My Analog Journal (MAJ) is unique in every sense of the word. What began as a personal exploration of vinyl records has blossomed into a global community celebrating analog music.
Blending deep musical research with stunning visuals – which have now become a staple in music circles – the platform curates unique sets from DJs around the world, shining a light on underrepresented sounds and building meaningful connections through the power of music. With over one million YouTube subscribers, the message is being received, but the platform is dreaming big.
We spoke to MAJ Founder Zag Erlat about the birth of the platform and unearthing musical histories.
How did My Analog Journal come about?
Zag: My love for collecting records started in my mid-twenties when my grandfather handed down his record collection. The records I inherited weren’t necessarily the kind of music I was drawn to at the time. But they played a big role in helping me understand the medium and feeding my curiosity about vinyl culture.
I started going to flea markets and local record shops to find records that sparked my interest. Eventually, I came across a few Turkish records from the golden era of Turkish psychedelic music: the 1970s. That was my first real deep-dive, listening to pioneers like Barış Manço, Erkin Koray and Cem Karaca. The more I explored, the more I realised how vast this world was. There was so much more beneath the surface.
At some point, I had collected around 40 to 50 7-inch records from that era. I spent a lot of time on YouTube trying to learn more. But I quickly realised there wasn’t much content out there that went deep into this specific side of Turkish music. Especially the blend of Psychedelic, Pop, Funk and Jazz elements. That’s what pushed me to start creating my own content and share this music with the world.
Towards the end of 2017, I recorded my first vinyl set without really thinking about presentation or visuals. I just pressed ‘record’ and uploaded it to YouTube. To my surprise, about a month later, I started getting notifications. People were watching, commenting and expressing curiosity and excitement about Turkish music. One comment really stayed with me: “I don’t understand the lyrics, but the music resonates with me and I love it.”
That really struck a chord, because I had felt the same way exploring music from Brazil, Japan and the Middle East. Places where I didn’t speak the language, but the sounds were powerful enough to draw me in completely. That curiosity of exploring different countries, cultures, and time periods through vinyl became the foundation of My Analog Journal. From that point on, I started recording themed sets focused on specific genres, eras and movements. That became the first steps of this journey.
What values does MAJ hold dear as a creative platform?
In the early days of my channel when I was the selector of the mixes, I would prepare each set with a lot of research and exploration. I was intentionally buying records that felt essential to highlight the specific theme I was focusing on. But everything shifted when I started inviting DJ friends to contribute their own sets. I quickly realised how important it was to share knowledge.
The channel shouldn’t be about saying, “Look what I have in my collection.” I could never showcase Lebanese music, for example, in the same way someone from Beirut could. Someone who grew up with it, who’s dedicated their life to exploring it and who literally has the stories told in those songs in their DNA. That’s when it became clear. By inviting more selectors from different backgrounds, we weren’t just curating music. We were building a community of passionate, like-minded collectors and DJs. That’s something I value deeply. Looking back now at all the content we’ve published, I see it as an incredible archive, open and accessible to anyone who wants to dig deeper into music and culture.
What are the musical stories that you hope to tell with MAJ?
Music is a very special art form. It tells stories, expresses emotion, raises important questions and can inspire or even change your life. It’s incredibly powerful. With My Analog Journal, I hope to celebrate that power by sharing music from different cultures and time periods. Sounds that might be unfamiliar but deeply moving. Keeping an open mind to different styles and traditions can expand your horizons and help you see the world from a new perspective.
If even one of our videos reaches someone in a meaningful way, if it makes them feel something, learn something, or simply feel less alone—then I feel that my mission is complete. In the end, MAJ is about connection between people, cultures, and moments in time, all through the language of music.
I think outside of the amazing music played, the visual set-up of MAJ is such a strong element of the brand. How did you come up with that concept?
I’ve always been passionate about both music and filmmaking. I studied graphic design at university and went on to do my master’s in filmmaking at the London Film School. Both of those experiences taught me how to use visual tools to tell stories and create atmosphere. Always with a focus on simplicity and minimalism.
But I can’t take full credit for our visual storytelling. My wife, Shaqdi (aka Maddie) who’s also the other half of My Analog Journal, has an incredible eye and a strong sense of style. She helped shape what has now become our signature look: the warm tones, the plants, the rugs. It’s all part of creating a space that feels cozy, intimate, inviting and timeless.
I also wanted the audience to connect with the physical side of vinyl culture. The visuals and design of album covers, the movement of turntables, the presence of the analog mixer. That’s why we dedicated a camera angle specifically to show the records and the setup clearly, rather than solely focusing on the DJ’s face. The secondary angle captures the environment and the atmosphere we’ve created, which, as it turns out, has inspired not just music lovers, but also hi-fi enthusiasts and plant lovers.
