Return of the Sound Burger

By Shawn Chung - Singapore

In our coverage of Audio-Technica’s 60th anniversary edition products in 2022, we failed to mention the Audio-Technica AT-SB2022 limited editon portable Bluetooth Vinyl player, as the 7,000 produced were sold out (globally) within hours of its announcement.

Now the news, fresh out of Japan, is that Audio-Technica have announced the mass-market sound burger, the ATSB727 is now ready and available for presale - in black (BK) and yellow (YL), plus White (WH, exclusive to A-T’s official online store)

Back in 1982 Audio Technica created the original AT770 Sound Burger, a battery powered music player capable of playing vinyl records. While the sound burger rapidly achieved cult status (which still remains 40 years later, considering how fast the AT-SB2022 sold) it simply could not match the portability and convenience of cassette tapes and the Sony Walkman.

With the resurgence of vinyl in the last decade, and the returning popularity of record players, the wildly successful return of the AT-SB2022 Sound Burger, with its USB rechargeability, Bluetooth and line connectivity, has seen Audio-Technica return the Sound Burger to its product lineup.

The AT-SB727 is a product improved version of the AT-SB2022, available in black, yellow and white (to differentiate from the red AT-SB2022). Again, connectivity to headphones and speakers is over Bluetooth, 3.5mm audio out, or USB-C. Playback is up to 12-hours continuous on a full charge.

Pricing and availability

The AT-SB727 is now available for pre-order at JPN 23,980 (USD 172) at Audio-Technica’s Japanese online store, and at some electronics retailers, with product release on the 23rd of June 2023. No announcements have been made yet about global availability.