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Starring John Lascelles
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Buffalo's FIRST RADIO Station Hotel Lafayette V
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Representatives: FREE AND PETERS
i Continued from page 24 i
munities in metropolitan center.-, and with Negro communities through the deep South. In recent months, however, these tunes, too (very substantially sapolioed) have swung over into the broadest kind of popular acceptance.
Here, too, the songs originated as hits on small r-&-b record labels, performed for the most part by Negro artists and groups. And here, too, these tunes are being covered at an accelerated pace by the nation's leading singers on major record labels. Perry Como's current hit, for example, is "KoKoMo," a song of this genre, started in the manner outlined. Teresa Brewer's newest hit "Pledging My Love" was originally sent on its way to hitdom by a young Negro named Johnny Ace, who killed himself playing Russian Roulette just before his record was released. The McGuire Sisters' newest hit is another r-&-b song. "It May Sound Silly."
The authenticity of these trends cannot be seriously questioned, for records offer as accurate and rapid a barometer to public tastes in entertainment as anything vet devised. A new type of song, a new type of performance hits the market, and if a million people go out and lay 98c on a counter for a copy, that's irrefutable evidence. When those people continue to buy one. then two. then 10. then a score of records of a certain type, lad, you've got a trend.
To sponsors and their advertising agencies ever on the prowl for talent and shows with fresh, new, dynamic audience appeal a careful study and proper harnessing of these trends may have great value. I hasten to point out that it i> my opinion that the twangiest of the hillbillies and the mosl ill-constructed of their songs will never hold attraction for any substantial portion of the urban audience. Similarly, 1 do not believe that the most raucous of the r-&-b performers or the least disciplined of their songs can ever hold a continuing grip on big city listeners or viewers.
I do believe, however, that out ot both these field will come performers who develop their talent along the same lino a the most successful of the songs arc gradually developed. Which is to say that these performers will work in a style which carries a message in the hearts of the countr) folk vet with ju-i enough refinement t<> reach and hold the universal audience. Pel hap the Red Foley -how on the ABC TV network will move in this direction, or the NBC T\ Tennessee Ernie daytime strip, or the new Eddy trnold t\ film series, or the CBS Radio Hahcdia Jackson show.
\nd I'm equally convinced that the sponsor who latches on to them will achieve a most important selling job. * * *
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