music industry – Extraordinary Nobodies

Think Piece: The Problematic Nature of Modern Music Reviews

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I haven’t written a think piece in a long time, but as Rajin and myself have continued to develop Extraordinary Nobodies — both in terms of the content we wish to produce and our individual skills as writers — there is something that’s sort of been nagging at me to discuss. While it’s a topic that is hard to write about without sounding holier-than-thou, I do feel a certain degree of disappointment in the lack of respect shown by many media figures toward the pieces of music they choose to review. I don’t mean this purely in the sense of slamming artists’ work for being unenjoyable either. I see it as more of a multifaceted problem, with symptoms spawning from the disease of clickbait driven publication motives. The focus has shifted from writing well fleshed out musical discussions to serving up Hot-N-Ready style one listen think pieces masquerading themselves as album reviews. It’s insulting. Not only to the artist, but to the art itself, the reader, and ultimately to the craft of critical assessment.

Eight years ago, the now deceased Scott Miller wrote a book in which he pondered some of the issues he saw with music critics. In a particular section, he stated that he believes a good critic should be able laud an artist for their musical work while separately acknowledging moral objections without confusing the two; moreover, he seemed to express that he felt as if this was something many struggled to achieve. Moving into the present, I would argue that this has become an increasingly troublesome trait of music media, particularly in the realm of hip-hop. Kanye West is, unfortunately, a prime example of this in action. I’ll preface this by saying, I am absolutely not defending Kanye as a human being. He has done and said things that I find deplorable. They do not line up with where I stand as a person; however, I find it equally disgusting that those who have chosen to analyze his work opt to spend more time focused on his antics rather than the music. Not only does it indignify the reader by tricking them, but it draws attention to questionable behavior without offering any degree of meaningful insight as to why it should be looked down upon. There is a ton of room to have constructive conversation about why the things (and I’m using him again purely due to it being relatively recent) Kanye West does are harmful. With that in mind, it’s not going to be accomplished within a review that is effectively saying “this album is bad because Kanye is bad.” Either focus on the music, or focus on the moral issues of the individual and present it appropriately.

That’s not to say that I subscribe to the idea that the social context of a release should be ignored entirely. Some of the greatest hip-hop critics of all time focused heavily on race, gender, political unrest, and other nuanced socioeconomic troubles. What set them apart is that they looked at the music in relation to these things, rather than rating the value of an album based purely on an artist’s personal beliefs.

A lot of this circles back around to sloppy writing in general, though. With the way we consume media through the internet, there is an expectation for everything to be instantaneous, easily digestible, and attention grabbing. It sucks. It feels as if it has become commonplace to read reviews which miss even the most obvious of concepts, never mind anything below surface level. There’s no care or respect given to the art, and it’s all in the name of having the article out before other publications. I get it. Most rely almost entirely on advertiser revenue to stay afloat, and higher traffic means higher profit. Sadly, this has lead to the gradual degradation of a craft that once held in much higher regard than it is now. There was a time when writers such as Greg Tate made a conscious effort to ensure that their pieces held up to music they were discussing. They drew inspiration not only from journalists, but from poets and other talented penmen. Words were deliberate and laboured over, not simply churned out on a whim to meet a deadline and quota. While this may sound like romanticising the past (and to a degree it is), I simply long for a place in media where articles can be valued based on their content and not on their swiftness to reach publishment.

There isn’t an easy solution to these issues that I can offer up, but I think being aware of the media we’re consuming is the first step toward improvement. While the current climate is likely always going to value rapid and disposable writing, as a reader you have the ability to make your voice heard. Offering feedback can go a long way. A huge part of my growth has been tied to people making suggestions and offering constructive criticism on my work. It drives me. It drives us. Showing that support to the authors who are giving you the type of material you want to read is what keeps them going. In the same vein, if we start ignoring outlets notorious for releasing low-effort high-volume commentary it will effectively cut off their blood supply. Will it be enough to permanently fix to realm of music critiquing? Probably not, but it’s a starting point toward affording artists the type of consideration their endeavors deserve.

