Breaking into the white market without losing his African-American vernacular identity was an amazing achievement for Louis Armstrong — particularly during his era. I talk about this in an excerpt from my recent interview with Thomas Brothers, author of Louis Armstrong: Master Of Modernism.
JJM In the winter of 1925 – 26, while making a name for himself at classy venues like the Dreamland Café and the Vendome Theater, Armstrong was also extending his reputation thanks to the Hot Five series on OKeh Records. The recordings sold in Chicago, but the main target audience was African Americans in the Deep South, where “race records” were immensely popular. What was OKeh’s marketing strategy for this series?
TB Yes, they certainly sold in Chicago, and they sold in all northern cities where there were African-American communities from the Great Migration. The target of these “race records” was of course to appeal to the African-American mass audience, and to do so in a low-budget way. They were not interested in paying musicians any royalties – they would get a flat fee...
June 25th, 2014