And now for something completely different…..

After joining Substack a couple of weeks ago, I instantly faced what many writers and content creators face…..

“What do I write about?”

I thought about it at length, and turned to a few compatriots for some ideas.  Several responded with good topics, and I finally settled on one suggested by Jimmy Talksalot (if you aren’t familiar with him, he has some great articles and is just a terrific guy).  He said, “Write about your medicine show.  Write about yourself.”

Honestly, I wasn’t sure how interested anyone would be to read about ME, but nevertheless I pressed on and have had a lot of positive feedback.  As you read along, don’t ever hesitate to share your feelings about anything I publish.  I’d be obliged to hear from you.

I believe that many modern busking practices have roots in and influences from the medicine show.  I mentioned previously, my magic act was based on that old west genre.  While preparing my act,  I did lots of research and learned all I could about its history and origins, as well as how the show, as we know it, endured throughout the last 170+ years.  So, let’s take a look back in time.

In the beginning …

The predecessor to the American “Snake Oil” pitchman was the European “mountebank” (pronounced:  MOUNT - uh - bank).  These pitchmen were well know throughout the Middle Ages for selling medicinal wares on street corners, in market places, at faires; basically anywhere they could gather a crowd of passersby or onlookers.  This practice dates back as far as the 17th century, and was prevalent throughout Italy and France.

While drawing upon elements of popular street theater and music of the time to aid in the sales pitch of their “elixir”, the mountebank began to attract various names and labels from the public.  One name in particular, “charlatano” (from the word meaning “chatter”), was given to describe the salesman’s ability to use turn-of-phrase to catch and hold the crowd’s attention.  It is from this word that we get today’s term, “charlatan”.

The earliest COLONIAL record of the mountebank was in 1757, and it didn’t take long for the governmental bodies to begin passing legislation in response to these deceitful sales practices.  The first was passed in New Jersey in 1772 which regulated medicine within the colony.  Connecticut followed in 1773, passing the “Act for suppressing of Mountebanks”.  Despite these regulations, however, the colonial mountebank remained popular throughout early America.

They performed in costumes, drawing people in with feats of magic, ventriloquism, hypnotism or trick shot demonstrations.  Slowly, they began to incorporate more “American” elements, such as banjo music and even blackface (which, during the mid-1800’s, was a popular element taken from minstrel shows).

The Great Shift

Beginning in the 1870’s, the mountebank developed their show into a more Americanized version.  The patent medicine industry had begun to control the American medical field, developing catalogs and advertisements to reach the consumer, and they recruited the mountebank to bring that brand directly to the people.  As spokesmen and ambassadors for the patent medicine industry, they assumed the new “role” as medicine man.

They adjusted their sales pitch into a promotion of the patent medicine products, and continued to use theater, dance, music, and other forms of entertainment, amusement and performance as the central core of their shows.  The medicine show was born.

So, what was the point…?

Bottom line, medicine shows were performed in order to sell products and turn a profit.  PERIOD.  Not really a big surprise, right?!  Most shows broke down to about 45% entertainment, 45% spieling (pitching to the crowd), and 10% devoted to a product loosely resembling a cure, elixir, or medicine.  We’ve already mentioned the entertainment portions, so let’s look at the pitch.

To become proficient and successful, the pitchman had to master the spiel.  Just like today’s buskers, the medicine man had to become an expert in working the crowd, capturing the audience with his oratory, constantly scanning the crowd, reading their general tone, and maintaining control of them throughout the show.

Today’s performers aren’t really manipulators, but yesterday’s medicine men were exactly that, using public shame, trickery, and even coercion to lead people into buying the “product”.  Ruthless and laser-focused on profit at any cost, these pitch men were true masters of the sale.

And, my oh my… how the crowds loved them!

Then compared to Now

Although medicine shows were a widespread phenomenon, and were performed differently by different people across the “fruited plain”, one thing was at the core of each and every one: SELLING PRODUCTS.  No two shows were exactly alike.  They only used similar means to gain their ends, and each used very similar structural formulas to frame the show, much like the methods used today by American street magicians, stretching from New York to Los Angeles.

FIRST: Draw in the audience.  This included (and still includes) setting up the performance area, preparing props, lighting, music, etc.  During this time, the medicine man (street magician) would start with some light spieling, using his pitch to draw the bystanders who would now have become aware of the wagon, stage, posters, and musicians.

SECOND: When a decent number formed in the crowd, the showman would launch into his full spiel.  Formulaic and script-like, the spiel could be described as a story set within a show-length speech.  Any tales told were likely fictitious, but important because they led the crowd down the path to introduce them to the product, elixir, or medicine that each of them would soon be convinced they desperately needed.

Today’s magician uses his own spiel to lure passersby to stop and watch his performance, as well as solidify the interests of crowd already gathered and witnessing the miracles being performed right before their eyes.  Through his own unique banter and performance, the busker leads the crowd on a journey of sights and miracles never before seen.

THIRD: the “bait and switch” (and escape).  This is where similarities end between the showmen of the past and today’s street performers.  In the past, medicine men would build up the show to a climax centered around a specific remedy, or salve, or elixir.  Throughout the show, they would complete sales and collect money.  Pass out product and collect money.  Promise,  extort, lie, exaggerate and collect money.

However, when the big moment finally came that everyone had been waiting for, that moment of demonstration and proof, the medicine man would quickly end the show, and (even more quickly) flee the scene, leaving the crowd with plenty of product, but no actual remedies; and leaving the medicine man with all their money and no shame.  Good thing his act was on wheels…

Today’s street magician has no such plan (and almost certainly no wheels standing by). His (or her) intentions are much more pure, being directed and guided by entertainment, not covetousness.  The magical craft is what is celebrated on the street, not the money.  And the hat is only passed openly, encouraging a donation based on the crowd’s level of satisfaction.  No deceit, no double-dealing or dishonesty.  Just folks, who love what they do, doing what they love for as many people as they can.

Now, who couldn’t give a five-er to a guy like that…?

So what are we left with ?

When I began researching the Medicine Show, I became fascinated with the many parallels and similarities with today’s magical performances.  Among the many magicians using this genre, perhaps the most well known is Pop Haydn.  Pop has, indeed, taken the Medicine Show and brought in into the 21st century.  He has popularized it, while also sticking to the original format; incorporating live musical entertainments throughout many of his live shows.  It’s well worth your time to stroll through the internet and look at Pop’s live magic shows (both with the full medicine shows, as well as his solo magic, sporting the snake oil salesman character)

.While you’re at it, check out these Medicine Show acts:

• Knotts Berry Farms Medicine Show

• Dr. Goodjohn’s Medicine Show

• Dr. Solar’s Medicine Show

• Dr. Johnson’s Traveling Miracle Medicine Show

• Dr. A’s Medicine Show

• Prof. Grifter’s Wild West Traveling Medicine Show

…. The list is almost limitless, and in the end, like me, you won’t be disappointed.

Just entertained!!

I’ve enjoyed this quick historical jaunt and I appreciate your companionship along the way.

Now, go out on some corner, gather a crowd, and show them what you love.

And don’t forget your hat !!!

Cheers!!