Associated with memories from the 1980s and 1990s for many years, audio cassettes are currently making a real comeback in the world of music. Like vinyl and CDs, they appeal to consumers who appreciate physical media and who are in search of music-related memories. How can this renewed interest in a medium thought to have been definitively superseded by digital technology be explained?
A Parisian store specializing in cassettes
In Paris, a unique store perfectly illustrates this phenomenon: Club K7, which calls itself “the only record store that doesn’t sell records”. The store sells around 10,000 tapes, covering a wide range of musical genres. At a time when digital media is king, this shop still manages to hold its own. The compact cassettes that line the shelves bring back memories from the 1970s to the 1990s! The wide range of products on offer attracts enthusiasts with different profiles, from collectors to nostalgic music lovers.
A resurgent global market
The audio cassette is enjoying a revival in several countries. Particularly in the United States and the UK, where sales are increasing every year, driven by independent labels and certain artists who choose to release their new material on cassette. In France, the momentum is less significant, but is gathering pace. One of the world’s last cassette manufacturing plants is located in Avranches, in the Manche region. It has doubled its production in one year to meet growing demand. At the same time, French company We Are Rewind has relaunched the production of portable cassette players, selling 50,000 units in three years, mainly internationally.
A unique listening experience
The appeal of cassette tapes isn’t merely nostalgic. The format also appeals for its specific listening experience that is more hands-on and engaging than streaming. The act of handling the cassette, inserting the tape into a player or rewinding it is part of a long-established ritual. The sound, marked by the magnetic tape’s characteristics, reinforces this impression of warmth and authenticity, often opposed to the perceived cold, clinic aspect of streaming.
Summary
Compact cassettes are currently enjoying a new lease on life. Their comeback is driven by two factors: on the one hand, an emotional attachment to an iconic object, and on the other, a real demand expressed by collectors and analog audio enthusiasts. Buoyed by local initiatives and sustained global interest in the format, cassettes are becoming a part of the contemporary musical landscape.
