Music: 35-cent Records

35¢ Records

Smart Jack Kapp has worked for phonograph companies since his high school days, when he ran errands during summer vacations. Smart Jack Kapp worked eight years for Columbia, eight years for Brunswick. He discovered many a new talent, promoted many a new selling scheme only to see the phonograph industry languish under the blight of radio.

Smart Jack Kapp left Brunswick lately, decided that popular records would have to be cheaper. He founded his own company, Decca Records, Inc., which for 35¢ apiece will have discs on the market this week made by Bing Crosby, Guy Lombardo, the Mills Brothers, the Casa Loma Band, Frank Crumit, Victor Young, Isham Jones. Jack Kapp’s claim: All other cheap records have been made by obscure or mediocre performers. His white hope: Bob Crosby, young brother of Bing.