Tuesday, August 8, 2017

Roland CR-68/CR-78 "No more waiting for Louie" ad, International Musician and Recording World, 1979


Roland CR-68/CR-78 drum machine "No more waiting for Louie" full page colour advertisement from page 115 in the November 1979 issue of International Musician and Recording World magazine.

How time flies! Happy 8/08 day!

And what has now become kind of a tradition, I've uploaded this lovely 808... er.... wait a tick!   Actually, I've uploaded a scan of an advertisement for the predecessors of the TR-808 - the CR-68 and CR-78 drum machines. I haven't seen this ad online, so if it hasn't been available there, I'm happy to get it onto the record (pun intended).

Where to start? Well, for one, the ad-copy is very well done.

Read it... I'll wait...

I say its well done because Roland strays a little bit away from their usual no-nonsense "We design the future" text to poke a little fun at those drummers reading International Musician. A perhaps risky move since at the time synthesizers and drum machines were viewed by more than a few "real musicians' as just boxes of job-stealing tubes and wires.

But Roland handles this topic well by not suggesting that the rest of the band kick Louie the drummer to the curb for being late all the time, but instead to use this waiting time wisely by plugging in one of their drum machines so they can keep on practicing. To make sure they stay firmly on the fence, they conclude the ad copy with:
"The Compu-Rhythms may not replace the drummers of the world, but they're going to make it a lot easier to live with their little inconsistencies". 
Well played, Roland... well played. Especially since these drum machines ended up on many hit records anyway including ‘Heart of Glass’ by Blondie and ‘In the Air Tonight’ by Phil Collins.

As mentioned above, the CR-series directly preceded the TR-808 drum machine, coming out in 1978 according to Roland's own "Roland Drum Machine History 1964-2016". A great treat for anyone who hasn't scrolled through it yet.

And, also according to the Web site, The CR-78 in particular is a unique milestone for Roland in that it "was the first of its kind to use integrated circuits - an important development in the history of drum machines." In other words, it included memory so that users could program their own patterns and store them for later use. Which you already knew because you made me wait while you read the ad-copy. Right? :)

I'm a little sad that the photo of the drum machines are so small in the ad. I love the look of these machines. The wood-grain sides. The dials. The buttons. And also the colours - some of which went on to appear within the TR-808 colour scheme.

One thing suspiciously missing from the ad is the CR-800 - a third CR- drum machine that also came out in 1978. This was kind of a mash-up between the CR-68 and 78, built within a large floor speaker. Jon Dent's blog goes into some great detail (with large photos!) on the similarities and differences between all three of these drum machines in a Feb 2015. Definitely check it out.

Time to go enjoy the rest of my 8/08 day!