Bluebird Records

Bluebird Records

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Bluebird Records

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Bluebird Records is a sub-label of RCA Victor Records originally created in 1932 to counter the American Record Company in the "3 records for a dollar" market. Along with ARC's Perfect Records, Melotone Records and Romeo Records, and the independent US Decca label, Bluebird became one of the best selling 'cheap' labels of the 1930s and early 1940s. (RCA pressed the "two hits for two bits" cheap Crown label, independently owned in New York City, from 1930–1933, and Crown's sales probably also influenced RCA to get in on the cheaper priced market.)

Timely Tunes, Electradisk, Sunrise and the early Bluebird labels

RCA's first foray into the budget market was the 35c Timely Tunes. Sold through Montgomery Ward stores, 40 issues appeared from April to July, 1931.

In July, 1932, appeared the first, short-lived Bluebird record, along with an identically numbered Electradisk record sold at Woolworth's. These 8" discs, probably an early form of test marketing, may have sold for as little as 10c. Bluebirds bore a black-on-medium blue label; Electradisks a blue-on-orange label. The 8" series only ran from 1800–1809, but both labels reappeared later in 1932 as 10" discs: Bluebird 1820-1853, continuing to April, 1933, and Electradisk 2500-2509 and 1900–2177, continuing to January, 1934. (These Electradisk records in the 2500 block, though they were given Victor matrix numbers, do not look like Victor records; they actually look more like Crown...
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