IN 1964, the Gold Standard Series was used by RCA to expose the old Elvis to the new and younger record buyers brought to the stores by the Beatles and the rest of the British Invasion—which in early 1964 was basically the Fab Four and the Dave Clark 5. Exactly who made the decision is unknown, but five Presley platters from the ’50s were selected and promoted as if they were new releases.
The records selected are interesting choices: two were RCA reissues of Sun records from 1954–55 (Blue Moon Of Kentucky and Good Rockin’ Tonight), and three #1 hits from 1956–57 (Heartbreak Hotel, Hound Dog, and All Shook Up). The sleeves featured recent photos of a healthy, handsome Elvis and were much more attractive than the photos that adorned his most recent ‘new’ 45 and LP releases.
This is part 4 of the most complete discography and accurate price guide to Elvis’ Gold Standard 45s on the Internet.
They were apparently issued in June 1964 to coincide with the release of the first Gold Standard ‘original’ single, Kiss Me Quick / Suspicion. Released as 447‑0639, this single included a picture sleeve with a photo from the same time and design identical to the five other sleeves. Also, all six sleeves had the same back cover: orange and yellow vertical stripes backing a list of thirty-six Presley singles then available.
Whether or not the promos got Elvis more airplay, or the picture sleeves increased sales of his back catalog, is unknown and will no doubt remain that way. But this little burst of promotional creativity did provide Elvisionados with several rare items to pursue and hopefully add to their collection.
The back cover for these five sleeves plus that of 447‑0639 (Kiss Me Quick / Suspicion) are all the same: the first four titles listed are Presley’s last four catalog (and hit) singles. The rest of the list is the Gold Standard titles then in print in 1964 (and the observant reader might notice that six numbers had been deleted).
Clearing up some confusion
There is a lot of confusion about these five records and their picture sleeves, and I will be combining both the research of others, the data before me, and my oh so flawed memory banks. There were five new sleeves and they may not have been intended for promotional use, but hundreds of specially manufactured white promotional labeled singles were shipped to radio stations housed in these new sleeves.
Why? To stir some interest in older, classic Elvis at a time when it seemed like everything American was being swept aside by anything British! And for Elvis, this meant taking a back seat to the Beatles, the first serious challenge to Presley’s preeminence in the art of selling records since his arrival eight years earlier.
But there is nothing about these sleeves that indicates that RCA had printed them for promotional purposes: they appear to be standard commercial sleeves pressed into service as promos after the fact. Still, many sellers and buyers connect these sleeves with the promo records and there is little we can do about it at this time.
That said, I am listing ONLY the promo records and the sleeves below. The majority of these sleeves were shipped to wholesalers for distribution to stores around the country. Whether RCA pressed a new batch of records at Indianapolis for the sleeves or simply used inventory that was on-hand is not known at this time.
Each of the five white label promotional records was manufactured at the same pressing plant: RCA’s facility in Rockaway, New Jersey. Consequently, each record’s labels look similar to this one for 447‑0601.
Assigning values to these items
The figures should tell you the approximate range of prices that a buyer should expect to pay a knowledgeable seller for a record in near mint (NM) condition. Of course, you might find any record below for less or have to pay more in a competitive auction, but you get the message.
Records in less than NM condition are worth considerably less than the values assigned here!
The values listed here are for records with labels and vinyl in near mint condition (NM). Records in a lower grade condition are worth considerably less: a record in VG condition might be worth no more than 10–20% of the listed value.
Gold Standard picture sleeves
The five picture sleeves have the same back cover as that of Kiss Me Quick / Suspicion: each lists Presley’s Gold Standard catalog to dat with 447‑0639 (Kiss Me Quick) the most recent release. Since the sleeves were apparently all manufactured at the same time, and Kiss Me Quick was released in April 1964, I am going to assume that the five Gold Standard reissues were also issued as early as April 1964. June is the month normally assigned to their release.
Miscellaneous
I remember seeing them for sale in Woolworth’s in Wilkes-Barre, the six singles together in a special browser box. I also remember them being hugely discounted at 69¢ each, although this may be flawed memory.
