Aurora 1

Aurora (Canada) / c. 1932

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Design: The label name refers to the natural phenomenon known as the 'northern lights,' often to be seen dancing across the skies of the Canadian far north. The treatment is in the contemporary Art Deco style. The radiating lines may have to do with stroboscopic readings, a popular sales gimmick at the time, which appeared to stand still at the correct turntable speed. 'Electrically Recorded' was also a sales line, indicating that the sound had been recorded through microphones, rather than the old-fashioned horn.

History: This rather obscure label was marketed between 1930 and 1932 through the T. Eaton Company. Label scan courtesy of collector Owen Burgess of Canada; alternate colour scans (below) courtesy of collector Michael Robertson of Canada.

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