It always comes back to vinyl.

The year was 1948. The Olympics were held in London. The “Big Bang” theory was postulated. Noted food critic Duncan Hines founds his own company. Ozzy Osbourne and Olivia Newton-John were both born, but do not go on to produce any duets. Alfred Kinsey’s 'Sexual Behavior in the Human Male' is the first large-scale study of individual sex habits. And, thanks to CBS, the world was introduced to the first Long Play (LP) vinyl record.

The LP record was an almost instant hit and would quickly create an entire industry. Arguably, if you had the money, you could have any artist in your very own home. Well, their music anyway. You only had to close your eyes and imagine.

No one, however, could have imagined the day when you could open your eyes and be anywhere you want. At any time you wanted. With anyone.

For those of us who grew up with the evolution of video games, the notion of the metaverse isn’t earth shattering. And yet, there is the faint rumbling of anticipation all around us. That rumbling possibly caused by the scatching of heads as people wonder exactly what it will be. And why.

By definition a metaverse is ‘a network of 3D virtual worlds focused on social connection. In futurism and science fiction, the term is often described as a hypothetical iteration of the Internet as a single, universal virtual world that is facilitated by the use of virtual and augmented reality headsets.’ This definition found on the web. Our 2D metaverse.

Because the metaverse is a virtual world, it really can be anything we want. For better or worse. Just take a moment to think about the world … people … and where things could (and most likely will) go. It won’t all be positive or good for you.

That said, the thought that medical students could have a front row seat to all the latest surgical techniques is promising. And that young history students could actually stand inside the Roman Colosseum or next to the pyramids in Egypt as they are constructed makes me think students might retain a little more. There might be less moans as the school day starts.

It’s a world where paraplegics could move about freely. Introverts could be more daring. Artists could walk through their own creations. And humanitarians – regardless of race, religion or location – could work together to solve the world’s most limiting issues.

I like to think of all the positive possibilities. And then I like to think about taking off the headset and being back in the real world, just a little more hopeful.

In February of 2000, the first Sims game was introduced. Sims, if you don’t know, is a strategic simulation video game surrounding daily activities of one or more people. Those people were under your control and it was up to you to help them pursue career, relationship and life goals. This is one instance where you were responsible for someone else’s happiness.

Sims 4 continues to be updated. And I continue to not play. I have enough to do in my own life. Aside from basic hygiene and social engagements, instead of working on building a simulated person’s life, I work on building, strengthening and promoting brands for clients. I do wonder how marketing, advertising and branding will exist and evolve in the metaverse. But today, I focus on the more traditional mediums: television, print, digital. Yes, digital has become traditional. Prove me wrong.

Some day the metaverse will be old hat, too. A place where you wake up, boot up … spend some of your hard-earned crypto on a steaming cup of simulated coffee, swap out some of the NFTs on the walls of your metabusiness and get to work … or go exploring … or continue catfishing. Whatever floats your pixelated boat.

But no matter how expansive and amazing the metaverse is, I can’t imagine – I don’t want to imagine, ever – a day when you spend more time there than you do in the real world. Whatever ‘real’ is. Sure, we could continue to disregard the environment, and maybe future generations will have to live in simulation until we find a new planet to trash. But I’ve seen more than my share of video game sunrises and sunsets, and they lack warmth. They’re always the same. Very unmemorable.

I can remember a good friend when he bought his first CD player. He couldn’t stop talking about how they had finally invented the perfect delivery for music. How there simply couldn’t be a next iteration. That didn’t hold up. At the same time, it’s 2022. Placing us 74 years after the vinyl record was first introduced. And vinyl sales last year hit their highest level since 1992. Top selling album in 1992: “Some Gave All” by Billy Ray Cyrus. Born that same year, Miley Cyrus. Kinda meta.

My guess is that when the metaverse really comes into its own, people will spend a lot of time exploring it. Some exploiting it. But I have to believe (re: want to believe) that soon enough, it will just make us yearn more for the real world. The place where you can enjoy a real sunset with Miles Davis “Kind of Blue” on a nearby turntable. ?

If you haven’t heard that on vinyl, I strongly suggest you make time to do so. There is no comparison.

Scott Collin