Gemma Reilly, VP of UK marketing at BMG, is among the industry execs anticipating a “really good year” for the cassette format.

Tape sales were up 125.3% in 2018 to reach 50,000 units, according to the BPI. However, that is still well behind the 4.2m vinyl sales.

“We identified the growing trend in the market for collectible items in a physical form,” said Reilly. “But we were really surprised to see how popular it became, particularly with the Kylie campaign.”