The past, present, and future of cassette tapes from Maxell’s Kyle McCord

Photo Courtesy of Maxell

A recent New York Times article, Marc Hogan’s “As Cassettes Come Back, the Dilemma Is Finding a Tape Deck,” makes the point that, “If Spotify killed the iTunes star, and vinyl is increasingly a high-priced luxury item — never mind CDs for the moment — then cassettes could be the cockroaches that outlive them all.”

Last year, sales of cassette tapes in the UK were at their highest point in nearly 20 years, per the Telegraph, thanks to their affordability, nigh-indestructible nature, and some very prominent placement in Marvel’s Guardians of the Galaxy films. However, as every article regarding “obsolete” media needs to point out, cassettes—like vinyl records or compact discs—have never gone away.

Independent labels and underground bands have been duplicating tapes all along, and it’s thanks to companies like Maxell, who never stopped manufacturing the materials needed to get the long-running and hardy technology into your tape deck. When we spoke with Maxell Tech Specialist, Kyle McCord, he pointed out that, while cassettes look the same, what’s inside might be a little bit better than you remember.

McCord points to Maxell’s rigorous quality control measures, which have become a hallmark of their manufacturing process, saying that this commitment means that even after 500 plays, their high-fidelity tapes continue to deliver high-fidelity, allowing listeners to enjoy the rich, warm tones that cassettes are known for.

“By focusing on both material advancements and precise production techniques, Maxell maintains the integrity of its tapes, ensuring that they meet the high standards expected by enthusiasts and collectors alike,” McCord says. “This dedication to quality not only honors the legacy of cassette technology, but also reinforces Maxell’s reputation as a trusted name in audio media.”

As to why cassette tapes are something which has hung on so long, beating out such “next big thing” tech like DATs or MiniDiscs, McCord points to the sheer robust nature of the cassette’s ability to take so much abuse and still work.

“Maxell cassette tapes have endured due to their robust design, which allows them to withstand wear and tear, making them user-friendly,” says McCord, while also pointing out that the simplicity of the format contributes to its longevity, as does the nostalgia many people feel for cassettes, with the latter creating an emotional connection often absent in newer technologies.

“Additionally, their affordability keeps them accessible to a wide audience, while their popularity in DIY and indie music cultures highlights their ongoing relevance,” McCord says. “Overall, these factors have solidified cassettes’ place in the hearts of music lovers, allowing them to outlast formats like DATs and MiniDiscs.”

McCord says Maxell’s response to the gradual resurgence in cassettes is that they see it as a fascinating reflection of nostalgia and the broader revival of analog technology.

“Many people who grew up with cassettes are drawn back to them to relive their youth, appreciating the tactile nature of the format,” says McCord, going on to say that limited editions, vintage finds, and unique artwork make these tapes appealing, while their affordability allows DIY and indie artists to produce and distribute their work tangibly. “Additionally, social media often celebrates retro aesthetics, further contributing to the popularity of cassettes as a trendy accessory. Overall, it’s exciting to see Maxell cassettes gaining traction again, representing a unique blend of nostalgia, creativity, and artistic expression in today’s music landscape.”

Zaporizhzhia, Ukraine – December 24, 2023: Maxell XL II – S 90 audio cassette in front of cassette deck on polished marble tabletop with reflection. // Photo Courtesy of Maxell

Maxell is perhaps best known for the near-legendary status their XL-II cassettes have amongst tape traders. Long known as the tape on which to record live shows and later dub new copies, they’re sadly no longer manufactured, as the demand for XL-IIs just doesn’t justify the production costs. That demand for those tapes dropped off many years ago, and only a small niche market for these tapes exists today. That tiny market is unfortunately not enough to sustain a production facility and its associated costs.

That said, McCord says that, at Maxell, they take great pride in hearing lifelong fans and tape traders speak so passionately about XL-IIs cassette tapes.

“Their memories of creating mixtapes, recording live concerts, and trading tapes are truly heartwarming,” he says. “It’s not just about the product, it’s about being part of a culture. That’s why we are honored that our XL-IIs holds a place in history, not only as a great cassette tape, but as a symbol of the era.”

He says that cassette tape technology is likely to continue evolving in several interesting ways over the coming years.

“They will remain popular among collectors and enthusiasts, with limited edition releases and vintage finds becoming increasingly sought after,” McCord says, as the DIY music scene is expected to embrace cassettes, allowing artists to produce and distribute their work in a tangible format that feels personal and unique. “Additionally, cassettes may be used as canvases for creative packaging and artwork, appealing to those who appreciate the aesthetic of analog formats.”

McCord goes on to say artists may also use cassettes as a distinctive merchandising tool, offering them as part of album bundles or special editions to engage fans.

“Furthermore, some individuals and institutions may utilize cassettes for archiving purposes, valuing their analog warmth, and the tangible nature of the medium,” McCord says. “Overall, while cassettes may not return to mainstream popularity, their unique charm and connection to nostalgia will likely keep them alive in certain music and art communities.”