Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
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VOL. LXXIX. No. 13 Published Every SaUrday. Edward Lyman Bill, Inc., 383 Madison Ave., New York, N.Y. Sept. 27, 1924 ""^
Year 6 "* 8
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Coming' Music Season Bids Fair to Be Phenomenal
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VERYTHING points to the fact that the new musical season just about to open will come close to
being phenomenal in the number of new artists and concert groups to be offered for the consideration
of music lovers throughout the country and especially for the success with which managers have met
in the arrangement of bookings not only in the larger cities but in the smaller towns. These bright
promises for the new season should prove of direct interest to the music merchant who sees in increased musi-
cal appreciation on the part of the public the development of a wider market for his wares.
Those piano manufacturers who specialize to a greater or less degree in cultivating the concert and
recital fields and provide instruments for artists to use in their public appearances report that the demand
for pianos for this purpose for the coming season has exceeded all expectations and swamped their facilities.
Of course all these concert recitals may not prove great financial successes, but each single musical event
means that several score or several hundred music lovers will have the value of the art further impressed
upon them.
Nor will the season's activities be confined to concert recitals by the large symphonic orchestras,
piano and violin virtuosi, and prominent vocalists, for there has developed in the past few years a new factor
in the concert field in the form of dance orchestras, or aggregations of musicians and vocalists featuring
more popular types of music, who appeal to that class which is not to be reached by the concert of the or-
chestral type, or who in any event enjoy variety in their musical entertainment.
This great activity in the music world represents a genuine opportunity for the music merchant to tie
up directly and indirectly with the concerts and recitals given in his own city or at least in his own territory.
For the merchant who handles pianos of the makes featured in concerts there is afforded a direct opportunity
to appeal to that type of piano prospect who appreciates the best in music and is influenced in the selection of
an instrument through the choice of a medium indicated by his favorite pianist.
In the case of the vocalist, the music merchant has the opportunity of tying up not only with the name
of the accompanying instrument but with the singer as well through the medium of sheet music copies of the
songs programmed or records and rolls of the numbers. So many of the leading singers have recorded their
voices on one or another make of records that their local concert appearances really act as a direct means of
exploitation for such records.
In the growing number of instances where dance orchestras go on tour, confining themselves to dance
music of the popular type, most of which has been recorded, or, as is the case with one or two of the or-
ganizations, endeavoring to present a program that is designed to place dance orchestra music on a higher
artistic level, the opportunities for the dealer in developing record and sheet music sales are again unusually
good.
The idea of selling music, rather than musical instruments, has quite thoroughly permeated the trade,
many merchants accepting and developing the idea quite consciously, and others following out the plan un-
consciously under the influence of propaganda and the methods of their competitors.
It is quite conceivable, therefore, that in the selling of music itself the support of musical activities
is a very necessary and logical factor. Quite a number of music merchants have gone into this field so ear-
nestly that they have developed into genuine impresarios through their work in bringing to their respective
cities artists and musical organizations of merit, either underwriting the projects or conducting all the ne-
gotiations for the artists' appearances.
To these men and to those who believe in the building of a market for the future, an active musical
season means a season of opportunities, for with the increased appreciation of music comes naturally an
increased demand for music-producing mediums.