The very first artist to be signed to Verve was Ella Fitzgerald in 1956. It developed from there to become the leading jazz label, with signings through the 60s including Stan Getz, Oscar Peterson and Ben Webster.
While releasing music for practically every jazz artist of note, Verve was also initially home to several rock artists, most notably Frank Zappa and The Velvet Underground.
Verve was one of six labels started by Norman Granz who began his music career organising desegregated jazz jam sessions at the Trouville Club in Los Angeles. He went on to organise the now famous ‘Jazz Concert at the Philharmonic Auditorium’ – this means that Granz produced some of the first live jam session recordings to be widely shared.
Verve did so well that Granz ended up bringing the catalogues from his previous labels (Clef and Norgran) into Verve to make one bigger label.
Around 1960, Frank Sinatra attempted to purchase Verve records from Granz but was unsuccessful which lead to him starting his own label – the now also well-known Reprise records. It was all in a bid for Sinatra to gain greater creative freedom which he achieved to some extent despite constant difficulties from his previous label – Capitol.
Into the 70s, Verve became an imprint at PolyGram but have continued releasing music under the name Verve throughout various changes and sales. The 90s saw them sign legends including Herbie Hancock and Wayne Shorter, as well as being the time that it was solidified as an exclusively jazz and other ‘ground-breaking’ genres label.
DID YOU KNOW?
Norman Granz strongly opposed racism. He worked to ensure that all of his artists – white and black – were paid well and equally. He also refused to take his artists to venues that were segregated which caused cancellations and loss of profit, but pioneered progress to better treatment and further desegregation.
