THE GOLDEN AGE OF JINGLES
This article originally appeared in Radio World
By Ken Deutsch
The 1960s were turbulent years in our culture. We had The Beatles, protest rallies, miniskirts, pop art, psychedelic drugs and transistor radios. Coming from those tinny Stone Age personal listening devices was a mixture of sounds as chaotic as the decade. And God looked down and called it Top 40.
Most markets big enough to support a Dairy Queen had two AM rockers battling it out for ratings supremacy. Most of these stations played pretty much the same music and ran the same commercials. They had similar screaming personalities talking over the record intros. What made each station unique was its jingles, those little 20-second big band-style songs that sang the call letters, frequency and perhaps a slogan such as "Radio-A-Go-Go" or a host's name, "Wolfman Jack!"
I owned a few "name sings" of my own courtesy of several stations
where I worked, and believe me, that was one of the very few perks
of being a jock at the time.
These musical novelties could be sung by mixed vocal groups, all-guy or all-girl ensembles; even children. Recording artists such as Barry Manilow, Rita Coolidge and Janie Fricke spent their youth toiling in the jingle fields before hitting it big.
Some of the most popular jingles weren't sung by a voice at all, but by an electronic device invented in the early '40s to aid people who had lost the use of their vocal chords: the Sonovox.
But the art of the jingle has been out of favor for years. People of a certain age, like me, fondly remember these little shots of aural energy; younger folks might look askance at the term "radio jingle." For a refreshing blast from the past or, if you are unfamiliar, a little taste of what these jingles sounded like can be found at Ted Tatman's JingleSamplers.com. Full disclosure, I contribute greatly to that site and just recently added some more prime, vintage, U.S. Grade A jingle goodness to it.
To hear me and several others ramble on the subject for three minutes, check out this NPR interview.
I authored this Tom Merriman tribute in 2009 for Radio World.
For those requiring even more knowledge on the arcane world of jingles, I've written a couple books on the subject, which can be downloaded cheap from Amazon. Check them out here.
Ken Deutsch is a retired jingle producer and historian.
Copyright Ken Deutsch, 2016. All rights reserved.
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