Monday, November 8, 2021

Moog Retail Price List, 1977

Moog Retail Price List from January 1, 1977.

Good lord. I haven't posted since August. Time is just flying since I took a new work gig in the spring. Told myself I was "retired" back in 2016, but after some consulting work during the height of COVID, I found an opportunity I just couldn't pass up. 

Anyways, I found this write-up sitting half-finished in my drafts, and thought it was a gooder since it includes some comparisons to other Moog pricing brochures I've already published. In particular, a 1974 brochure I posted in 2012 and a 1980 brochure I posted back in 2018. 

This 1977 brochure sits right in between, so I'd expect prices to fall somewhere in between as well. Let's take a look at a few....

1974 - $1,595.00
1977 - $1,795.00
1980 - $1,995.00

1974: $595.00
1977: $695.00
1980: not on the list

Sonic Six: 
1974:$ 1395.00
1977:  $1495.00
1980 - not on the list

1974: not in the list
1977:  $795.00
1980: $895

1974: not on the list
1977: $795
1980: $1,195

Wowza! In fact... two wowzas. 

First wowza - we can see how the Minimoog seemed to transcend all those other Moog products. The Satellite, Sonic Six, and Taurus came and went, never appearing in more than two of the brochures, but the Minimoog just kept on truckin'! 

The second wowza was that price jump for the Taurus Pedals. All other price jumps were exactly one hundred bucks on the nose. But that Taurus Pedals jumped an astonishing $400 within three years. I wonder what caused that kind of drastic change in pricing?!?!

From a purely design perspective, there's a few interesting elements I'd like to touch on. First, is that signed photo of Keith Emerson. Not surprising since he had been a long-time spokesperson for Moog. And awesome that he shows up in a pricing brochure of all things. It's a big step up from the 1974 brochure that featured that little conductor dude that was their kind-of mascot back in those mid-70s days. 

Don't get me wrong, I still think Moog could make a killing slapping that little dude on a t-shirt. Just look at him over there ---->

 He even looks better on that Minimoog brochure that came out around two years previously. Look at him with the Moog logo behind him. 

Now put THAT image on a hoodie!!!!


Moog Dude. On a t-shirt. NOW!

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