The talking machine world (Jan-June 1928)

Each month W. Braid White will suggest methods of stimulating retail sales of high-class music Creating a Record Demand for Finest Music THE difficulty to-day with these conversations of mine is with the profusion of subjects. There was a time when one like myself, preaching the gospel of good music via the phonograph record, felt himself truly vox et praeterea nihil, as they used to say in Rome, a voice and nothing more, in fact quite decidedly the voice of one crying in the wilderness without evoking any particular response from the inhabitants thereof. But to-day we have changed all that. Now it is really much more a case not of begging the manufacturers of records to give us fine music, but of inducing the dealers and sales people to understand that a market for such records exists, and how it may be reached and tapped. Three Anniversaries The year 1928 comes as the last of a trio famous for musical anniversaries and thus susceptible of more or less elaborate treatment by the industries concerned in selling music and instruments. Nineteen hundred and twenty-six was the two hundredth anniversary of the perfecting of the original pianoforte. Nineteen hundred and twenty-seven was the one hundredth anniversary of the death of Beethoven. Nineteen hundred and twenty-eight marks the one hundredth anniversary of the death of Schubert. The piano industry of this country failed to take any particular interest in the 1926 anniversary, but we all know that the Beethoven centennial last year was well worked up both in this country and abroad by the ingenious efforts of the Columbia interests. The output of fine music during 1927 was vastly stimulated by the anniversary, and it is safe to say that, despite the large expenditures involved, all concerned are glad that they went into the thing so largely and well. For it has been a question, from 1926 onwards, of establishing for the phonograph a By W. Braid White position of its own. When electric recording came in nothing was more necessary than to establish at once a supremacy in the matter of good music, for evidently the new methods would bring to the phonograph powers and possibilities never before possessed, which, however, would only show themselves at their best in music of the higher grades. In fact, from the start of the new methods it has been clear that the phonograph must, as it were, strike out for itself in new directions, and that, by all long-sighted views, this direction must be definitely artistic. Whatever might happen in the future, it has been evident that the stand-by of the phonograph industry would sooner or later be its libraries of rare interpretations of great music, by great artists, done fully and not partially, reproducible faithfully and not as the poor shadow of reality. Schubert Now, again, during 1928, we are faced with an opportunity to put before the intelligent music-loving public the new position and possibilities of the phonograph. The name of Franz Schubert is universally known. Uncounted millions have heard the "Serenade," the "Hark, Hark, the Lark," and the piano Impromptus. Of late almost as many millions have heard via radio or in person, the great eighth symphony, universally known as the "Unfinished." Goodness only knows how many crowded houses night after night have welcomed the operetta Blossom Time, which is all about Schubert and is built entirely on themes from his works. The geniality of the music itself, its instantaneous appeal to every hearer, cultivated or barbarian in taste, gives to the name and fame of Schubert a power and an influence hardly equalled among musicians. It is well known that the Columbia interests have organized plans for suitably celebrating The ABBEY — Patterned after an Old World jewel case. Antique walnut. Carved ornament. Equipped with the famous Splitdorf Single Dial Six-Tube Receiver. List price for battery operation $100, for all-electric operation direct from socket without batteries or eliminators, $175. Tubes not included. Splitdorf Period Cone Tone, $35. SPLITDORF Radio Receivers A series of beautiful period furniture models Twelve models that are leading the radio world in the new swing to beauty in appearance as well as excellence of performance. Designed after period furniture, reproducing the full beauty of line and finish. Splitdorf is the one line offering the dealer complete coverage of the most profitable radio market, with a minimum investment. List prices range from $45 to $800 SPLITDORF RADIO CORPORATION Subsidiary of Splitdorf-Bethlehem Electrical Company Intelligent ^promotion of sales of good music means more substantial success for the retailer NEWARK, India NEW JERSEY tatHTOTCAW conuo this occasion. These plans go far beyond any one selfish monopolization of the anniversary. They can, in fact, be utilized by everybody connected with the phonograph industry. They call among other things for prizes to be awarded to the living composer who shall submit the best Scherzo and finale (third and closing movements) to the Unfinished Symphony. There will be celebrations all over the world, and the concerts, lectures, and gala performances which will be given in every great city of the United States will bring the music of the great Viennese to every town and village. How any dealer can fail to capitalize Schubert year is beyond my ability to explain. Valkyr! All this provides just another indication of the present trend of things in the phonograph industry. It will not be supposed by the most careless individual that the eminent manufacturers who are putting all this money into the production of complete symphonies, oratorios, even grand operas, are merely doing it for fun without some idea of getting their money back. The Victor bulletin of March 30th contains the first announcement of the American release of a new and virtually complete recording of Wagner's opera "The Valkyr," which for many years has been one of the stand-bys of the world's opera houses and vies with Lohengrin and Tristan for the honor of being the most frequently performed of all the Bayreuth master's works. A full house is always the answer to an announcement of Valkyr, a house as full as greets Carmen, Faust, Trovatore or any of the old Italian operas. Now Victor is putting out a Valkyr recording which will enable its owner to give a complete operatic performance at home. When we add to this that of course the recording is electrical, that the work has been done, in part, in Germany, that the Wotan is sung by Schorr and the Sieglinde by Florence Austral, that the conductors are Albert Coates in London and Leo Blech in Berlin, that the whole score is given, save for a few short and tolerable cuts; it is time to admit that this is something like an offering. Nothing so elaborate has been done in this line yet. The fine pioneer attempts of four years ago, when Meistersinger and the Ring trilogy were given in part, were subject to conditions of recording which were against complete success. Now, however, all makes for success, and those who have heard the records in Great Britain, where already they have been published, have little but praise for them. The Trend This, then, is the trend of things. Those who have most at stake in the phonograph industry perceive that its future support is to come more and more from the intelligent music-lovers of the country, and they are therefore doing all in their power to appeal to this large, constantly increasing but hitherto neglected minority of the population. There is no sense at all in crying over milk already spilled and on the ground. The taste of the public for the ephemeral will in all probability be largely filled hereafter through the broadcast; but the phonograph will remain as the one and unapproachable recorder and reproducer of the finest music, available at any time, made under perfect conditions and vastly superior in every detail of reproduction. A concert hall in the home, ever available, subject to no interruptions, the (Continued on page 42) 40