RACE RECORD CATALOGS & FLYERS
The term “Race Records” was introduced in the 1920s by the major record companies for 78 records marketed to the Black population, be the music blues, jazz, gospel, or Black vaudeville songs. Like today, the recording industry did not see its sales market in the United States as a generic whole, but rather as subdivided parts—such as hillbilly, popular, dance band, ethnic, classical—which added up to the whole. Marketing was directed to the individual component parts.
The thinking was in the early days of the recording industry that Blacks were not interested in listening to vernacular Black music, they could not afford the price of the shellac discs—much less the record players, and that any market for such music among Blacks was limited.
Mamie Smith blew out of the water the belief that Blacks would never buy 78s– made by Black artists– when she recorded Crazy Blues for Okeh in 1920. Sales to Blacks for that first Blues record were chart-busting.
This got the Record executives’ attention, and they rushed to sign up Black artists for their recording rosters. To distinguish the music they believed Black customers would buy, and to help focus their marketing efforts, the record companies came up with a new music category name.
In today’s culture it might seem that “Race Records” was used in the 1920s and 1930s as a pejorative term. But in fact, the use of “The Race” was a popular term of the day to define the Black population among Blacks themselves. “The Race” was spoken of as a term of pride by the Black press, Black politicians, Black writers and artists, and among Blacks themselves. The term “Race Records” was used by the record companies, not to offend their prospective Black customers, but rather to appeal to them.
As a rule 78s meant for White buyers would be sold in record stores in the White part of town; Black buyers purchased theirs in Black stores—or ordered through the mail.
Below are some sample catalogs and flyers advertising the latest in “Race Records.”
RACE RECORD CATALOGS
CATALOGS WITH RACE RECORD LISTING
RACE RECORD FLYERS
FLYERS WITH RACE RECORD LISTINGS
Books
Allan Sutton. Race Records and the American Recording Industry 1919-1945.
Mainspring Press. 2016.
Brian Ward and Patrick Huber. A & R Pioneers (Architects of American Roots Music on Record).
Country Music Foundation Press-Vanderbilt University Press. 2018.
