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A veteran A&R man who had worked for MGM, Mercury, and ABC-Paramount in the 1940s and 1950s, Morty Craft was hired in 1959 by United Telefilm Records, a Canadian company, to run Warwick, a subsidiary label aimed at grabbing a piece of the new stereo/hi-fi buff market. Having led dance bands and radio orchestras in his early days, Craft pitched in and recorded a good share of the label's output himself. His efforts notwithstanding, Warwick went bankrupt after just three years in business. Leading off with a title like "Memories of Jolie [Al Jolson]" didn't help much. Craft founded a number of other small labels without much more success and appears to have done no other recording under his own name.
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