Glossy black labels with “RCA Victor” and Nipper on top. These are often abbreviated as “DOT” (dog on top).
While any previous pressing of the record may have been shipped with the sleeve, it was usually an Indianapolis pressing as that was the plant manufacturing the bulk of RCA’s singles by 1964.
The pressings listed for each title begin with a bullet (•) and end with stamper numbers. These records are known to exist, and almost all are from RCA’s Indianapolis plant.
1964
447‑0601 That’s All Right / Blue Moon Of Kentucky
White label promo with “RCA Victor” on top $ 100–200
• Rockaway pressing with “Not For Sale” on one line.
Note: The value here is for the record alone! The majority of the 45s offered for sale have obviously been handled and played many times, and do not fall into the assigned NM values above. These obviously inferior, lesser grade sleeves still sell for $25–$50. Copies with radio station notation written in ink or felt-tip pen are common and should be noted in any description when advertising such a record for sale.
447‑0601 That’s All Right / Blue Moon Of Kentucky
• Full color picture sleeve $ 200–300
Note: The value here is for the picture sleeve alone! This sleeve was also issued commercially and can be found with standard black label records. The majority of these picture sleeves offered for sale have noticeable wear—especially on the front cover—and do not fall into the assigned NM values above. These obviously inferior, lesser grade sleeves still sell for $50–$150.
447‑0602 Good Rocking Tonight / I Don’t Care If The Sun Don’t Shine
White label promo with “RCA Victor” on top $ 100–200
• Rockaway pressing with “Not For Sale” on one line.
Note: The value here is for the record alone! The majority of the 45s offered for sale have obviously been handled and played many times, and do not fall into the assigned NM values above. These obviously inferior, lesser grade sleeves still sell for $25–$50. Copies with radio station notation written in ink or felt-tip pen are common and should be noted in any description when advertising such a record for sale.
447‑0602 Good Rocking Tonight / I Don’t Care If The Sun Don’t Shine
• Full color picture sleeve $ 200–300
Note: The value here is for the picture sleeve alone! This sleeve was also issued commercially and can be found with standard black label records. The majority of these picture sleeves offered for sale have noticeable wear—especially on the front cover—and do not fall into the assigned NM values above. These obviously inferior, lesser grade sleeves still sell for $50–$150.
447‑0605 Heartbreak Hotel / I Was The One
White label promo with “RCA Victor” on top $ 100–200
• Rockaway pressing with “Not For Sale” on one line.
Note: The value here is for the record alone! The majority of the 45s offered for sale have obviously been handled and played many times, and do not fall into the assigned NM values above. These obviously inferior, lesser grade sleeves still sell for $25–$50. Copies with radio station notation written in ink or felt-tip pen are common and should be noted in any description when advertising such a record for sale.
447‑0605 Heartbreak Hotel / I Was The One
• Full color picture sleeve $ 200–400
Note: The value here is for the picture sleeve alone! This sleeve was also issued commercially and can be found with standard black label records. The majority of these picture sleeves offered for sale have noticeable wear—especially on the front cover—and do not fall into the assigned NM values above. These obviously inferior, lesser grade sleeves still sell for $50–$150.
447‑0608 Hound Dog / Don’t Be Cruel
White label promo with “RCA Victor” on top $ 100–200
• Rockaway pressing with “Not For Sale” on one line.
Note: The value here is for the record alone! The majority of the 45s offered for sale have obviously been handled and played many times, and do not fall into the assigned NM values above. These obviously inferior, lesser grade sleeves still sell for $25–$50. Copies with radio station notation written in ink or felt-tip pen are common and should be noted in any description when advertising such a record for sale.
447‑0608 Hound Dog / Don’t Be Cruel
• Full color picture sleeve $ 200–400
Note: The value here is for the picture sleeve alone! This sleeve was also issued commercially and can be found with standard black label records. The majority of these picture sleeves offered for sale have noticeable wear—especially on the front cover—and do not fall into the assigned NM values above. These obviously inferior, lesser grade sleeves still sell for $50–$150.
