Universal Music Unveils Rare Verve Records Jazz Releases for Label’s 70th Anniversary: A 13-Day ‘Listening Exhibition’

Seven decades of jazz history, with masterpieces brought to life for the senses

Global music company Universal Music is staging a special pop-up exhibition to mark the 70th anniversary of Verve Records, a cornerstone of jazz. The company said the exhibition, “VERVE 70: Listening to Jazz Past and Present,” will run Nov. 17-29 at PEZ, a cultural complex in Seoul’s Yongsan District.

Founded in 1956 by legendary concert promoter Norman Granz, Verve Records is more than a record company: It is an iconic label that represents the history of modern jazz. The label released classic albums by era-defining jazz greats led by Ella Fitzgerald, alongside Billie Holiday, Louis Armstrong and Sarah Vaughan, as well as boundary-pushing innovators such as Frank Zappa.

The pop-up will explore in detail Verve Records’ vast musical legacy across seven decades, organized by era and genre. The exhibition begins with the story of Louis Armstrong, who helped shape the label’s early years, and offers an in-depth look at the artistry of Billie Holiday, one of Verve’s most celebrated female vocalists.

It then traces the influence of piano greats Oscar Peterson and Bill Evans, capturing the essence of jazz’s golden age. Visitors can also experience the historic moment when a new wave of bossa nova, represented by Antônio Carlos Jobim, spread around the world.

The exhibition’s scope extends beyond traditional jazz. It will also spotlight Verve’s bold expansion into rock and avant-garde music, including releases by The Velvet Underground and The Mothers of Invention. The story spans from new musical experiments led by Herbie Hancock from the 1990s onward to the vision of contemporary artists carrying Verve Records forward today, bringing together past and future.

The event is expected to draw interest as a “listening exhibition” offering a synesthetic experience beyond visual displays. Visitors can view historic album covers and artist walls while listening in high fidelity to signature Verve Records albums on listening equipment set up at the venue.

Additional programs during the exhibition include “Curator Talk & Listening Session,” offering deeper musical insight, and an “Artist Talk & Signing,” where attendees can interact directly with artists. A range of events is expected to attract music fans.