This two-sided mailer advertises The Velvet Underground performances at La Cave in Cleveland, Ohio, on April 26, 27, and 28, 1968. Printed on light green card stock, the mailer measures approximately 11 x 4.25 inches. The front side lists The Velvet Underground alongside other performers appearing at La Cave in April, including Blood, Sweat & Tears, The Linn County Blues Band, Phil Ochs, and Dick Wedler.
The mailer prominently mentions the Velvet Underground’s “New Verve LP, White Light-White Heat,” tying their appearance to the promotion of their avant-garde second album. The text is styled in bold, hand-drawn typography, emphasizing the dynamic and countercultural energy of the venue’s lineup. Dates and details are presented with an informal, playful tone, with humorous commentary accompanying acts like “Linn County is located somewhere between Chicago and San Francisco.”
The back of the mailer features a striking, flowing illustration of a woman’s face framed by organic, swirling lines, capturing the psychedelic aesthetic of the era. The accompanying text reads, “La Cave – The Experience of Music and Communication,” reflecting the venue’s commitment to intimate, innovative live performances. The La Cave address (10615 Euclid Ave., Cleveland, OH) and return postage information complete the design, making this both promotional material and a functional mailer.
This mailer exemplifies the intersection of art, music, and communication during the late 1960s, offering a snapshot of The Velvet Underground’s presence in the vibrant underground music scene.
Below is an image of the back side of the mailer.
