Evening star. [volume] (Washington, D.C.) 1854-1972, 1930-01-26

SllQ 70 one SIDE OF MS EeaQ. A
horseshoe pn set in phoney dia-
monds Sparkled from his necktie,
and white spats were reflected in the mirror
like shine Of his patent feather shoes When
he didn't wear SpatS, his buttoned shoes had
cream-colored cloth tops. He swung yellow
stick, stuck cigar in one corner of his mouth
and flashed paste gem from his middle finger.
This was the old-time "song plugger"-a
person who seemed newly escaped from some
musical comedy. They didn't call him plug
ger in those days. Then he was the sheet
music salesman"
Across the land he became a symbol Of
Broadway. But alas, he is extinct. Or at
least he has changed so that his own dealer
wouldn't know him.
With his Zine" OF songs under his arms, he
w had to hit Broadway and Main street
alike. Arriving on Main street, he had to catch
the eye, and catching the eye, he marched
upon the biggest music dealer. With great
assurance, he planked himself down at the
piano and whammed on his numbers to deal
ers and gathering crowds alike. II the piano
happened to be out Of tune, he would take on
his coat and FIX 1t.
And IL It 50 happened that some vaudeville
numbers were appearing in town, it was up to
him TO see that his latest songs were in the
repertoire Of the better acts. Slipping the oct
couple Of dollars did It. This arranged, he
would invite the music dealers to the show.
Then, when one Of his firms songs was intro
duced, he would nudge the nearest dealer i'm
pKeSsiVely and whisper-"See What'd tell you2
Greatest song hit on Broadway. They're
an singin' IT. It's goin' to sweep the
eOuntxy"
His deals closed he moved on. On Broad
way, his game was even sharper. His tips to
performers grew larger. The time came when
certain acts demanded q fee for plugging"
In the end. 1t forced the music publishers Of
Tin Pan Alley to form protective association.
But that little graft Is gone.
The song plugging game has gone through .
dozen stages since then. Its metamorphosis is,
IN Q way, the story Of Tin Pan Alley; It's the
story o. popular music IN America, and Of the
Amazing changes that have come over the
;music- making industry.
"A LMOGT every one knows by this time what
theme songs and radio have done TO TIN
Pan AAey. They've heard how Hollywood
gObbled up frst one famous song writer after
another for the talking pictures And how
the giant picture organizations finally began
either to buy or substitute the biggest concerns
in 1.-The alley: how Warner Bros. paid several
millions for the output of one and Paramount
paid some more millions for another: how
Radio Corporation went into the theater
business, picture business and music business.
Today the song plug" Is . very giant
song, let say, Is written for talking picture.
Before the picture Is finished, the number b
being turned into photograph records. II Is
being used by acts vaudeville circuits allied
with the picture and record organisation.
Meanwhile the entertainers Of the air are
sending II over the radio via jazz band, voice
and what-have-you. Almost overnight. tens
Of millions Of people are having tune thrust
into their ears, willy nilly
It's strange and amazing transition from
Sfe sporty sheet music" man of yesteryear.
A N entertainer jumps out of his taxi or his
Rolls and PUSHES up TO a broadcasting sta
ton. In the elevator he takes hAsty glance
at his wrist watch, for he has many other
engagements. The chances are that he leads
an orchestra IN night club after midnight,