How a Monthly Vinyl Club Got Fans Spending 12x More
Background
Founded in 1996 by Serafino Perugino in Napoli, Italy, Frontiers Label Group has spent nearly 30 years building one of the world's leading independent rock catalogs, with artists like Megadeth, Def Leppard, Journey, Whitesnake, and Lynyrd Skynyrd alongside a new generation of rock and metal acts. After three decades, they've built a fanbase of serious collectors who buy every pressing the label puts out.
But like most labels running on Shopify, Frontiers' store moves with the release cycle. A big record drops, the store spikes, things quiet down, repeat. In between those windows, there wasn't a way for Frontiers to keep their biggest fans engaged.
Strategy
The team set out to build something just for the collectors who were already buying everything they put out, and give them a reason to keep showing up in the quiet months too. They built the Vinyl Club with Single, right inside the Shopify store they were already running – without any developers or custom code required.
The club lives where the rest of their catalog does, powered by Single, with one tier and two terms:
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$25/month or $275/year
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Exclusive numbered pressing every month, capped at ~300 copies
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20% storewide discount on Frontiers merch and music
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Free shipping on every monthly vinyl
That cap is a total game-changer for the team. With Single, Frontiers sets hard limits on every pressing, so they always know the vibe, order exactly what they need, and never overpress. They tested the waters the same way with memberships at the start—setting a limit, raising the bar when it hit, and letting it fill up naturally. Single made that dial so easy to turn, Frontiers could scale at their own pace from the jump.
Results
The club didn't just open a new revenue stream, it gave Frontiers' biggest fans a reason to show up more often and spend more when they did:
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12x increase in member spend after joining, versus their own pre-club spend
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99% of members place two or more orders, versus 22% of non-members
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~50% of every pressing absorbed at full retail before public release
Just as important, the club didn't change how the label operates. Because it runs on Single inside their existing Shopify store, Frontiers kept the same fulfillment, the same customer data, and the same team handling shipments. Members got a meaningful upgrade to their experience without the label having to change how the business runs day to day.
Our collectors are our collectors. The label has spent decades earning that loyalty and we weren't going to hand them off to a third party. Single's the only reason we could build the club the way we wanted to, in our own store, without losing the relationship in the process.
Why it works
Releases come and go, but vinyl collectors show up year-round. The club gives Frontiers a way to meet them there, with something rare in their hands and a real reason to keep coming back. That was the unlock for Frontiers: growth isn't always about finding new fans and converting them into customers. Sometimes it's about deepening the relationship with the ones already showing up.