Most of the noise is at the top of the pic so that's the entry side of the tape to the head drum. Could be alignment, but if the entry and exit guide rollers are secure probably not. Or could be the back-tension band has worn out, the felt liner fell off the tension band or somesuch, seen that happen many times. Or maybe the tension spring that hooks onto the back-tension arm came off. Should be 20-30 grams of back-tension on the tape in play mode, measured with a Tentelometer. Without proper back-tension the tape will not be in good contact with the heads.
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