A One of the most unexpected things to happen in the music industry is how an outdated format has become the music industry’s great savior. Vinyl records, once relegated to landfills, have become the format of choice for audiophiles and hipsters alike. With artists like Taylor Swift and veteran Guns N’ Roses delivering their music on vinyl, music lovers have been tempted to return to the fold.
It seems that cassette tapes are now following the same path, with many modern and contemporary artists like Olivia Rodrigo offering their music on this format. Young people of Generation Z have also realized that a Walkman is cooler than listening to music on an iPhone.
Call it nostalgia or retro-cool, but the cassette tape is slowly making its way back into the collective consciousness. Here are some reasons why.
10 years and counting
Inspired by Record Store Day, which was originally launched to support independent physical music stores, the cassette equivalent was conceived by a small cartel of UK independent labels to celebrate the format in 2013. While not as big a deal as vinyl, the event helped bring the format back into fashion with a host of artists releasing limited edition cassette-only exclusives to commemorate the event. This year, there will be a Cassette Week from October 14th to 20th. The stated intention of the event is to bring bands, labels, retailers and fans together to celebrate the beloved audio cassette. There will be a slew of exclusive cassette releases planned for the week as well as in-store and online events from participating stores and bands. Organized by Tapehead City, the event is currently limited to North American shores, but the online cassette outlet is inviting outlets in other countries to sign up for the upcoming celebration of magnetic reels.
The Gateway to Music Addiction
Many labels are now realizing that relatively inexpensive magnetic tape is a great way to get music fans excited about physical formats again. Record stores are also realizing that the format has played a crucial role in creating generations of music fans who have since moved on to CDs and vinyl. Used copies are readily available at flea markets and junkyards, a dream come true for tin can enthusiasts for whom the hunt is a big part of the fun. New releases are also starting to find their way into store windows, with brick-and-mortar stores once again embracing the space-saving format. But most importantly, affordable magnetic tape is allowing a new generation to discover the joy of collecting and owning physical formats, especially with vinyl now fetching high prices.
Ideal format for artists
One consequence of big artists like Swift and Adele releasing vinyl is that the few remaining production plants can’t keep up with demand. In an attempt to press large quantities for platinum-selling artists, smaller bands have to wait months or even years for their work to be pressed onto vinyl. The ease and speed with which artists can release their music on cassette has fueled this renaissance. The low costs involved are also a major advantage for new bands or fringe artists trying to reach a wider audience.
Retro cool
In an age where everything is compressed into a file and stored on a mobile device, music fans want a physical connection to tracks and artists. The return of vinyl underlines this and, although small, the cassette tape has its own unique charm with its foldable inlays displaying artwork and lyrics. And there’s something deeply hypnotic about the feel and smell of a new cassette tape when it’s unboxed. The fact that manufacturers like Sony are revisiting its iconic Walkman has also helped fuel the retro-cool cachet.
Analog Magic
Despite advances in streaming audio, there are those who swear that analogue formats will always sound better. Yes, there are those who like BBC Radio One DJ John Peel, who insists that the static at the beginning of vinyl records is part of their charm, there are those who love the “hiss” of tape, audible in quiet sections. Tape offers music fans an inexpensive way to experience the magic of analogue playback without breaking the bank.
A quality portable player, quality headphones, and music from labels with affordable catalogs are all you need to achieve audio nirvana.