T. Rex (October 10, 1970) – “Ride A White Swan” Advert - New Musical Express (NME)
This full-page Fly Records advertisement announces the release of T. Rex's landmark single "Ride A White Swan". Prominently positioned on the back page of New Musical Express, the advert introduces the group's first release for Fly Records and marks the beginning of a new chapter in Marc Bolan's career.
Publication: New Musical Express (NME)
Date: October 10, 1970
Country: United Kingdom
This striking full-page advertisement promotes T. Rex's new single "Ride A White Swan", released on the newly established Fly Records label. The record is presented as a Triple "A" Side Stereo Single, an unusual marketing approach designed to emphasise the strength of all three featured tracks.
The advert lists the songs as:
• Ride A White Swan• Is It Love?• Summertime Blues
The release carries the catalogue number BUG 1, making it the inaugural single issued by Fly Records. The advertisement prominently positions T. Rex at the top of the page and presents the record as one of the label's flagship releases.
Sharing space within the same advertisement is The Move's single "When Alice Comes Back To The Farm" / "What?", identified as BUG 2. This pairing reflects Fly Records' intention to launch its catalogue with two of its most important acts.
The centre of the advert features an illustration drawn from the single's visual presentation, while the bottom section displays the distinctive Fly Records logo together with the slogan "The Logo Colossal." The minimalist black-and-white design relies on bold typography and imagery rather than lengthy promotional text.
CONTEXT AND NOTES
Published immediately following the release of "Ride A White Swan", the advertisement documents a pivotal moment in T. Rex history. The single would prove to be the breakthrough that transformed Marc Bolan from a respected underground performer into a major chart star.
The release also marked the beginning of the transition from the acoustic, mystical style associated with Tyrannosaurus Rex towards the more electric and commercially successful sound that would soon define T. Rex. Within months, "Ride A White Swan" had become one of the most important records of Bolan's career and the starting point of Bolanmania.
The advert is equally notable for documenting the earliest days of Fly Records, a label that would become closely associated with T. Rex's success during the early 1970s
FEATURE HIGHLIGHTS
Event: Promotion of T. Rex's first Fly Records single
Era: 1970 transition from Tyrannosaurus Rex to T. Rex
Tone: Promotional
Photography: Illustrated artwork associated with the single release; no artist photographs featured
WHAT THE CLIPPING SHOWS
• Full-page Fly Records advertisement
• Promotion of "Ride A White Swan"
• Triple A-side listing: • Ride A White Swan • Is It Love? • Summertime Blues
• Reference to Fly Records catalogue number BUG 1
• Joint promotion with The Move's BUG 2 release
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