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Folkways Producer Tony Schwartz, Creator of the Daisy Ad, Dies

  Something about the way of life during the Cold War era always strikes me as simple—simple in all senses of the word—plain, uncomplicated, even naïve. I mean, why would children learn to "duck and cover," as if crouching under your school desk could save you from a nuclear blast? Earlier this we...

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Something about the way of life during the Cold War era always strikes me as simple—simple in all senses of the word—plain, uncomplicated, even naïve. I mean, why would children learn to "duck and cover," as if crouching under your school desk could save you from a nuclear blast?

Earlier this week, as news of the death of 84-year-old Tony Schwartz, the creator of the famously frightening 1964 Daisy Ad crept across the airwaves, tens of thousands logged onto YouTube to view again the iconic political commercial of a small girl in a field counting petals on a daisy just moments before a countdown to the big blast. The horrifying message of the film was driven home with plain, uncomplicated and direct precision. The commercial, which was pulled after airing only once on September 7, 1964, likely clinched the election for Lyndon B. Johnson.

Schwartz, himself, was not a simple man. He suffered from agoraphobia and feared leaving his home. And yet, while he tended to rarely stray from his Manhattan digs, his list of accomplishments includes: radio host; sound designer; college professor; media theorist; author; art director; advertising executive; and significantly, urban folklorist, producing several albums for Folkways Records.

Here at the Smithsonian Institution, where the vast collection of Folkways Records are housed, re-recorded and sold through the online download center, Global Sound, Schwartz is sadly mourned. 

"None of us here ever got to see or meet him," says Folkways archivist Jeff Place, "he basically did everything from his own apartment. He was fascinated by sound in all of its manifestations, and he collected and analyzed sounds of all kinds—kids playing on the playground and sounds from the street corner." 

His recordings reflect that age of simplicity. They allow us to linger in a time when life wasn’t zipping around us at 24-7 speed. All complexity melts away while savoring one simple, isolated sound. Take for example, the sound of a coke bottle being opened and slowly poured, a classic soundscape that Tony Schwartz created for one of his commercial clients, Coca-Cola. 

Schwartz, says Place, was a unique individual, just the sort to hit it off with the eccentric Moses Asch, the founder and original owner of Folkways. "Asch was the only guy who would put out commercially released albums of the kinds of ambient type sounds that Schwartz recorded."

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About Beth Py-Lieberman
Beth Py-Lieberman

Beth Py-Lieberman is the museums editor, covering exhibitions, events and happenings at the Smithsonian Institution. She has been a member of the Smithsonian team for more than two decades.

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