40 years of the CD - and it’s not dead yet

“Will Smith, Willennium?!”, scoffs Ricky Gervais’s misanthropic widower Tony Johnson in the latest series of After Life, as he’s trawling through his somewhat retentive brother-in-law’s in-car CD collection. “Yes,” Matt replies, “as in the Millennium.” “Yeah,” Tony retorts, “about the last time someone bought a CD.” 

Well, actually, not, according to new figures from the UK record labels’ association, the BPI, which revealed that after a 17-year decline, CD sales have picked up again. I should point out that this reverse was the result of blockbuster albums last year by Adele, Ed Sheeran and ABBA and, presumably, shifting in vast quantities from supermarket checkouts (take an educated guess as to who bought them). But as someone who still buys physical media, and has largely eschewed streaming, I do take a somewhat Luddite pleasure in knowing that CDs - in the format’s 40th year - are still selling. I like to think that it’s the result of the same sense of tactility that keeps me hanging on to physical music formats, more so than any considerations of sonic fidelity. It’s this thinking that CDs, like vinyl records and even cassettes, appeal to a combination of the newly middle-aged, the baby boomers and younger hipsters who’ve bought into the kitsch appeal of the older formats. 

The CD was an evolution of the clunky LaserDisc format that appeared at the end of the 1970s. Philips, one of the companies involved in its development then joined forces with Sony to develop an audio-only optical disc, which appeared in the summer of 1982. The first CD player went on the market that October, with the promise of a format offering “perfect sound forever”. For my part, I was a relatively late convert: I was still a teenager in 1982 with little awareness of this new hi-fi Eldorado. On top of that, the first player  was well outside my economic scope, given that my meagre paper round wages were mostly spent on vinyl and cassettes at Our Price. 

“The first player cost $1,000 – a lot of money in 1982,” Philips research scientist Jacques Heemskerk told The Guardian a few years ago. “We developed the discs and the players at the same time, then licensed the technology to other companies to make their own. Once we convinced Panasonic, all the others followed.” The price of players would soon start to come down. Philips and Sony invested heavily in marketing the CD. “We needed to do a lot of advertising and knew pop music would be the largest market, but we couldn't start with anything extreme, like punk,” explained Heemskerk. “So we made a deal with Dire Straits to promote it: their music was all put on CD, and they appeared in posters and advertisements. When Brothers In Arms became the first million-selling Compact Disc, we knew we’d underestimated how quickly it would become the dominant format. The vinyl album was so established, and in the US it seemed unthinkable that the cassette would disappear. But after that, things changed very, very quickly. Despite this, it would be a full 13 years before I took the plunge and bought my first CD, the result of taking a PR job at Philips, having access at last to a player. But even by 1995, when I came to work for the company, there were new challengers on the horizon, including Philips' own ill-fated Digital Compact Cassette format, and Sony’s MiniDisc.

27 years on, my CD collection continues to grow, as does my vinyl library, with the decision as to which format seemingly arbitrary. Before I moved in with my wife-to-be, I chose CDs to listen to in the car on the drive between South-East and South-West London, and vinyl for the at-home experience. Since moving in, a month before lockdown, I’ve worked almost exclusively from home, with a CD-only system in the living room where I work, and the turntable elsewhere, making the purchase decision even more random and based on choosing the format to match the ‘mood’ of how I want to consume the music - i.e. partially on in the background, or fully muso-style with no distraction. Yes, I’m a nerd. But even experts can’t make up their minds which is best. “When CDs first came in, I was decorating my house,” recalled Philips’ Heemskerk. “So I decided to get rid of all my vinyl albums, and get my old Rolling Stones and Beatles records on CD. It still hurts. Even though I worked on the CD, and it’s technically the best, I’m not sure people will have the same warm, emotional feeling towards them as I did with the vinyl album, with the beautiful 12in artwork.”

Of course the Compact Disc, being just that, does have its significant ergonomic advantage over vinyl, but the audiophile view is that vinyl is better. There’s a degree of fetishism to that, but as my teenage step-daughters will attest, having asked for and receiving only vinyl for Christmas, records will always be cooler than CDs, which are not and have never been cool to them. 

