Unsung is a feature in which I take a look at a pop culture phenomenon (be it music, TV, literary, whatever) that has been forgotten or underappreciated. In this installment, I look at the rise of the audio cassette and its impact on the music industry.
There have been many audio formats that consumers have used to enjoy music over the years. Digital audio streaming is currently the most popular and convenient format, but vinyl records, 8-track tapes, compact discs and digital audio files like MP3s and WAVs have all had their moments. I mainly use MP3s and streaming these days, but I still have a ton of records, CDs and cassettes that I've acquired since the late '70s. They all hold sentimental value for me, but I have a lot of love for the cassette, which played a huge role in my growth as a music fan.
The Compact Cassette, as it was initially called, was invented the Dutch company Philips and first released in August 1963. The cassettes contain two miniature spools, between which magnetically coated tape is passed and wound; they're enclosed in a small case. The audio cassette as we know it is essentially a miniaturized version of the reel-to-reel audio tape first developed in the 1920s. Engineers improved the audio fidelity in the 1940s and reel-to-reel recorders were used by major recording studios; less expensive recorders were sold for use in homes and schools, as well as for business dictation. My dad actually bought one in the late '60s and would record some audio of us kids goofing. I still have it and one of these days I'll see if it still works.
Anyway, once the compact cassette was released, it became popular with consumers for its portability and ease of use. I highly recommend the book High Bias: The Distorted History of the Cassette Tape by Marc Masters for an interesting look at how cassettes were developed and how they became popular and in some small pockets, still remain so.
As for me, I was too young to experience the popularity of the 8-track tape, which around from the mid-1960s to the 1980s. It was bulkier than the compact cassette and was mainly used in cars; it could play continuously in an endless loop and did not have to be ejected or flipped to play the full tape, but you couldn't rewind it.
I became aware of cassettes through my dad, who would sometimes play them on a small Panasonic mini-boom box. When disco was getting popular in the late '70s, I remember him bringing home a few mix tapes of disco hits that a work buddy of his had made. Around 1979, I got a clock radio that had a built-in cassette deck, so I would buy cheap 3-packs of blank tapes and make crappy mix tapes of songs I liked off the radio. The audio quality was shit, but I loved those old tapes, especially when we moved a few years later to a city in Washington state that was lacking in quality radio stations. I used to listen to those old tapes all the time.
It was 1982 when I bought my first Sony Walkman, which had been introduced a few years earlier and was revolutionizing the personal audio space. Now people could listen to their music anywhere. I wasn't rollerblading with it or anything like in the commercials, but I definitely brought it to school to drown out everybody else. (Here's a post I did a while back about the different audio devices I'd purchased over the years.)
I didn't typically buy pre-recorded cassettes; I preferred to buy music on vinyl and later CD and then record it on cassette to listen to in a Walkman or the car. I also enjoyed making mix tapes for personal use (as well to give to friends).
Not everybody was thrilled about the advent of cassette recorders. In 1981, the British Phonographic Industry (BPI) launched a campaign called Home Taping is Killing Music, which argued that the rise of home taping would eat into record sales. The logo had a Jolly Roger pirate flag in the shape of a cassette with crossbones and the words "And It's Illegal." It turned out to be for naught, as it was parodied by many artists and indeed, record sales continued to rise.
Meanwhile, taping or bootlegging of concerts was more of a trend than taping off the radio or from friends' collections. Bands like the Grateful Dead would create dedicated areas for tapers and it was common to find classified ads for bootleg concert tapes in music magazines; I contacted and received a list of available tapes from a bootlegger who had put an ad in Circus magazine, but I never actually ordered anything from it. A bootlegger used to set up in the student union building at UNH selling cassettes when I was a student there; I bought a version of Prince's then-unreleased Black Album.
If anything, the cassette increased interest in music instead of the BPI's alarmist claims. Similar concerns were raised in the early 1980s by the Motion Picture Association of America about the advent of the videocassette recorder and in the early 2000s by the Recording Industry Association of America (RIAA) about CD burning.
Of course, the audio format that really did major damage to the music industry was the MP3. As Napster and then other peer-to-peer file sharing networks emerged in the late '90s/early '00s, CD sales took a nosedive and sales of recorded music dropped by 50% from 1999 to 2009. Even though the RIAA and the major labels led the charge against Napster, forcing it to shut down in 2001, the damage had been done and the genie was out of the proverbial bottle. Apple launched the iTunes store in 2003 as a way to sell music files and other services followed suit, but the sale of recorded music never returned to previous levels.
As high-speed internet and WiFi became commonplace, Spotify and other streaming audio services made it affordable for users to have access to a huge catalog of music via their cellphones. And that's where things stand today. You can still buy CDs and records of new albums (as well as some cassettes), but it's more of a hipster trend than anything else. I still use MP3s because I put together my radio show with them and I still like to own music, but I think I'm in the minority; I refuse to pay for Spotify but my daughters do and listen to it constantly. I buy vinyl on occasion, but mostly older used stuff. I still love going to a record store and combing through the stacks for cool albums.
As for cassettes, I still have pretty much all the tapes I made in the '80s and '90s, but right now I have nothing to play them on. I bought a used tape deck from someone off Craigslist about 15 years ago but it crapped out after a few years. Plus my old Walkman that I bought around the turn of the millennium doesn't work anymore, either. I want to buy a new deck but they're expensive, so I'm keeping an eye out for a good deal. Also, I was driving an old 1996 Explorer that had a tape deck in it, but that died about seven years ago, so no more tapes in the car.
Those were my favorite times with cassettes, driving around listening to a kick-ass mix I made. I have great memories of bombing around the North Shore in the early '90s, driving to interview someone for an article or going to a party, cranking the tuneage. Not quite like Wayne, Garth and pals, but pretty close. Long live the cassette!