Rajin Rambles: CDs Leaving Shelves

by Rajin

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Recently, Best Buy announced their plans to cease the sale of CDs in their stores by this summer. While I had a couple of CDs from family before I started collecting, the first time I bought a CD for myself was in 2009, at the Best Buy closest to my house. I would say that the bulk of the CDs that I have bought were bought at that exact Best Buy, actually. I can’t say I like the chain (at all), but I would be lying if I said it didn’t play a substantial role in the painstakingly slow growth of my collection.

I understand that Best Buy needs more room for TVs and phone kiosks, so keeping floor space for CDs when sales are continuing to drop doesn’t make business sense. However, as someone who is passionate about purchasing physical media, I am saddened by this news. While lately I’ve generally shifted away from CDs towards vinyl and cassettes, the easy access to CDs at a store 5 minutes away from home is without a doubt what helped foster my interest in collecting physical media. I can’t help but feel that the removal of CDs from a store like Best Buy will stop that from happening for other people. I’ve read that Target may be planning on only selling CDs by artists and labels with whom they have special deals with, which makes it even more unfortunate.

It’s clear that album sales are no longer going to be what they were. While I absolutely do not care about album sales, I’m very concerned about lesser-known artists and how they will probably get the short end of the stick. It’s been like that since streaming became a widespread thing. However, if CDs really are going to be pulled from stores, and with streams counting for so little as far as sales, either a new algorithm needs to be set up or else artists are just going to be screwed out of money even more severely. Those that were able to manage to even get their CDs in a store in the first place likely benefited quite a bit from doing so. Taking this option to get their music out there away hurts them.

I’m also concerned with what will happen to mainstream albums. The art of making an album subjectively seems as though it’s taken a hit in recent years with the continued growth of streaming. We all remember when Drake pretended a bunch of songs he threw together and sold was a “playlist” and not a bloated and overlong album. It was pretty clear that it was meant to be background noise 22 tracks longs for the extra streaming revenue. This doesn’t seem like it’s only limited to him, either. Jhene Aiko also released a 22 track album last year, Chris Brown released a 40-track monstrosity, and the new Migos album had 24 tracks. To me, all of this points to a trend in mainstream music where acts who know that they’re going to get a lot of streams are just going to milk that out for all it’s worth, and release massive albums that maximize their numbers, and ultimately, their revenue, at the cost of the actual quality of music they’re releasing. The effort and creativity it takes to structure and sequence an album could very well get thrown out, with artists opting to release projects that could end up as a pile of songs with no direction or purpose.

I don’t want to seem like the disappearance of CD is going to spell out doom for the music industry. However, I do think it’s irresponsible to essentially gut one of the easiest and most convenient ways of buying physical music. Of course, Best Buy and whatever other chains decide to follow suit don’t care, and they have no reason to. I do want to say, though, that I’m hoping this inspires people, ranging from avid collectors to those who might just want to pick an album up here or there, to visit their local record stores. While I’ve been picking up music when I can for close to 9 years now, it took until last month for me to step foot in a record store. That isn’t a good thing. Record stores are generally small businesses that survive solely on selling music, unlike chains like Best Buy and Target. I decided, even before this news broke, that I was taking my business away from said chains and putting my money into record stores, sites like UGHH, and other independent sellers.

Which reminds me, actually. When thinking about this, I can’t help but keep in mind that vinyl and cassette purchases have been on the rise over the last few years. Cassettes are still VERY niche, though, so that may not hold as much significance, but the fact that vinyl sales continue to grow does inspire a little confidence in me that physical media is still a factor in the music industry. What’s more is that there are some independent labels and artists who have not only sold vinyl and cassettes, but have used them to thrive; a label like Daupe Media comes to mind. I have no real understanding as to why this might be the case, but perhaps as ways of buying physical media continue to disappear, people become more interested in it as a novelty, and end up becoming collectors themselves. Who knows.

