1993, English, Poster, chart, other edition: Postcards, Mushroom Records

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Postcards, Mushroom Records
 
Bookmark: http://trove.nla.gov.au/version/172512189
Physical Description
  • Advertising postcards
  • Ephemera
Published
  • 1993-1998
Language
  • English

Edition details

Title
  • Postcards, Mushroom Records
Published
  • 1993-1998
Physical Description
  • Advertising postcards
  • Ephemera
Subjects
Summary
  • Postcards (9), rock music, paper /​ cardboard, made for Mushroom Records, used by Mushroom Records, Melbourne, Victoria, Australia, 1993-1998 Nine postcards promoting Mushroom Records' recording artists. Postcard, Vika and Linda, 'Princess Tabu', white text on brown background Postcard, Chris Bailey, '54 Days at Sea', black and white image of Bailey and a statue Postcard, 'Swoop, Blood Runs Hot', white background Postcard, 'The Mavis's, Lever', red heart on blue background Postcard, 'Garbage, I Think I'm Paranoid', yellow pyramid on green background Postcard, 'Deni Hines, Imagination', red text on blue background Postcard, 'Yothu Yindi, Freedom' Postcard, 'My Friend the Chocolate Cake, Throwing It Away', streetscape illustration Postcard, 'Nikka Costa, Treat Her Right', showing 14 young women.
Notes
  • These postcards have significance as examples of products used by the independent Australian company Mushroom Records to promote its recording artists. Mushroom was established in 1972 by Michael Gudinski and Ray Evans, two young Melbourne entrepreneurs. They approached Festival Records to handle manufacturing and distribution. The two companies formed a long-lasting and fruitful relationship. For the next 25 years Mushroom's discs were made, distributed, marketed and promoted by Festival Records. In its early years Mushroom struggled with innovative but uncommercial bands such as Madder Lake, Mackenzie Theory, Ayers Rock and the Dingoes. It was in 1974, when the first Skyhooks album was released, that the company became a viable proposition. Mushroom signed most major Australian acts through the 1970s. Skyhooks was followed by Ol' 55, the Sports, Renee Geyer, the Swingers, TMG and Christie Allen, and many dozens of others. Mushroom broke new ground with the unconventional New Zealand band Split Enz, a risk that paid off in 1980 with the release of 'True Colours'. Gudinski became Australia's top music entrepreneur, developing a large local publishing catalogue with Mushroom Music, the booking agencies Harbour/​Premier, a touring company, merchandising, management and later a film and television company. In 1981 he started White Label Records, an alternative Mushroom label, to release innovative music. Gudinski's biggest coup came in 1987 when Kylie Minogue joined the Mushroom stable and soared to the top of the charts in Australia and the UK. Jimmy Barnes recorded a series of hit albums for Mushroom, culminating in the 1991 release of 'Soul Deep'. Mushroom served as Festival's de facto A&​R department. Festival spent large sums helping Mushroom with production costs, marketing and promotional gimmicks like t-shirts, posters, badges, stickers and cards. In the early 1990s Mushroom continued to have a large roster of Australian artists including Deborah Conway, Yothu Yindi, Archie Roach, the Badloves, Christine Anu and Deni Hines. In 1993 Gudinski sold half of Mushroom Records to Festival's owner News Ltd, retaining the casting vote as chairman of Mushroom. The injection of new capital helped Mushroom put in place a global strategy to release more Australian artists internationally and increase even further its large stable of performers. New signings such as Nikka Costa, Swoop, the re-formed Cold Chisel, Leonardo's Bride, Deadstar, and the Mavis's mingled with established Mushroom acts like Vika &​ Linda and Hunters &​ Collectors. In 1998 News Ltd acquired the remaining half of the Mushroom group of labels, the management of Mushroom Records merged with Festival and the combined entity became known as Festival Mushroom Records. The company retained fewer recording artists. In 2005 the multinational conglomerate Warner Music bought Festival Mushroom Records.
Language
  • English
Image Number
  • 380066
  • 4192
  • 2008/​92/​2

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