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In a world focused on scrolling, AI and technology, analog culture has been something more people are embracing.
These “grounding, hands-on” habits include everything from puzzles and drawing to listening to music on record players or using typewriters.
Olive Zoya is one of the driving forces creating more of these spaces in Philly through her club – Analog Lovers Club.
“We gather on a recurring basis,” she said. “Sometimes it’s multiple times a month and sometimes it’s every month. We do a series of bring-your-own vinyls, where we share some of our favorite vinyls and we take turns listening and engaging in conversations in real life. In addition to that, sometimes we also do Tiny Desk-inspired sessions where we feature local Philly artists, letting them have a moment and a night to share their gifts with us. And sometimes it’s a CD swap or a physical media swap where we fundraise.”
Zoya said she grew up creating and appreciating music.
“I grew up in a home where there was always music and always physical media like CDs, vinyls, photo albums, books, and so all those things I love and I hold dearly, and I collect them,” she said.
And around the pandemic, Zoya said she took some time to explore her habits and decided an “Instagram detox” was a part of her plan. In the meantime, she found herself in Philly creative circles.
“I just kept thinking, ‘how can I add value to this space?’” she said. “What can I do to kind of support my friends or bring more attention and more exposure to all the great art and artists and creatives and all the cool things about Philly? And so I thought about creating a third space.”
From there, Analog Lovers Club was born. Zoya said her first event gave her the confidence to continue hosting.
“I think analog culture is human connection,” she said. “My first event was held at Plant and People, a cafe in West Philly, and that was the first ‘Bring Your Own Vinyl,’ and we had about probably 40 people, from different ages, genders, and backgrounds.”
Connecting outside of tech
Zoya said she is passionate about not just promoting physical media, like CDs and DVDs, but bringing people together.
“I feel like it’s great for all of us to collect our physical media, but I think the important part about analog culture is to come together,” she said.
Physical analog materials can also create a no-pressure space to unwind and socialize, said Bill Rhoda, co-owner of Philly Typewriter in South Philly.
His store is a space for people to come try out typewriters, for free – with no strings attached.
“I fell in love with typewriters, but more so, I fell in love with the people that use them, getting to know their stories, why they want to come back to this and this whole new era for the machine,” he said.
Rhoda’s co-owner, Brian Kravitz, is the one who started the shop. Rhoda explained that what started as a pop-up in 2014 was so successful, it developed into a brick-and-mortar shop by 2017.
Rhoda said the space has become a spot for all kinds of things – from connecting work-from-home folks to hosting lectures and live music.
“It’s getting people back to something more thoughtful and patient, and to something that they’re going to have with them the rest of their life,” he said. “The community aspect of this is getting people to come in and not only connect with us and make friends with everybody, but also to offer a third space for people.”
Zoya said she hopes her club can offer a similar philosophy.
“If we all just go to record stores and all these different stores that are selling (analog stuff) and then we go back home and all we do is post it and just be in our own space, that’s great and for some people, that works,” she said. “But, it’s beautiful to have a third space where you can come and share and geek out and just enjoy or explore even more physical media and a lot of culture.”
Novelty and throwback culture
Statistics show that many people, especially those within Gen Z, are increasingly taking up analog hobbies and analog media.
A 2025 report showed vinyl sales passing $1 billion for the first time this decade. And smaller studies show that over 80% of Americans have incorporated analog lifestyle choices in their daily living, and that nearly three-quarters of adults participated in a crafting project in 2025, up from 62% in 2019.
Everyone has different definitions for “analog” activities – but many say these are most “technology-free” activities. This could include everything from birdwatching to painting with watercolors and working with a needlepoint kit.
Part of the appeal of analog culture is the novelty, said Peter Fader, a professor of marketing at the Wharton School of the University of Pennsylvania.
“Here’s something that people don’t usually use, but let’s give it a go and just, kind of, a change of pace,” he said.
Fader said some people are likely moving to analog culture to try to “be different” and try new things.
“It’s not as internally driven as, ‘hey, I just wanna try something new,’ but more of just a social signaling to say, ‘I’m different than the usual clones out there,’” he said.
Fader said it’s hard to determine whether this will be a fad or a lasting trend.
But he explained that those who are adopting the “novelty” analog technology may actually be more likely to simultaneously explore new, digital trends.
“Even if just for novelty or social signaling, if people get the old record player, or the landline phone or something else, it doesn’t mean that they’re abandoning the new stuff,” Fader said. “It just means that they’re doing this as a change of pace, but they’re still, for the most part, on that progressing, advancing technology bandwagon.”
He said novelty and “trying to be different” are trends that continue generation to generation. As for the analog trend, he said it may not be something to read into.
Philly paves the way
Zoya said that beyond the enjoyment of analog media, spaces like her Analog Lovers Club can be important to combat the loneliness epidemic and encourage others to come together.
“I think it’s important to have safe spaces that aren’t always heavy,” she said. “Therapy is great, and I’m very pro-therapy, but sometimes just having fun and being able to be in a space where you can just be and you can just enjoy is super important.”
Rhoda agrees. He said this no-technology connectivity in the typewriter shop is important in a world full of digital media.
“There’s no pressure with you just sitting there,” he said. “There’s no all of a sudden, you’re on Spotify building a playlist. You’re not on Amazon buying different things. You’re not on Facebook, doomscrolling. It’s just you and your words. The space that we provide people to come into, as far as the community, is about that human interaction and connectivity.”
You can follow Analog Lovers Club on Instagram for upcoming events and check out Philly Typewriter at 1735 Passyunk Ave. on Wednesdays-Fridays from 10 a.m. to 5 p.m. and Saturdays from 10 a.m. to 3 p.m.
