A cramped record store in New York City, Village Revival, is the unlikely setting of a reality show on Instagram quickly rising in popularity, “Revival of the Fittest.”
“Revival of the Fittest” is the creation of film director Nicolas Heller, or New York Nico, who claims on his social media profiles to be the “unofficial talent scout of New York City.”
On the show’s Instagram account. It is described as a “surreality show starring NYC and friends.”
Last year, I happened to visit Village Revival Records while I was in Greenwich Village in December. Around a week later, the first episode of “Revival of the Fittest” was posted on Dec. 27, 2025.
At Village Revival Records, crates of records and cardboard boxes make the already small space even tighter, and hundreds of vinyls line the walls.
While I was there, I browsed the records and the owner of the store, Jamal Alnasr, talked to me about the folk music I was looking at.
Alnasr showed me Bob Dylan records and even invited me to an event hosted by the store with the daughter of legendary folk singer Woody Guthrie.
His passion for his store and the music was apparent. Alnasr closed his original record store in 2017 due to his struggles with depression but opened the store again once he realized his life felt unfulfilled without the record store.
He changed the name from Village Music to what it is currently known as, Village Revival Records. Luckily for Alnasr, there are two “revivals” that are a benefit to his business.
According to CBS News, record sales reached $1 billion in 2025 as an increasing number of music enthusiasts are choosing physical media over apps like Spotify.
In the context of rising record sales and the current vinyl revival, the setting for the other “revival,” the “Revival of the Fittest” show, speaks to the growing interest in physical media.
Each “Revival of the Fittest” episode is two minutes long, an unconventional design for a reality show, but perfect for centering the show on impulsive conversations and quips.
The off-the-cuff commentary by the people in the show on everything from music and culture to politics and world affairs is comedic and enlightening at the same time.
In the comment section of the videos, fans fawn over the quirky personalities that wander the record store.
Some of the regulars include Rob, a Jewish American obsessed with the metal band Iron Maiden; the owner of the store, Jamal Alnasr; and Erma, an outspoken Italian American who gives relationship advice to the people on the show.
Erma is currently trying to find a partner for William, who was described by one of the special guests as “looking like an Amish dentist.”
“Revival of the Fittest” is a snapshot of vibrant New York City culture, but on a bigger scale it is proof of the benefits of genuine human interaction.
The combination of the impassioned speeches on culture, music and identity and the eccentric people in the show create a perfect comedy.
“Revival of the Fittest” puts “reality” in reality shows, a welcome contrast to most reality shows on television now, but the show would not have the same eclectic and endearing feel if not for Village Revival Records and its dedicated owner.
