Madden Music Company

Edward Madden, a charter member of ASCAP, was a respected lyricist best remembered for a pair of "moony" perennials, "By The Light Of The Silvery Moon," a 1909 collaboration with Tin Pan Alley composer/impresario Gus Edwards, and "Moonlight Bay" ("I was sailing along ..."), a 1912 collaboration with renowned ragtimer Percy Wenrich, himself no stranger to the song-poem game. Madden co-wrote as well with Theodore F. Morse, Harry Von Tilzer, Louis A. Hirsch, Jerome Kern -- all among the biggest names in the business. Superlative though Madden's legitimate songwriting career was, it's his alternate career as proprietor of an early song-poem firm, the Madden Music Company, that interests us here.

A web search of Madden's name identified a packet of correspondence from 1906 and 1907, most of its contents directed from his company to a Mr. C. L. Baily of upstate New York and concerning Mr. Baily's song-poem "I May Be A Hayseed." Amy Barnum, archivist of the Hooker Family Papers in the Department of Rare Books & Special Collections, Rush Rhees Library, University of Rochester, helpfully put a duplicate of this packet into our hands in exchange for a modest copying fee.

Mr. Baily's relationship to the Hooker family is unknown, and the spelling of his name was usually lost on Madden. What's important to us, however, isn't the song-poet's genealogy but rather the content of his exchange with Madden. Actually, the word "exchange" is a bit of a stretch, as the packet contained only one letter from Baily, the rest being to him from Madden and later Madden's compatriot, the Melville Music Publishing Company. However, Baily's one letter indicates dissatisfaction on his part and hints at possible legal action. What fun!

Alas, we never do learn the resolution of Baily's complaint. But fast forward a few years, when we find in the May 29, 1915 issue of the industry journal Music Trades an interesting news blurb suggesting Madden's imminent demise. I'm speculating here, but it's plausible that the U.S. government's 1913-1915 crackdown on the song-poem industry got a little too hot for Madden to handle, causing either a real or feigned crackup. On the other hand, it's equally possible that by that time he had already long been out of the song-poem game, since his legit career hit a nice, sustained peak shortly after his exchange with Baily.

Despite his successes, some of Madden's output looms a lot closer to that of his song-poem customers than to his legit-music colleagues. A song he wrote in 1907 bears the intriguingly song-poemish title, "Way Down In Colon Town," and in his lyric to "My Cousin Caruso" we find the immortal couplet, "His voice so dreamy / Like da peaches an' creamy." Caruso, upon hearing the song, is said to have belched.

The correspondence that follows is valuable for its vivid illumination of the practices of the early years of the song-poem con. Interestingly, it reveals that the ploys, and in many cases the very language of the come-ons and contracts themselves, were even at that early date virtually identical to those still in use today. Apart from the facts that printed music has been superceded by recordings and that inflation has upped the prices of the various services, one could easily carry on this very same correspondence with the writer of the modern-day equivalent to "I May Be A Hayseed."

The Madden-Bailey packet is reproduced below, in its entirety.

[letterhead top:]

Opportunity For Song Writers -- Manuscripts For Publishers
Madden Music Co.
Edward Madden, President        Madden Building
Gordon E. Riggin Gen'l Mgr.        114-116 East 28th Street
New York City

[letterhead bottom:]

[the guarantee:]

Of course it would be almost impossible for me to guarantee that your song would be a success, or that a publisher would accept the song without asking some compensation for his work, for no man can say positively what song or songs will strike the fancy of the music-loving public or will please the ear of the music publisher. While I have written a great many successful songs, yet some of mine have been failures.

As you well know there is an element of chance in every field of success, and the music business is no exception to this rule. I wish you to remember that I guarantee absolutely to make my music satisfactory to you or money refunded.

Sincerely yours,

[Edward Madden, Pres.]

[the brochure:]

Opportunity for the Song Writer. -- Send your song poems to me and thus gain the advantage of my long experience. Do not be governed by your own opinion of your- literary efforts. The very simplicity of your verses may be the means of bringing them into successful publicity. Send your song poems to me and let me pass upon their merit and express my candid opinion in order that I may present them to song publishers here in New York as soon as possible. Remember that competition grows stronger every day, for the poets of America begin to more fully realize the opportunities for success which the field of song writing affords. Facilities for publishing and popularizing a song are increasing as the supply and demand increases; nevertheless it is unwise to neglect the present opportunity to have your poem presented for publication.

