Record Labels - American Record Corporation

Hover over each image for information about each individual label.

American Record Corporation (and the Plaza Music Company)

The American Record Corporation (ARC) was formed in July 1929 following the merger of the Cameo, Pathé, Emerson, and Plaza companies' labels. They were known for their series of budget labels, including Melotone (see Brunswick), Banner, and Perfect, as well as many dimestore records such as Oriole, Romeo, and Conqueror. They also manufactured Brunswick and Vocalion under license from Warner Bros. Beginning in 1934, ARC began producing Columbia records. ARC discontinued their budget labels in 1938, and was purchased by CBS in 1939.

In 1935 many ARC budget labels including Perfect and Melotone adopted a new style of catalog number format indicating the year and month of release, the music series and the number of its release in that month. For example "6-03-01" would be the first dance band release of March, 1936, or 6-03-55 being the fifth Race or country/western release of March 1936.

The ARC made a plethora of different labels, and many are not shown here (as I don't own any examples to display). Pre-ARC examples are displayed in this section, as well.

Banner

Banner was originally produced by the Plaza Record Company starting in 1922, originally as a client label for the S.S. Kresge Company (known today as K-Mart), but later expanded to a general budget label.

An ARC Banner, very similar to the pre-ARC variant, with some minor alterations. This example dates to 1932.

Around 1936, Banner switched to a red variation of their typical label along with their adoption of the ARC's new catalog numbering format. This example dates to 1936.

Conqueror

Conqueror records were originally produced by the Plaza Record Company (maker of Banner) for Sears, Roebuck, & Co. starting in 1926. ARC took over in 1929, and unlike most of their budget labels, which were discontinued in 1938, Conqueror remained in production until 1942. Conqueror did not adopt the new style of catalog numbers introduced in 1935.

The early 1930s style of label used by Conqueror, same design as before, but with a darker color, like the later design. This example dates to 1934.

A Conqueror record, produced for Sears, Roebuck. Unlike most other ARC labels, Conqueror continued until 1942. This example dates to 1937.

The final style of Conqueror label, much like the previous style, but the point at the bottom of the design has been removed, and 'Electrically Recorded' has been changed to 'Full-Range Recording'. Unlike most other ARC labels, Conqueror continued until 1942. This example dates to 1939.

Perfect

Perfect was originally produced by Pathé, and became ARC's "flagship" of their budget labels. See Pathé's gallery for earlier issues.

A black Perfect label with the original style of catalog number. This example dates to 1933.

A mid-thirties Perfect label with the later style of catalog number. This example is from 1936.

A later style Perfect label resembling the Melotone label. This example dates to 1937.

Romeo

Romeo was formerly produced by Cameo Records, before ARC's takeover, and produced records exclusively for sale at S.H. Kress. See Cameo's gallery for earlier issues.

The early 1930s ARC style of label used by Romeo, seemingly designed with an art deco ancient Roman theme. This example dates to 1934.

A later Romeo label using the later catalog system. This example dates to 1936.

Other ARC Labels

ARC produced a multitude of different labels, many of which don't have enough variations to warrant their own sections.

The American Record Corporation label was a special label for use in theaters in the early 1930s. They feature instrumental versions of songs released on other ARC labels, and have the same song on both sides. This example dates to 1933.

Domino was founded in 1924 and continued until 1933. Several different color schemes were used in their labels, but they all retained the same basic style. This style was the last major style, superceded by a special issue gold label. This example dates to 1928.

The Fox Movietone label was produced in the mid-1930s by the ARC for Fox Pictures, featuring music from Fox movies. This example dates to 1936.

Oriole was sold only at McCrory's, this label shows the style they used for most of their run. This example dates to 1929.

Regal was initially produced by Emerson, and was acquired by the Scranton Button Company in 1922. ARC took over in 1929. This example dates to 1929.

Irving Mills' 1937 Labels

In 1937, jazz impresario Irving Mills founded two record labels, Master and Variety. These records, made only in 1937, were produced by Mills' own company, Master Records, Inc. and pressed by the ARC. After the labels were discontinued, Mills' artists records were released with an "m" or "v" prefix on the catalog number, and bore the text, "Produced by Master Records, Inc." on the Brunswick and Vocalion labels, possibly even carrying over to early CBS Columbia records. Some records were also reissued on Brunswick or Vocalion. They primarily released jazz by artists such as Duke Ellington and Cab Calloway, and could be viewed as a sort of forerunner to the 1940s jazz labels such as Blue Note and Norman Granz' Clef and Verve.

Irving Mills' Master records appears to have released the 'classier' music of the two, from artists such as Duke Ellington, the Hudson-DeLange Orchestra, the Raymond Scott Quintette and Irving Mills' Swingphonic Orchestra. Master released 40 records.

Variety seems to have specialized in swingier, and more mainstream music, and made far more releases than Master, including records from artists such as Cab Calloway, the Mills Blue Rhythm Band, Red Nichols' Orchestra, and many other swing and jazz bands. Variety released 171 records.

Sleeves

A late Plaza or early ARC Banner sleeve featuring slightly different art than the earlier ones. Circa 1930.

A Conqueror sleeve as was used from the 1920s until the early to mid-1930s.

An Oriole sleeve as was used from the 1920s until around the early-1930s.

One of my favorites, a Perfect sleeve from around 1932, displaying some of their popular talent, including Ruth Etting, Cab Calloway, Roy Smeck, and Chick Bullock. Several variations on this sleeve were made.

A variation of the previous sleeve from the NRA era (1933-35), also displaying some of their popular artists including Cab Calloway, Roy Smeck, Will Osborne, and Gene Autry.

An example of a Regal Sleeve from the 1920s.

All images on this page created by R. Connor Montgomery, please do not reproduce without permission.