Music Maintains Morale

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Red, white and blue background with white and black text and an illustration of a piano and of piano keys 

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The phrase, “Music Maintains Morale,” emerged in 1918 as a slogan for piano manufacturers and musicians to show their enthusiasm for war bonds. At this time, these manufacturers sold war bonds in their stores to show their support. The slogan was used in the New York Library Loan Concert at Carnegie Hall in 1918 as a demonstrative of the practical power of music, which went on to raise $4,302,000. The phrase referred to the idea that music roused latent patriotism and revived the spirits of listeners. Ads displayed the slogan to encourage Americans to buy liberty bonds as well pianos during WWI.

The slogan reemerged during 1942 when the theme was used to inspire morale among the American public during Music Week. Schools and churches had special programs to recognize the service that music rendered to listeners. Music shops and piano manufacturers once again featured the slogan in their ads during this time.


Paris, R. J. (1918, October 26). Citing the New York Liberty Loan Concert as demonstrative of the practical power of music – making use of that peerless slogan, “Music maintains morale” – Other notable announcements. The Music Trades, 56(17), 19.

Music maintains morale. (1918, October 24). The Intelligencer.…

Music maintains morale. (1942, April 30). The Manassas Journal.…

Notice. (1942, May 26). San Bernardino Sun.…

The music masters are giving their art. Will you music lovers lend your money? (1918, October 18). New York Tribune.

Trade in your old piano. (1942, June 29). The Honolulu Advertiser.

Catalog ID MU0395