- Mark Coleman: September brought Cassette Store Day. Why celebrate this? Let's play along
- Organizers wanted to stimulate a resurgence of cassette tapes, first sold in the '60s, he says
- He says cassette tapes warred with vinyl and 8-track tapes for dominance, sometimes winning
- Coleman: Their quality improved, though they fell from favor. But still a cultural touchstone
The cassette tape is back! Or at least this is what the organizers of Cassette Store Day, held in September, would have us believe. Cassettes? Really? Let's play along, if only for nostalgia's sake.
Fifty years after the prototype cassette was introduced at the 1963 Berlin Radio Show, a group of independent labels that release new cassettes have pulled together the global event celebrating and, they hope, stimulating the resurgence of prerecorded tapes.
The day was observed, according to the group's website, at roughly 100 retail stores and music venues in the U.S., Europe, Canada and South America, with tie-ins, new cassette releases and live performers pushing new tapes. Cassette releases from established bands like At the Drive-In and Flaming Lips were vended, as well as tapes from underground artists like Grape Soda and Gold Bears on the Hope for the Tape Deck label.
Anyone who remembers fumbling with a cassette deck while driving or listening as a tape unspooled and self-destructed in the tape deck or having to insert index finger or pen into the cassette in a usually vain attempt to rewind the hopelessly twisted tape must be asking a simple question: Why?
In the seamless age of digital music, when seemingly every song ever recorded is available at the stroke of a few computer keys, why would anyone revive such a clunky and outmoded physical format?
But consider: Even with the convenience and sheer abundance of music stored on MP3 files, cassettes (and vinyl) offer tangible and tactile pleasures that aren't readily available in the digital world. There's a sizable, and growing, subset of consumers who lust for musical objects that they can hold in their hands (and their hearts) as well as their ears.
"Metal and punk and noise people never stopped releasing cassettes," says Scott Seward. He is a music critic and owner of John Doe Jr. Used Records and Books in Greenfield, Massachusetts. "Fans of that music have always collected tapes. Same with jam band and Grateful Dead fans until recent years. It's still a common format for a lot of Middle Eastern, Indian and Asian street or folk music too, because cassettes are so cheap to reproduce."
It's true. Cassettes have always been an alternative and were for many years something of an underdog in the musical format wars. Not long after prerecorded cassettes emerged in the vinyl-dominated marketplace, the 8-track tape format eclipsed them in popularity. That was largely because the Ford Motor Co. started offering 8-track players as an option on some of its cars beginning in 1966.