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                How a small, family-owned electronics company came to control 97% of the ice cream truck music market.
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                    Sunday, October 11, 2020
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                 The Hustle is proud to deliver original longform journalism to your inbox every Sunday. This week, we're giving you a glimpse behind our creative process with the help of our sponsor, WeTransfer. Check out how their tool
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                 <strong>
                  The company that has a monopoly on ice cream truck music
                 </strong>
                </h2>
                <p style="color: #737373; font-family: Helvetica, sans-serif; font-size: 18px; font-style: italic; line-height: 120%; margin: 0; padding-bottom: 10px;">
                 How a small, family-owned electronics company came to control 97% of the ice cream truck music market.
                </p>
                <p style="font-family: Helvetica, sans-serif; font-size: 13px; line-height: 120%; margin: 0; padding-bottom: 24px;">
                 <strong>
                  BY
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                   Michael Waters
                  </a>
                 </strong>
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                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 In 1973, an electrical engineer named
                 <strong>
                  Bob Nichols
                 </strong>
                 was watching the film
                 <em>
                  The Sting
                 </em>
                 when a song on the soundtrack — Scott Joplin’s 1902 ragtime hit, “
                 <a style="-webkit-text-fill-color: #d62829; color: #d62829; text-decoration: none;">
                  <u style="color: #d62829; text-decoration: none; underline: none;">
                   The Entertainer
                  </u>
                 </a>
                 ” — caught his ear.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 The right clip of that diddy, Bob realized, would make for an irresistible ice cream truck jingle.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 He could imagine trucks gliding through the American suburbs, the tinkling notes summoning children to buy snow cones, sundaes, and bomb pops.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 And he was uniquely poised to make it happen: as the founder of
                 <strong>
                  Nichols Electronics
                 </strong>
                 , a tiny Minnesota-based company, Bob supplied the music boxes — preloaded with dozens of jingles — for the vast majority of the country’s ice cream trucks.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 In short order, “The Entertainer” was on Nichols music boxes all over the nation. And 25 years later, it has become the country’s ice cream truck song of choice.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 That’s according to Bob’s son,
                 <strong>
                  Mark
                 </strong>
                 , who now runs Nichols Electronics alongside his wife, Beth. Today, Nichols Electronics no longer controls just the vast majority of the music box market; it
                 <em>
                  is
                 </em>
                 the market.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 Mark estimates that the company, which he inherited, is responsible for up to
                 <strong>
                  97% of the music boxes in circulation
                 </strong>
                 .
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 How did ice cream truck music become a thing? And how did one tiny family business secure a stranglehold on the market?
                </p>
                <h4 style="font-size: 17px; height: 100%; letter-spacing: 0px; line-height: 22px; margin: 0px; padding-top: 8px;">
                 <strong>
                  Building a music market from scratch
                 </strong>
                </h4>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 Ice cream vendors have always relied on music as a marketing tool.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 At the end of the 1800s, ice cream pushcart owners sang little verses “in praise of their lemon ice cream and vanilla too” to attract customers, according to the
                 <a style="-webkit-text-fill-color: #d62829; color: #d62829; text-decoration: none;">
                  <u style="color: #d62829; text-decoration: none; underline: none;">
                   paper
                  </u>
                 </a>
                 “Ding Ding!: The Commodity Aesthetic of Ice Cream Music,” by the ethnomusicologist Daniel T. Neely.
                </p>
               </td>
              </tr>
              <tr>
               <td>
                <a style="color: #d62829; text-decoration: none;" target="_blank">
                 <img alt="" src="https://inboxflows.com/_/image/https%253A%252F%252Fthdaily.s3-us-west-1.amazonaws.com%252Ftruck_20201009215411.jpg/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZ0aGRhaWx5LnMzLSJ9:1kXMEm:vIYzxXYV-bIJ-S6vTmL_15Zi9AeV4AG3b9TWnZBzRpI" style="height: auto; max-width: 600px; padding-top: 10px; width: 100%;" width="600"/>
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                <p style="color: #5f696c; font-family: Helvetica, sans-serif; font-size: 12px; font-style: italic; line-height: 20px; margin: 0px; padding: 8px 5px 20px;">
                 Children swarm a Good Humor ice cream truck in the mid-1900s (Getty Images)
                </p>
               </td>
              </tr>
              <tr>
               <td class="h2020 ignore-defaults" style="padding: 0px 10px;">
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 In 1920, an Ohio parlor owner named
                 <strong>
                  Harry Burt
                 </strong>
                 invented the Good Humor bar — the first ice cream treat on a stick — and recruited a team of employees to drive around neighborhoods, selling them out of trucks.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 To catch the public’s attention, Burt equipped each truck with a set of bobsled bells that jingled when the vehicle drove by. But ringing a bell all day long soon proved to be too manually taxing for drivers.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 Around 1929, some Good Humor drivers started replacing their bells with ad hoc mechanical music boxes.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 That shift caught the attention of
                 <strong>
                  John Ralston
                 </strong>
                 , an ice cream truck driver in Los Angeles.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 By the end of the 1940s, Ralston had rigged up his own music box — a complex contraption involving a bunch of microphones hooked up to a vacuum-tube radio — and started pitching it to manufacturers.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 When Ralston felt manufacturers were dragging their feet, he turned to his friend, Bob Nichols.
