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Cassette tape purchases in the United States increased 35% from 2016 to 2017, with 174,000 units sold in 2017 (Caulfield 2018). New titles from contemporary artists and reissues of classic albums are currently being released on cassette, with teens and young adults as some of the recent users of the analog technology. This exploratory qualitative study’s purpose is to describe and categorize the experiences of millennials’ recent purchases and playing of cassette tapes via a presentation of themes derived from multiple in-depth interviews. The study offers insight on how some millennials purchase cassettes, where and how they play their cassettes, and the attractive qualities of engaging with a format that may have been viewed as commercially obsolete. In-depth telephone and in-person interviews with eighteen qualifying participants were conducted from February to June 2018. Participant requirements include those born between 1983 to 1999, who purchased and played at least one cassette tape in the last two years. Interview responses were audio recorded, transcribed, and coded, with several themes emerging. Themes presented include that the initial cassette discovery involved parental influence, a wide variety of contemporary music genres are listened to via cassette, participants socialize about cassettes both online and via tape trading, some purchases are made due to economical pricing, and that nostalgic feelings were experienced. This study adds to any existing knowledge on current cassette tape use by this young adult demographic, further detailing reasons of cassette tapes’ recent popularity and possibly assisting in trend forecasts of music formats.

Play, Rewind, Play Again: Experiences of Millennials’ Usage of the Cassette Tape as Music Media