All posts by ImagesMusicales

Songs about light

Arlita‘ (Chanson Lumineuse – Het Lied van het Licht) by Daniel J. A. Van de Vyver, published by Le Reveil Artistique (s.d. Brussels). Illustration attributed to Marcel-Louis Baugniet.

This superb geometrical cover suggests the song is about a beautiful girl named Arlita. Far from it though, it prosaically sings the technological praise of a light bulb! The glass lamp is represented here by large discs in shades of purple around the fleshy rose face of a girl. The design is attributed to Marcel-Louis Baugniet (1896-1995) a Belgian painter, furniture designer and decorator. The drawing certainly reflects his style which was influenced by Bauhaus, cubism, De Stijl and Russian constructivism.
In the girl’s 
traits many like to recognise the portrait of the Brussels dancer and artist Akarova (born Marguerite Acarin, 1904-1999). 

Portrait of Akarova, in A-Z Hebdomadaire Illustré (No 16, 9 Juillet 1933).

Akarova was an emancipated garçonne. Her fame as a dancer earned her the unofficial title ‘the Belgian Isadora Duncan’.  In 1922 she married Marcel-Louis Baugniet. Both designed the avant-garde costumes and decors for her stage performances and continued to do so after their rather brief marriage. They stayed friends though, and both lived well into their nineties.

Left: ‘Lettres Dansantes’ costume design for Akarova by Marcel Baugniet, 1923. Right: ‘Akarova dansant’ by Marcel Baugniet, 1924.

Philips, the producer of the Arlita light bulb, is a Dutch company founded at the end of the 19th century. Immediately after WWI a Belgian branch was established. From there the Arlita lamp was manufactured and launched in 1929. A massive advertising campaign —including press articles, brochures, publicity folders, albums and posters— heralded the birth of the frosted lamp. 

Adverts for the Philips Arlita light bulb (Source: Kunst in de Philips Reclame)

It is in this marketing storm that one has to situate the sheet music above. The song and the publicity celebrated Arlita as a wonder of technology and cost cutting. To deliver this last message the marketeers even introduced a nasty Gollum-like figure: the current devourer (or stroomvreter in Dutch).

The current devourer or ‘stroomvreter’ in Philips’ campaign for the Arlita light bulb.

The marketing strategy led to a commercial success. The Arlita sales soon accounted for 80% of the turnover. The Arlita bulb was  followed by the super Arlita, and then came the bi-Arlita with a double filament. One man was at the heart of the marketing operations: Jacques Vink. He had been involved with the international advertising department of the Philips house in the Netherlands, before becoming head of the Belgian branch. From his beginnings in 1907 Vink regularly gave artists assignments to create publicity. And once in Belgium it was but a further step to ask avant-garde Belgian artists to design merchandising in order to promote the Philips light bulbs. In this way he ordered this silverware salt shaker from Oskar Wiskemann…

Oscar Wiskemann: silver-ware salt shaker for Philips.

… and a set of playing cards with various instances of the lamp, hidden in the pictures.

Advertising playing cards in art deco style, manufactured by Etabl. Mesmaekers Frères S.A., Turnhout, Belgium. (Source: The World of Playing Cards)

The Arlita campaign coincided with the fiftieth anniversary of the invention of the light bulb by Thomas Alva Edison. To anticipate this event Philips supported a series of school lectures throughout Belgium. Moreover, Jacques Vink also devised a delicate attention for the parents who’s baby was born on October 29, 1929. They received a luxury box with an Arlita lamp. He even sent one to Edison himself who replied with a friendly letter.

Edison‘ (Grande Valse Electrique) by Albert de la Gravelière, published by Léopold Cerf (s.d. Paris) and illustrated by Buval.

We discovered in our collection another publicity for light bulbs. It is more than a decade older and is for Osram, the German competitor of Philips. The name of the light bulb holds an oriental flavour: Osram Pacha.

Osram Pacha‘ by Emile Doloire, published by Delormel (Paris, 1913) and illustrated by Pousthomis.

