This two-sided fold-over postcard mailer advertises a lineup of performances at La Cave, Cleveland, Ohio, spanning October and November 1968. The striking blue-and-white design features scheduled performances by a range of artists, including SRC (formerly Scott Richard Case), The Velvet Underground (October 4-5), Blues Magoos, Ten Years After, and Traffic, among others. Measuring approximately 8 1/4 x 8 inches, this unique artifact provides insight into the vibrant music scene of the era.
On the front, promotional imagery for SRC dominates the left, highlighting their October 4-5 shows, while the schedule occupies the right. A creative advertisement for the participating artists showcases their latest achievements and albums. The back provides additional detail, including a mailing address for Hugh “Jeep” Holland, founder of the A-Square Record label in Ann Arbor, Michigan. Notably, Holland is credited with giving James Osterberg the nickname “Iggy Pop,” adding to the cultural significance of this artifact.
The promotional material incorporates a coupon for discounts at Disc Records, emphasizing its dual function as a promotional and interactive collectible. The mailer not only reflects La Cave’s eclectic lineup but also captures the marketing ingenuity of the late 1960s music industry.