The Money I Have Made at Song Writing. -- My years of experience in song writing have given me an intimate knowledge of the fortunes which have been made along these lines of endeavor. If you will note the amounts named in the following list of songs, you will realize how much money can actually be realized by writing a popular hit. These songs were all written by me, and the amounts which I have received, as set opposite the title to each song, represent but half of the total amount the song earned, for I shared equally with the composers of the music in all profits derived from the sale of the song.

Blue Bell	$15,300
Way Down in My Heart	$09,700
Starlight	$07,500
Please Come and Play in My Yard	$06,400
High Up in the Cocoanut Tree	$05,000
A Little Boy Called Taps	$04,200
Make a Fuss Over Me	$03,500
Colleen Bawn	$02,700
Leader of the German Band	$01,500

I received between $500 to $1,000 each from " Daddy's Little Girl," "Rare Old Bird," "Come Down from the Big Fig Tree," "She Waits by the Deep Blue Sea," and many other songs which I have written.

America's One Musical Center. -- Everyone recognizes the fact that New York City is the musical center of America, and when you send your song poems to me, they come into the very heart of New York's great music publishing district. My executive offices are located in close proximity to all the big song publishing firms, and I am always in constant touch with the song publishing situation. No man in the business is better able to give your song poems an adequate presentation to the song publishers of New York, and when you send your poem to me you may feel assured that your interests will be protected in every particular.

My Experience Will Aid You. -- Ever since, as an amateur, I gained my first success as a song writer, it has been my constant aim to seek out and encourage the amateur or professional poet, with a view to turning the fruits of their talents into profitable channels. There is no longer any excuse for the writer of song poems to fail in having their works brought to the attention of the publishers of popular songs. If song poems are sent to me, they are sure to be given expert, critical, and conscientious consideration. My experience has proven to me that there are hundreds of good song poems in the possession of amateur writers which have never been submitted to expert criticism; moreover, there is little probability that unless they are properly presented they will ever be accepted for publication, even if they are offered. It is my desire that these song poems shall be submitted to me, and it is in this hope, along these lines, that my endeavors are directed.

The Conservatism of the Average Song Writer. -- I realize the fact that many song writers are timid in offering their words to criticism, but this modesty must be overcome before the writer can reap his reward. The conservative attitude of the amateur song writer must either he changed in a radical degree, or as a result there will be almost as many song hits unpublished as will be brought to attention of the music loving public. The song poems that are sent to me are criticised and passed upon without any charge whatsoever. It is an inestimable advantage to the amateur song writer to have his work criticised by an expert of experience, and song poems sent to me are given my most careful attention, and are fairly and justly criticised. I make no charge for my criticism. I seek the confidence of every writer of song poems. My efforts are all directed to the end that they shall reap the reward of fame and fortune which their efforts merit. And, with a view to encouraging and assisting these writers, I offer my experience and knowledge of song writing as a benefit to them. In every town, village, hamlet or country side dwells a poet who lives in obscurity to-day, but whose name may be known, within a few months, to every music lover in all the land; for history is constantly repeating itself, and the famous song writer of to-day may have been at one time an obscure poet, with nothing but his works to aid him to fame and fortune.

Encouragement. -- Until I established myself in business, the amateur poet had very little encouragement, and the work of obtaining a hearing for his poems was a hard task indeed. But I have revolutionized the business of song writing and song publishing, and in inviting the song poet to send me his products, I am giving him an advantage which should be readily appreciated. In giving these reasons why you should send your song poems to me, I have endeavored to encourage not only prompt action, but constant endeavor. Perhaps the song writer to whom these word may come has never tried to have his work passed upon, criticised and submitted for publication. He or she may have one or more poems, which, by the aid of my expert knowledge, may be moulded into a song hit of lasting fame. It would be well for you to at once send your poems to me. You may not know the true value of your work, for a person is very seldom competent to judge the worth of his own abilities with the expertness and exactness of a skillful and disinterested critic.