I know with me, my end goal is to essentially create a library of hip hop albums in various forms of physical media, as a way to preserve the music that has helped shape me. I feel like as avenues of purchasing physical albums go away, this sort of thing only becomes more and more important. I think any self-proclaimed lover of music owes it to themselves, and the artists they say they love, to pick up an album and dedicate space to it, to immortalize it. I’ve probably made a big deal out of nothing, because people can always go to Amazon to get the music they want, but I do feel a kind of way about this. Like with everything else (and possibly more so, given the cheaper options), physical media in music seems very much to be an “out of sight, out of mind” kind of product to most people. I believe that the further we go to remove it from stores where you can see and browse through it, the less people will consider buying it to begin with. That’s not something I’m very happy about.

Bambi of FilthyBroke Recordings Gives Her Perspective on Being a Woman Behind the Scenes in the Music Industry

by Dustin

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The music industry is a interesting world, and not always a friendly one. This is true from the top all the way down to the grass root level. Many on the outside are completely unaware of everything that goes on outside of the spotlight, leaving it to those who work in the shadows. Fortunately, sometimes these people share their experience. Today’s interviewee is one of those people. Bambi, the designer-slash-promoter-slash-wonder-woman at FilthyBroke Recordings, was gracious enough to lend us an interview discussing all the wonders of working at a do-it-yourself record label; moreover, she speaks on being a woman in a male-dominant scene, and how it’s shaped her perspective on all things music.

Read the interview below, it’s worth it.

EN: As usual, I’ll ask you to give a brief introduction to yourself. Whenever you’re ready. And we’ll just jump off from there.

Bambi: I’m Bambi, I’m originally from the Bay Area; currently living in Seattle, Washington. I work with FilthyBroke Recordings.

EN: Did you have any experience working in music before, or has FilthyBroke been your first adventure down that avenue?

Bambi: I started working with FilthyBroke in fall of 2016. Prior to that I worked for a few years in music in various capacities, put out a release with a former friend, some light managerial stuff (basically answering emails), building & running the website, shipping, that kind of stuff. Concurrently I worked part time at an entertainment V.C. in Oakland, which invested in local venues, recording studios and the like.

EN: What capacity do you work in with FilthyBroke? I know you’ve done a bit of design, but I suppose I’m curious of what your day-to-day is like when working with the label.

Bambi: Yup, I do art/design work for releases and video bumps. My day to day label responsibilities vary. I’m responsible for updating and maintaining the website along with my homie who built the site, instagram, art for promos, and so on. Michael and I spend a lot of time on FaceTime listening to music and brainstorming for upcoming releases, merch, and other projects and figuring out how to make it happen. Currently we’re preparing for his upcoming OMLT release in February and I’m handling the merch end. We will be releasing some T’s & hoodies along with his new EP.

EN: I imagine the creative freedom is nice when working in that sort of environment, but does it ever feel like there’s very little room for mess-ups with it being a DIY style label?

Bambi: FBR has been around almost 4 years now, but we are still a very small label. We are still trying to carve out our own niche and grow. The smaller you are, the more detrimental mistakes, even small ones and especially financial ones are. Not only that but we don’t sign artists, we work with them on a project by project basis. As Michael noted online the other day ”labels need artists way more than the other way around” and we often build friendships with the artists we work with and we want to do right by them because we respect them and appreciate we couldn’t continue without them.

EN: So you guys feel like establishing the friendships helps to make sure everyone stays happy? Because that’s a very unique and personable approach.

Bambi: I’m not saying we have to be friends with every artist we put out. A mutual respect and belief in the music is more than enough. Just noting that often we get to know people while working on releases and it sometimes develops into friendships that extend past the project. But I do think working with people you vibe with and relate to on a personal level makes for a better experience all around.

EN: Does the vibe that Michael has with FilthyBroke Recordings suit you as a person better than your previous experiences in music? Having worked with both of you myself, I know the label cares a lot. It seems like it would be fun to be involved in (and it has been for me).

Bambi: For sure. Working with someone that listens to your input and respects your opinions and ideas is always the ideal, which I feel like Michael does. I know people say you shouldn’t get into business with friends or family and while it definitely can and has gone badly for me previous I still think getting money with friends is the best kind of money to get.

