Verve Forecast - Folkways

Verve Forecast, a subsidiary of the Verve Records label, was founded in 1960 as a platform for diverse musical genres, including folk, rock, and jazz. It aimed to showcase innovative artists and sounds, distinguishing itself from mainstream pop. The label gained prominence during the 1960s and 1970s, particularly in the folk and folk-rock scenes, featuring notable artists such as Tim Hardin, The Youngbloods, and Eric Andersen. Folkways Records, founded by Moses Asch in 1948, was known for its extensive catalog of traditional and world music, emphasizing cultural preservation. In 1989, Folkways was acquired by the Smithsonian Institution, enhancing its legacy as a repository of American folk music and global sounds. Together, Verve Forecast and Folkways contributed significantly to the folk genre and the broader music landscape, promoting artistic diversity and cultural heritage, and leaving a lasting impact on the music industry.