The recent resurgence of cassette tapes among music fans has come as a surprise to many. In fact, sales of cassette tapes have reached a level not seen in two decades, according to research conducted by the British Phonographic Industry (BPI). While cassette sales still trail behind vinyl records in overall numbers, their popularity has been steadily rising for the last decade.
Why cassette tapes?
There are a few driving forces behind this surge in cassette tape sales. Some of it can be attributed to the recent releases of notable acts like Arctic Monkeys, Harry Styles, and Florence + the Machine. These artists have embraced the format, and their latest offerings have propelled cassette sales to new heights. In fact, the BPI reports that all twenty of last year’s top-selling cassettes were released in 2022. So, music enthusiasts are not only embracing the nostalgia of vintage cassettes but also seeking out new releases in this format.
The allure of cassette tapes among younger music fans seems to lie in their appeal as collectible items. Mark Burgess, the founder of Flashback Records in north London, observed a significant uptick in cassette sales following the pandemic. He told NME (cited below) that the smaller size of cassettes makes them easier to collect. This gives enthusiasts an opportunity to curate a personal music library. And many fans appreciate the sequential nature of cassette albums, allowing them to experience the music as the artist originally intended.
Vinyl revival
The resurgence of cassettes follows a similar trajectory to the vinyl revival that took place a few years ago. In 2022, vinyl sales surpassed CD sales for the first time in 35 years. Clearly, many people prefer physical music formats (or at least want the option). Paul Williams, a spokesperson for the BPI, drew parallels between the vinyl market’s resurgence and cassette popularity.
The renewed interest in physical music formats also gives artists the opportunity to establish a deeper connection with their fans. Releasing music on cassettes allows artists to create something tangible. It gives fans a tactile connection to the music.
The contemporary fascination with nostalgia across popular culture may play a role in the cassette’s revival. People are increasingly drawn to revisiting old TV shows, films, and music, seeking comfort and familiarity in the past. The cassette tape evokes a sense of nostalgia and adds to the overall sensory experience.