The illustration is by Pousthomis who got his inspiration from a 1911 poster by D. Vasquez Dial. The composer fantasised about the brand name Osram, which is derived from osmium and wolfram (German for tungsten). Both these elements were commonly used for lighting filaments. Maybe the name Osram, in its resemblance to Osman I, the founder of the Ottoman empire, inspired Pousthomis to draw this oriental dance setting for the German light bulb. This consonance can also explain why the lamp was christened Pacha, ‘pasha’ being an honorary title in the Ottoman empire.

Osram publicity poster by D. Vasquez Dial, 1911.

We will end with a documentary as a tribute to Thomas Edison, who is granted the invention of the incandescent bulb although it is the work of many inventors, rather than his lone genius. A pity he didn’t invent a hearing aid.


Valse Tabromik by Otto Heitzmann

‘Valse Tabromik’ by Otto Heitzmann, published by Gebethner & Wolff (Warsaw, 1921) and illustrated by Wilhelm Ludwik Rudy.

Alexandra Chava Seymann wrote us from Vienna about her grandfather, the composer of Valse Tabromik. Otto Heitzmann (1885-1955) was born in Linz, Austria. His parents continued the prestigious Viennese piano company founded by his grandfather Johann Heitzmann in 1839.

Otto M. Heitzmann (private collection of Ms Seymann).

But as Alexandra Seymann tells us “Otto M. Heitzmann turned out to be more interested in actually creating and making music than in manufacturing pianos. He became a composer, conductor and music director. He worked in Poland, Denmark, Iceland, Austria, Germany, and the Czech Republic. He was married three times, first in Poland, then in Denmark (where he left two children), finally in Austria (where my mother was born). Unfortunately, due to his vagrant life, two world wars, and also family conflicts (his third wife was not exactly happy with his artist’s life and cut ties with him), there is close to nothing left of his portfolio.

Otto Heitzmann composed the Tabromik walz while working in Poland in the early Twenties. The sheet music is used to promote Tabromik, a vodka and liquor factory in Poznán and Gniezno, Poland. The brand took its name from the first letters of the factory owner’s name, Tadeusz Bronislaw Mikołajczyk (1895-1933).

Tadeusz Bronislaw Mikołajczyk (source: ‘Mistrz interesu i przegrany w życiu‘ by Rafał Wichniewicz) .

Mikołajczyk was an ambitious businessman who had only completed elementary school. He taught himself marketing and advertising and founded Tabromik in 1920. It is not clear where he got the funds for the company’s development but after a year it is said he already employed 250 people. He also started other successful projects but got involved in speculative and shady business and ended up bankrupt. Shortly thereafter, he died young as the result of an accident.

The illustration of the sheet music was created by Wilhelm Ludwik Rudy (1888-1940). The same year Rudy also designed a set of air mail stamps. They were issued by Aerotarg, the first Polish airline, in agreement with the Polish Post. Attached to each stamp was an advertising label, inscribed T.A.B.R.O.M.I.K. These stamps had to be bought for airmail in addition to the normal postage rate.

The left stamp shows a Junkers F-13 plane dropping mail over Poznan. The right one shows Icarus against Poznan’s sky. Both designs by Wilhelm Rudy. (source: wikipedia)

The short-lived Aerotarg was founded in Poznań in 1921 in order to serve visitors of the first Poznań Industrial trade fair. The organizers of the fair financed the venture. Aerotarg leased six Junkers F 13 aircrafts and the first regular Poznań-Warsaw and  Poznan-Danzig flights were set up.

Junker F13 used by Aerotarg for the Poznań-Danzig connection, 1921.

Between May and June the newly created airline transported  around 100 passengers and 3 tons of parcels. The venture turned out to be unprofitable and ceased operation less than a month after it’s start-up. The fair committee lost its venture capital.

Wieczor‘ (Le Soir) by Jan Rozewicz, Published by Gebethner & Wolff (Warsaw, 1922) and illustrated by C.F.

In the copyright statement of Valse Tabromik Mikołajczyk proudly mentions Tabromik’s ‘Publishing and Advertising Department‘, giving it a prestigious cachet Compared to other Polish sheet music from the time though, it looks to us a rather clumsy publication. It is printed in black and white on thin, cheap paper with the notes shining through. The typography is uninspired. In an attempt to brighten up the cover Wilhelm Rudy drew a slightly bizarre couple: he grins idiotically at his waltzing partner while she —oblivious to her fraying hat— stiffly tries to ignore an upcoming nipple gate.

