Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
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THE,
flUSIC TIRADE
VOL. LXX. No. 1
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Published Every Saturday by Edward Lyman BUI, Inc., at 373 4th Ave., New York. Jan. 3, 1920
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ITH the entrance of the New Year the first matter of importance is, without question, the Music
Week celebration, to be held next month, combined with the National Music Show and Festival and
the various trade conventions in New York. With all due respect to the work of various organiza-
tions which are trying to make Music Week a success, there is no denying the fact that the main
and basic feature is the Music Show itself. It represents a definite test as to whether or not a national music
show can be made a success from both the public and trade viewpoint when held in midwinter, the time for
indoor shows. Without the show there probably would have been no definite Music Week program, and if the
show does not come up to expectations it is not likely that another attempt w r ill be made to hold one. There-
fore, every effort should be made to make the coming show a complete success.
The trade generally must bear in mind that a successful show will not mean merely a great commercial
achievement. It will mean a distinct triumph for the cause of music. All the publicity that has thus far been
devoted to the development of the show has emphasized the fact that music itself is the basis of the exhibition
and the celebration held in connection therewith. Although local in a sense, the Music Week celebration in New
York will be national in its scope and influence, and this point must not be forgotten.
During the present season pleasure-loving New Yorkers and the visitors from out of town are simply
swamping all forms of entertainment. Theatres and concert halls are turning away thousands nightly—thou-
sands whose main object is to spend the evening pleasantly and profitably. The National Music Show will
attract those who attend the exhibition because they are interested in music and musical instruments, but it should
also serve to attract many more thousands of the overflow from other places of entertainment, and among this
overflow may thus be sown the seeds of increased musical appreciation.
The churches, theatres, orchestras and band leaders, and many other interests, have combined in their effort
to make the Music Week celebration a success. The work that has thus far been done has been most effective
as well as widespread. If present prospects are only half realized the celebration will prove a distinct triumph
—it will lead to the holding of similar celebrations in following years, and perhaps in other cities.
If the National Music Show and Music Week go over properly, as we expect they will, they will attract
national attention and will give a fresh impetus to music almost at the beginning of the year—an impetus that
will make itself felt throughout the balance of the twelve months in a distinctly practical way.
Every manufacturer and retailer in the industry should lend his earnest support to the furtherance of
the Music Show and Music Week, for it is a move in the right direction for the benefit of his own particular
interests. The cause of music has never before occupied such a place in public esteem as at the present time,
and every move that will tend to give it added prestige means the strengthening of the foundation for the future
demand for musical instruments. The fact that this demand cannot be filled today means nothing. There
will be a time—soon perhaps—when the music merchants must go out into the field and seek customers for their
goods. This work in furthering the cause of music is tending to develop those customers, and, by cultivating
their appreciation for music, put them in the proper frame of mind to buy.
Industrial shows of every description have been in vogue for a sufficient time to have proved their value,
and also to have educated the public to the benefits received from attendance at them. Automobiles, airplanes,
house furnishings, foodstuffs—almost every line of merchandise is regularly exploited through the medium of
an exhibition or show. Why should music and musical instruments not receive the same sort of exploitation?
Instead of waiting until midsummer to hold a music show and festival—a season when interest is at low
ebb—we now have the opportunity of starting off the New Year with such a trade stimulant. Let us take
full advantage of that opportunity.