Meet Rhino Reserves: Vinyl Reissue Series Promises ‘High Fidelity Without the Bells and Whistles’

Over the past decade, vinyl has grown from a can-you-believe that comeback story to a serious business. Vinyl sales revenue in the U.S. grew 10% in 2023 to $1.4 billion, the same size as the market for Latin music. (The latter brings in far more money overseas. So, over the last few years, to feed demand, labels have started to release a growing array of products, from “collectible” color variations of hit pop albums to high-end products aimed at the audiophile market.  

Rhino Entertainment, the catalog division of Warner Music Group, will announce today (Dec. 10) that it is launching a new premium reissue series, Rhino Reserves. The albums will retail for $31.98, with a level of quality higher than many reissues, for a price lower than higher-end audiophile reissues from Mobile Fidelity, which licenses albums from labels, or the company’s own Rhino High Fidelity albums. The first two albums, out Jan. 31 as part of Rhino’s annual Start Your Ear Off Right promotion, are Funkadelic guitarist Eddie Hazel’s 1977 album Game, Dames and Guitar Thangs and New Orleans icon Allen Toussaint’s 1975 Southern Nights. 

One impetus for Rhino Reserves is the success of Rhino High Fidelity, an audiophile line that sells for $39.98 online, in numbered editions of 5000 (although the company often releases more unnumbered albums, if demand is high). The High Fidelity releases are sourced from analog tape and pressed on high-quality vinyl, and a few have sold out, including box sets of Doors and ZZ Top albums.  

“This is High Fidelity without the bells and whistles,” says Rhino senior director of A&R Patrick Milligan. “But these are in retail,” unlike the Rhino High Fidelity releases, which are only sold online. Milligan says the series will be sourced from analog masters, with the same attention to detail as the High Fidelity Series, and that the records will be pressed at Fidelity Records Pressing, the new plant owned by company behind Mobile Fidelity reissues. (The High Fidelity series is pressed at Optimal, in Germany.) They will be cut by mastering engineer Matthew Lutthans, although the first two releases will be done by Chris Bellman.   

There is already some competition at this level. Blue Note has done well with its audiophile Tone Poet jazz reissues, as well as a high-quality but lower-priced set of reissues. Mobile Fidelity, which has been releasing high-end reissues for decades, is now more active than ever, as is Analogue Production. Both of those companies license the rights to reissue albums from the labels that own the rights.  

Rhino Reserves will not release albums on a particular schedule, and the hope is that it will feature some hard-to-find classics, like the first pair of reissues, both of which are beloved by crate diggers but hard to find in high-quality pressings. Reissue buyers seem to be becoming a bit more varied in their tastes, as the generation that grew up with songs from the sixties gives way to one raised on seventies and eighties music.