Ads in the Golden Age: Caló says hello from Uruguay

How about something quite different: the following picture resembles a telegram sent by Miguel Caló from Montevideo, the capital of Uruguay. In 1944, Caló and his ”guys” spent some time touring this neighbouring country (expect more material on this later) and apparently, he wanted to send his ”warm” greetings to his Buenos Aires tango public, promising to return soon with ”a renewed repertoire of songs that beyond any doubt will delight all enthusiastic fans of our great dance, the tango”.

And although this feature seems more like an Odeon advert than anything else, with my education as a historian I would claim it still is interesting historical material, as a ”primary source” supposedly written by Caló himself (although we will never know for sure how authentic this was…), even mentioning tango as a dance, with tango as dance music, and not necessarily just music. Tango was huge in the 1940s: a mass cultural phenomenon. Little traces like this attest to that popularity.

caloadd

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