Behold the “visual jukebox.”
In any case, Soundies’ strength was less in celebrity than in meeting the mood of the moment. Mills cranked out an eight-clip reel for Panoram players every week, using a range of fast-and-cheap production companies on the East and West coasts. Most acts cut their songs in a local studio and then went directly over to a film set to act out and lip-sync them , so the whole process could be finished in a couple of days.
The producers played broadly to appetites for “exotic” sounds and dances such as the rumba and Hawaiian hula and every other “ethnic” novelty they could come up with, across a broad spectrum of semi-authenticity to the phoniest playacting. The results are mostly either banal global-village folklorism, semi-offensive stereotypes, or both. But there are moments of hybrid electricity, often involving a “foreign” sound being matched with hot swing syncopation.
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