Rewinding the tape: How National Audio Company keeps cassette tape culture alive

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As someone who grew up in the 80s and early 90s, I can vividly remember the thrill of listening to my favorite songs on those chunky cassette tapes. The hiss, the pop, the anticipation as the tape wound its way through the player – it was all part of the experience that today’s digital natives just don’t get.

Even though they’ve been preserved in cultural lore, cassette tapes have become less frequent with the passage of time. Surprisingly, as reported by NPR, there has been a modest comeback for cassettes in recent years, largely due to a small, family-owned company based in southern Missouri. It’s clear that this revival wouldn’t be possible without a hint of interest from the public.

Although digital formats such as CDs, MP3s, and streaming services have become popular, along with the return of vinyl records, cassette tapes have regained a significant market segment in a similar way. In fact, according to Billboard, sales of cassettes have grown by over 440% within the last ten years (yes, that’s correct). A major contributor to this resurgence is the National Audio Company, an established Missouri business that has been a cornerstone of the industry for more than five decades.

Established in 1968, shortly following the introduction of the cassette tape, the National Audio Company is presently managed by the Stepp family. Interestingly, Steve Stepp, the company owner, has pointed out: “It’s not nostalgia that fuels the appeal of audio cassettes among our current audience…They weren’t part of the generation when audio cassettes reigned supreme.

Phil Stepp, currently serving as vice president and a grandchild of the company’s original founder, articulates that the family has consistently stood by their format amidst the fluctuations in the music industry. Essentially, they emphasize that as long as there is demand for it, they will continue to produce it.

When cassette tapes ruled the music world

During the 1980s, the company flourished significantly as cassette tapes took over the music industry instead of relying on minor “audio tape centers.” Interestingly, this tenacity towards cassettes is evident even in later years when CDs became popular; it was common for people to make mix tapes by recording those CDs.

There was perhaps something romantic about editing and splicing songs together on cassette — it’s simply different from sharing a playlist with someone online, as you knew more actual time was put into adding the songs together, perhaps even meticulously, in that physical form.

The creation of the Walkman, a mobile cassette player, revolutionized music listening by allowing individuals to enjoy their favorite tunes while on the move, leading to a surge in cassette sales. With this convenience, even an ordinary walk could transform into an enjoyable reward after a challenging day. Although they may not express it explicitly, people found a strong affinity for tapes. By the mid-1980s, Billboard magazine reported that cassettes were outselling vinyl records significantly.

When CDs attacked

In the 1980s, cassettes (and vinyl records) encountered a significant hurdle with the introduction of the Compact Disc (CD). Despite the fact that many cassettes could hold more music when both sides were recorded, it’s worth noting that CDs didn’t have the “hiss and pop” associated with other formats. What astounded listeners was the long stretches of absolute silence that could be found on a CD-quality recording.

Despite the fact that CDs could scratch, skip, or even break, it was also a common experience that earlier formats like tapes were susceptible to damage as well. Many people who once owned or currently own tapes can recall (1) accidentally playing tapes in reverse and hearing an unintended demonic sound, (2) manually winding them with a pencil, or (3) disassembling the cassette to mend broken tapes by taping them back together with Scotch tape.

Simultaneously, CDs had their own set of challenges. It was puzzling how some CDs could be severely scratched yet function perfectly, while a tiny scratch on others would render them useless. The inconsistency was mind-boggling! And let’s not forget about the skipping issue. Those instances were as frustrating as they come (frankly, they might have contributed to Milli Vanilli’s downfall!).

Despite the rise of a seemingly dominant new format, numerous tape-producing companies faced closure. It’s intriguing, then, that cassettes are now known as the “unexpected resurgent star among music formats.

How National Audio Company survives

National Audio Company managed to survive by diversifying its offerings.

Apart from specializing in music, they additionally created audio books and various spoken word items catering to listeners rather than readers. As Steve Stepp remembers, they obtained unused gear from departing companies, a decision that was met with skepticism by many.

Back in the 2000s, I found myself rediscovering a resurgence of fascination with cassettes. This time, it wasn’t just the underground music scene, but even mainstream acts like Pearl Jam and The Smashing Pumpkins were jumping on board. Remarkably, these bands continued to distribute their albums in this vintage format, though Billy Corgan from The Smashing Pumpkins admitted he was growing weary of nostalgia.

Indie musicians appreciated the value of cassettes since they offered an affordable and DIY-suitable means for music distribution. Today, National Audio caters to approximately 5,000 independent record labels globally, offering a vital tool for artists aiming to produce physical media in small batches (even though “Major” labels might also take interest in cassettes again).

Over the years, there have been periods of struggle and success. In the 2010s, the company’s future faced uncertainty as the worldwide supply of magnetic tape started dwindling. During this period, National Audio was engaged in cassette production but did not manufacture the magnetic tapes themselves.

In response to significant corporations halting production, which left them in a dire shortage situation, the Stepp family took matters into their own hands. Phil Stepp, a chemist with a background in neuroscience, spearheaded a team to create their very own music-grade magnetic tape recipe and manufacturing process.

The cassette tape still lives…for now

Today, National Audio has not only managed to overcome its tape supply challenges but has also grown into one of the biggest cassette tape producers globally. Annually, they manufacture approximately 30 million tapes, employing a mix of traditional and contemporary technology. This includes reusing old cigarette-rolling machines and implementing cutting-edge magnetic tape coating equipment. They have perfected the complex production process that ensures their operation runs efficiently.

By consistently innovating, remaining steadfast, and holding high regard for their craft, National Audio Company has managed to keep the cassette tape relevant within today’s digital music environment.

And here’s a song that perfectly catches whatever romantic imagery exists in the cassette tape format. Rewind the tape, baby!

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2024-09-14 15:01