                </p>
               </td>
              </tr>
              <tr>
               <td>
                <a style="color: #d62829; text-decoration: none;" target="_blank">
                 <img alt="" src="https://inboxflows.com/_/image/https%253A%252F%252Fthdaily.s3-us-west-1.amazonaws.com%252Fbob_20201009215443.jpg/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZ0aGRhaWx5LnMzLSJ9:1kXMEm:vIYzxXYV-bIJ-S6vTmL_15Zi9AeV4AG3b9TWnZBzRpI" style="height: auto; max-width: 600px; padding-top: 10px; width: 100%;" width="600"/>
                </a>
                <p style="color: #5f696c; font-family: Helvetica, sans-serif; font-size: 12px; font-style: italic; line-height: 20px; margin: 0px; padding: 8px 5px 20px;">
                 Bob Nichols (far right) with family members in 1972 (Mark Nichols)
                </p>
               </td>
              </tr>
              <tr>
               <td class="h2020 ignore-defaults" style="padding: 0px 10px;">
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 Bob had no experience with music boxes.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 After founding Nichols Electronics in 1957, the
                 <a style="-webkit-text-fill-color: #d62829; color: #d62829; text-decoration: none;">
                  <u style="color: #d62829; text-decoration: none; underline: none;">
                   WWII vet
                  </u>
                 </a>
                 set his sights on testing TV and radio parts and manufacturing a few one-off products, like a coin-operated foot massager.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 But when Ralston asked him if he could put together an electric music box, Bob decided to give it a go.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 They worked out a deal together: Ralston, who was well-connected in the ice cream vending scene, would promote the new music boxes for Bob in exchange for a small cut of profits.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 Within just a few years, orders started pouring in from across the country.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 Bob never did any print advertising — he didn’t have to. Word spread so quickly in the tight-knit ice cream truck world that ice cream music soon became Bob’s main business.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 Convincing ice cream drivers to buy his electronic music boxes wasn’t always smooth sailing.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 Bob found himself battling the Bevins Bell Company, which was supplying bells — a much cheaper auditory solution — to most ice cream trucks.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 Cities were also wary that the new enthusiasm for music boxes would kick off a scourge of noise pollution. The Abilene, Texas city council became one of many municipalities to
                 <a style="-webkit-text-fill-color: #d62829; color: #d62829; text-decoration: none;">
                  <u style="color: #d62829; text-decoration: none; underline: none;">
                   debate
                  </u>
                 </a>
                 whether ice cream truck music should be legal at all.
                </p>
               </td>
              </tr>
              <tr>
               <td>
                <a style="color: #d62829; text-decoration: none;" target="_blank">
                 <img alt="" src="https://inboxflows.com/_/image/https%253A%252F%252Fthdaily.s3-us-west-1.amazonaws.com%252Fheadliens_20201009215717.jpg/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZ0aGRhaWx5LnMzLSJ9:1kXMEm:vIYzxXYV-bIJ-S6vTmL_15Zi9AeV4AG3b9TWnZBzRpI" style="height: auto; max-width: 600px; padding-top: 10px; width: 100%;" width="600"/>
                </a>
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                 Headlines from the 1950s speak to the negative attention brought on by new ice cream jingles (AP, via Newspapers.com)
                </p>
               </td>
              </tr>
              <tr>
               <td class="h2020 ignore-defaults" style="padding: 0px 10px;">
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 But the sales figures made Bob’s case for him. Some industry tests found that ice cream trucks equipped with music boxes sold
                 <strong>
                  almost 2x more
                 </strong>
                 than ice cream trucks with bells, according to Bob’s son, Mark.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 Around 1960, Nichols Electronics upgraded from a disc-based box to a wind-up cylindrical one — a move that sliced down the price of a music box from
                 <strong>
                  $125
                 </strong>
                 to
                 <strong>
                  $80
                 </strong>
                 .
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 At that point, says Mark, “my father had most of the market.”
                </p>
                <h4 style="font-size: 17px; height: 100%; letter-spacing: 0px; line-height: 22px; margin: 0px; padding-top: 8px;">
                 <strong>
                  Running a niche ice cream business
                 </strong>
                </h4>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 When Mark was younger, the family business held a special allure.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 As a young kid, he’d mess around with circuit boards in his father’s workshop. After graduating college, he completed a multi-year electrical technician program to learn the ins and outs of the trade. And by the early 1980s, he was a full-time employee.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 When he took over the business shortly before his father died in 2003, the company was selling
                 <strong>
                  2k music boxes a year
                 </strong>
                 .
