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An "Is it Ella or is it Memorex?" advert from 1973. Memorex At 50 hide caption

toggle caption Memorex At 50

it's the stuff of legends: an urban legend and a jazz legend combining into a legendary advertising campaign.

In 1970, the Leo Burnett advert company in Chicago had an inventive theory for promoting Memorex's new line of clean cassette tapes. They'd show the historic fable that an opera singer could shatter a wine glass with a high be aware — and then claim a Memorex cassette had such exacting sound precision that its recording of the singer might spoil a glass, too. Leo Burnett made a couple television advertisements with this theme that includes tenor Enrico di Giuseppe and soprano Nancy colour. The tagline: "Memorex Recording Tape ... copy so real it may well shatter glass."

It become a fine ample beginning, but opera became too elitist for Memorex's larger goals. After first reaching out to audiophiles — early cassette advertising become placed in magazines like hi constancy and Stereo review — the company desired to target a broader demographic with tv classified ads aired throughout football video games on CBS. The glass-breaking cassette campaign obligatory a spokesperson whose musical trend embodied a extra informal brilliance.

Ella Fitzgerald - Turning The Tables greater on Ella Fitzgerald from Turning The Tables Turning The Tables: 8 Women Who Invented American Popular Music song Turning The Tables: eight girls Who Invented American time-honored music

Enter Ella Fitzgerald: jazz legend, gold common for vocal excellence and paradigm of high fidelity sound, thanks to her influential mid-century recordings. song historian Judith Tick, who's finishing a booklet about Fitzgerald, says the singer's profession turned into an ideal fit for the campaign, as she became regularly occurring at the time "now not only as a legend, but as a treasure-bearer of yank way of life." Her giant body of labor began within the Nineteen Thirties, peaked in the Forties with the bullseye pitch accuracy, vocal range and sheer originality of her scat singing innovation, and then peaked again with her definitive Nineteen Fifties and early Nineteen Sixties songbook interpretations of Gershwin, Rodgers and Hart, Cole Porter and others.

In a 1985 interview, Fitzgerald remembered her Memorex audition on the Algonquin resort in ny: "They requested me to do the ending of 'How high the Moon.' I simply saved singing, 'excessive, excessive the moon,' doing the ending. And when the glass broke, they said, 'that is the one!' Then I got the job. ... a lot of people say, 'Did you really damage the glass?' We had to show that. they had lawyers there."

So in 1972, at age fifty five, Ella Fitzgerald became the spokesperson for Memorex cassettes. These classified ads came at an important juncture in both Fitzgerald's profession and in jazz. After a long time because the First girl Of track, Fitzgerald confronted a time when usual jazz was declining in popularity. however because the Memorex campaign became an institution, it fueled a profession revival that helped to lengthen her relevance in new ways, and at last positioned her handy off the baton to the next technology.

within the campaign's earliest television spots, Fitzgerald scat sings, hits a excessive note and shatters a goblet. As numerous sound engineers and a 2005 Mythbusters segment have proven, breaking a glass shouldn't have been an not likely feat for Fitzgerald, peculiarly along with her voice amplified. Most glasses resonate at a frequency around excessive C; with Fitzgerald's two-octave range, hitting that be aware would were no problem. just as crucial to Fitzgerald's authenticity within the campaign is her unreconstructed center-aged look: her wig, round body — and in some spots, cataract-correcting eyeglasses — lend warmness and conviction to her televisual vogue. the iconic Fitzgerald comes across as so actual within the classified ads that her mere presence authenticates the advert's claim of a Memorex cassette recording breaking a pitcher. "Is it live or is it Memorex?" the ads ask. What matters is that it's Fitzgerald onscreen.

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Ella Fitzgerald's Memorex ad from 1974. Memorex At 50 disguise caption

toggle caption Memorex At 50

Dizzy Gillespie famously noted that Fitzgerald might sing returned the rest he played on the trumpet. If the industrial's message hinged on her ability to depart a goblet in shards, her scat singing carried weight within the spot, too. "It skill improvisation, it ability freedom," says Tick. "So if in case you have Ella scat sing, the epitome of this exquisite improvisatory skill, it just reinforces anything about jazz that speaks to younger individuals and speaks to anybody: it be a magical craft. And that magic about scat carries over to the magic of the glass shattering." Fitzgerald's scat singing also performed to the conception of patrons making their own recording copies and mixes, improvising their own musical experiences onto clean cassettes.

