Vinylogue
My Analog Journal
Zag Erlat is redefining DJ culture with My Analog Journal, the YouTube channel turning record digging into a laid-back, vinyl-spinning ritual for over a million subscribers.
Zag Erlat is one of the most influential figures in record collecting and DJing today — even if you may not know his name.
He’s one half of the duo behind My Analog Journal, alongside his partner and fellow DJ Shaqdi. The YouTube channel, which boasts over a million subscribers, showcases music from around the globe curated by international talent. Each video is instantly recognizable to fans. The camera typically points down at rotary mixers with giant knobs and elegant turntables, capturing the DJ grooving on a hip, patterned rug, occasionally sipping coffee or tea. When the perspective shifts, the setting is revealed to be an airy, bohemian loft, filled with lush greenery, like something you may find on a Pinterest moodboard. My Analog Journal makes DJing feel accessible and laid-back. The DJ sets can be streamed on a second monitor while working or on the living room television screen. The comments section overflows with viewers who credit the channel for inspiring them to take up the hobby.
“One day, I thought, it’s impossible. The next, I decided, it has to work.”
Zag Erlat
Unlike other platforms such as Boiler Room or Hör Berlin, My Analog Journal exudes a mellow vibe. The sets aren’t packed with crowds or surrounded by strobe lights. Instead, they unfold in what resembles a cozy living room. There’s no rowdy audience in the background, just the DJ alone, creating an intimate and inviting atmosphere, reminiscent of ‘90s chill out room culture but without the come down. Bright and breathable, the visuals contrast with the dark, high-energy environments typical of other DJ channels.
While the aesthetic plays a key role in the brand Erlat and Shaqdi have built, the music remains the true focus. From the start, Erlat was meticulous. As the channel’s sole performer in its early days, he crafted laid-back sets centered on regional genres like Japanese soul, Soviet jazz, and his beloved Turkish pop. His selections often prompt comments like, “I don’t know what they’re saying, but I love this.”
It’s an insight he’s kept close.
That same curiosity and passion for digging has fueled more than 360 videos, many of which feature world-renown DJs like Colleen Murphy, Poly-Ritmo, and Coco Maria. Some of the channel’s most popular sets spotlight genres such as Psychedelic Cumbia, Caribbean Disco, Brazilian Boogie, Venezuelan Salsa, and Japanese Soul. These aren’t surface-level, algorithmic playlists, either. Whether it’s Erlat, Shaqdi, or a guest DJ, every set is curated by someone who’s invested countless hours — or even years — hunting for these tracks.
Together, these elements create one of the most accessible and rewarding channels in the vinyl space. The comments reveal just how far-reaching its impact is: viewers play these sets while working, enjoying morning coffee, hosting casual gatherings, and exploring the beauty of vinyl culture. One viewer commented that they play the sets for their kindergarten class during quiet time.
“People were saying, ‘I don’t understand anything, but I’m enjoying what I’m hearing.’ That fascinated me.”
Zag Erlat
Erlat never imagined reaching a million subscribers, especially since he didn’t start collecting records until his 20s while still living in Istanbul. Like many millennials, his journey into vinyl began not with some rare gem, but with an Arctic Monkeys album.
“My first memories of being mesmerized by vinyl are from when I was 21 or 22,” he said. “I thought, ‘Wow, there’s a medium where I can actually listen to physical music.’ Obviously, I was born in the 1990s, so I grew up with CDs and cassettes. But vinyl was something before my time because it was forgotten in the ’90s and 2000s.”
Erlat’s fascination with vinyl grew. In his family, the only other person with a passion for records was his grandfather, who passed down a collection of classical and Turkish folk albums. Although he appreciated the gesture, Erlat didn’t connect with the music. However, his love for the medium deepened as he watched the records spin and enjoyed physically interacting with music. With his grandfather’s blessing, he sold the collection and used the money to start building one of his own.
After visiting secondhand shops, Erlat discovered modern, guitar-based Turkish music that resonated with him. The find hooked him and set him on a path he’s still exploring.
“I’m from Istanbul. I’m fully Turkish. So liking music like the Arctic Monkeys was something tied to my age at the time, but it’s not the sound that’s in me,” Erlat said. “When I first listened to Barış Manço, who pioneered Turkish rock and Turkish popular rock music in the late ’60s, I thought, ‘What is this?’ Maybe I’d heard it subconsciously growing up, but I never really paid attention. At that moment, I realized, ‘Okay, this is something my ears recognize.’”
Erlat dove into the world of Turkish psychedelic and folk rock headfirst — often referred to as Anatolian rock. He discovered artists like Altın Gün, and Erkin Koray. But his progress hit a roadblock. Searching YouTube for Anatolian rock vinyl sets yielded nothing at the time, so he returned to local record shops to satisfy his curiosity.