EN: Something I’ve noticed when networking is that women are fairly absent behind the scenes in music. Aside from artists, often when I’m contacting a label or manager they’re men. You’re actually one of the few I know with active involvement behind the scenes. Do you feel that women are underrepresented in that facet of the industry?

I know that’s sort of a blunt question, but it’s something I’ve noticed. It’s quite odd.

Bambi: Underrepresented, yes absolutely, but not necessarily for lack of involvement. Particularly at the indie level there’s a shit-ton of wives, girlfriends, sisters, and female friends behind the scenes answering emails, shipping merch, planning shows, hitting up record shops and listening to the same unfinished song 6,789 times because a high-hat was added. You know, just trying to help make it happen. Shit, some of these dudes likely going on tour with mom’s Amex (I stole that mom’s Amex bit from Michael).

I want to make it clear I’m not saying all artists do this by any means, but I do think is fairly common place, especially at the beginning and end of careers. I have no issue with it, supporting the people around you is important. What I do take issue with is the lack of credit. I don’t give a shit if all they’re doing is packing and shipping merch, if your homie did you a favor you’d shout him out; but, I see some of these motherfuckers out there acting like they do all this shit on their own or down-playing (either during or after the fact) the contributions of other, especially woman, which is a foul. And yes, I’m speaking from experience.

It’s one of the reasons I was very hesitant when Michael asked me to work with FBR. It took me a few months of me ‘helping out’ and him continually demanding I be credited for my work to really be like, ok I guess we’re in it to win it now. Oh, and you know what? He actually pays me. Even if it’s just a few bucks, I get my cut and I get it in a timely fashion. Amazing.

EN: Do you feel like this has created sort of an environment of complacency among those not being credited? As if they feel they’re just supposed to help however they can and ask for nothing back, particularly among the supporting women in a label or artists life?

Bambi: I don’t think it’s complacency. I’ve had to learn to take credit for my work (I didn’t even realize people received art layout credits until last year) and that expecting/taking credit isn’t asking for accommodation it’s just getting what’s due and what I’d give anyone else I work with.

I don’t think everyone does it intentionally, but I do think that it’s speaks to a larger mentality. As more artists move away from labels and sell independently I think most have realized how important their fans are. But, that also means a lot more reliance on fans for help beyond just buying music and going to shows. I’ve seen supporters help get people booked, do cover art, and web design work, etc and barely get a thanks much less paid. End of the day, gender issues aside and regardless if you work in music or not, I think it’s important to appreciate and acknowledge the people supporting you and if you can’t do that at least give them credit on their work, especially if you aren’t paying them. You meet the same people going up as you do going down.

I suppose to change shit the burdens gotta be on both parties. Basically, don’t be an asshole and regardless if you’re getting paid demand credit on your art, web designs, beats, etc.

EN: Do you have any advice for individuals who, likes yourself at one point, might be struggling to work up the courage to actually ask for their due credit? I realize that’s sort of open ended, but I imagine there are hundreds if not thousands in situations where they aren’t receiving their just dues.

Bambi: For me it wasn’t that I was scared to speak up and more just being naive. I kinda fell into the music business, I never intended to be here, so for a long time I just assumed if I’m not getting credited then it’s not work people typically get credit for. And that’s on me for being a dumbass expecting most people wanna do right by others and not properly educating myself. Once I realized that wasn’t the case shit changed. So do I guess my advice would be pay attention and get informed.

EN: Something semi-related I wanted to speak with you about is bullying in the industry. Particularly from a gender issues perspective but also just in general. I was speaking to an artist recently who expressed sadness over how many of her male peers seem to be quick to try and push her around. Would you say this is something prevalent in the industry even at the Do-it-Yourself/Underground level?

I ask because I know bullying is an issue of great importance to FilthyBroke as a label. Such as the anti-bullying fundraising compilation record you guys curated (which I will link to here).

