04/17/2025
Remembering and honoring disc jockey and record company owner Vivian Carter.
Some might be surprised to know that a woman who founded a small Midwestern record label was one of the first people to bring the music of The Beatles to American audiences. Vivian Carter was a deejay on radio stations in Chicago, Illinois and Gary, Indiana in the 1950s. She also co-owned a record shop with her husband, Jimmy Bracken. As a child and teenager, (Carter) was competitive, outgoing, and self-confident. These qualities helped her win a 1948 contest for the “best girl disc jockey in Chicago,” which was the beginning of Vivian’s radio career. Eventually, Vivian had a five-hour nightly radio program in Gary, called “Livin’ With Vivian,” referring to female listeners as “Powder Puffs” and male callers “Sponges.” The “hostest who brings you the mostest” played music by black artists and much of what she played was not available on commercial records. Since Vivian owned a record store in the heart of Gary, along with her future husband Jimmy Bracken, she knew that recordings of this music would sell. Teenagers of all races from several Calumet Region schools would gather after school to watch Vivian through the glass store window while loudspeakers broadcast her favorite Rhythm and Blues recordings, as recalled by Jerry Locasto, a future radio executive who was one of those kids. While the records played, Vivian would come out and mingle with the kids to find out what they liked or disliked about each one. Kids could request songs, and she would play them."
In 1953 they borrowed $500 and founded their own record label, calling it Vee-Jay, taken from the first letters of their names. Throughout the decade they issued recordings from Blues, Doo-Wop and R&B artists like The Spaniels ("Goodnite Sweetheart Goodnite"), Jimmy Reed ("Big Boss Man" "Ain't That Lovin You Baby" "Baby What You Want Me To Do" and numerous other Blues classics), Gene Chandler ( #1 Hot 100 single "Duke Of Earl"), the Four Seasons ( #1 Hot 100 singles "Sherry" "Walk Like A Man" and "Big Girls Don't Cry") and Betty Everett ( #1 R&B single "The Shoop Shoop Song (It's In His Kiss)" "You're No Good").
In 1963, working with British record label EMI they agreed to release singles and albums in the US for two British acts, one of which was a relatively unknown foursome. Their records didn't sell real well until after the night of February 9th, 1964 when millions saw The Beatles on the Ed Sullivan Show. At that point, Vee-Jay's earnings skyrocketed. Sadly it would not last. Due to being sued by Capitol Records, and embezzlement by their accountant, they declared bankruptcy in 1966. Carter returned to her radio work, hosting a late-night show on the Gary, Indiana station WWCA from 1967 to 1982. She passed away in 1989 due to numerous health problems. But she lives on, as her name will always be associated with that small but mighty label which helped shape the future of Rock & Roll.