False Modesty. -- Do not be deterred from sending your poems to me because of your own opinion, for you may underestimate their value; do not let modesty interfere with prompt action on your part, but send your words to me at once and receive my candid opinion as to their value for song material. Very often, the simplest style of verse has been rounded into a tremendous song hit. The tender heartstrings of human nature are often most quickly touched by the simple appeal of modest verse, and frequently it is this sort of song which attains for its writer the greatest fortune. There is here offered an opportunity of great value if the amateur or professional writer of verses will but grasp it. Song poems sent to me fall into sympathetic hands, and my experience enables me to judge with unfailing accuracy the value of a song poem when considered as a prospective publication, and you may rest assured that they will be carefully considered in accord with their merit. By this prompt and simple action you may be opening to yourself the door of success; in any event your aspirations as a poet will be encouraged and you will have had the benefit of my expert judgment in the reviewing of your verses.

The Time to Act is NOW. -- In every field of opportunity delays are dangerous. The successful man or woman acts promptly and brooks no delay in a matter which has the slighest bearing upon their possible success in any field of labor which they may have entered. It is, therefore, to be urged upon you the necessity of sending your song poems to me without needless delay. Competition in all lines grows apace; and the writer of verses finds as much competition in his line as is to be found in any other avenue of endeavor. SEND ME YOUR SONG POEMS AT ONCE!

        Sincerely yours,
               EDWARD MADDEN,
                      MADDEN BUILDING
                             NEW YORK

[letter #1:]

October 13th, 1906

Mr. C. L. Bailey,

       Clifton Spgs., N. Y.

Dear Sir: -

       I am in receipt of your song-poem, and thank you for submitting it to me for consideration. After a most careful examination, I find that the poem is fully up to our standard, and that it is entirely worthy of a good musical arrangement; in fact, your poem is one of the best has been submitted to me for some time. The general construction is very good, and the theme is one which possesses that element of human interest which attracts and holds the ear of the music-loving public. Therefore, I feel confident that if given a suitable musical setting, the piece would be accepted for publication by one of the music publishers of New York.
       I will set your words to music, guaranteeing satisfactory work, and send you a complete manuscript copy of the song, both words and music, for ten dollars. When your song is sold, I charge a very reasonable commission of ten percent of your share of the proceeds, and as the amount you pay barely covers the cost of production, you can readily see that I could not afford to handle your song unless I was confident that it would be a success. You understand that it is only from our commissions on sales from successful songs that I can hope to derive my profits. As I am under heavy expense in composing the music, setting it to your words, and soliciting the publishing houses, it is only reasonable that I should require my patrons to pay their share of the expense (ten dollars) in advance. This plan prevents the few unscrupulous individuals from taking advantage of me and is fair to all concerned.
       You doubtless know that I am well acquainted with all the prominent New York publishers, and you can readily understand what this influence means when I approach one of these men with a song for publication. The publisher knows that I would not present a song to him unless I was reasonably assured of its success and they are, therefore, ever ready to examine anything which I may submit to them. As a matter of fact, the songs which I present to these houses are very seldom refused and in nearly every instance they are only too eager to publish them.
       Under separate cover, I am sending you a copy of my latest song, "Her Little Soldier Boy," published by one of the well known firms of this city. Present indications are that it will prove to be a second "Blue Bell."
       The publishers are at present looking for hits that may be used during the coming season, and I feel assured that yours will be in the list if you will only instruct us to go ahead with the work of writing the music.
       Trusting that you will give this matter your prompt attention, and awaiting a favorable reply, I am,

       Sincerely yours,

       MADDEN MUSIC CO.
       [Edward Madden, Pres.]

[letter #2:]

11/2/06.

Mr. Bailey,

       Clifton Springs, N. Y.

