Artifact:0007

This flier was circulated in 1970 at a James Brown show Ritchie Yorke attended at the Maple Leaf Gardens in Toronto. These programs were used as a method of promotion and as a piece of collectible memorabilia to go alongside the concert.  

The program itself features a number of photographs of Brown, as well as some short bios and interviews. The bio details Brown’s life and how he got his start as a recording artist, as well as stories behind some of his most popular songs. 

Before the mainstream merchandising opportunities that exist today, options were significantly more limited and more expensive. Many attendees of these concerts resorted to collecting these programs or items like ticket stubs as a widely available and affordable piece of memorabilia.

The concept of these promotional magazines is descended from theatre or stage shows like musicals where it is used to promote the show and give information like track listing or length. However, it seems that the medium has largely moved back into this realm and away from the promotion of individual artists or bands. 

The evolution of technology has likely played a part in this step back as concerts are now more easily promoted via social media and fans of the artists are much more likely to already know the history through their own research on the Internet. Additionally, most bands and artists now have easier and more affordable access to merchandising options like t-shirts and tote bags that consumers prefer as a way to display their tastes. Overall, while some high status artists still use programs, for the most part their use had been relegated back to the stage performances they originated from.