This postcard mailer from La Cave, a prominent music venue in Cleveland, Ohio, advertises an exciting lineup of performances spanning October, and into November 1968. The Velvet Underground is prominently featured among the eclectic acts scheduled at this venue, showcasing the venue’s commitment to hosting groundbreaking artists. The mailer serves as a promotional piece, blending bold text and creative design elements to capture the reader’s attention, although the artist behind this distinctive style remains unknown.
What adds an extra layer of historical intrigue to this mailer is its recipient: Hugh “Jeep” Holland, founder of the A-Square Record label in Ann Arbor, Michigan. Holland was a pivotal figure in the music scene and is credited with giving Iggy Pop his iconic nickname. The connection between La Cave and Holland reflects the deep ties within the 1960s music world, where influential figures and venues often intersected to shape the cultural zeitgeist.
Printed on brightly colored paper with contrasting ink, the mailer effectively conveys the dynamic energy of La Cave’s diverse programming. In addition to The Velvet Underground, it highlights a range of acts, showcasing the venue as a hub for both emerging and established talent during a transformative era in music history. This mailer is not just a promotional tool but also a tangible artifact of the 1960s music scene, encapsulating the creativity, interconnectedness, and cultural importance of the artists, venues, and visionaries of the time.