In 1974, Memorex delivered a brand new television spot and perspective for the Fitzgerald crusade. count Basie, Fitzgerald's historical bandmate, sits along with his again to a recording booth, listening for the change between Fitzgerald's are living voice amplified through audio system and a Memorex tape recording of it. "You gotta be kidding, I can not inform!" he says, as if in on an complicated shaggy dog story. Fitzgerald or cassette recording? If jazz royalty like count Basie cannot inform and doesn't care, why may still we? patrons can handiest deduce that taking part in a Memorex tape is interchangeable with having Fitzgerald sing of their buildings. Hearkening back to man vs. computing device fables, to John Henry against the steam-powered drill, the message during this spot is that human expression and cassette expertise can come together for the win.


It couldn't look quainter today: Memorex's attraction to audio sophistication with a television listening stunt, all to sell a recording format that is lengthy been outmoded. however veteran recording engineer Jim Anderson says or not it's not so improbable that count Basie or his Memorex business successor, jazz arranger Nelson Riddle, may have failed the "Ella or Memorex" examine. The trick is, they are now not in the room with Fitzgerald. Anderson says the musicians have been seemingly within the handle room, listening to a "are living playback of the musicians in the studio, or a tape of that equal efficiency" — which, he argues, may well be "relatively convincing." He adds that count number Basie and Nelson Riddle had been over 50 on the time; after long careers spent in front of reside bands, and their listening to likely "wasn't as sharp because it would had been ... 20 or 30 years before that." With cassette groups promoting ever-improving high-quality throughout the 1970s — noise discount, corrections to "wow and flutter," those pesky tape fluctuations in pitch and tone— the know-how would have appeared cutting-area to many patrons.

In his spot with Fitzgerald, Nelson Riddle lacked Basie's ironic twinkle, showing some awkwardness in the function. It infrequently mattered. within the era of three-community tv, Memorex classified ads aired on each CBS and NBC all over soccer games and rock suggests. anybody who watched television in any respect become more likely to capture an Fitzgerald Memorex spot. The "Is it live or is it Memorex?" campaign and tagline grew to be a branding success on par with Maxwell condo's "respectable to the remaining drop" or Timex's "It takes a licking and continues on ticking."

as the crusade became an establishment, Fitzgerald, pushing 60, reveled in a Memorex-fueled profession resurgence. as the critic Leonard Feather wrote, "Ella Fitzgerald's pitch for Memorex likely did extra for her than 100 concerts." Fitzgerald's career revival got here at a time of important anxiousness around the concept of "selling out," thanks in part to the declining industrial success of traditional jazz and the recognition of fusion bands, like Herbie Hancock's Headhunters. For some jazz purists, using the artwork form to hawk cassettes on television amounted to a capital offense. One jazz critic went so far as to call Fitzgerald a "freakish cultural icon" for her glass-shattering Memorex flip.

Fitzgerald become detached to stylistic boundaries and accepted anxieties. Her profession dated again to the Nineteen Thirties, when jazz turned into mainstream track. Fitzgerald had made onscreen appearances due to the fact that 1942, when she sang her leap forward hit "A-Tisket, A-Tasket" within the film experience 'Em Cowboy. "She at all times wanted to reach as many people as feasible," says Tick. "So for her, achieving out to a mass public turned into now not any sort of handicap. It became what she would want to do." Mainstream attraction had distinct cost for artists of color, Tick provides: "Ella and Basie each know the way extraordinary it is for black singers and black artists to be given this probability to advocate such a crucial product that's mainstream. We understand that black artists have been stored off the radio and television. It alterations in the Seventies, because we're within the post-civil rights era and the status of black is eye-catching, black delight, black subculture is rising. And that means there were black celebrities by using the end of the '70s who [were] doing every kind of endorsements."

by way of 1975, Memorex's MRX2 changed into the foremost-selling cassette tape in the nonetheless, there changed into stiff competitors from rival businesses like TDK and Scotch, which would enlist Stevie wonder and Ray Charles as spokespeople within the late '70s. As Memorex advertising manager Jack Rohrer informed Billboard in 1976, the company essential to "capture the consideration of more youthful tape users who are just researching to respect cassettes."

