The nostalgic allure of physical music formats is making a comeback, and leading the charge at CES 2025 was French brand We Are Rewind with their sleek, Bluetooth-enabled cassette player. Inspired by the iconic Sony Walkman, this modern twist on a classic device aims to deliver a unique audio experience that bridges the gap between the analog and digital worlds.
In recent years, vinyl records have seen a resurgence in popularity, with sales growing 10.5% in 2024 thanks to artists like Taylor Swift and Fleetwood Mac. CDs have remained steady, but cassette tapes are also experiencing a revival. From just 81,000 units sold in 2015 to over 436,000 in 2022, the affordability and nostalgia factor have made them increasingly appealing to Gen Z consumers. Artists are releasing albums on tape for as little as $10, a fraction of the cost of newly released vinyl records.
We Are Rewind’s cassette player, available in four colorways for around $160, is a testament to the enduring appeal of analog audio. The device is compatible with all types of cassette tapes, from Type I (with only write-protect notches) to Type IV (featuring a third notch near the middle of the top of the cassette shell). It supports two-track stereo playback with an impressive frequency response of 30Hz to 12,500Hz, a signal-to-noise ratio of 50dB, and minimal distortion.
But this is no mere throwback – the We Are Rewind player embraces modern connectivity with Bluetooth 5.1, allowing it to pair seamlessly with the latest wireless headphones and Bluetooth speakers. The company also offers its own retro-styled EQ-001 over-the-ear headphones for $52, which come with three interchangeable ear cushions, a 12-hour battery life, and three equalizer modes for a tailored listening experience. These headphones are also compatible with smartphones and offer voice assistant support.
For those who prefer a wired connection, the player features a 3.5mm headphone jack and an additional 3.5mm jack for recording onto Type I tapes – a feature that is sure to delight analog enthusiasts. The recording quality is impressive, with a frequency response of 30Hz to 10,000Hz, a signal-to-noise ratio of 45dB, and just 1% typical distortion. The built-in rechargeable lithium-ion battery provides an estimated 10 to 12 hours of extended use, ensuring plenty of playtime between charges.
At CES 2025, attendees had the opportunity to experience the We Are Rewind cassette player firsthand, with a selection of tapes from artists like The Weeknd, Linkin Park, and The Saints. The warm, soft audio quality, devoid of the characteristic fuzzy hiss associated with older cassette players, was a revelation. The sound can be best described as a cross between the gutsy sonics of vinyl and the clarity of a compact disc.
Pairing the player with We Are Rewind’s headphones creates a truly immersive, retro listening experience. While users will need to be intentional about the tapes they carry with them, whether it be a favorite album or a custom-made mixtape, that’s all part of the charm. The tactile nature of cassettes and the thoughtfulness required in curating a personal music collection serve as a refreshing counterpoint to the instant accessibility of digital streaming.
We Are Rewind’s cassette player is available now, offering a perfect blend of retro style and modern audio technology. By embracing the past while keeping up with current trends, the company has created a device that is more than just a novelty – it’s a different way of engaging with and consuming music in an age of instant gratification.
Looking to the future, We Are Rewind has even more exciting offerings in the pipeline. Analog audio enthusiasts are already eagerly anticipating the release of the company’s $429 portable boombox, the Blaster player, which promises to bring the cassette revival to even greater heights.
As the music industry continues to evolve and streaming services face ongoing scrutiny over artist compensation, the resurgence of physical formats like cassettes serves as a reminder of the enduring value of tangible media. With their commitment to delivering high-quality, nostalgic audio experiences, We Are Rewind is poised to be at the forefront of this analog renaissance, one tape at a time.
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