Bambi: Full disclosure here, I am a bully. I’ve dealt with bullies my whole life and I learned very young if someone keeps fucking with you, you fight back. Fight fire with fire so to speak. I know that a lot of people don’t agree with that way of thinking and think you should always try to be the bigger person. I admire those kinda people but I’m not one of them and I don’t want to misrepresent myself.
I think it happens a lot at all levels. I can’t speak from a female artists perspective, but I’ve seen it happen from a third party view. As well as there’s definitely been a number of instances for me personally where I’ve felt like I was being talked down to, dismissed or pushed around from either male artists or males working in other aspects of music. But it can be a difficult thing to stand up for yourself, especially to people who may be more successful in music or who’s work you admire. Not only that but the music world is truly very small, with a lot of business and friendships mixing. I think (hope) things are changing but it’s still very much a “boys club” type mentality in a lot of ways. As a woman I think when you confront someone in any work environment you run the risk of getting labeled ‘difficult’ or ‘crazy’ or ‘emotional’ or (insert any code word for bitch).

I don’t blame anyone for being hesitant or feeling too intimidated to speak up as it could have the potential to damage working and/or personal relationships, as well as, current or future opportunities beyond the person you’re calling out.

EN: I don’t really want to condone or condemn what you opened with, but I almost feel like there are certain situations where bullying the bullies is a necessary evil. I’m sure there are plenty of people who just won’t stop, even if the victim tries to be the better person. Right? I know that was the case when I was a kid. It doesn’t seem to change much as adults. Though I can’t speak on the music industry specifically.

Bambi: Apologies, I think something got lost in translation or I misspoke. I don’t condone unprovoked bullying. What I meant was some people have the capacity to rise above negativity, but I find that very challenging and in opposition to my natural tendencies. I don’t start shit but I’ll end it.

EN: Oh yeah, I got that part of it. I didn’t think you were condoning it by any means. I suppose I was just thinking aloud that sometimes rising above the negativity isn’t enough to make the situation cease. I know a lot of people who try to and then slowly get sucked back into being picked on. And it’s really a shame.

Bambi: Agreed. When you encounter people that do fucked up shit I think most decent people struggle between rising above (which is often in their own best interest) and fighting against in hopes that no one else has to suffer the same bullshit.

EN: Do you think the general public would be surprised at how nasty individuals in the music scene can be to each other behind closed doors? I imagine some people’s heroes are absolutely despicable people when in private. It’s scary.

Bambi: I don’t think anyone is surprised about how low and despicable people in the music industry can be. I do think they’d be surprised by some of the people perpetrating though. I think it’s pretty common that when some is really into an artist’s music that they get a feeling that they know or understand them on a more personal level. Often they feel they have faced similar challenges or feelings as themselves. So it can be a hard pill to swallow that someone you look up to, someone who has the emotional empathy to convey musically what you feel could possibly be a shitty person.

I mean how could a dude who has the ability and courage to see corrupt shit in the world and call it out possibly steal money from someone they work with? How could someone who’s written songs about love and heartache possibly mistreat a woman? How can a dude who raps about street shit possibly be a coward or snitch in actual life?

EN: Has experiencing some of the industries underbelly made you appreciate those that actively try to be transparent in themselves more?

Bambi: Yes, for sure. Like I said I was very hesitant to get involved with FilthyBroke after my past experiences. But Michael was persistent and proved himself trustworthy and I’m glad I took the gamble because it’s allowed me to work with some awesome folks and restored my faith in people quite a bit. Big shoutouts to Balam Acab, Molly Drag, HotScience, and of course yourself who have all been great to work with.

EN: Do you feel like your taste in music has expanded or evolved since you started working alongside Michael at the label? Because I imagine you hear a ton of things you may not have been exposed to otherwise.

Bambi: Absolutely. Left to my own devices I just listen to rap. So working with FBR I’ve grown to appreciate and enjoy a much larger variety of genres and musicians that I would not have discovered otherwise. So it’s been good! Although, sometimes Michael plays real weird shit I just can’t vibe with…like Ween.

EN: I support all good hearted potshots at Michael and especially at Ween in this interview.

Have you found that listening to different genres has made you appreciate things about rap even more too? I spoke about this with my other writer before. We both feel like branching out into other things has helped us appreciate and understand what we like about hip-hop even more as well. It’s weird that way.

