mediageek called the cassette revival way before anyone

I’m not generally one for tooting my own horn, but here at the end of 2009 it looks like I was a good two years ahead of the curve when I predicted the cassette revival waayyyy back in February of 20022007. I must admit that my prediction was a bit tongue-in-cheek, not so much because I didn’t think it was possible or reasonable, but because my cynical side can’t help but be a little…er, cynical, about resurgences of technology recently considered passé or obsolete.

Earlier this year I noted the appearance of more cassette-based indie rock labels, mostly dealing in very limited-edition runs of EPs and albums. My own recent travels to record stores like Aquarius in San Francisco and Reckless in Chicago turned up small cassette sections in both store where just a couple of years ago there had been none.

But the real cherry on top was stumbling across recent posts all about cassettes at Stereophile magazine, the home of super high-end audiophiles, where CD players can cost $17,000 and speakers require a second mortgage. Stereophile’s Stephen Mejias was himself spurred to think on the subject of tapes by a recent article by Calum Marsh in PopMatters, “Reconsidering the Revival of Cassette Tape Culture.” Critical as Marsh may be about this ferric oxide return, his very tackling of the subject admits one simple fact: a cassette revival indeed has occurred.

And who was there first? Uh huh, that would be the mediageek.

Aside from the fact of my first arrival, however, I’m rather ambivalent on the whole debate on whether or not the cassette revival is just crass indie-marketing sheathed in manufactured street-cred. For those with still serviceable cassette decks I guess it’s kind of nice to be able to get some new tunes that you didn’t have record yourself. At the same time, the reason I have working cassette decks is because I still have music on cassette not duplicated in another medium, and I still find albums on cassette that are expensive or nearly impossible to find in another medium. I guess these special cassette-only releases qualify, in a way, though by design, not happenstance.

It’s not like cassette-only labels are anything new. Labels like ROIR were cassette-only back in the 1980s, and many cassette-only labels have survived in the interim due to economics and ease of one-off duplication and distribution, if for no other reason. The only reason we can call it a trend now is that bands that otherwise have seen relative indie success distributing their music on CDs are turning to cassette labels for limited editions. If it was still mostly the domain of bedroom noise and industrial bands, we probably wouldn’t be reading about this trend in as mainstream a pub as Stereophile.

Now that indie rock collectors and other hip elites can snarf up limited tunes on cassette I’m wondering if we’ll start seeing more plastic fantastic decks show up in Target, and if the used market will inflate. If you’d taken my advice two years ago then you’d probably be sitting pretty on a nice deck that sold for hundreds in the 80s but that would’ve cost you $15. You’ll be spending more on a super-exclusive new tape by a bunch of bearded guys from Portland.

Now I’ll sit back and see if this hot new trend makes it all the way through 2010 and outlives being a trend, like the vinyl resurgence has. Meanwhile, I’ll remind you that my hipster trend-spotting consultancy is still in business, but my rates are going up fast.

Cassettes Are a Weird Way to Distribute Music?

My, oh my, where has the time gone. Sure, cassettes might be nearly obsolete and decidedly retro. But weird?

Wired’s Epicenter blog recently compiled “10 Weird Ways to Distribute Music.” But, really, the list might be more accurately characterized as “10 Unique Ways,” rather than weird. Seems that some popular indie bands like Dirty Projectors are now releasing some albums on cassette again, making the format #8 on Wired’s list. At least blogger Eliot Van Buskirk had the good taste of linking to my somewhat tongue-in-cheek 2007 post titled, “Next Big Retro Thing: The Cassette Revival.”

Of course, distributing new music on cassettes stands out only because the format’s been largely abandoned by the mainstream. I emphasize new music because I’ve certainly seen cheap cassette compilations of country classics and oldies still turn up at truck stops and dollar stores. Cassette-only labels were an underground music fixture in the 80s and 90s due to both the low cost of doing limited edition releases and the relative ubiquity of cassette players.

While mostly overtaken by CD-Rs and downloadable MP3s, cassette labels have survived. Plustapes is a Chicago-based label putting out new independent music on cassette each in limited editions of a hundred or so. Earlier this year the music blog Expressway to My Skull compiled a list of active cassette-only labels and places to find them.

Perhaps the greatest advantage of releasing music on cassette is that it’s possible to record and duplicate albums entirely in the analog domain easily and cheaply without a computer. If you want to get fancy you can find a cassette four-track at a thrift or pawn shop so you have more recording and editing flexibility. Then get a dubbing deck and you’re set. It doesn’t have to be about analog fetishism — it can simply be about being cheap.

Perhaps the enduring charm of the cassette has to do with its fundamental nature as a recording medium that is very accessible, but imposes real practical limits on its duplication. It’s easy for nearly anyone to duplicate several dozen cassettes using inexpensive dubbing decks, but quantities of much more than that require commercial duplicating services. Like ‘zines, cassettes can be a near-mass medium, where you can reach hundreds with a work that the creator still fashioned and touched with her own hands.

