| At age 23, the "Godfather" of album cover art, | | | | between 1939 and 1945, a period in which he |
| Alex Steinweiss accepted a job to design | | | | developed and honed the graphic art of album |
| promotional materials for Columbia Records. What | | | | cover design. In the period between 1945 to |
| would happen next would revolutionize the music | | | | roughly 1950, he still did cover design for |
| industry, specifically vinyl records, when he | | | | Columbia, but he was not the sole designer. He |
| invented the illustrated album cover. A rather | | | | also began "freelancing" and began designing |
| obvious, but brilliant, idea was to create a titillating | | | | covers for other record companies. |
| graphic package that would, not only protect the | | | | As a freelance designer with such record labels as |
| record, but advertise the artist and the music | | | | RCA, Decca, London and Everest, Steinweiss was |
| contained therein (prior to this, records were sold | | | | considered peerless. Using his own unique format |
| in plain, undecorated wrappers). | | | | of blending eye-catching illustrations, vivid color |
| "Records used to be relegated to the back of the | | | | schemes and playful typography, Steinweiss |
| stores that sold refrigerators and stoves. You'd | | | | created album covers for such musical greats as |
| go to the counter and ask for the title you | | | | Louis Armstrong, Bela Bartok, Count Basie, |
| wanted," recalled Steinweiss. "I needed to shake | | | | Leonard Bernstein, Duke Ellington, Benny |
| up the industry, we had to do something like | | | | Goodman, Kate Smith and many others. |
| European poster art to draw the attention of the | | | | His album covers are considered iconic and he |
| buyer." | | | | designed them as miniature posters with a distinct |
| And "shake up the industry" is just what | | | | personality for each cover. His signature font, the |
| Steinweiss did. Starting in 1939 with his first | | | | "Steinweiss Scrawl," first appeared around 1947 |
| covers, for a collection of Rodgers & Hart's | | | | and his style and album cover design is |
| Musical Hits, Columbia executives saw the sales of | | | | synomonous with the Golden Age of Jazz, |
| the illustrated albums skyrocket, including one by | | | | Classical and Popular music that was dominated by |
| more than eight hundred percent. Soon after that | | | | RCA, Columbia, Decca, Victor and London record |
| 78 rpm albums were adorned with decorated | | | | labels. |
| covers and displayed in store windows. | | | | In the 1950's, Steinweiss added photography to |
| A new medium was born, album cover art | | | | his album cover design palette. His use of strange, |
| became the norm and attracted established | | | | garnish colors, inventive lighting techniques and |
| artists and inspired many new artists to enter the | | | | numerous visual puns and reference points only |
| arena. It allowed the record company and the | | | | added to his unique style of cover design and has |
| artist to promote a visual image and identity with | | | | made him an icon in the music industry. By his |
| the music. | | | | own admission, Steinweiss claims to have |
| So who was Alex Steinweiss? Let's explore his life | | | | designed more that 2,500 album covers. |
| in detail. Steinweiss grew up in Brooklyn's Brighton | | | | His later work, from 1960 through around 1973, |
| Beach area and he attended the Abraham Lincoln | | | | was working with the Decca and London record |
| High School from 1930-1934 and that is where he | | | | labels. It was during this period that he developed |
| started his graphic designing career. In a program | | | | die-cut designs and collage. He retired to Sarasota, |
| taught by Leon Friend, Steinweiss and his | | | | Florida around 1974 and remains semi-active, |
| classmates were known as the "Art Squad," | | | | having designed at least one book cover and |
| designing school publications, posters and signs. | | | | several CD covers as well as having designed |
| When he was seventeen, Steinweiss' work was | | | | liquor bottles, posters, pamphlets and titles for TV |
| showcased in PM Magazine. He received a | | | | shows. |
| scholarship to Parsons School of Art and | | | | All of us owe a hearty thank you to Alex |
| graduated in 1937. His first job was as an | | | | Steinweiss and his contributions to album cover |
| assistant to Joseph Binder, a position that lasted | | | | art and music. Can you imagine no art work |
| almost three years, before receiving a call about a | | | | accompanying a vinyl record? I can't, and it is a |
| new position at the newly formed Columbia | | | | great thing that Alex Steinweiss couldn't either. |
| Records. He designed all the covers for Columbia | | | | |