I need to talk about cassettes, because I keep getting asked whether I’m going to start stocking them, and my answer keeps evolving from a firm “no” to a more nuanced “maybe, with conditions.”

Cassette sales have been growing globally for several years now, and Australian independent artists and labels are releasing on tape in increasing numbers. So what’s driving this, and should anyone care?

The Numbers

Let’s start with perspective. Cassette sales in Australia are tiny compared to vinyl. We’re talking thousands of units across the entire market, not millions. The growth percentages look impressive because the baseline is so small — a format going from 5,000 units to 10,000 units is a 100% increase, but it’s still 10,000 units.

That said, the trend is real and sustained. Australian indie labels including Poison City, Anti Fade, and various DIY operations are regularly releasing on cassette, and they’re selling out.

Why Cassettes?

The appeal is different from vinyl, and understanding that difference is key to understanding whether the format has legs.

Cost. A cassette release costs a fraction of a vinyl pressing. Short-run tape duplication can be done for $3-5 per unit, compared to $8-12 for vinyl. For artists and labels operating on minimal budgets, cassettes make a release financially viable that might not justify a vinyl pressing.

DIY culture. Cassettes fit the DIY ethos in a way that vinyl, with its complex manufacturing requirements, can’t match. Some artists and labels are duplicating tapes themselves on home equipment. The format is accessible to creators in a way that vinyl isn’t.

Aesthetic. There’s a lo-fi, handmade quality to cassette releases that suits certain genres — punk, noise, ambient, experimental, and underground electronic music in particular. The format’s limitations become part of the aesthetic.

Collectibility. Small runs (often 50-100 copies) and handmade packaging create genuine scarcity. For collectors who enjoy the hunt, cassettes offer something that vinyl’s current scale can’t always provide.

The Sound Question

I’m going to be blunt: cassettes sound worse than vinyl. The format has inherent limitations — limited frequency response, tape hiss, wow and flutter — that no amount of nostalgia can overcome. A well-recorded cassette played on a decent deck sounds acceptable, but it doesn’t compare to a quality vinyl pressing or a high-resolution digital file.

But here’s the thing: for the genres that gravitate toward cassettes, sound quality isn’t necessarily the priority. If you’re releasing harsh noise or bedroom lo-fi, tape hiss isn’t a bug — it’s a feature. The format suits the music.

Should Record Stores Stock Cassettes?

This is the question I keep wrestling with. The arguments for:

• They bring different customers into the shop
• The margins can be decent (retail $10-15, cost $3-5)
• They complement the vinyl selection with a different format at a lower price point
• They signal that your shop supports the underground

The arguments against:

• The market is tiny
• Many buyers don’t own a tape deck
• Display and storage require shelf space that could hold more profitable vinyl
• Quality control is inconsistent, particularly on DIY duplications

My current position: I’ll stock cassettes selectively, from labels I trust, when the release is interesting. I’m not going to build a cassette section, but I’ll keep a small curated selection near the counter for customers who know what they’re looking for.

The Broader Physical Media Picture

Cassettes, vinyl, CDs (yes, they’re still around) — the resurgence of physical media isn’t about any single format. It’s about people wanting to own music in a tangible form. The specific format is secondary to the desire for something you can hold, display, and experience as a physical object.

Different formats serve different purposes and different budgets. A teenager who can’t afford $45 for a vinyl LP can buy a $12 cassette from a favourite local band. That purchase connects them to the physical music ecosystem, and they might graduate to vinyl later.

My Prediction

Cassettes won’t rival vinyl in mainstream terms. The format has found a stable niche in the DIY underground, and it’ll stay there. That’s fine. Not every format needs to be a mass market product to be valuable.

What I appreciate about the cassette comeback is that it exists entirely outside the mainstream music industry. No major label is driving this. No marketing department is pushing it. It’s artists and fans who genuinely want a physical format that’s accessible, affordable, and aligned with underground culture.

That’s authentic. And in a music industry that often feels anything but, authenticity is worth supporting.