Collector Nation – How a Mariah Carey Demo Became a $54,000 Iconic Collectible

Podcast: Collector Nation (The Radcast Network)
Host: Ryan Alford
Guest: Alex Bruh, CEO & Co-founder of Wax Poetics
Date: December 30, 2025

Episode Overview

This episode explores the evolving intersection of music, culture, and collectibles—focusing on Wax Poetics and their journey from a trusted print journal into a pioneering music collectibles marketplace. Host Ryan Alford speaks with Alex Bruh about preserving cultural narratives, the unique stories behind iconic items (like the $54,000 Mariah Carey demo tape), and how editorial integrity shapes both their business model and the collector experience.

Key Discussion Points & Insights

Wax Poetics: Past, Present, and Future

• Origins & Legacy:
  • Alex details Wax Poetics’ roots as a credible voice in hip-hop journalism, started in NYC (2001), expanding into all genres and influencing artists and collectors alike.
  • “The reason why it started was...Everyone listening to hip hop at the time, no one really kind of reporting on it credibly. And the guys were saying, hey, you know, this is a real art form, and it deserves to be kind of reported on, with the kind of respect that it deserves.” — Alex (02:36)
• Brand Evolution:
  • Transition from pure media to a hybrid collectibles marketplace, fostering deeper brand connections through storytelling.
  • Partnership with Sotheby's was a turning point: “Why are Sotheby's doing hip hop auctions? ...What does Sotheby's know about hip hop and what does Sotheby's know about music? And that's where we come from. We know this stuff...” — Alex (04:11)
• Editorial-Driven Auctions:
  • Wax Poetics blends deep storytelling and curation into their listings, distinguishing themselves from generic transactions:

    “This editorial-driven collectible market, like that’s cool shit ... it felt very much like a journal, a professional, polished, journalistic approach to an auction listing.” — Ryan (06:33)

Building Trust, Authenticity & Community

• Audience Connection:
  • Their credibility with both established and obscure artists opens doors to unique items and personal stories.
  • “We have permission. We have permission, you know, and people are interested and, they respect where we've come from and they kind of trust us to do things in the right way.” — Alex (13:50)
• Transparency & Respect:
  • Alex stresses respecting artists’ personal connections to items, never pushing but waiting for the right time to collaborate:

    “...one of the things that we're very acutely aware of in what we do is a lot of these things are very personal...when the time is right, when you're ready, we're here, we'll go and do it in the right way.” — Alex (28:07)

• Balancing Culture and Commerce:
  • The tension between the two is managed deliberately, prioritizing community, storytelling, and brand authenticity over immediate profit.

Iconic Items: Stories from the Vault

The Mariah Carey Demo Tape (21:41)

• Background:
  • Original demo from 1988, before Mariah was signed; connected to legendary producer Arthur Baker.
  • Part of Mariah’s lore—her attempt to land a deal by distributing tapes at industry parties.
• Collector Impact & Market Reaction:
  • When announced, fan and community forums exploded: “...all the Reddit forums exploding, all the fans like, oh my God, this thing exists. This thing is real. I can't believe it's out there...” — Alex (23:16)
• Auction Result:
  • Sold for $54,000—a world record for a cassette by a female artist.

    "It went for $54,000, the highest value cassette ever sold on auction by a female artist." — Alex (24:45)

Other Noteworthy Items

• James Brown Fine Slip (19:17):
  • Auctioned from Bootsy Collins’ collection; a legendary (and rare) artifact documenting James Brown’s perfectionism.
• David Mancuso Loft Party Invite (21:06):
  • From Arthur Baker, representing New York club culture history.
• Upcoming: Major Hip-Hop Artifact (25:27):
  • January 2026, to be auctioned: a previously unknown early recording from one of hip-hop’s biggest names.

    “I think it is probably one of the most historically significant pieces of hip hop history ever that we're going to be putting up.” — Alex (26:17)

    • Teased without naming due to confidentiality, but promises “breaking news” in the scene.

The Magazine: Physical Culture in a Digital World

• Print as a Collectible:
  • The journal remains central—twice yearly, blending deep features and auction catalog concepts.

    “...releasing a mag is an irrational thing. And that's why we do it...You can pick up our journals in 5, 10, 25 years time and the stories are still relevant.” — Alex (30:57)

• Experimentation & Expansion:
  • Testing rapid-response zines attached to specific auctions, while the main print issues drop in April and October/November.

The Broader Vision: Music as the Glue of Culture

• Cultural Intersectionality:
  • “Music is huge ... it sits at the intersection of all of the different touch points... sport, fashion, film, TV, gaming. And that makes it huge.” — Alex (18:41)
• Natural Growth:
  • Wax Poetics is organically extending into fashion and other collectible worlds (e.g., rare hip-hop sneakers or gaming ephemera) through artist collaborations.
  • “Let the story be the thread ... what shoots out of that comes naturally by the power of the story.” — Ryan (36:41)

Notable Quotes & Memorable Moments

• On Storytelling vs. Selling:
  • “You can get them to shop and they become a customer. When you get them to stop, you leave a mark that stays with them. And it's building brand because you can do both.” — Ryan (12:04)
• On Culture and Commerce:
  • “There’s always been, you know, a bit of—I’d say maybe unhealthy tension between culture and commerce.” — Alex (08:25)
• On Legacy and Pivot:
  • “There's a lot of legacy brands that fold or go under because maybe their core of what they were, they didn't pivot and they shut down really great brands ... So it's awesome that you guys are able to sort of do that.” — Ryan (33:11)
• On Print’s Value in Digital Times:
  • “...the magazine itself is a collectible, I mean especially done as beautifully as you guys have.” — Ryan (33:11)
• On Prince as North Star:
  • “We're really proud of where we've ended up with this model...Prince. And you know, I think that's the North Star from us ... get into that Prince vault and see what’s in there.” — Alex (39:19)

Timestamps for Key Segments

• Wax Poetics Origin & Pivot: 02:23–06:33
• Editorial-Driven Auctions (Brand & Curation): 06:33–12:01
• Collector Community & Artist Relationships: 13:36–17:22
• Highlight: Bootsy Collins James Brown Fine Slip: 19:17–20:58
• Highlight: Mancuso Invite / Club Culture: 21:06–21:59
• Highlight: Mariah Carey Demo Tape Story & Sale: 21:59–24:45
• Teaser: Major Unreleased Hip-Hop Artifact: 25:27–29:18
• Print Magazine’s Role & Details: 30:26–34:16
• Brand Challenges & Broader Marketplace Vision: 34:16–37:41
• Contact Info & Upcoming Drops: 38:00–38:43

Where to Find Wax Poetics

• Website & Mailing List: https://waxpoetics.com (Sign up for news and drops)
• Instagram: @wax_poetics
• YouTube: Wax Poetics
• Print Journal: Subscribe via their website; upcoming issues in April and late fall.

Final Thoughts

This episode is a rich look at how archival storytelling, curation, and commerce can coexist—elevating both the experience for collectors and the cultural significance of the artifacts themselves. Wax Poetics is set to make further waves with the January auction of a previously unseen hip-hop relic, continuing their mission to honor music’s place as the “glue of culture.”

Host’s Summation:

"Go for the story, stick around for the merch and all the unique stuff. You know, you wish you'd gotten that Mariah Carey tape...Maybe 54 GS. But you know what, you know, it's one of the biggest pieces of music history in hip hop and just music overall." — Ryan (40:29)