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 But today, the number of ice cream trucks on the road has shrunk — and so has the demand for music boxes. These days, the company only produces
                 <strong>
                  300-400 boxes per year
                 </strong>
                 .
                </p>
               </td>
              </tr>
              <tr>
               <td>
                <a style="color: #d62829; text-decoration: none;" target="_blank">
                 <img alt="" src="https://inboxflows.com/_/image/https%253A%252F%252Fthdaily.s3-us-west-1.amazonaws.com%252Fmark_20201009215747.jpg/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZ0aGRhaWx5LnMzLSJ9:1kXMEm:vIYzxXYV-bIJ-S6vTmL_15Zi9AeV4AG3b9TWnZBzRpI" style="height: auto; max-width: 600px; padding-top: 10px; width: 100%;" width="600"/>
                </a>
                <p style="color: #5f696c; font-family: Helvetica, sans-serif; font-size: 12px; font-style: italic; line-height: 20px; margin: 0px; padding: 8px 5px 20px;">
                 Mark Nichols at an ice cream vendors convention in the early 1990s (Mark Nichols)
                </p>
               </td>
              </tr>
              <tr>
               <td class="h2020 ignore-defaults" style="padding: 0px 10px;">
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 Mark will tell you right off the bat: The reason Nichols Electronics controls the entire ice cream truck music market isn’t that it’s a particularly
                 <em>
                  powerful
                 </em>
                 company.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 In earlier decades, Nichols Electronics had several full-time employees, but the company has since shrunk down to just Mark and Beth.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 If a resource-rich corporation — say, General Electric — decided to jump into the ice cream truck music game, that corporation very well might succeed. But there’s a reason a larger entity hasn’t tried to dislodge Nichols Electronics as the reigning ice cream music kingpin.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 “It’s a very difficult market,” says Mark.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 Profits are slim, and selling ice cream truck music boxes requires a lot of time and connections to independent truck owners. Over the years, Mark has witnessed a handful of competitors come and go without success.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 But the ice cream truck business has a
                 <strong>
                  strange quirk
                 </strong>
                 : it typically sees a bump in the wake of a financial meltdown.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 COVID-19 has been no exception.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 A record
                 <a style="-webkit-text-fill-color: #d62829; color: #d62829; text-decoration: none;">
                  <u style="color: #d62829; text-decoration: none; underline: none;">
                   unemployment rate
                  </u>
                 </a>
                 coupled with stay-at-home mandates has been good for ice cream trucks: scores of people are signing up to drive them, and sales are booming.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 “You have a huge labor force available right at the time people are at home,” says Mark. “It’s the perfect circumstances for a little bit of a revival for the industry.”
                </p>
               </td>
              </tr>
              <tr>
               <td>
                <a style="color: #d62829; text-decoration: none;" target="_blank">
                 <img alt="" src="https://inboxflows.com/_/image/https%253A%252F%252Fthdaily.s3-us-west-1.amazonaws.com%252Fworkshop2_20201009215816.jpg/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZ0aGRhaWx5LnMzLSJ9:1kXMEm:vIYzxXYV-bIJ-S6vTmL_15Zi9AeV4AG3b9TWnZBzRpI" style="height: auto; max-width: 600px; padding-top: 10px; width: 100%;" width="600"/>
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                <p style="color: #5f696c; font-family: Helvetica, sans-serif; font-size: 12px; font-style: italic; line-height: 20px; margin: 0px; padding: 8px 5px 20px;">
                 The Nichols Electronics workshop in Minnesota (Cecilia Johnson/MPR)
                </p>
               </td>
              </tr>
              <tr>
               <td class="h2020 ignore-defaults" style="padding: 0px 10px;">
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 Some of his clients have told him that they’re having their best year since the turn of the century. Mark is feeling the upswing, too.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 Nichols Electronics may not be a large corporatized monopoly. But since it controls the music box market, it also has a near-unilateral sway over which songs reverberate through neighborhoods across the country.
                </p>
                <h4 style="font-size: 17px; height: 100%; letter-spacing: 0px; line-height: 22px; margin: 0px; padding-top: 8px;">
                 <strong>
                  The art of choosing an ice cream truck song
                 </strong>
                </h4>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 If you listen to enough ice cream truck songs, you might start to notice a pattern: they all have the same tinny, high-frequency sound.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 Music boxes tend to accentuate the high notes and attenuate the low notes of a song. Because that higher-frequency sound is so rare today, we immediately associate it with ice cream.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 Ice cream truck songs tend to follow a few rules:
                </p>
                <ul style="font-size: 16px; line-height: 20px; margin: 0; padding-bottom: 10px; padding-left: 12px;">
                 <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                  They’re
                  <strong>
                   short and easy to remember
                  </strong>
                  : Mark pegs the perfect length at between
                  <strong>
                   15 and 45 seconds
                  </strong>
                  .
