Taylor Swift Taps Into Cassette Nostalgia
When Taylor Swift releases her highly anticipated album Life of a Showgirl in October, fans will be able to stream it on Spotify, buy it on vinyl—and, surprisingly, pick it up on cassette tape.
The move might sound like a quirky marketing gimmick, but Swift is tapping into a real resurgence. Cassettes, once considered an outdated format long abandoned after the rise of CDs and digital music, are quietly making a comeback.
According to Luminate, 436,400 cassettes were sold in the United States in 2023. While that number pales in comparison to the 440 million tapes sold during the 1980s peak, it represents a remarkable increase from just 80,720 sold in 2015.
Why Cassettes Are Returning
Music fans are driving the cassette revival for reasons that go beyond nostalgia. Charlie Kaplan, owner of the cassette-focused store Tapehead City, told CNN that tapes offer a tangible connection to music that digital files can’t replicate.
“People just like having something you can hold and keep, especially now when everything’s just a rented file on your phone,” Kaplan said. “Tapes provide a different type of listening experience—not perfect, but that’s part of it. Flip it over, look at the art and listen all the way through. You connect with the music with more of your senses.”
This ritualistic experience—flipping the tape, studying the artwork, and listening in sequence—appeals to fans who want to slow down in a fast-paced, algorithm-driven streaming culture.
Swift’s History With Cassettes
This isn’t the first time Taylor Swift has leaned into the cassette trend. In 2023, her re-recorded 1989 (Taylor’s Version) sold 17,500 copies on cassette, while Speak Now (Taylor’s Version) sold 11,500, according to Billboard.
Swift’s fans, many of whom fall into the “super fan” category, are likely to snap up cassette versions of Life of a Showgirl not just as a listening medium but as a collectible. Matt Bass, vice president of data and research at the Recording Industry Association of America (RIAA), compared cassettes to merchandise. “Fans are looking for a deeper connection to artists and their work, much like other forms of collectible artist merchandise,” Bass told CNN.
The Role of “Super Fans”
Behind the cassette revival is a new kind of music consumer: the “super fan.” A report from Luminate defines super fans as listeners who interact with an artist in at least five different ways, whether by streaming, attending concerts, or buying physical media. They account for 18% of U.S. listeners and spend an average of $39 per month on music—more than double the average fan.
These superfans are largely Gen Z. Data shows that 9% of Gen Z listeners bought a cassette in the past year, with the strongest sales coming from pop stars like Chappell Roan, Sabrina Carpenter, and Charli XCX.
Kori Fuerst, owner of retro tech shop Retrospekt, explained to CNN that many of these younger buyers are seeking a break from constant screen time. “With a cassette tape, it’s not easy to skip around between songs. You have to listen to the album all the way through, stopping to flip the tape halfway through. These tangible experiences are a nice reprieve from the perfect curation of a streamed playlist,” Fuerst said.
More Than Just Nostalgia
Industry experts say the cassette comeback isn’t just about looking backward. Kaplan noted that new releases—not just reissues—are coming out on tape. Buyers range from older fans nostalgic for their youth to younger listeners discovering the format for the first time.
“Just like Taylor Swift, tons of new music is coming out on cassette too, not just reissues,” Kaplan said. “It’s not just nostalgia anymore, it’s its own little scene.”
With Swift leading the charge, the humble cassette is proving it still has a place in the modern music landscape—one rewind at a time.
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