There are a number of interesting trends that imply a return to low-tech solutions, but with a contemporary approach. If today digital in all its forms is in fact a mainstream and mass phenomenon, analog in some sectors is positioning itself as a sophisticated trend and not only linked to the retro element.
For example, the audio tapes, so popular in the 80s and early 90s, are coming back so strongly that many contemporary artists such as The Weeknd, Eminem and Justin Bieber have also released their new albums in audio cassette format, driven by nostalgia for the past and the charm of the “tangibility” of the music. Many films and TV series such as “Thirteen”, “Atomic Blonde”, “The Guardians of the Galaxy” and “Stranger Things” have also included the cassette as a strongly distinctive narrative element.
Unlike the culture that focuses on high quality sound, the cassette tapes have attracted new and old music lovers thanks to their portability and convenience. The impossibility of skipping tracks, the creation of mixtapes (a very popular term in the hip-hop environment), background noises and other imperfections are now welcome and appreciated. By whom, especially?
The 40 year olds who started their approach to music through audiocassettes are certainly the majority target, but also the technology loving geeks and innovators. The path of originality and uniqueness is such that today even luxury brands look with interest at devices such as walkmans and cassette tapes, as can be seen from what was recently seen in a Tiffany shop window.