447‑0618 All Shook Up / That’s When Your Heartaches Begin
White label promo with “RCA Victor” on top $ 100–200
• Rockaway pressing with “Not For Sale” on one line.
Note: The value here is for the record alone! The majority of the 45s offered for sale have obviously been handled and played many times, and do not fall into the assigned NM values above. These obviously inferior, lesser grade sleeves still sell for $25–$50. Copies with radio station notation written in ink or felt-tip pen are common and should be noted in any description when advertising such a record for sale.
447‑0618 All Shook Up / That’s When Your Heartaches Begin
• Full color picture sleeve $ 200–350
Note: The value here is for the picture sleeve alone! This sleeve was also issued commercially and can be found with standard black label records. The majority of these picture sleeves offered for sale have noticeable wear—especially on the front cover—and do not fall into the assigned NM values above. These obviously inferior, lesser grade sleeves still sell for $50–$150.
HEADER IMAGE: At the time that RCA was celebrating its Elvis ‘Summer Special,’ MGM was preparing for the release of what proved to be one of its biggest hits of the year, Viva Las Vegas. While just another ho-hum Presley vehicle, the presence of co-star Ann-Margret was enough to spark Presley’s plugs and during their musical scenes together, he gave his most pelvicly persuasive performance of the decade.
According to Wikipedia, the box office take for Viva Las Vegas was approximately $9,400,000, which does not sound like a lot by contemporary standards. But if that figure represents tickets paid for by viewers, then that would translate to almost $100,000,000 in 2015.
Note that unlike the ’50s movies, in the ’60s ‘Presley vehicles’ era, the manifest sexuality of his persona was played down. And for this movie, so was the ever-yummy Ann-Margret’s. Nonetheless, the two were lovers behind the scenes and they simply sizzled whenever they were together, on screen and off . . .
POSTSCRIPTUALLY, I just want to stress to collectors that finding the picture sleeves listed above in “Elvis’ Gold Standard 45s Part 4” in truly NM (near mint) condition is far more difficult than even the relatively dear values above would indicate. Should you come across any of these sleeves without the almost ubiquitous wear and ring-impressions at an affordable price—buy it!
Now, here are all the articles on the Elvis Gold Standard 45s listed in the suggested reading order:
1. The Elvis Presley Gold Standard 45s Part 1 (Foreword)
2. The Elvis Presley Gold Standard 45s Part 2 (Company Sleeves)
3. The Elvis Presley Gold Standard 45s Part 3 (1958–1965)
4. The Elvis Presley Gold Standard 45s Part 4 (1964)
5. The Elvis Presley Gold Standard 45s Part 5 (1965–1968)
6. Those Bloody Rare Orange Label Gold Standard 45s
7. The Elvis Presley Gold Standard 45s Part 6 (1969)
8. The Elvis Presley Gold Standard 45s Part 7 (1969–1976)
9. The Elvis Presley Gold Standard 45s Part 8 (1976–2000)
Mystically liberal Virgo enjoys long walks alone in the city at night in the rain with an umbrella and a flask of 10-year-old Laphroaig who strives to live by the maxim, “It ain’t what you know that gets you into trouble; it’s what you know that just ain’t so.
I’ve been a puppet, a pauper, a pirate, a poet, a pawn, and a college dropout (twice!). Occupationally, I have been a bartender, jewelry engraver, bouncer, landscape artist, and FEMA crew chief following the Great Flood of ’72 (and that was a job that I should never, ever have left).
I am also the final author of the original O’Sullivan Woodside price guides for record collectors and the original author of the Goldmine price guides for record collectors. As such, I was often referred to as the Price Guide Guru, and—as everyone should know—it behooves one to heed the words of a guru. (Unless, of course, you’re the Beatles.)
Are the prices shown for the recording and/or sleeve alone?
If one found them together, have they struck the “Mother Load”?
I’ll never pass a box of 45s at a yard sale again!
Thank you for the question. I can understand the confusion! So that others will not have to deal with that confusion, I have changed the layout of the list above. It will answer your questions . . .