It’s weird to learn via media report that specific, intimate aspects of one’s own cultural history are making “comebacks”. Maybe 15-20 years ago, a certain American demographic started collecting and playing vinyl records again, for example. Out of nowhere this became trendy. Today, folks of all ages are still giddily sourcing records from Discogs and investing in turntables, after a 20-year respite.
My Millennial son and daughter-in-law maintain a modest record collection today. Yet they have gathered these vinyl relics more or less at random, in small batches, from second-hand shops. They don’t even bother to seek out records from artists they like. Their enjoyment of this seemingly kitchy, analog activity is almost entirely ironic, like dressing as a steam punk, or churning butter.
I get it. Millennials do love their irony. But they are divorced entirely from the activities and emotions that once made vinyl-collection and record-playing irresistable.
Just last month, and in the same vein, I learned of a cassette tape revival. Yes, cassette tapes are back in vogue after three decades away. I am not technically a part of this revival. I maintain two means of playing cassettes, and have for some time, because my mixed-tape collection — dating back to my own golden age of mixed tapes (1986-92) — has remained sweetly nostalgic to me. The idea of buying new tapes, or making them, feels rather anachronist, because the technical and interpersonal conditions that prevailed during this golden age no longer exist.
In short, one must have achieved a certain age — “old as dirt” is the technical term, I believe — in order to remember cassette tapes and what made them so special. But that doesn’t mean we should consign their fascinating 20th century narrative to the dustbin of history.
Cassette Tape Revival: Dawn of Music Sharing
Until the late 1970s, there was no practical way for everyday folks to record music from vinyl — or off the only other practical music source then available, the radio. Cassette tapes changed all of that. The advance proved both technological and cultural: A friend who owned Jackson Browne’s album “Late for the Sky,” for instance, could just tape the whole thing for you. This saved money. Cassettes also stored more efficiently, in something as small as a shoe box. Critically, one could also play them in your car, if said vehicle featured a tape deck. This was huge.
Yet cassettes also transformed any schmuck into a legit DJ. Throughout the 1970s, radio was the only place where music consumers could experience a stream of individual cuts off multiple albums, from multiple artists. We take this phenomenon for granted today, thanks to Spotify, iTunes, Pandora and YouTube. Commercial radio originated this experience, however — with interruptions from advertisers. Our record players gave us commercial-free choice, but only one immutable album at a time.
Cassette tapes cannily merged these multiple forms of music consumption. They allowed us to create those playlists for ourselves, from our own record collections. They enabled playlists using other folks’ collections, from songs highjacked off the radio, even from other tapes (if a stereo had two tape decks). This multi-valent ability, acquired during the first Reagan Administration, proved thoroughly mind-blowing and futuristic. Then Sony introduced the Walkman and we all felt like cinematic characters from Blade Runner.