In 1956, the merchandising of Elvis Presley’s image began in earnest with the establishment of Elvis Presley Enterprises. This entity was created to authorize novelty items, capitalizing on Presley’s burgeoning fame as “the most talked about new personality in the last ten years of recorded music.” RCA Victor, his record label, was quick to follow suit, leveraging their star’s popularity by manufacturing a line of Elvis Presley phonographs. This strategic marketing effort aimed to saturate the market and solidify Presley’s brand for his eager fanbase.
Billboard magazine, in its September 29, 1956 issue, highlighted the scale of this phenomenon in an article titled “Presley Juggernaut Rolls – Merchandising Campaign Expected To Top $20 Mil Sales by Year End.” The piece projected that Presley’s merchandising campaign would eclipse $20 million in sales by the close of the year, potentially overshadowing even established icons like Mickey Mouse, Hopalong Cassidy, and Davy Crockett. At the time, Elvis Presley was described as the music industry’s most controversial, yet most successful, figure. The article further noted that eighteen licensees were producing approximately thirty different products, all featuring the “Elvis Presley motif” and bearing either his name or likeness.
Among the merchandise available were clothing and accessories, jewelry, a guitar, a doll, and even a glow-in-the-dark picture of Elvis. However, the focus here is on RCA Victor’s specific venture: the creation of two distinct Elvis Presley phonograph models.
[This full-page advertisement, appearing in the November 17, 1956, issue of Billboard, was designed to assure retailers that the new line of Elvis Presley Autograph Victrolas would be a significant market force, promising to “rock the industry” and “roll up new profits.”
The Elvis Presley Autograph Victrolas
RCA Victor produced two special “Victrola” portable phonograph models, both featuring Elvis Presley’s facsimile “autograph” molded in plastic on the top of the case. These players, released in November 1956, were perfectly timed for the Christmas shopping season.
Elvis Presley 4-Speed Victrola
The Elvis Presley Autograph 4-Speed Victrola portable phonograph, model 7-EP-2, was capable of playing records of various sizes—7, 10, and 12 inches—at four different speeds: 16, 33, 45, and 78 rpm. When closed, the unit measured 11 x 13 x 6 inches. Each player included a gold sticker detailing the model and serial number, and it came with a custom owner’s manual. The suggested retail price was $32.95.
[Bonus Record Inclusion: Purchasers of the Elvis Presley Autograph 4-Speed Victrola also received a complimentary record: a two-record EP album titled ELVIS PRESLEY (RCA Victor SPD-22).
Elvis Presley Automatic 45 Victrola
The Elvis Presley Autograph Automatic 45 Victrola portable phonograph, model 7-EP-45, was designed exclusively for 7-inch records played at 45 rpm. Its key feature was a large spindle that enabled automatic stacking and playing of multiple records, seamlessly dropping the next record once the current one finished. Like its 4-speed counterpart, this model also bore a gold sticker with model and serial number details and included a custom owner’s manual. This model was priced slightly higher at $44.95.
[Bonus Record Inclusion: Buyers of the Elvis Presley Autograph Automatic 45 Victrola received a bonus record: a three-record EP album also titled ELVIS PRESLEY (RCA Victor SPD-23).
[This image shows the owner’s manual for the 45 rpm-only record player, identified as the Elvis Presley Autograph Automatic 45 “Victrola” Portable Phonograph.
Collector’s Value and Market Insights
Determining a precise “current market value” for these rare items in 2022 is challenging due to their scarcity. However, records of a few “recent” sales provide some indication:
- A model 7-EP-2 in “very good condition,” accompanied by a VG/NM copy of the SPD-22 bonus album, sold for $1,625 in 2013. In contrast, another unit described as being in merely “good condition with some yellowing and considerable wear” fetched only $149 in 2019.
- A model 7-EP-45, visually assessed as Very Good or better condition based on photographs, sold for $1,299 in 2006. Another example, described as being in “exceptional condition overall,” was auctioned by Graceland for $1,600 in 2016.
Should one find either model in very good condition without damage, a resale value of $500-$1,000 could be expected, even if the unit is not fully functional. However, discovering one in pristine, “like new” condition, perhaps stored away in an attic, could command prices in the thousands, likely attracting multiple eager buyers.
[ [These are the two EP albums that were intended as bonus giveaways with the purchase of the Elvis Presley Autograph phonograph models in late 1956 and early 1957. SPD-22 was designated for model 7-EP-2, while SPD-23 was paired with model 7-EP-45.
Additional Information and Authenticity Concerns
For more in-depth information and additional photographs of these distinctive record players, the article “The RCA Portable Elvis Presley Phonographs (1956)” on the Elvis – Echoes Of The Past website is a valuable resource. It also includes details and images of the owner’s manuals and even a British model variation.
RCA also produced a small quantity of one-sided radio spots titled RCA Radio Victrola Division Spots (GM-9E-0401) to promote their Victrola line. Two of the four tracks feature Elvis himself discussing the Elvis Presley Autograph Victrolas. Further information on this rare record can be found on the Elvis Records website.
Buyer Beware: Authenticity and Refurbishment
Potential buyers should be aware that unauthorized reproductions of one or both of these phonograph models may exist, and their production is likely illegal. Distinguishing a genuine unit from a fake can be challenging without a known authentic example for comparison. Furthermore, original, authentic players may be refurbished without this being disclosed, which constitutes fraud. The two Elvis Presley Autograph Victrola phonographs, introduced by RCA Victor in 1956, remain some of the most sought-after and difficult-to-find Elvis collectibles in any condition.
[The featured image at the top of this page showcases the Elvis Presley Automatic 45 Victrola portable phonograph (model 7-EP-45), highlighting the distinctive Elvis Presley “autograph” on the front section.