For a product born of the 1980s, the decade of somewhat sterile modernity, a music format that was as perfect as digital technology could enable seemed appropriate. It was also simple to use and totally portable, which led to the commoditisation of CD drives appearing in any electrical appliance that could fit one. It also contributed partly to the obesity crisis, because once inserted in the player, a CD would, unlike a record, not require getting up out of the chair to turn over, and could even be manipulated using a remote control.

I’ve actually lost count of the number of CDs I’ve accumulated since my first foray into the format, 27 years ago. Much of this is the result of rampant consumerism on my part, as the acquisition of a CD player coincided with my first visits to the United States when, in the days of two dollars to the pound (yeah, cheers Brexit…) I’d start any holiday or business trip to the US with a trolley dash around the nearest branch of Tower Records. I once took a 12-hour round trip from Mammoth Lakes in California to Fresno - via Yosemite National Park - just to buy a Red Hot Chilli Peppers CD, before returning to Mammoth via a giant loop around the bottom of the Sierra Nevada mountains and then back up north on the near-mythical Highway 395. 

On another occasion, I went to visit a former executive of Sky TV at her new palatial office in The Helmsley Building in New York after another trolley dash around a nearby branch of Tower. Before we could properly catch up, her waste bin was full of cellophane wrappings, stripped from new purchases in the hope of not drawing attention at customs in London. That, in itself, highlighted one of the most annoying things about the CD - the so-called ‘jewel case’ (itself the subject of a lucrative and vigorously defended patent owned by Philips), which was a pain to open, with the spindle thingy in the middle often losing teeth. Buying in the US was even more trepidatious thanks to a near-impregnable wrap that required a surgical scalpel to get open, thanks to a pull tab that NEVER worked.

I can’t even remember what my first CD was: I know it wasn’t Brothers In Arms, which became most associated with the format’s acceptance in the mainstream thanks to Philips’ marketing tie-up with Dire Straits (the CD’s earliest appeal seemed to veer towards classical music enthusiasts). My collection grew to around 1200 CDs at one point, infused by hundreds of cover-mount discs from monthly music magazines. In 2010 I decided to downsize, taking a good half of that library to a specialist ripping service in Arnhem (I was living in the Netherlands at the time) to have it industrially transferred to a hard drive, covering the cost by selling the discs to a record shop in Amsterdam for a euro each. A decent deal. What was left were the albums I couldn’t bear to part with, albums like all true music obsessives I’ve probably owned on different format over the years, and have been sucked into the marketing hype of remastered special editions. This duality has been perpetuated most expensively by the purchase of the posthumous Bowie box sets as CD packages, in addition to the odd fetish vinyl acquisition.

The CD isn’t, however, perfect. It is just a little bit…uh…dull. Industry experts I worked with would refer to it as a “carrier”, which is about as anodyne a description as you could come up with. No wonder the CD always used to lose out in the NME’s regular ‘Vinyl, CD or MP3?’ questionnaire. But what it lacks in cool it makes up for in convenience. When I first started buying CDs, the game changer was the ability to take what seemed like hundreds of albums on holiday in one of those clear-sleeve cases. But then the iPod came along. And Napster, and with it the seismic shift from physical media ownership to digitisation. Some will say that this was a linear development: just as the digital CD was meant to kill off analogue formats, the ripping of CDs to playback on iPods and then phones opened the door to the removal of physical media altogether, in the process denuding the record industry and artists of the wheelbarrows of cash they’d earned for decades.

I accept that streaming is cheaper. It also allows an album to be auditioned before making a longer-term commitment. And what better convenience than storing all your music in the cloud, freeing up shelving for…whatever. I, however, will still maintain, delusional perhaps, that there is nothing quite like a physical music library. When we first bunkered at home for lockdown we became used to Zoom calls with colleagues and friends carefully framed in front of well-stuffed bookshelves to make them look erudite and well read. Interviewees for TV news bulletins appeared to compete with each other to see who had the most exotic book collection. But a record library - different matter. And when you think about it, you can cram more CDs into one than vinyl. At risk of sounding intrinsically shallow, I’ll take that. Long live the CD.