Above Left: BOSTON GLOBE, May 8, 1958: LOSE LEGAL FIGHT FOR ROCK 'N' ROLL
Alan Freed (right), disc jockey, with Monte Bruce, promoter of planned New Haven performance, shown entering court to seek injunction against city ban on rock 'n' roll. Court upheld ban. (NOTE: Monte Bruce's wife, Toni, was Alan Freed's step-daughter.)
NOTE: In the 1950's, Monte Bruce was proprietor of several record labels, including Bruce/Marble (with Morty Craft, Leo Rogers, 1953-55), Holiway (with Morty Craft, Leo Rogers, 1953), Scope (with Morty Craft, 1955), Tetra (1956-57), and Power (with Morty Craft, Leo Rogers, 1958-59).
THE CASH BOX, May 5, 1956:
...Monty Bruce, who was formerly allied with Leo Rogers and Morty Craft, tells us he is making plans to come back into the business as a manufacturer on his own. Rogers is now associated with Andrea Records and Craft with Melba Records...
THE BILLBOARD, August 18, 1956: BRUCE FORMS TETRA LABEL
NEW YORKMonte Bruce, a former partner in the now defunct Bruce Records operation, is returning to the business with a new label, tagged Tetra Records. Bruce and his wife Toni claim to be the sole owners and operators of the new label and its affiliated Tetra Music Corporation, a pubbing firm connected with Broadcast Music, Inc. [BMI]
Already signed to the Tetra label are a rock and roll group, the Neons, and a rockabilly singer, Bill Flagg. Several distributors have been set, including Tico in New York. Bruce sold out his interest in Bruce Records and the affiliated Nuway and Belvedere publishing firms to his partner, Leo Rogers, more than a year ago.
THE CASH BOX, July 28, 1956:
...We learn that Toni Bruce, Alan Freed’s daughter, has formed a new record company, Tetra Records, and has already released her first record, “Angel Face”, by The Neons. Also just released is “Go Cat Go” by rock-a-billy Bill Flagg...
THE CASH BOX, August 18, 1956:
...Monte Bruce tells us his new label, Tetra, has gotten off to a nice start with both the Neons’ “Angel Face” and “Go Cat Go” by Bill Flagg stirring up activity in several areas. “Go Cat Go” was just picked by the teeners on Dick Clark’s “Bandstand Show” in Philly. This means Clark will give the deck heavy exposure all week...
THE CASH BOX, September 1, 1956:
...Monte Bruce seems to have come up with a couple of winners in his initial releases on his new label, Tetra. They are “Angel Face” by the Neons and “Go, Cat, Go” by Bill Flagg. Both decks have shown strong action in New York, Newark, and Philadelphia...
TRADE MAGAZINE (September 1956): ....Monte Bruce reportedly at work negotiating with the Ponds Cosmetic people to work out a national promotion tie-in with his disking of "Angel Face" by the Neons on Tetra. One of Ponds products is called "Angel Face"....
THE CASH BOX, September 22, 1956:
...Monty Bruce excitedly reports that both of his releases have been picked as “record of the week” by different jockeys. “Go Cat Go” by Bill Flagg has been picked by Buddy Dean (WITH-Baltimore) and “Angel Face” by The Neons has been chosen by Jay Perry, Arlington, Va. deejay...
THE CASH BOX, September 29, 1956:
...Monte Bruce, Tetra Records, calls in to tell us his “Go Cat Go” by Bill Flagg, has been getting such exciting reaction that it looks like it may overtake “Angel Face” as his number one record. Both decks have been building nicely...
THE BILLBOARD, August 24, 1959:
...Monte Bruce, who is managing artists and handling radio and TV production work these days in New Haven, Conn., became the father of a boy, Harry Jonathan, last week...
THE CASH BOX, September 2, 1959:
...Very Cute record the Monte Bruces are sending around, celebrating the birth of their son, Harry Jonathan. Pop's now with WNTA's "Rate The Record"...
THE BILLBOARD, August 22, 1960:
...Vet record man Monte Bruce became a father again last week, this time of a girl. Wife Toni is doing fine...
THE CASH BOX, September 3, 1960: INDEPENDENT, NEW BRUCE LABEL, TO BE HANDLED BY LAURIE
NEW YORKMonte Bruce has just concluded a deal with Laurie Records whereby Laurie will handle the national distribution of Bruce’s new label, Independent Records. First product under the deal is an LP by guitarist Vincent Bell and His Quartet, “Soundtronic Guitar”. LP will be issued in mid-September. A single from the album, “Dance” and “Caravan”, was released last week.
Bruce is currently hitting with “Shortnin’ Bread” by Paul Chaplain (Harper), a master he picked-up which is being distributed by Bruce and George Goldner.
THE CASH BOX, June 3, 1961:
...Neptune’s general manager, Monte Bruce, thrilled with the action on Baby Washington’s “Nobody Cares”, expecting Wilbert Harrison’s “Off To Work Again”. Monte sez he cut the date on a Friday and had it out on the following Monday...
THE CASH BOX, August 5, 1961: NEPTUNE ADDS ARTISTS
NEW YORKMonte Bruce, general manager of Neptune Records, last week announced the signing of the Spaniels and Pookie Hudson, writer and lead voice of the group that originally hit with “Goodnight Sweetheart”, “Baby, It’s You”, and “Crazy Baby”, among others. Artists’ first release couples “For Sentimental Reasons” and “Meek Man.”
Bruce also announced the formation of a new subsidiary label, Prigan Records. The debut release, titled “Once Again” and “Tell Me Why”, features Nate Nelson, former lead voice on the Flamingos’ sessions that included such hits as “I’ll Be Home”, “I Only Have Eyes For You”, “Kiss From Your Lips”, and “Nobody Loves Me Like You Do”.
Neptune, curently represented in the singles field with Baby Washington’s “Nobody Cares” and Wilbert Harrison’s “Off To Work Again”, and Prigan are also set to enter the album category in the coming weeks.
THE BILLBOARD, February 9, 1963: RADIO MAKES AN LP ROCKET
NEW YORKWhen an unknown album on an unknown label sells more than 50,000 sets in less than 60 days through radio exposure alone, that's news. The news was made by the Mark -Fi label, through a successul radio spot mail-order campaign set up by vet record man Monte Bruce of the Metlis Lebow Agency in New York. The album, which contains 20 oldie rock and roll hits, retailed for $2.98.
Bruce set up the radio spot campaign in 20 U. S. cities, including such key markets as New York, San Francisco, Los Angeles, Detroit, Chicago, Pittsburgh, Philadelphia, Washington, Baltimore, Boston, Dallas, Fort Worth, and Houston. Key jocks were used on key stations of many types, including Top 40, rock and roll, and r.&b.
More and more firms have been using radio spots to sell albums. Original Sound, pioneer label in the oldies but goodies groove, also pioneered in using radio for old rock and roll wax, and has been eminently successful with it. Recently, many other labels have gone on big radio campaigns with striking results.
Bruce's campaign for Mark-Fi, however, is slightly different in that the records were sold by mail order after the orders came in as a result of radio spots. Bruce told Billboard that radio and TV exposure was still a virgin market for LP sales, and that he was planning new campaigns for other labels using radio exclusively.