Forget the vinyl revival. The cassette tape will be back on Christmas lists this year as high-profile artists ranging from Coldplay to Robbie Williams and Liam Payne release albums on a format that has come back from the dead.
The tape’s comeback has caught the industry off guard, with manufacturers struggling to get their hands on the magnetic tape needed for their production when demand suddenly picked up. The BPI, the record labels association, predicts music fans, many of them under 25, will buy 100,000 tapes in 2019, double the figure for 2018.
The last time that number of cassettes were sold was 2004, when the biggest-selling albums were by Scissor Sisters and Keane.
Karen Emanuel, the chief executive of the Key Production Group, which manufactures vinyl, cassettes and CDs, said it had been amazed by the revival. “We never stopped producing them, but demand had tailed off to tapes for police interviews.”
Key Production 集团的首席执行官凯伦·伊曼纽尔表示对磁带的复兴潮流感到惊讶：“我们从未停止生产磁带，但是如今需求减少了，主要是供警察审讯时用。” 该公司生产黑胶唱片、盒式磁带和CD光盘。
tail off: 变少；缩小
Around 36,000 tapes had been bought in the UK by June, according to the BPI and Official Charts Company data. One of the biggest sellers was Billie Eilish, who was born in 2001 when the format was already considered close to obsolete.
The cassette of her song When We All Fall Asleep, Where Do We Go? was produced in lurid UV green and orange, making it both collectible and “Instagrammable”.
她的歌曲《When We All Fall Asleep, Where Do We Go?》制成的磁带采用了刺目的亮绿色和亮橙色，使其有收藏和被社交媒体分享的价值。
lurid[ˈlʊrɪd]: adj. 艳丽的
Retailers predict that Robbie Williams’ Christmas Present album and new offerings from The Who, Coldplay and Beck will be among this year’s bestsellers.
Emanuel said the UK factories that Key Production works with had been scrambling to find supplies of tape earlier this year when orders started rolling in.
"It’s difficult to say exactly how many tapes will be sold this year, but I think it will be more than 100,000,” she said.
The hit film Guardians of the Galaxy is credited with starting the tape renaissance after clever marketers released the soundtrack on a tape that looked like the one that features heavily in the film.