Bambi: I get what you’re saying. I mean, honestly? Sometimes after listening to other stuff for a couple hours it all starts to blend and sound the same to me. Where as I can listen to hip hop exclusively for weeks on end and never get tired of it because there’s such a broad spectrum. It’s just personal taste, what speaks to me, I personally have yet to figure out the specifics of why though.

EN: On another note, I was looking at the cover for the new Hot Science project FilthyBroke was involved in releasing. That cover is phenomenal. And I know that you were the one behind that, And a bunch of other really cool visuals the label has put out. When did you start getting involved in the design aspect of things?

Bambi: I loved drawing when I was a kid, my grandma was big into music and art and I grew up around a lot of graf dudes so I’ve always been around creative types. But it wasn’t until getting involved with FBR when I started doing CD and j-card layouts. As I learned and got better at using adobe, I moved into promo flyers and videos, etc. And finally this latest Hot Science cover art, I’m hella hyped how it turned out and he was awesome to work with.

EN: That’s awesome, I think you definitely have a knack for it. How did the concept for the Hot Science cover even come together? It looks like layers of paper cutouts. I’ve never quite seen anything like it before.

Bambi: Thank you Dustin. Michael came up with the general concept, to be honest I wasn’t sure if I’d be able to pull it off, it’s definitely the most involved out of all the projects I’ve done so far. I hand drew the illustrations separately and then scanned them into adobe to layer them. I also did the animation in photoshop because I wanted it to look kind of like stop motion.

EN: Fuck, that’s definitely what it was reminding me of! It’s like one of those stop motion paper-figure films, but like, the Tim Burton version of one. In album cover form. Did you enjoy tackling something more ambitious like that?

Bambi: Nice, that’s the feel I was going for. It’s a dope album and I wanted to do Sam’s (Hot Science) music/work justice and make sure it was reflective of the vibe he was going for. Again, he was great to work with and really down for whatever so I absolutely enjoyed the project. Whenever I take on something new it’s always nerve racking, this is was no exception. But I am really happy with how it turned out.

EN: Is design something you hope to keep being a part of going forward with the label? Has it become something you’re excited to keep working at and improving in?

Bambi: Definitely. It can be somewhat stressful to do creative work under a deadline but it’s fulfilling to do art for a purpose and not just fun. Also I get paid for it which is nice. Every project we do I learn new skills, I’m hoping to get to the point where I can do proper videos as well.

EN: Have you done much video work in the past or would that be a much newer avenue of expression for you? You mentioned doing a bit of video bump work, but not to what degree.

Bambi: Nah. I’ve done little 30/60 second promo bumps. Just saying, I’d like to eventually get to a point where I have developed the skills to do some full on video work. I don’t know if I’ll ever get there, was just speculating on long shot goals.

EN: Have you further investigated the use of Craigslist Missed Connections as the modern preferred artistic medium?

Bambi: [Laughs]! (I should’ve seen that one coming). I still check it out from time to time. And, yes, it’s still entertaining and heart breaking as ever. Some people really bare their souls in the MCs, and some of their soles are creepy as fuck.

EN: [Laughs]. Okay, but in all seriousness: if you could design album art for any artist in the world, who would it be and what sort of concept would you approach them with?

Bambi: Damn, that’s kinda tough one. Kool Keith would be ill, could do some weird illustrative shit, like Animalia, Graeme Base style but with more adult content (obviously). AC/DC would be cool as fuck also, but I’ve got no idea what I’d do on that one

EN: I think we’re at the point of rapping this up now, if there’s anything else you’d like to throw in then now would be the time to do it!

Bambi: I just want to give a huge shout out and thank you to all the people over the past year and a half that have been supportive of me both personally, and with the label…you guys are fucking awesome. To you, Dustin, thank you for offering me this opportunity and for being a gracious and patient interviewer. Finally, to anyone that thinks I was speaking on them in this interview, I probably was. And if that’s an issue for you, I don’t have anyone blocked online, my phone number hasn’t changed and you know where I live..any time motherfucker.

EN: Thank you as well.

The Media That Refuses to Die: Cassette

by Dustin

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“What is that?” my buddy asks as I pull another parcel from the mailbox, “don’t tell me you’re still collecting music”.