Dear Sir:

       Some time ago I wrote you that I had examined your song-poem and that I had found it to be entirely worthy of an original musical setting. I expected to hear from you at once, enclosing the ten dollars to be applied toward the expense of composing the melody and accompaniment, and preparing the copy of the song.
       Now, believing that both of us are losing money by the delay, I am going to make it easy for you if it is the money part of the transaction which stands between you and success. If it is inconvenient for you to remit the full amount, send me five dollars now and after I have completed the music, and you have found it entirely satisfactory, you may send me the remaining five dollars due. Remember if the music does not please you, I will gladly refund your money.
       My offer is a liberal one, and I make the change in my rates only because I believe your poem has every chance for success. Moreover, the small amount which I require for writing the music barely covers the first cost incidental to its production, and since I must wait for my compensation until a publisher has accepted the song, it is only fair that you should assume this part of the expense.
       Hoping that you will give this matter your immediate attention, I am,

       Very truly yours,

       MADDEN MUSIC CO.
       [Edward Madden, Pres.]

[handwritten at bottom:]

Sent 5.00 11/30

[letter #3:]

New York, Dec. 1, 1906.

Mr. Bailey,

       Clifton Springs, N. Y.

Dear Sir:

       Your letter of recent date with the remittance of $5.00 enclosed has been received for which I thank you. Your work has been placed in the hands of my composers with instructions to give the piece the best possible musical setting. When they have finished their work the complete manuscript copy of the piece will be sent you for your approval and I trust that you will find the music satisfactory in every respect.
       With best wishes for the ultimate success of the piece, I remain,

       Respectfully,

       MADDEN MUSIC CO.
       [Edward Madden, Pres.]

[letter #4:]

January 9th, 1907.

Mr. C. L. Bailey,

       Clifton Springs, N. Y.

Dear Sir: -

       I am enclosing herewith the music arranged to your poem by my composers. You will also find the original copy which you no doubt would like to retain.
       In order to facilitate matters, I will ask that, after you have played over the music and find it to be entirely satisfactory, you will kindly return it to me at once, as I am enclosing an envelope for that purpose. If you comply with this request, there will be no delay about presenting your song to the publishers. I have carefully examined the music set to your song, and I wish to add that it is without doubt one of the best arrangements I have turned out for some time. So I would ask that you let the song remain in its present condition, as a few changes here and there might seriously affect its marketable qualities. Kindly enclose the $5.00 due, as per the terms of our contract, when you return the song.
       Again asking that you return the song to me as soon as possible, I am,

       Respectfully,

       MADDEN MUSIC CO.
       [Edward Madden, Pres.]

[letter #5:]

June 21, 1907.

Mr. C. L. Bailey,

       Clifton Springs, N. Y.

Dear Sir:

       I have been informed by my manager, that you have called at the office with a manuscript copy of your music, and paid the balance due $5.00.
       I am sending enclosed herewith an O. K. slip. Kindly sign and return it to me as soon as possible so that I may not be delayed in presentingyour song to the publishers.

       Sincerely yours,

       MADDEN MUSIC CO.
       [Edward Madden, Pres.]

[invoice (on letterhead):]

6/29/07.

       Received of C. L. Baily, of Clifton Spring, N. Y. the sum of $5.00, in full payment for the work of writing music to the song poem "I May Be A Hayseed."

       MADDEN MUSIC CO.
       PER [J. A. Glacksman]

[letter #6:]

New York, June 21, 1907.

Mr. C. L. Baily,

       Clifton Spgs., N. Y.

Dear Sir: -

       I have been informed that you have achieved some success in a literary line, and as I am in search of poems that can be set to music, I take the liberty of addressing you. I wish you would kindly co-operate with me at once, for by so doing, I feel confident that both of us will be materially benefited.
       In the first place, I would like to have the opportunity of examining some of your work. If I find that it comes up to my standard, I shall be more than pleased to make you an offer upon it immediately; but in case I cannot use it I shall return it to you at once, if postage is enclosed for that purpose. I do not require that your work be typewritten, or put in any special form, and I make no charge whatsoever for examination or criticism.
       As you are no doubt familiar, there is a great deal of money in song-writing; yet many excellent songs have been written that have never been published simply because the author lacks confidence in his own work. It is my business to discover these true poems no matter from whom they come, and to turn the author's talent into money for both the poet and myself. Do not feel that because you have some simple little ditty at home you need be ashamed to present it to me -- its very simplicity may be its charm.
       Therefore, I ask that you send in your manuscript without further delay, for right now is the time of the year that the big music publishers of this city are looking for next season's successes.
       Trusting that you will give this matter your immediate attention, and hoping to have the pleasure of seeing some of your work within a very short time, I remain,