So Memorex produced a sparkling business teaming Fitzgerald with Melissa Manchester, a rising 25-yr-historic singer-songwriter ideal usual for the hit "midnight Blue." Manchester had sung backup for Bette Midler within the Harlettes and labored as a body of workers songwriter for Warner-Chappell. and she or he'd been a loyal Fitzgerald fan from the second she heard the singer's Gershwin songbook album as a bit woman. "I had no thought what she turned into singing about, but I determined there after which that i needed to live the place she lived. She simply turned into my guiding mild through my total lifestyles," she says. "once I first obtained to meet her on the set of the Memorex business, she was so jolly and so expensive and so huggy. I instantly felt confirmed of all I had hoped for: that she was simply mind-blowing in every method."

within the spot, Manchester become extremely joyful to flunk what she now remembers as a "kosher" "Ella or Memorex" listening check. "no person's superb!" quips Fitzgerald, embracing Manchester.


within the advert, Fitzgerald appears thoroughly herself onscreen — and during this spot's generational scheme, that signature warm, matronly appearance had particular that means. Manchester, in the meantime, recalls wearing she considered applicable apparel, a free blouse and denims, however was known as off the set after a take or two. "My supervisor said to me, 'The producer would such as you to put tape over your nipples for the subsequent shoot,'" she remembers. within the mid-70s, a braless vogue was fashionable and would have resonated with more youthful consumers, but Manchester wasn't allowed to sport that seem to be. however, Fitzgerald become granted her regular autonomy of self-presentation.

"I feel Ella turns into a kind of maternal determine in that advert," Judith Tick says. "She's passing the torch to Melissa Manchester. not the torch of jazz, but the torch of endorsing Memorex or the torch of purity of tone." as the industrial aired on tv, Manchester's rich, dramatic voice grew to be a radio staple on ballads just like the Ice Castles theme music "during the Eyes of affection" and her 1979 hit, "do not Cry Out Loud."

With the creation of the car cassette deck, Sony's liberate of the first Walkman and the becoming phenomenon of mixtape sharing, cassette sales have been very an awful lot on the rise at the conclusion of the '70s. but the Fitzgerald Memorex partnership confirmed indications of wear and tear. A 1979 Memorex spot featured Fitzgerald contrary jazz flugelhorn player Chuck Mangione, who performed "Feels So good," his infrequent instrumental hit.

right here the roles are inverted: Fitzgerald sits outside the booth listening for the change between Mangione's live performance and a cassette recording.


though this edition with Mangione aired widely, Fitzgerald's transition from are living singer to passive inventory icon implied her obsolescence. The generational shift initiated within the Manchester spot is completed here, with Mangione's youthful enthusiasm and trendiness overshadowing Fitzgerald's basic appeal. The crusade had run its path. And as well-known as cassettes were becoming, they accounted for only 15 % of Memorex's complete revenue. The company's deep losses in the early '80s would on the spot the sale of its consumer company, including its cassette campaign, in 1982.

for many of a decade, the Memorex classified ads introduced Fitzgerald as an exemplar of sound constancy, mannequin of authenticity, and most significantly, her own artist. Fitzgerald's peer Billie break had her tragic legend overtake her artwork in the broader way of life. In distinction, Fitzgerald's late-profession Memorex ads put her inimitable fashion and voice correct at the core of her customary recognition, helping to develop the legend of her art itself.

The classified ads made Fitzgerald into a folks hero synonymous with cassette technology. toddlers in the street known as out to Fitzgerald as "The Memorex lady," to her delight. She'd tell of airline pilots warning her now not to sing on their flights for fear of broken plane home windows. The ad crusade capitalized on a folk legend concerning the human voice's glass-breaking drive; it mythologized Fitzgerald's vocal vigor as timeless and inescapable. Nothing become immune. A 1987 Jet magazine information item mentioned the Memorex spots as it stated that firefighters had rushed to Fitzgerald's Beverly Hills home after her singing triggered a fireplace alarm — all while she become getting better from open-coronary heart surgery at age 69.

Now, many technologies later and a long time after Fitzgerald's 1996 dying, these cassette classified ads might also feel like the distant past. but the query of how we relate to analog or digital voices has by no means left us: Memorex's marriage of cassette technology and Fitzgerald's musical presence resonates today in our relationship with AI voices like Siri and Alexa. Fitzgerald's interesting talent and persona in these 1970s spots point to why her voice in certain endures as a hallmark of style, excellent and invention. handiest Ella Fitzgerald, within the dwelling, singing flesh, might have become The Memorex lady. She became an American usual.

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