You see, my friend doesn’t quite understand the point of collecting physical media when it comes to music. He sees CDs and vinyl as a waste of money when I’ve already got a Spotify subscription. The argument that I want better sound quality usually shuts him up, since streaming can be questionable at times in that regard.

Unfortunately that argument will not work with this shipment.

My friend remains interested as I rip apart the yellow envelope from Darling Recordings. I explained to him that the album is by a really cool experimental group called FLANCH. He seems interested in the sound and implies that he would like to listen to it once I finish my painfully slow unwrap job; however, his interest turns to confusion as I reveal the contents of the envelope.

He looks at me and his face screws up into an indescribable expression. In a moment of baffled realization he asks the question, “is that a fucking cassette?”

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Though this may sound ridiculous to some, cassette has seen a huge resurgence in the past couple years via the independent scene. The companies which produce cassette tapes are reportedly having their best years since the 1960s. For example, the National Audio Company reportedly produced over ten million cassettes in 2014 alone. For something once considered defunct this is a huge comeback, and it is almost rooted entirely in the independent music scene.

But why? To help answer that question we touched base with Nick Faidley. Nick is the founder of independent label Darling Recordings, an outfit which has released multiple cassettes (including FLANCH, mentioned earlier in this article). He offered up the following insight as to why cassettes have seen such a heavy revival:

Darling Recordings has turned to tapes for the many of the same reasons as other independent labels and musicians: cassettes are low cost, low hassle, and easy for bands to use on the merch table. For us it’s really that simple. Tapes are affordable at low quantities, unlike vinyl (incredibly expensive) and CDs (large minimum orders), and they can be completely DIY.

Darling runs its cassette manufacturing with a wonderful company out of Ohio called A to Z Audio.

As Nick stated, cost is a huge factor. Unlike major outfits, most independent labels only do limited releases for physical editions of records. These are generally in the 20-100 copies range. The price per unit for limited runs is cheaper on cassette than any other physical media; moreover, a price per unit quote (on a 100 album order) from a Canadian duplication company shows that the difference is extreme:

CD with Jewel Case and Insert: $4.90/each
Vinyl Record with Colour Cover: $9.00/each
Cassette with Clear Case and J-Card Insert: $1.85/each

Cassette is the clear cut choice based on cost alone, and for small independent labels every dollar counts. Perhaps physical media is no longer a necessity with the rise of digital distribution, but fans will always be looking to get their hands on merch. Cassettes are a cost effective way to provide this to fans (whether it be online, in a record store, or at a show). In addition to it being good for the label, cassette releases are generally cheaper for the consumer as well. It’s very much a win-win for those interested.

Though more subjective, there’s also a collectible feel to cassettes that seems to offer up a lot of appeal. There’s certainly a degree of nostalgia involved to a particular generation, but to others they just seem “cool”. They’re just so much different when compared to CDs and vinyl. Cassettes have a particular minimalistic and rugged appearance that seems to draw a certain crowd in. Even the listening experience, though maybe not the best in terms of sound quality, is incredibly unique. The tape hiss, the sound of the cassette deck mechanism, the sudden jarring click when a side runs out…

It’s something that can’t really be compared to anything other music media, for better or worse.

Interestingly, this wave of cassette revival has become big enough that some major labels have started to jump on the bandwagon. A recent example of this is Shady Records re-issuing Eminem’s major imprint debut, The Slim Shady LP, on a translucent purple cassette. To no ones surprise, the re-issue was incredibly popular. It doesn’t seem like this will be a regular trend such as vinyl releases, but it definitely speaks to the size of cassettes resurgence.

For all intents and purposes cassette should be dead, but it’s not. They’ve found their way back into the music scene by carving a niche which no other media can really occupy. What cassette lacks in sound quality it more than makes up for in affordability, making them the ultimate budget merchandise. It’s a revival that maybe no one expected, but it’s working out beautifully for artists around the globe.

So, the next time you see a cassette just remember: your uncle who owns a Mustang from the 1980s with a tape-deck isn’t the only person looking to buy cassettes anymore.