POPULARITY

NZ Truth, Issue 1301, 20 November 1930, Page 11

POPULARITY

7 OF OUR laori music

ENTERPRISE THAT IS HELPING N.Z.

FINE RECORDS

The enterprise of. the welliknown Parlophone company m establishing an Australian factory and catering for Australia and - New Zealand from inside, appears "to'be reaping its reward. ' W/ITH facilities for pressing and re- . cording m Australia the company has the advantage of being able to secure the immediate release of any records m popular demand, and" also to record singers and. artists known personally to the New Zealand and Australian public, and not, as is often necessarily the case with many famous overseas stars, by their press notices lalone. It is this attention to local tastes and preferences which has caused Parlophone to discover the Maoris for New Zealand. Before this company recognised the musical asset which the Dominion possessed, New Zealand--ers had been content to buy Hawaiian records by the thousand, but to-day; thanks •to the enterprise • of Parlophone, New Zealand has been brought to the realisation that it has its own native 'musicians who can produce melodies with all the popular appeal which gave the Hawaiian music its tremendous vogue. ' As a result of Parlophone enterprise, Maori music has now attained a world wide popularity, and has opened up a new trade outlet with undreamt of results m sales, while indirectly the company 'has performed a great service m the publicity field for this country. '..-*. Parlophone, at present, has a Jarge number of talented Maorj artists recording, arid whenever required these singers make the journey to Australia so. that they may obtain the advantage of studio recording. Ever since the 1 inauguration of electrical recording, the Parlophone experts have bent themselves to the task of perfecting the new method,.' and the measure of their success may be gauged from the popularity of tlie dompany's products. Gramophone owners far removed' from British and Continental centres of culture, have been quick to appreciate the distinctiveness of Parlophone records, and to value the great array "of international artists of which the company has . obtained recordings. "The company's enterprise m this dir rection, allied to its attention to the technical processes, has assured it of the support which! conscientous service must always command. ' In addition to the attention, given m the Parlophone laboratories to the well-known long-wearing qualities and silent surface of the records, other avenues of technical improvement are continually being "explored. The latest of these improvements to be incorporated m the Parlophone machines is the stroboscopic speed tester, -tfhich will undoubtedly further increase the popularity of the Parlophone gramophone, and reward the company for its progressive policy. "TE Taniwha, Matangi" and "Hoea 1 ,Ra, Tahi Nef Taru Kino" (A2803 Parlo.). The first two. of this quartet are delightful little love ditties, -while on the other side ; is the rousing Hoea Ra or canoe song. Ana Hato and Deane Waretini ' again record-ex-cellently m tliese attractive numbers.