In 1939, Alex Steinweiss was employed at Columbia Records as the first art director for the company and decided to spruce up and repackage vinyl records. We all know the result, album cover art has become an important part of music and pop culture. (Prior to Steinweiss's creative influences, records were generally stored in plain, undecorated packaging).
For collectors, album cover art can sometimes be as valuable as the vinyl record it holds. For instance, one of the most famous album covers of all time, the Beatles “Sgt. Pepper's Lonely Hearts Club Band” cover was one of the most inventive at the time and included cut out inserts and lyrics. The price one would pay for a copy of this album is influenced by whether or not it has the original contents and they are intact. There are many album covers that included posters of the band as well and other “perks” for the buyer and all these elements factor into the resale price and collectiblity.
There have been many dynamic and world-famous album covers. Consider the Beatles' album “Yesterday...and Today” (1966), also called the “butcher block album” because the Beatles were pictured on the front cover wearing white butcher coats surrounded by bloody meat and cut up dolls. The album was quickly pulled by Capitol Records after the company received numerous complaints from reviewers and DJ's. The company recalled the issue and ordered a new cover but did not want to waste the several hundred thousand that had already been printed. Capitol then hired part-time helpers to remove that photo from the cover and paste on the new photo for the cover. But, it seems that there were many lazy employees and to save time, they just pasted the new cover on top of the old cover and the one that was supposed to be removed. The result is three different versions of that particular album and a collector's dream, the different versions of the album are worth several thousand dollars (prices vary-check a record price guide to ascertain exactly what album you may have to get the exact price).
Album cover art has also spawned numerous web sites in which to view famous covers and designs, readers' favorites and top ten lists. One such site, www.superseventies.com offers a comprehensive look at some of the most famous covers from the 1970's including the Sex Pistols “Never Mind The Bollocks,” the Eagles “Hotel California,” Pink Floyd's “Dark Side Of The Moon” and the Rolling Stones' “Sticky Fingers” among others. Additionally, www.superseventies.com offers their reader's favorite seventies album covers (more than 300) with detailed descriptions and reviews of each specific release. This is a great way to spend a rainy day, as you discover some of the best album cover art of the 70's.
Album cover design is an art form and allows the musicians greater control over the content and another important avenue in which to express themselves. In my humble opinion (and I share this opinion with countless others), with the advent of the CD, the music buying public lost a national treasure, album cover art. It is part of pop culture and recorded music in general. Sure, Cd's offer you a “stripped down” version of the original cover art, but it certainly pales in comparison to the real thing. I am sure Mr. Steinweiss would totally agree with me.
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CDs and computer files fail to give an artist or group a proper canvas in which to display their visual art, to help create an image of who the group is. After all, not everyone buys a record strictly for the music.
?Album cover art historically catered to recognizing some customers will purchase an album just for the cover art,? said Gary Freiberg. ?Now this commercial pursuit, perhaps the most creative product packaging there has ever been, has become an American art form with significant social importance.?
?Album cover art is a unique depiction of the evolution of our society,? explained Gary. ?Since it was first introduced in 1939-40 it has evolved both in format and subject matter. Initially album covers were drawn illustrations; Alex Steinweiss, the creator of the art form, has a strong European poster influence. Steinweiss covers are among the few that are ?signed? by the artist; his name is typically along the right side edge on the front of the album cover he designed. In the fifties technology advancements in photography replaced illustrated covers with head shots and scenes depicting ?typical? life at the time, everyone was white, wore a tie or cocktail dress and had perfect children. It was Sgt. Pepper that changed it all graphically, creativity zoomed after that release and compared to what had been, the gloves came off on what was acceptable.?
Freiberg continues, ?However; regardless of the graphic method, album cover art has always depicted our social values, racial attitudes, lifestyles, fashion and political views in a way that is only seen in the art form. It reflected who we were, who we were supposed to be, and at times, led who we became.?
Discussing the roots of album cover art Gary Freiberg adds, ?When Alex Steinweiss was hired by newly formed Columbia Records to be their art director, he was the first in the industry to create advertising material to promote a company's musicians. His background was in poster art and was heavily influenced by French and German artists. Steinweiss had a logical idea; he suggested discerning different artists and their music by having art on the paper packaging in place of the plain brown paper packaging that was customary when individual records were first introduced. The brown wrapped records promoted the record company; there was no promotion for the artist or the music other than the hole in the center that allowed reading what the record was. The idea had merit since there were no record stores, records were sold in the back of appliance stores. Steinweiss argued an art cover would make the customer stop, pick up and want to look at the record. Thus a better likelihood they would buy it. One of the first attempts, a record of Beethoven ?hits? had an 800% increase in sales.?
?History has shown this was pure genius, not just because it revolutionized the marketing of music, but for the accidental visual recording of a society that dramatically changed in the forty year tenure of album cover art.?
Continuing, Freiberg says, ?Steinweiss may have been the catalyst to change the visual representation in album cover art but it was the record companies that brought the social changes into visual form. Several record companies, Specialty Records, who gave Little Richard, Larry Williams and others their break, the Jazz label Bluenote and later Motown, were particularly influential in promoting civil rights when this country was experiencing race relation changes that had been building for years.?
?Like Specialty, Bluenote was distinctive in that they did not hide their black artists on the album cover. It was common, with some exception, for record companies to hide black artists from public view,? said Gary.
?Were they racist or just reflecting society?? Freiberg rhetorically asked. ?Having a black artist on the cover was very socially controversial at the time.? He then quickly adds, ?But doing so was a reflection of what was happening in society at large and was a part of the puzzle that coalesced into legislation changing racial equality.?
Asked about the influence of the respected Bluenote label, Freiberg explains what made this company revered among record companies.
?They had a very, very unique and cohesive integration; the recording, the pressing and album cover art were all combined to present the product. There leadership was not confined to who they put on the album cover. Designer Reed Miles was the primary graphic artist and he wanted to know the mood and the intent of each one of the records that Bluenote produced. His goal was to then integrate the cover art so that it would reflect and be consistent with the mood of the music. It was a step forward that other companies emulated but perhaps not until Sgt. Pepper accomplished.?
In our next article, we will discuss the Beatles? majestic and historic Sgt. Pepper album with Gary and why it is so popular and innovative, as well its role in the historic album covers of all time.
