extreme gaming 88 As Cassettes Come Back, the Dilemma Is Finding a Tape Deck
extreme gaming 88 As Cassettes Come Back, the Dilemma Is Finding a Tape Deck
When Taylor Swift released “1989 (Taylor’s Version)” in an array of physical formats last year, Cora Buel knew she had to get the cassette right away. Buel, a 48-year-old based in Daly City, Calif., is a fan of Swift’s music — an affinity she shares with her teenage daughter, who has since bought her mother more tapes as gifts. One main reason? Buel drives a 1998 BMW Z3, and has no other convenient options for on-the-road album playback.
“Just get an old car that only plays cassettes,” Buel said, “and you’ll listen every day.”
Although Buel might be an extreme proponent of retro design — she works as chief revenue officer at ThredUp, an online consignment store — the cassette’s return is by now almost as unmistakable as the format’s distinctive hiss and warble.
Dominant in the United States from the early 1980s until it was overtaken commercially by the compact disc in the early 1990s, the cassette tape has survived as an underground phenomenon, a deliberately anachronistic medium of choice for artists on the noise, avant-garde and low-fi fringes. But tapes began turning up at the trend-chasing retailer Urban Outfitters as long ago as 2015, the same year that digital streaming first overtook download sales. Nearly a decade later, Swift’s latest album, “The Tortured Poets Department,” stands as the top-selling cassette of the year so far, with about 23,000 copies sold through June 30, according to the tracking service Luminate.
Sure, cassette sales of Swift’s new album pale beside its performance in even other physical formats, where it boasts sales of 1.1 million copies on CD and another 988,000 on vinyl. But “Tortured Poets” alone is on pace to beat the total annual sales of all albums on cassette for as recently as 2009, when the Luminate precursor Nielsen SoundScan reported a mere 34,000 units shipped. If Spotify killed the iTunes star, and vinyl is increasingly a high-priced luxury item — never mind CDs for the moment — then cassettes could be the cockroaches that outlive them all.
As labels look to capitalize on “superfans” who will buy multiple formats, artists releasing new music on cassette this year cross genres and generations. A sampling of musicians embracing the format includes: the pop polymath Charli XCX, the alternative-rock titan Kim Deal, the adventurous South Florida rapper Denzel Curry, the outré Thom Yorke band the Smile, the black-metal group Darkthrone, the pop-rock duo Twenty One Pilots, the meditative electronic producer Tycho, the masked country singer Orville Peck, the folk-pop troubadour Shawn Mendes, the reigning pop wunderkind Billie Eilish, the garage-rocker Ty Segall, the alt-pop eclecticist Remi Wolf and the sultry singer-songwriter Omar Apollo.
Though the last new car to be factory-equipped with a cassette deck was reportedly a 2010 Lexus, more than a quarter of light-duty vehicles on the road are at least 15 years old, according to a recent analysis by S&P Global Mobility. Susanna Thomson of the Oakland, Calif., band Sour Widows still listens to cassettes in her 1998 Volvo wagon, which has a tape deck and a CD player. “I-90,” a song on the alternative-rock group’s bittersweet new album, “Revival of a Friend,” includes lyrics about driving down the interstate while singing along repeatedly to a beloved cassette; the tape in question was by the Southern California punk-rock outfit Joyce Manor.
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