It’s around this time that Erlat found Can Plak, a room-sized store staffed by a knowledgeable owner well-versed in Anatolian music and rarities. There, Erlat uncovered release after release.
“Every time I put on a new record, it was another mind-blowing experience with someone I’d never heard before. That pushed me to buy more 45s that the shop owner recommended,” Erlat said.
When he acquired enough music over the course of several years, he realized that he needed to share it, in case anyone like him may be searching for the same content he yearned for, Like many entrepreneurs and artists, Erlat’s career began because he wanted something that didn’t yet exist. His first set featured Turkish rock and pop, recorded in his living room with a modest setup. But thanks to his master’s degree from the London Film School, he knew how to light and position the scene. The cozy atmosphere of his apartment stood out.
He posted the video, hoping others with similar collections might share their own sets so he could listen.
The algorithm had other ideas.



Months after posting his first video, Erlat noticed the views climbing faster than before. Comments poured in, praising the video’s specificity, style, and vibe. Encouraged, he recorded a second video using the rest of his Turkish records. Once again, it struck a chord with viewers, generating more positive feedback. However, a specific type of comment stood out — one that would prove to be the catalyst for his future.
“I was reading all the comments with a lot of excitement, and the majority had a similar idea,” Erlat said. “People were saying, ‘I don’t understand anything, but I’m enjoying what I’m hearing.’ That fascinated me. Some people recognized riffs, patterns, or parts of the genre, but the fact that they didn’t understand the lyrics yet still loved the music stuck with me. It gave me an idea.”
“I actually felt the same way whenever I listened to Japanese music, like Japanese soul or City Pop from the late ’70s and ’80s. I felt that same fascination when I heard music from Brazil. I realized that could be a niche I could focus on.”
So began his studies.
He traversed YouTube rabbit holes, bookmarking videos, channels, and forum threads. He’d find out the golden years of each genre, who played on what, who was inspired by who, and then he’d follow the trail like a detective. After extensive research, he’d hunt down the records. He started with Japanese Jazz, moved on to Soviet Jazz, and continues to search to this day (his current obsession is Afro-Cuban salsa). Joyfully immersing himself in these overlooked pockets of music history, he explored regional subgenres most collectors rarely consider.



Although his first few sets are no longer on YouTube, traces of My Analog Journal’s distinct style appeared even in those early videos. The plants, natural light, spinning records, sleek equipment, and hyper-specific, well-curated sets were all there. Scrolling through his earliest uploads is like following a map of his personal listening journey. Titles such as “Turkish Female Singers From The ’70s,” “Arabic Grooves,” and “USSR Grooves” reveal the progression.
It was during this time that Erlat developed his collecting style. Despite releasing nearly 400 vinyl-focused videos, his collection remains tight and curated. Most records come and go — he often picks up specific albums for videos and, if they don’t get much use, he puts them on his “Discogs shelf” to list for sale later. Only a select few, particularly special records, stay in his collection.
But there’s a limit to how many records one person can purchase no matter how many records you sell. By now, Erlat was established in London and immersing himself in the local music scene. He began inviting DJ friends to perform on his channel. This move introduced new styles and audiences to My Analog Journal and marked a pivotal evolution for the brand. It also allowed him to upload more sets, since he didn’t need to search out as many records or spend time honing DJ chops. Over time, guest DJs became the main source of programming, expanding the channel’s reach and influence.
Navigating The Pandemic
The channel was performing well, with steady viewership growth and increasingly prominent guests. Then, the pandemic hit. Like many others in the vinyl space, his audience skyrocketed.
“With the pandemic, our views were going up because people were watching more content and spending more time on YouTube,” Erlat said. “That gave us momentum. It was important to realize this was our moment, and we needed to use that headwind to our advantage. So we worked hard to put out more content.”
By then, My Analog Journal had transitioned from a solo project into a community-driven platform, regularly featuring guest DJs. To capitalize on the surge in viewership during lockdowns, Erlat knew consistency was key if he wanted to turn the channel into a full-time career. With London under lockdown, inviting DJs to his apartment wasn’t an option. Instead, he came up with a solution: showcasing DJs spinning from their own homes.
To maintain the channel’s signature aesthetic, Erlat created a “How to Film 101” PDF, which provided detailed instructions on framing, alignment, and overall setup. “I hate when turntables get cut off or things aren’t straight,” he said. His meticulous attention to detail ensured the channel’s quality didn’t falter, even with remote collaborations.