       Respectfully yours,

       EDWARD MADDEN

[different letterhead, to suggest a separate publishing company (although style of typing is identical):]

MELVILLE MUSIC PUBLISHING CO.
Publishers and Popularizers
English Representatives
Wm. Hargreaves & Co.
44, Cranbourn St., Leicester Sq.
London, England

Main Offices and Professional Department
55 West Twenty-Eight Street
New York City, N. Y.

[letter #7:]

July 3, 1907.

Mr. C. L. Bailey,

       Clifton Springs, N. Y.

Dear Sir:

       Several days ago the Madden Music Co. of this City submitted to us for our consideration your song, "I May Be A Hayseed," which we have decided to accept for publication.
       Under separate cover we are today mailing you samples of some of our songs and title-pages which will enable you to appreciate the high-grade work which we produce.
       As you know, Mr. Bailey, it is absolutely necessary to have your song placed upon the market properly, if you would have it be successful. Our organization, equipment and facilities will enable us to publish it in an up-to-date style.
       The well known artist, Mr. F. E. Jenkins, designs and executes every title-page we produce. The engravings used are the result of expert workmanship. There was never a greater demand for good songs than there is at present, and you undoubtedly know that an attractive title-page does much to increase the sale of one.
       Consider the necessary work and the expense we are to in publishing and popularizing a song, together with the liberal commission we pay on all sales, and you will realize why we make it an invariable rule of the house to require a cash payment from each author. However, we want to make our offer inviting and quote terms herewith which you will recognize as being very reasonable (considering high-standard work) if you have ever had a song published before.
       Send us thirty-five dollars in payments as stipulated in article ten of the enclosed contracts and we will proceed as follows with positively no further expense whatever to you:
       1st, we will have the song copyrighted in your name, if you have not already done so; 2nd, we will advertise it in two or more of the leading theatrical publications of America; 3rd, we will distribute professional copies among professional singers and musicians; 4th, we will get out neat marketable copies with an attractive title-page printed in three or more colors; 5th, once a month we will pay you a royalty of 50% on all sales, retail and wholesale; 6th, we will list your song in our regular catalog of vocal music; 7th, we will furnish you free of charge with as many professional copies as you can use to good advantage for professional purposes.
       Enclosed you will find two copies of a contract in which we bind ourselves to fulfill our promises to the letter, and in which we allow you to pay fifteen dollars down and the balance in two semi-monthly payments of ten dollars each.
       After reading the enclosed printed matter we hope that you will sign and return one contract with your first remittance so that we can start work on the publication of your song at once.
       In writing feel perfectly free to ask any question on matters we have not made clear to you. Awaiting your favor, we remain

       Very truly yours,

       MELVILLE MUSIC PUB. CO.

[letter #8, on Madden letterhead:]

July 31, 1907

Mr. C. L. Bailey,

       Clifton Springs, N. Y.

Dear Sir:

       I am in receipt of your letter of recent date and in reply beg to state that I am still at work presenting your song to the publishers and as soon as I receive a satisfactory proposition from one of them, you will hear from the publisher direct.

       Respectfully,

       MADDEN MUSIC CO.
       [Edward Madden, Pres.]

[letter #9, back to Melville:]

Aug. 28, 1907.

Mr. C. L. Bailey,

       Clifton Springs, N. Y.

Dear Sir: -

       Replying to your letter of recent date beg to state that your song will retail at 25¢ per copy and on all copies sold at this price you will receive 12-1/2¢ royalty. The wholesale rate will range from 8¢ to 10¢ and on all copies sold at these prices you will receivefrom 4¢ to 5¢ as the case may be. We will furnish you with as many professional copies as you can use to good advantage.
       Hoping to hear from you in the near future with one signed copy of the contract and your first remittance and assuring you that we shall do everything in our power to make your business relations with our house as pleasant and profitable to you as possible, we beg to remain

       Very truly yours,

       Melville Music Pub. Co.

