In spring of last year, Stephen Rose shot an email to Jen Long and Matt Flag about an idea he had. Each of the three headed independent labels that release cassette tapes: Rose had SEXBEAT, Long ran Kissability and had a hand in Transgressive Records alongside Rose, and Flag oversaw Suplex Cassettes. Meeting his colleagues at a pub in Central London, Rose fleshed out his pitch: He wanted to create Cassette Store Day, a special date for music shops to promote cassette culture -- an idea playing on Record Store Day, the annual "holiday" established six years prior.
The trio began hammering out the logistics by throwing around questions: How could it be pulled off? Would it be a reflection of Record Store Day? Should they set up events for stores in London, or tell everyone around the world? How much time would they personally have to work on this? But at the idea's very core were bigger issues that needed to be resolved. "If I step back," recalls Flag, 33, "the first questions [were] probably, 'Is this a dumb idea? Is this even worth doing? Is this best left as one of those funny ideas you had in the pub on a Friday night or is it something that we should actually do?'"