Tokyo’s ‘cassette heaven’
While more Malaysians are getting into analogue forms of music, nowadays in Tokyo, home of the Walkman, one man is championing the cassette tape.
ITS unique presence in Tokyo has caught the eye of luxury fashion brand Gucci, which plans to release collaborative products with the shop in April.
The shop is called Waltz and it occupies the renovated grounds of a former warehouse and has a simple white interior. However, the passion of shop owner Taro Tsunoda adds much colour to the laidback space.
The 48-year-old ex-Amazon employee displays new cassette tapes by US and European artists at tables in the centre of the shop, and writes explanations for each tape.
Many record labels frequently ask Tsunoda to sell their tapes, but he only selects those suited to the shop’s atmosphere after listening to each recording.
Several expertly repaired radio-cassette recorders and Sony Walkman portable music players, which peaked in popularity in the 1980s, are also on sale. With soft acoustic music playing in the background, the shop’s atmosphere resembles that of an art gallery.
Tsunoda worked at Internet commerce giant Amazon Japan G.K. for 14 years. His decision to sell cassette tapes at a physical venue starkly differs from Amazon’s approach of offering a wide selection of goods through the Internet.
“I wanted to do something I couldn’t do at Amazon, something that no one in the world but me could do,” Tsunoda explains his motivation for the venture in a recent interview.
Though the shop only opened in August 2015, its popularity has grown thanks to social and other media, prompting famous artists and fashion designers to drop by.
Last December, Gucci selected Waltz as a “Gucci Place” that reflects the contemporary aesthetic sense of Alessandro Michele, the brand’s creative director.
The Italian brand described the shop as a paradise for those who love analogue goods.
“I confirmed dozens of times whether they’re really OK with this,” Tsunoda says with a laugh about his store being selected to join those august spaces.
Gucci will announce its collaborative products with Waltz next April. The project is intended to support the shop’s activities.
Cassette tapes and music have played an indispensable role in Tsunoda’s life, he says.
“Compared with sharp digital sounds, cassette tapes have a softer edge. People who tend to prioritise music in life are more likely to use analogue goods,” Tsunoda feels. – Tokyo News/Asia News Network