In cases where DJs lacked the necessary equipment, Erlat went above and beyond, shipping filming gear to them. One of the most successful pandemic-era videos, Cumbia Selection With Coco Maria, was a result of this effort.
“I made videos explaining everything — how to hang the camera, where to position the iPhone, and what angles to avoid,” Erlat said. “I even drew diagrams: don’t use a Dutch angle, keep everything straight, and don’t cut off the turntables. I hate when things don’t align perfectly.”
Moving Into The Loft
Despite the challenges, Erlat’s commitment paid off. By 2022, the channel’s growth was accelerating, but the toll on him was becoming apparent. Erlat had spent more time on administrative tasks — emailing mixes and managing guest content than pursuing his passions: digging for new music and shooting his own sets. He knew it was time for a change.
“I just didn’t enjoy it anymore,” Erlat said. “I told my partner, ‘I either need a different space or I’ll just stop.’”
That ultimatum became a turning point. Together with his partner they searched for a space that could support the next chapter of My Analog Journal. They eventually found a loft-style studio just minutes from their home. With high ceilings and industrial vibes, it perfectly embodied the aesthetic associated with the channel. It was everything he had envisioned — except for the cost.
“In London, it’s mega expensive. On paper, it didn’t make sense,” Erlat admitted. Patreon donations, which had once funded records and content creation, now barely covered the rent. Despite the financial strain, he and Shaqdi took the leap, framing it as a necessary investment in the channel’s future.
The risk was significant — rent alone was double his income at the time — but the new loft reinvigorated him. It became more than just a workspace; it was a testament to growth. “One day, I thought, ‘It’s impossible.’ The next, I decided, ‘It has to work.’”
And so far, it has.
On May 29, 2022, My Analog Journal uploaded the first set filmed in the loft, “Japanese Funk and Soul That Will Brighten Up Your Day,” performed by Erlat and Shaqdi. The video now has 2.6 million views, ranking as the channel’s fourth most-watched video.
With the new studio, My Analog Journal ramped up production, hosting more guest DJs, B2B sessions, and occasionally dropping his own sets. Once he and Shaqdi got the space, they hit the gas.
“We typically shoot two to three episodes per week,” Erlat said, though the pace varies. During busy periods, like early summer when festivals and international DJs flood London, the workload spikes. “Some weeks, we’re shooting every day. Other times, like during holidays, we might not shoot at all,” he explained. Still, he keeps a steady rhythm, maintaining a backlog to ensure a consistent flow of sets for viewers.
Despite having more than 1 million subscribers, My Analog Journal doesn’t earn any money from YouTube. In order to avoid copyright and licensing issues, Erlat and Shaqdi have to categorize their content as “educational,” meaning that they don’t make money on ads. To afford the space, Erlat doubled down on Patreon — a platform that allows creators to fundraise directly from fans through donations or subscription tiers. They offer subscribers exclusive perks, such as access to playlists, track IDs for each episode, and Erlat’s Discogs Wantlist and Collection.
As of this publication, My Analog Journal has more than 1,500 monthly Patreon members. Throughout our interview, Erlat expresses his gratitude several times, seemingly in shock that people are willing to support his dream like this.
The Future of My Analog Journal
Never one to rest on his laurels, Erlat and Shaqdi continue to chart the future of My Analog Journal with plans for live events, festival curation, and more brand partnerships. Over the past two years, the pair has also promoted a side venture, Majical — a monthly party series inspired by the channel’s signature vinyl-driven aesthetic. “I just want people to know we have a side where we can party too,” he said, describing the events as intimate gatherings with a cozy, Boiler Room-esque vibe.
Since diving into live events, Erlat has hosted annual gatherings at Night Tales Loft in East London, curated a stage at ION Festival in Romania, and more. To showcase this side of the business, he posted the first My Analog Journal party video in August, “Daytime Studio Party With Cheb Mimo B2b Zag.” He has also secured partnerships with audio gear companies, including Audio Gold, Varia Instruments, and Ortofon UK.
The leap into live events is only the beginning. Erlat envisions My Analog Journal expanding its presence at festivals with curated tents and showcases that embody the channel’s eclectic ethos. “I think the next step is more festival curation,” he says. “Imagine a My Analog Journal tent at a festival, the way labels curate stages.” It’s a long way from the living room sessions where he and Shaqdi launched the channel, but there’s no sign of slowing down.
Interested in reading more editions of Vinylogue? Check out our features with The Black Keys, Colleen Murphy, Peanut Butter Wolf, Thurston Moore and Cut Chemist.
Records from Zag’s Collection
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The Bulgarian Television And Radio Big Band In Studio 1Биг Бенд на Българското Национално Радио1984Big Band, Easy ListeningVinyl, Album
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