In case you haven’t heard, Taylor Swift has announced her 12th studio album, The Life of a Showgirl.
Last week, Swifties were given the chance to pre-pre-order a physical copy. But, with the majority of people choosing to listen to music via a streaming service, all of the options are a bit of a throwback.
First, we have CDs – the most up-to-date pick of the bunch. Though there probably aren’t too many CD players laying around, you might have one in your car (I miss mine every day).
Then, we have vinyl. Older again, but since the early 2000s, there has been a major revival of vinyl records – so much so that currently, more people are buying vinyl records than they are CDs. Many artists — like Swift for previous albums — even choose to put exclusive tracks, posters or photos inside their records, increasing their popularity and sales.
But, it was the third option which had many people scratching their heads.
She’s selling what?!
As part of her initial launch of The Life of a Showgirl, Taylor Swift is selling cassettes of the album.
Cassette tapes were most popular during the ‘80s and early ‘90s – before CDs took over. Being born in 2000, I associate them most with the Hi-5 soundtrack my parents played in the car. But, for most, it’s a symbol of fluoro clothing, frizzy hair, and Fleetwood Mac.
Like most things, it’s making a comeback, meaning the next generation will be associating them with their favorite artists of today.
They’re back!
The world has been witnessing a revival of the cassette since the early 2020s, with Taylor Swift and Harry Styles both releasing albums — Midnights and Harry’s House — on cassette in 2022.
Other major pop artists like Olivia Rodrigo, Billie Eilish, Lady Gaga and Lana Del Rey did the same in years prior.
So, it makes sense that cassette sales jumped by almost 400 000 units in the US from 2015 to 2023 – according to entertainment data firm, Luminate.
And, it’s Gen Z-ers who are leading the charge, far more likely than any other age group to drive physical music trends forward.
So… why is this happening?
There’s no concrete answer as to why cassette tapes are making a comeback.
Some trace it back to the popularity of the Guardians of the Galaxy trilogy, which sees leading man Peter Quill use a cassette not only as a nostalgic tool to connect him to his mother, but also to play some absolute bangers over the course of the three films.
Others link it to other pieces of media, like Stranger Things, which have made the ‘olden days’ cool again for young viewers.
But, for true fans of music — and the artists they’re supporting — it often comes down to ownership, and finding a way to have a physical copy of the songs you love without having to fork out $100 for a vinyl record.
Are you ready for the resurgence?
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