It's no secret that sales of vinyl music are at the highest in decades. Even the lowly cassette tape is regaining popularity as some millennials embrace analog music over digital downloads and streaming services. But for the first time in more than two decades, a German company is reviving what may be the ultimate format: a new reel-to-reel tape machine. From a report: Dusseldorf-based Roland Schneider Precision Engineering this week will introduce four Ballfinger reel-to-reel machines, bringing back a technology that dominated professional music recording for most of the 20th century and is now making a comeback with audiophiles and artists including Lady Gaga. The sleek machines, some of them customizable, will retail from about 9,500 euros ($11,400) for the basic version to about 24,000 euros for the high-end model, which features three direct-drive motors, an editing system and walnut side panels. "Digital media is great, but experiencing music is more than just listening to a sound file -- it's sensual, it's reels that turn and can be touched," says Roland Schneider, the machine's designer. "When it comes to audio quality, nothing else in the analog world gets you closer to the experience of being right there in the recording studio than reel-to-reel tape."