You place emphasis on creating shows on vinyl only. Talk to us a little bit about the value of spinning vinyl vs CDJs.
Yes, we exclusively use vinyl records as our medium. That being said, I don’t subscribe to the idea that ‘real DJing’ can only happen on vinyl. Sharing, selecting and curating music should be expressed in any form, digital or analog and I believe gatekeeping based on format doesn’t help the culture. What matters most is the intention behind the music and the connection it creates in my opinion.
The idea for My Analog Journal actually started with my passion for analog photography. I was sharing my film photography journey on Instagram – shooting 35mm and medium format – and wanted to create a dedicated space for it. That’s where the name ‘Analog Journal’ came from. I added ‘My’ because “Analog Journal” was already taken! At that time, it was meant to be a daily journal of my analog experiences. As I got deeper into vinyl collecting, it felt natural to bring that passion into the project too. I realised both photography and music shared this tactile, analog quality, and for a while, our tagline was ‘photography on film and music on vinyl.’ But over time, the response to the vinyl sets was so strong that we gradually shifted our focus entirely to music.
So for me, using vinyl is less about purity and more about process. It slows things down, makes you more intentional, and creates a physical relationship with the music that I find really inspiring. But again, that doesn’t mean it’s the only way. Everyone should use the tools that allow them to best express themselves.
“A curiosity of exploring different countries, cultures, and time periods through vinyl became our foundation.”
How has your relationship with music changed since running MAJ? Are there any scenes you’ve been put on to that maybe you might not have if it wasn’t for MAJ?
My Analog Journal has completely transformed my relationship with music. What started as a casual and personal passion project quickly grew into a shared journey with collectors and DJs from all around the world. Before MAJ, my digging was mostly focused on Turkish music and a few other genres I was already familiar with. But as we began collaborating with guests from different backgrounds, I found myself constantly being introduced to new scenes, sounds and histories I might’ve never encountered otherwise.
One of the biggest shifts has been moving from a solo mindset to a much more communal one. Through our guests, I’ve been exposed to incredible sounds from Eritrea, Colombia, Brazil, Iran, Suriname, Hungaria, Ghana, Curaçao. The list keeps growing. I started to learn that it’s about understanding the stories behind the music, the cultural context and how people relate to it in different parts of the world. MAJ made me more open, more curious and more humble. It reminded me that there’s always more to learn and that some of the most powerful connections happen through sounds you didn’t even know you were looking for.
What are some of your proudest achievements so far?
I’m proud that I realised the importance of sharing is caring. Without sharing knowledge, life isn’t complete for me. I learned a lot from the selectors we had the privilege to host. Equally, I receive tons of messages from our audience about how our channel affected their life in a positive way, inspired to enjoy music with no boundaries, how they made a dedicated music corner in their home. Or how they were able to connect with their parents or grandparents on a deeper level thanks to the mixes we published, as it sparked meaningful conversations.
One of the things I’m most proud of is the global community we’ve built around My Analog Journal. What started as a simple idea, a way to share music on vinyl, has grown into a space where people from all over the world connect through sound. Seeing selectors from all across the globe come together on the same platform has been incredibly humbling.
I also feel proud when I think about how MAJ has helped surface underrepresented music and stories, especially from regions or scenes that don’t always get the spotlight. When someone says, “I discovered music from my own country through your channel,” or “this mix reminded me of my childhood,” that’s incredibly special. That’s the kind of impact I care about most.
We’ve also been fortunate to take MAJ beyond the screen, through live shows, collaborations, and community events. The fact that people show up, dance and share their love for vinyl culture in real life is something I never take for granted. On a more personal note, I’m proud that we’ve been able to grow this platform without compromising on our values, keeping it authentic, respectful and driven by curiosity.
What are MAJ’s plans for 2025?
We want to keep building on what we’ve been doing with the channel. Digging deeper, sharing more stories and continuing to spotlight selectors from all over the world. One of our main goals is to bring My Analog Journal to more cities through live shows. There’s something really powerful about connecting with people in person and hearing how they engage with the music, feeling that shared energy in the room. We’d love to take that experience to more corners of the world in 2025. Two places that are high on our list are Brazil and the USA. Surprisingly, we haven’t done shows there yet!
Beyond that, one of my long-term dreams is to open a hi-fi listening bar. Not in London though, somewhere calmer! A place where music is truly listened to. Where the sound system, the records, the atmosphere and the community all come together. Somewhere that feels warm, inclusive and thoughtfully designed, a physical extension of what MAJ represents. It’s still just a dream for now, but I’m slowly planting the seeds. So for 2025, it’s about staying consistent with the channel, expanding our real-world presence and quietly working toward that bigger vision.
Lead photo credit: Pedro Pires