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THE MUSIC TRADE REVIEW
A REAL IRISH SONG THAT HAS WON OUT ON MERIT.
How "When It's Moonlight in Mayo," the Latest Success Among the Numerous Publications of
Leo Feist, Inc., Was First Featured and How It Achieved Popularity—A Leading Feature
of Fiske O'Hara's Latest Play "Jack's Romance"—Highly Praised by Critics.
The psychology of song popularity has long
been tlr> study of those who have to do with the
publishing of the bulk of our music of to-day,
the sort known as "popular," though it is not
usually referred to in that particular way. The
idea of rinding out what the public wants and
endeavoring to make a good guess at it is the
real basis of the music publishing business to-day
—the basis upon which sales totals are built,
despite all the talk there may be regarding the
"forcing of hits."
Some popular songs have sought success and
won it. Others have won success through their
intrinsic merit, not suddenly and over night, as
it were, but gradually, the sort of success that
generally means a long and profitable life. One
of the numbers to be included in this category is
"When It's Moonlight in Mayo," the beautiful
Irish ballad by Jack Mahoney and Percy Wenrich,
two of the stars in the music game.
For considerably over a year "When It's Moon-
light in Mayo" has been moving along quietly with-
out being featured very strongly. Then one night
Percy Wenrich, the composer, and his partner,
Dolly Connelly, sang the number while appearing
in vaudeville at the Majestic Theater in Chicago
so effectively that several of the critics gave more
favorable attention to that one song than they did
to the balance of the show. From that time on
"When It's Moonlight in Mayo" has enjoyed a
high place among popular music in the West.
Before the Wenrich triumph, however, Van and
Schenk, the popular pair of vaudeville artists, were
singing the number while on their tour of the
Keith houses in the Eastern cities, and winning
encores at every performance.
The greatest tribute to the vaJue of "When It's
Moonlight in Mayo" as a song, however, came re-
cently when Fiske O'Hara ran across it accident-
ally and introduced it in his Irish comedy drama
"Jack's Romance," which is proving one of the most
successful vehicles in which Mr. O'Hara has ever
appeared. The theatrical critics were quick to show
their appreciation of the value of the new number
in their reviews of "Jack's Romance," and a writer
in the New York American went so far as to say:
"Fiske O'Hara, the popular romantic actor of
O'Hara's delightful comedy at the Bronx Opera
House this week agree with him."
The cartoonists also found an opportunity to do
some excellent work in connection with "When
It's Moonlight in Mayo," both in connection with
the singing of the number by Fiske O'Hara and the
featuring of it in vaudeville. The spirit of old
Ireland that pervades the song is strongly indi-
cated in the work of the cartoonists, several exam-
ples of which are reproduced herewith. The car-
toons appeared in the dramatic section of the lead-
Loving Irish arms will press me,
With true Irish love caress me,
And sweet Irish lips will bless me
When it's moonlight in Mayo.
The most convincing proof of the genuine suc-
cess of "When It's Moonlight in Mayo" is afforded
m
A Cartoon of Fiske O'Hara Singing 'When It's Moonlight
New York Journal.
ing New York and Chicago papers, where they
were viewed by millions of readers.
Of the several writers who were enthusiastic re-
garding the sentiment of the song, one analyzed
the spirit in a particularly interesting manner as
follows:
"Environment has a whole lot to do with the
successful singing of a song. You can spoil an
honest-to-goodness diamond with a bad setting,
but is always feels at horn, 1 in an 18-kt. gold band.
So the man who knows how to set things, espe-
cially the man who has the real thing, nine times
out of ten puts over a winner.
"Every Irish heart swells up with war sentiment
at the strains of 'When It's Moonlight in Mayo,'
A Cartoonist's Conception of How Van and Schenck, Prominent Vaude-
villians, Featured "When It's Moonlight in Mayo."
the good-natured Irish go-lucky types, had plenty
of songs in his new play, 'Jack's Romance.' But
the other day he accidentally came across another
called 'When It's Moonlight in Mayo.' And Fiske
O'Hara an hour later was glad that he did hear it,
for he had picked for himself the ballad hit of
the season.
"'When 1 heard "When It's Moonlight in Mayo,"
played for the first time,' said Mr. O'Hara. 'I
knew instinctively that it spelt success. Played
over, I naturally sung it and, singing it again in
the full strength of my voice, I felt it fit me like
a glove. And then I- saw I had in my play, "Jack's
Romance," just the ideal setting—just a place where
the hero wants to sing his love to his sweetheart.
I'm sure now I never had a better ballad.'
"Surely the large audiences enjoying Mr.
haunts your car like some witching folk song
you've learned as a child, yet not suggesting any
definite one, because it is purely original and not
in the least an imitation."
The words of the chorus are:
Now two Irish eyes are shining,
And an Irish heart is pining,
j
!
Where I kissed her and caressed her,
In the gloaming long ago.
in
Mayo" as It Appeared
in the
by the sales reports of Leo Feist, Inc., the pub-
lishers, who state that the demand for the number
from dealers in all sections of the country reache >
a volume that exceeded all expectations. Commu-
nication with a number of active dealers serves to
bear out the statement that they regard "When
It's Moonlight in Mayo" as a great and lasting
song hit. Certainly wherever Fiske O'Hara has
traveled a heavy demand for the song follows.
The same rule holds good in connection with the
appearances of a large number of prominent vaude-
ville singers who are using the number.
In handling "When It's Moonlight in Mayo," as
is the case with others of their publications that
show signs of a promising nature, Leo heist, Inc.,
Another Artist's Idea of the Sentiments Aroused by the Lyrics and
Melody of "When It's Moonlight in Mayo."
and every music lover of whatever extraction who
enjoys the entrancing Celtic melody that runs
through such masterpieces as 'Believe Me If All
Those Endearing Young Charms' and the 'Kerry
Dance' will be delighted with this newest success
in the realm of Irish ballad music.
"There's a winsome, plaintive sweetness in the
tune of it that gets right down into the cockles of
your heart and makes you feel a thrill of sympathy
with the emigrant lad who is singing so wistfully
of the darling little colleen he left 'Just a Year
Ago in Mayo.'
"It is an Irish love song as pure in its sentiment
as the mountain dew, and as fetching in its appeal
as the big limpid blue eyes of Erin's comely daugh-
ters. Like all successful ballads it combines great
beauty of melody with simplicity of form. The tune
proceeded to have the song thoroughly tested out
through professional channels, through the me-
dium of their large department devoted to that
work, before the song was taken up as a .sales
proposition, which means that the element of
chance has been largely eliminated.
In addition to the extended reviews in the the-
atrical department of various prominent news-
papers, the number has also been advertised ex-
tensively through the regular channels and will
be featured still more extensively in the future.
These efforts, combined with the merits of the
song itself, cannot fail to have an excellent effect
in stimulating the retail demand.
It is very seldom that a song of any character,
wins so much popularity on its own merits, which
means that it wiU bear watching,
!