ABSTRACT Academic attention to cassette tapes has reached its first peak in 30 years. If anything, this focus demonstrates that the adoption of media is not as linear as has been commonly anticipated in the past. At the same time, a plethora of news outlets continue to rehash the idea of a ‘cassette comeback’ and although this notion surfaced as early as the late 2000s, its core claims have not changed in the past 15 years. Most articles celebrating the revival cite increased sales figures across Anglo-Saxon countries to frame cassettes as nostalgia-laden gimmicks. Such depictions are problematic when they brush music scenes aside that rarely get featured in official sales statistics but nevertheless have used cassettes since the 2000s when the Global North considered the format dead and gone. This article contrasts reductionist depictions with a comprehensive overview of the cassette’s hybrid materiality and resulting multifaceted cultural appropriations. With this, it presents a counterpoint to repetitive revival narratives and argues not only that the idea of a cassette comeback is nonsensical as cassette tapes never completely vanished in the first place but also that there is more to them persevering in the new media age than mere nostalgia.
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