Sound postcards are objects that combine image and music in the same medium. They look like ordinary postcards, but incorporate a miniature disc that can be played on a turntable to listen to a musical or vocal recording. This unique format has had several eras, from the first experiments in the early 20th century to renewed interest in the 21st century.
Musical postcards
The first sound postcards appeared in the early decades of the 20th century. Their invention coincided with the growing popularity of 78 RPM shellac records and the rise of the illustrated postcard. The principle was simple: embed a small, rigid disc into a postcard, so you could send not only a written message and picture, but also an audio recording. At the time, these cards were being used in several countries under different names. In the United States, they were known as “Talking Postcards”, while in Italy they were known as “Postale Parlante”. Their appearance was driven by a fascination with the emerging technologies of recorded sound and a desire to share this novelty.
🗒️ Expert's note
Shellac is a natural resin used for early records. Rigid, but fragile and sensitive to humidity, it was abandoned in favor of vinyl, which is stronger, more flexible and offers better sound quality.
The historical role of these early musical postcards was essentially recreational. They enabled a sender to send a loved one a card accompanied by a voice recording or song, transforming correspondence into a multi-sensory experience. In some cases, they also served as promotional items, containing an advertising message or a musical extract designed to leave a lasting impression on the recipient.
Like 78 RPM records, these cards are made from rigid materials such as shellac. The record was either glued to the card, or pressed directly onto reinforced cardboard. Recordings were short, limited by the available surface area, and were generally played at 78 RPM. Their fragility and short lifespan did not prevent them from being adopted by a curious public. They aroused international interest, with versions produced in Europe and America, often sold in tourist venues or at exhibitions.
Developments in manufacturing techniques
Over the decades, the techniques used to produce sound postcards evolved, moving from brittle materials to more flexible and resistant ones. Indeed, the advent of flexible plastics in the second half of the 20th century made it possible to create lighter, less fragile cards. The disc was no longer simply a glued insert, but could be pressed directly onto a thin plastic film attached to the card. This evolution broadened aesthetic possibilities and reduced production costs.
Today, manufacturers use modern materials such as polycarbonate or thin PVC, offering better sound quality despite the reduced surface area. High-definition printing makes it possible to combine an attractive visual with a precise audio groove. Some processes are designed to be more ecological than traditional pressing, reducing energy consumption and eliminating toxic substances. These innovations make it possible to produce cards that can be played on a standard turntable, while still offering a polished visual experience.
The success of vinyl postcards
After the Second World War, vinyl postcards enjoyed a golden age. Advances in materials and the socio-cultural context favored their widespread distribution. In several Eastern European countries, they became a means of accessing music that was sometimes difficult to obtain otherwise. In Poland, for example, “pocztówki dźwiękowe” contained recordings of popular songs, often from the Western rock or pop scene, which circulated despite official restrictions. These cards became a means of pirating music.
In Western countries, the format was mainly used for entertainment or promotional purposes. They could be found as magazine inserts, offered by companies such as Disney, or sold as tourist souvenirs. Cards contained an excerpt from a song, a recorded message or even a sung advertisement. The visuals were varied, ranging from photographs of celebrities to tourist landscapes, and reinforced the object’s appeal. Playback time was limited to a few minutes, but was enough for a whole song.
The manufacturing techniques of the time used flexible vinyl, pressed or engraved on the surface of the card. Playback speeds evolved towards 33 or 45 RPM, for better sound reproduction and slightly longer playing times. This format became a familiar part of popular culture, present in both mainstream music and more confidential uses. Its versatility and low cost contributed to its success.
The end of a trend in the early 80s
From the 1980s onwards, the rise of new sound technologies marked the decline of vinyl postcards. The emergence and widespread use of audio cassettes, followed by compact discs, offered more practical, higher-quality and longer-lasting media. The innovative nature of the record-card format faded in the face of these new possibilities. Publishers and producers turned to more modern distribution methods, leaving sound cards to play a marginal role.
In Eastern Europe, market liberalization after the fall of the Iron Curtain allowed direct access to Western media, reducing the interest in pirate postcards. In the West, music marketing shifted to other physical formats and audiovisual media. Little by little, the vinyl postcard disappeared from commercial channels, becoming a sought-after collector’s item.
Vinyl postcards are making a comeback in the 21st century
The vinyl revival observed in the 21st century is leading to a rediscovery of original formats. Enthusiasts and entrepreneurs are reinvesting the idea of the vinyl postcard, incorporating modern manufacturing techniques. A number of companies, such as Austria’s Vinylpostcards, are revitalizing the medium with innovative pressing and careful printing. The cards are produced in small batches, with particular attention paid to audio quality and durability. Some even incorporate digital elements, such as augmented reality content accessible via an app.
At the same time, subscription services are emerging, notably in the United States with the Vinyl Postcard Record Club. Every month, subscribers receive an illustrated vinyl postcard containing an exclusive track by an independent artist. The object retains its postal function, and is often accompanied by a note from the artist or a download code. This type of service focuses on musical discovery and a tangible object at a time when most music is digital.
Record companies and artists are also adopting this format for special editions and merchandising. They are now being used to promote new talents. This comeback is underpinned by the public’s growing interest in original physical media, and by the possibility of combining a sophisticated visual aspect with a unique listening experience.
Vinyl postcards have followed a singular path, from their invention in the early 20th century to their resurgence today. They have been used for a variety of purposes, from tourist souvenirs to underground music distribution and music marketing. Although they disappeared with the arrival of more modern media, their current comeback is part of a movement to rediscover physical objects and experiment with art. This format, which combines image and sound on a postal format, retains a special charm and bears witness to the persistent connection between material memory and musical culture.
