas’s Anyone Who Knows What Love Is (Will Understand) appears repeatedly throughout the anthology series.

All of this serves as a good barometer for how popular culture perceives and utilises the so-called ‘golden oldies’, particularly as audiences increasingly rediscover artists and sounds that feel more authentic and emotionally resonant than much of today’s algorithm-driven music landscape.

Vinyl Revival and the Return of Analogue Music

The reasons for this surge in old music are far-reaching, and it is not necessarily because all new music is bad. Vinyl and other physical music sales have risen dramatically over the past decade.

Many people are buying into the nostalgia and supreme uncompressed sound quality compared to digital files, alongside a broader appreciation for analogue listening culture and carefully curated music experiences.

It feels more like owning the art than simply saving it digitally or even buying a CD. The opening gatefold on a double LP, the extra artwork, lyric sheets and posters all contribute to a richer experience. This explains why vinyl sales reached their highest level in over 20 years.

Urban Outfitters, among many retailers, now heavily promotes cult-classic records and iconic album artwork to younger audiences. This growing fascination with retro aesthetics extends far beyond vinyl itself and can also be seen across photography, fashion and visual culture.

Nostalgia, TikTok and the Emotional Power of Classic Songs

Another obvious reason for the resurgence is nostalgia. People often associate old music with formative memories and important emotional moments in their lives. That emotional attachment encourages listeners to revisit songs repeatedly, regardless of when they were originally released.

Many older tracks have also been sampled or covered by modern artists, helping introduce them to younger generations. Even if, like me, you were not alive during the original release of Boney M’s Rasputin, its familiarity still feels strangely comforting decades later.

“People often associate old music with fond memories of their youth or important moments in their lives, creating a sense of nostalgia…”

In many ways, nostalgia-driven listening habits have also fuelled the resurgence of artists whose music prioritises atmosphere, texture and emotional depth over chart trends.

Furthermore, old music reflects the cultural and historical climate in which it was created. John Lennon’s Imagine became synonymous with peace movements. Bob Dylan’s Blowin’ in the Wind evolved into an anthem for civil rights and anti-war activism. Public Enemy’s Fight the Power became a rallying cry for political resistance and social empowerment.

Listeners continue embracing these songs because they carry meaning far beyond entertainment.

Why Modern Music Struggles to Create Cultural Longevity

Could part of the reason people turn to older music be because modern music often feels over-manufactured or culturally disposable? Possibly - although it would be unfair to dismiss all modern music entirely.

It is true, though, that never in history have new tracks attained hit status while generating so little cultural impact, particularly when compared to the lasting influence of genre-defining artists and movements that continue to shape contemporary music culture today.

Success in music has always been fleeting, but today even chart-topping songs can disappear almost instantly from public consciousness. A recent Deezer study even found that many listeners stop actively discovering new music around the age of 30.

"In another era, that money may have been used to nurture entirely new talent..."

This disconnect was perhaps best illustrated by the recent Grammy Awards postponement, which generated remarkably little reaction online. A decade ago, the Grammys attracted over 40 million viewers. In 2021, that figure dropped below nine million - the lowest viewership in the show’s history.

Major labels are responding accordingly. Universal Music, Sony and Warner have all invested heavily in acquiring older music catalogues rather than developing emerging artists.

In another era, that money may have been used to nurture entirely new talent.

Why Timeless Music Continues to Resonate Across Generations

Old music continues to remain popular because it possesses a timeless quality that transcends the era in which it was created.

Many classic songs endure because they are expertly crafted, emotionally rich and capable of transcending trends in the same way many modern experimental and jazz-influenced artists are now attempting to do once again.

Modern films, TV shows, adverts and social media trends continue revitalising older tracks and introducing them to entirely new audiences. There is no real stigma attached to old music anymore. Everything becomes new again eventually, and a great song will always remain a great song.

In many ways, the resurgence of golden oldies says just as much about the modern listener as it does about the music itself. Audiences increasingly crave authenticity, emotional resonance and cultural permanence - qualities many older records still provide in abundance decades later.