Now that we can take for granted the ability to reach a nearly unlimited audience with a perfectly-duplicable MP3 file, there’s something to be said for a sound medium that can’t be had by anyone with a ‘net connection, that didn’t roll off an assembly line. It doesn’t have to be a case of internet vs. cassette; I think there’s room for both to coexist, even in symbiosis.

Don’t Be Spooked by Threats of Obsolesence

One of the unfortunate effects of our capitalist economy is the constant drive for new and better. Well, really it’s mostly new and novel, with better being a secondary consideration. That means obsolescence is something that constantly looms over industrial products, especially tech products. But obsolete does not equate with useless or worthless–not remotely.

With the rising popularity of digitally downloaded music, whether through file sharing or an online store, the imminent death of the physical compact disc continues to be predicted. The cries have become louder in the last few weeks as Atlantic Records announced that its digital download sales (which includes ringtones) surpassed its sales of physical CDs.

I’ll admit that these days I probably listen to more MP3s than CDs, especially on the go. Yet, I still have a collection of over 1000 CDs, most of which I have not ripped to MP3–my MP3 collection is comprised mostly of purchased music and stuff I’ve traded with friends. I do still listen to CDs, especially when I want to listen critically. I realize that absolute fidelity is only one factor in how we choose to listen to music, it’s still important to me and many other people. While MP3s and other compressed files can sound quite good, they are no match for the uncompressed source.

That’s why I’m not surprised to read a Wired Gadget Lab post directing me to this story from the UK’s Telegraph reporting that the sales of portable CD players there are up 50 percent over last year. Amongst the reasons they cite are price ( I’ve seen units here sell for $15 or less) and the fact that many people find using a computer to download to an MP3 player to be difficult.

One very obvious reason I want to add to the list is that maybe a whole lot of people aren’t interested in giving up their CDs in the first place. If you aren’t interested in dealing with the iTunes music store (especially if you don’t want to pay the iPod price premium) or any other online music store, and you don’t relish the task of having to rip and compress your CDs yourself I can see how the supposed convenience offered by MP3 players and digital files can look pretty darn inconvenient.

Folks over 30 can probably remember when they got their first CD player, moving over from listening primarily to vinyl LPs or cassettes. I knew a lot of people who all but dumped their analog music collections for CDs in the early 90s, lured in by the promises of better sound quality and convenience. By and large those promises were fulfilled, compared to the lo- to mid-fi sound experiences most people were accustomed to getting from inexpensive cassette and record players. But it was also a pretty big cash outlay for a lot of people, many of whom replaced their music collections with the same titles on CD as the popular press sounded the funeral march for the soon-to-be-obsolete vinyl LP.

Now twenty-six years after the introduction of the CD we have none other than the New York Times writing about the resurgent interest in vinyl records, sales of which are up 36% this year. Weren’t these fragile, scratchable, pop-and-click-filled analog dinosaurs supposed to be a curious historical artifact by now?

Myself, I never abandoned my record collection. When I bought my first CD player in 1987 I also bought my first decent turntable. From 1988 through the mid-90s I really cleaned up buying used vinyl for a song as other music lovers dumped their obsolete analog archives. I still buy both used and new vinyl, though since the big purge of the early-90s the good stuff isn’t quite as cheap anymore.

I’m sure a fair majority of the folks who dumped their vinyl for CDs have never looked back. But I’ve talked to and read about plenty more people who are buying new turntables to play their last remaining albums that never turned up on CD, or who are even going out and rebuying LPs they got rid of because their CDs just don’t cut it.

So keep this in mind when you hear bloggers and the press declaring the end of the CD and all physical media. It makes complete sense to me that sales of portable CD players are up because I can believe there are plenty of people who just want something will play all the music they’ve acquired without all the hassle of ripping and storing MP3s. Why “upgrade” to MP3s and iPods if CDs still work just fine and you’ve already got an investment in music on CD?

Of course, I do think the trend towards digital files and mass storage is real and underway — I do have a couple hundred gigs of MP3s on a server at home. But these technologies tend to live side-by-side for far longer than the technorati recognize. The cassette didn’t kill the LP, the DVD still hasn’t killed VHS, and the iPod won’t kill the CD. Even formats often joked about as comparative failures lived almost as long as the CD has–from laserdiscs (in production 1978-1999) to 8-tracks (1964 – 1988)–and still have their fans using them everyday.

The newest and shiniest technology can be very seductive, but utility is what wins the day. For a lot of formats there eventually does come a day when finding a working player becomes harder and harder. But for something as ubiquitous as the LP, cassette or CD that moment is a long way away.

The folks snapping up CD players this holiday season aren’t technophobes or luddites, they’re just reasonable folks who maybe don’t want to foolishly abandon the shiny little discs they spent good money for.