Valse Tabromik, detail.

Apart from the few air stamps above, I could find almost nothing about the life and work of this illustrator, although there is the horrendous fact that Wilhelm Rudy died in the Katyn massacre in April 1940.

To conclude, Alexandra Seymann explains how so few things have remained from her grandfather’s musical opus: “Otto Heitzman died in 1955 in Waidhofen an der Thaya (Lower Austria), Austria, at the age of 70; my mother was merely 11 at the time, and I never got to know my grandfather as I was only born more than two decades later; the children from his second marriage died before I could get in touch with them. The Heitzmann family is now dispersed all over the globe, but there is very little information and very few documents left of Otto. I try to piece together whatever I can find in archives, old newspapers, official records. Finding a complete composition is a beautiful and touching moment!

A Matter of Time

Cover illustration by Fabien Loris
‘How Many Times?’ by Irving Berlin (Francis-Day, Paris, 1926), illustrated by Fabien Loris.

After all the stories, we take a few moments to wish you all the best for the New Year. Serve yourself and select which time you’d like to spend in 2018.

A Good Time‘ by J. Aerts. Sheet music published by Louis Aerts, Paris, 1922. Unknown illustrator.
Summertime‘ by Harry Von Tilzer & Jack Mahoney (Von Tilzer, New York, 1908). Illustrated by Gene Buck.
Tulip Time‘ by Dave Stamper & Gene Buck, Editions Maillochon, Paris, 1919. Left illustrated by M. Labbé, right illustrated by H. Pidot.
Mister ragtime‘ by Maurice Yvain, Editions Francis Salabert (Paris, 1920) illustrated by Atelier Salabert. Right: ‘Gentleman Ragtime‘ by Adalbert Ernst Geyer, published by Musikverlag A.P. (Leipzig, s.d.), unknown illustrator.
Moonlight Saving Time‘ by Irving Kahal & Harry Richman (Francis, Day & Hunter, London, s.d.).  Unknown illustrator.
Moontime‘ by Walter R. Collins (Editions Francis Salabert, Paris, 1919). Cover by Roger de Valerio.
Nesting Time‘ by Mort Dixon & James V. Monaco (Publications Francis-Day, Paris, 1927). Cover illustrated by Fabien Loris.
LEFT: ‘Flirting Time‘ by Charles Ewart (Editions Francis Salabert, Paris, 1927), illustrated by de Valerio  —  RIGHT: ‘Ev’ry Time’ by Gordon Jenkins (ABC Music Corporation, New York, 1944), unknown illustrator.
Modern Times‘ by E. Bilbao, published by Manuel Villar (Valencia, 1916). Cover illustration by Arturo Ballester.
Killing Time‘ by Lionel Renieu, published by Edmond Possoz (Brussels, s.d.) illustrated by V. Valéry.
LEFT: ‘Piccaninnies Bed-Time Dance‘ by Theo Bonheur (W. Paxton, London, s.d.) , unknown illustrator — RIGHT: ‘Many’s the Time‘ by Fred Fisher (Harms Incorporated, New York, s.d.), illustrated by Gene Buck.
LEFT: ‘She’s Dixie all the Time‘ by Harry Tierney & Alfred Bryan (Jerome H. Remick, Detroit, 1916), signed N.E. — RIGHT: ‘May Time  Charming Fox Trot Song’ by Vincent Rose & B. G. De Sylva (Publications Francis-Day, Paris, 1924), illustrated by J V R.
Dancing Time‘ by Jerome Kern with French lyrics by Louis Lemarchand (Max Eschig & Cie, Paris, 1922). Illustration Robert Laroche.
LEFT: ‘In Vacation Time‘ by Harry Von Tilzer & Andrew B. Sterling (Von Tilzer, New York, 1905), ill. Jenkins — RIGHT: ‘Sometime‘ by Anatol Friedland &  A. Seymour Brown (Jerome H. Remick, Detroit, 1914). Illustration by Starmer.
Sometimes‘ by Fred Elizalde & Philip Seeley (Francis-Day, Paris, 1929). Illustration by Würth.

See you soon with a new sheet music story! Meanwhile, enliven your gray and cold winter days with Irving Berlin’s song How Many Times?