Tiny Vinyl is a new pocketable record format for the Spotify age

In 2019, Record Store Day partnered with manufacturer Crosley to revive a 3-inch collectible vinyl format first launched in Japan in 2004. Five years later, a new 4-inch-sized format called Tiny Vinyl wants to take the miniature vinyl collectible crown, and launch partner Target is throwing its considerable weight behind it as an exclusive launch partner, with 44 titles expected in the coming weeks.

It’s 2025, and the global vinyl record market has reached $2 billion in annual sales and is still growing at roughly 7 percent annually, according to market research firm Imarc. Vinyl record sales now account for over 50 percent of physical media sales for music (and this is despite a recent resurgence in both cassette and CD sales among Millennials). It's in this landscape that Tiny Vinyl founders Neil Kohler and Jesse Mann decided to come up with a fun new collectible vinyl format.

An “aha” moment

Kohler’s day job is working with toy companies to develop and market their ideas. He was involved in helping Funko popularize its stylized vinyl figurines, now a ubiquitous presence at pop culture conventions, comic book stores, and toy shops of all kinds. Mann has worked in production, marketing, and the music business for nearly three decades, including a stint at LiveNation and years of running operations for the annual summer music festival Bonnaroo. Both men are based in Nashville—Music City, USA—and the proximity to one of the main centers of the music industry clearly had an impact.

In 2023, Kohler bumped into Drake Coker, CEO and general manager of Nashville Record Pressing, a newer vinyl manufacturing plant that opened in 2021.

“Would it be possible to make a real vinyl record that is small enough to fit inside the box with a Funko Pop, so roughly four inches in diameter?” Kohler asked Coker at the time.