[handwritten at bottom:]

Wrt [?] 9/8/ regarding -
Expence of 1st and subsequent
additions and the striking
out of Article 9 of
the contract.

[letter #10, Melville again:]

Sept. 16, 1907.

Mr. C. L. Bailey,

       Clifton Spgs., N. Y.

Dear Sir:

       Replying to your letter of recent date we beg to state that we are exceedingly sorry to learn that you have not decided to accept our offer for the publication of your song. You cannot have it placed upon the market unless you go to some expense, as no publisher will buy one or publish one without charge unless the author has a reputation as a successful song-writer.
       It is strictly against the rules of our business to place a song on the market and deduct our entire charge from the royalty, but as we are exceedingly anxious to take hold of yours, we have decided to agree to deduct $10 from it and allow you to pay the remaining $25 in five semi-monthly installments of $5 each.
       No first-class house will take hold of a song on terms lower than ours, and we warn you not to deal with some cheap second-rate concern. Have yours placed upon the market properly, with a title-page printed in three or more colors, or do not have it published at all.
       Enclosed you will find new contracts which we have drawn up according to the above terms, which are the very best we can possibly make, and we hope to receive one signed copy and your first remittance by return mail. Our new catalog will soon go to press and we desire to list your song in it.

       Very truly yours,

       MELVILLE MUSIC PUB. CO.

[the contract (bold type represent words typed into standard contract):]

No. Bx 42

[receipt #1, Melville receipt form:]

       New York, 9/19 190

Dear Sir: -

       We have received your remittance of $5.00, which has been placed to your credit.

       Your order shall receive prompt attention.

       Very truly yours,

       MELVILLE MUSIC PUB. CO.

       Per [illeg. initials]

[postmarked:]

Clifton Springs, N.Y., Sep. [illeg.] 1907

[letter #11, Melville letterhead:]

Sept. 23, 1907.

M. C. L. Bailey,

       Clifton Springs, N. Y.

Dear Sir: -

       We are in receipt of your favor of recent date with the signed contract and remittance of $5 and shall start work on the music plates for your song as soon as possible. When they are completed the professional copies will be printed and as soon as these are ready you will receive a number of them.
       Your four remaining payments will be due on Oct. 4, Oct. 18, Nov. 1, Nov. 15.

       Very truly yours,

       Melville Music Pub. Co.

[receipt #2, Melville receipt form:]

       New York, 10/4 1907

Dear Sir: -

       We have received your remittance of $5.00, which has been placed to your credit.

       Your order shall receive prompt attention.

       Very truly yours,

       MELVILLE MUSIC PUB. CO.

       Per [EP]

[postmarked:]

Clifton Springs, N.Y., Oct. 7, 1907

[receipt #3, Melville receipt form:]

       New York, 10/19 190

Dear Sir: -

       We have received your remittance of $15.00, which has been placed to your credit.

       Your order shall receive prompt attention.

       Very truly yours,

       MELVILLE MUSIC PUB. CO.

       Per [EP]

[letter #12, Melville letterhead:]

Oct. 7, 1907.

Mr. C. L. Bailey,

       Clifton Springs, N. Y.

Dear Sir: -

       Replying to your letter of recent date beg to state that we expect to have the music plates for your song completed within two or three weeks when we shall immediately start printing the professional copies. As soon as these are off the press we shall mail you a number of them.
       We are very sorry to keep you waiting so long but the delay has been unavoidable. Our engravers are far behind in their work and have been holding us back. You may rest assured that we are as anxious as you are to have this song completed and that we shall do our utmost to hurry it along.

       Very truly yours,

       Melville Music Pub. Co.

[handwritten at bottom:]

Wrt [?] Oct. 18th
Sending balance
due 15.00 to close
account.

[letter #13, Melville letterhead:]

Nov. 7, 1907.

Mr. C. L. Bailey,

       Clifton Springs, N. Y.

Dear Sir: -

       Replying to your letter of recent date beg to state that the professional copies of your song will be ready in three to five days when a number of them will be sent you.

       Very truly yours,

       Melville Music Pub. Co.

[letter #14, Baily finally has his say; handwritten:]