Sharper, richer, longer

After months of secret talks, Woolworth's two record suppliers announced that they planned to merge.

Joining forces would allow them to invest in the very latest technology, so that sounds could be recorded electronically with a microphone, rather than mechanically with a horn.

The technique not only improved the clarity of sound, but also the dynamic range, and allowed the grooves to be squeezed more closely together, increasing the playing time. What was more the 78rpm discs were larger too, bringing the total playing time per side to around three minutes.

The branding also received a major overhaul. The Victory's distinctive yellow labels and ship motif were eye catching, with clearer labelling and colour printed sleeves. One thing didn't change though. The sixpenny price was maintained, in keeping with the Woolworth maximum. Customers got twice as much record in four times the quality for exactly the same price. Sales rocketed and nearly ninety years later a quite remarkable number of the discs survive.

Listen closely and you will hear some of the biggest name artists of the era, singing under pseudonyms while under contract to another label, choosing one-off payments instead of royalties and bringing great music to the masses.

This page is part of a feature about Victory Records, allowing you to listen or download some of our favourite songs, along with Woolworth's other sixpenny record labels from the 1920s.