Music Trade Review

Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
IN THE WORLD OF MUSIC PUBLISHING
Conducted by Fred B. Diebl
Many Opportunities for the Dealer
in Theme Songs, Declares Robbins
T p H A T the theme song, is the salvation of
•*• the music merchants, and that, properly
hooked up and intelligently exploited, it will
prove a boon to the publisher and the dealer
alike, is the opinion of J. J. Robbins, head of
the Robbins Music Corp., New York.
Mr. Robbins, whose firm enjoys an exclusive
song association with Metro-Goldwyn-Mayer,
and important contracts with the other leading
film producers, is well qualified to discourse on
the subject of theme songs. His number,
"Cross Roads," is the musical tie-up of "Show
People," the William Haines-Marion Davies pic-
ture, and "Love Dreams," another theme of
considerable promise is featured in "Alias
Jimmy Valentine," now in New York for a long
run. "Live and Love" is his contribution to
the John Gilbert photoplay, "The Masks of the
Devil," and other theme songs in his catalog
are slated for early release in conjunction with
pictures now in work.
Speaking of the theme song, Mr. Robbins
has the following to say:
"It is easily possible for the music publisher
to kill the goose that lays the golden egg. in this
instance. A tie-up with a picture must be a
definite hook-up, an association arranged for
prior to the shooting of the picture, and com-
pletely worked out as the photoplay is being
created. Wherever possible, the song must
be sung, and no tie-up is authentic unless the
synchronized result features the song at least
fifteen times during the showing of the film."
"Once this is accomplished," Mr. Robbins
continues, "there is still much to be done before
the publisher can conscientiously feel that he
has exhausted every promotion possibility. The
manager of the theatre must be solicited for
lobby sales and displays, the dealer must be
apprised of play dates, and must be urged to
stock up liberally with copies. Of course, here
is where the fable of the boy who cried 'wolf
comes in. To enjoy the continued and intensive
confidence of the dealer, the publisher must
assiduously refrain from over-enthusiasm, un-
less the photoplay and the nature of the hook-
up warrant it.
"In this way, music business can be reju-
venated to no inconsiderable degree. Promis-
cuous printing of alleged theme songs—theme
.songs in name only—will as surely kill this new
source of revenue as intelligent propagation
will enhance it."
"Naturally," Mr. Robbins goes on to say, "our
years of association with the leading picture
firms made possible through our extensive
photoplay catalog, have enabled us to obtain
just the correct perspective on the whole situa-
tion. The production of a moving picture is a
mammoth enterprise, and 'small time' methods
SAM FOX PUB. CO.,
are out of place utterly in the general scheme
of things.
"Before our staff writers concoct a theme
song, we see to it that they arc fully acquainted
with the nature of the photoplay, and that their
finished effort is to some extent inspired. There
must be definite coherence, or the theme song
becomes an irrelevant proposition, unworthy of
publication.
"The Robbins Music Corp. is proud of its
contacts with the important figures in the mo-
tion picture industry, and is quite convinced
that the theme song is destined to play a com-
manding role in the future of music business.
Publishers everywhere can cash in on the new
vogue, if haphazard publication is avoided and
if intelligent and efficient methods arc em-
ployed in the development of this promising
field."
Paul Whiteman Appears
in Role of Music Critic
Paul Whiteman, who won his spurs some
years ago as a band leader, recently appeared
in the role of music critic when he acted as
judge in a music-writing contest held under
the auspices of the Omaha World-Herald. Over
150 manuscripts were submitted, of which six
were judged as having commercial possibilities
and were broadcast over radio station WOW.
Mr. Whiteman regarded only one composition,
however, as being suitable for the use of his
orchestra.
,*•: '
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