                 </li>
                 <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                  They’re
                  <strong>
                   structurally simple:
                  </strong>
                  “You don’t want the music to be very full,” music historian Daniel T. Neely tells us. “If it’s too complicated, the message becomes kind of muddled.”
                 </li>
                 <li style="font-size: 15px; line-height: 140%; margin: 0 0 0 15px; padding: 0px;">
                  They’re typically rooted in
                  <strong>
                   nostalgia
                  </strong>
                  .
                 </li>
                </ul>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 That last point is perhaps the most crucial element of a good ice cream truck song: We’re drawn to these melodies because we’ve heard them before. Many of the biggest hits, including “The Entertainer,” had a place in our culture long before ice cream trucks started pumping them out.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 Nichols’ current music box — called the Omni 2 (
                 <strong>
                  $225
                 </strong>
                 ) — comes preloaded with
                 <strong>
                  32 songs
                 </strong>
                 , all in the public domain.
                </p>
               </td>
              </tr>
              <tr>
               <td>
                <a style="color: #d62829; text-decoration: none;" target="_blank">
                 <img alt="" src="https://inboxflows.com/_/image/https%253A%252F%252Fthdaily.s3-us-west-1.amazonaws.com%252Fsongs_20201009215842.jpg/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZ0aGRhaWx5LnMzLSJ9:1kXMEm:vIYzxXYV-bIJ-S6vTmL_15Zi9AeV4AG3b9TWnZBzRpI" style="height: auto; max-width: 600px; padding-top: 10px; width: 100%;" width="600"/>
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                <p style="color: #5f696c; font-family: Helvetica, sans-serif; font-size: 12px; font-style: italic; line-height: 20px; margin: 0px; padding: 8px 5px 20px;">
                 The 32 songs on the company’s best-selling music box, the Omni 2, (Nichols Electronics)
                </p>
               </td>
              </tr>
              <tr>
               <td class="h2020 ignore-defaults" style="padding: 0px 10px;">
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 The tracklist looks almost exactly as it did in the ‘70s, and Mark and Beth make a point not to fuss with it much. The main reason for this is that a truly new ice cream truck song is hard to get off the ground.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 Recently, though, one of the tracks included on Nichols’ music box was called in question.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 Music scholars
                 <a style="-webkit-text-fill-color: #d62829; color: #d62829; text-decoration: none;">
                  <u style="color: #d62829; text-decoration: none; underline: none;">
                   discovered
                  </u>
                 </a>
                 that the popular ice cream truck melody, “Turkey in the Straw,” appeared in a racist 1916 song. This spring, as protests spread across the country, Mark decided to pull it from his music box.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 “We don’t want a single child walking away from the ice cream truck feeling bad because of the song they were hearing,” he says.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 He’s replacing it with a new 45-second jingle written and produced by Wu-Tang Clan member, RZA, which
                 <a style="-webkit-text-fill-color: #d62829; color: #d62829; text-decoration: none;">
                  <u style="color: #d62829; text-decoration: none; underline: none;">
                   blends
                  </u>
                 </a>
                 “traditional ice cream truck sounds with jazz and hip-hop elements.”
                </p>
               </td>
              </tr>
              <tr>
               <td>
                <a style="color: #d62829; text-decoration: none;" target="_blank">
                 <img alt="" src="https://inboxflows.com/_/image/https%253A%252F%252Fthdaily.s3-us-west-1.amazonaws.com%252Frza_20201009215914.jpg/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZ0aGRhaWx5LnMzLSJ9:1kXMEm:vIYzxXYV-bIJ-S6vTmL_15Zi9AeV4AG3b9TWnZBzRpI" style="height: auto; max-width: 600px; padding-top: 10px; width: 100%;" width="600"/>
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                 RZA, of Wu-Tang Clan fame, recently mixed up his own ice cream truck song (Good Humor)
                </p>
               </td>
              </tr>
              <tr>
               <td class="h2020 ignore-defaults" style="padding: 0px 10px;">
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 There’s some skepticism in the ice cream truck industry that a new track will work out as a sales tool.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 “People [always] think they’re going to come up with the next successful ice cream vending song,” says Mark, “and they almost always fail.”
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 The main reason: the public simply hasn’t had time to formulate an internal association between the song and ice cream. Otherwise, “the consumer thinks it’s just some kid playing his boombox too loud.”
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 Neely says that it’s too late in the summer for us to measure the new song’s success. But by next August, we’ll have a better sense of whether RZA’s track will hold up.
                </p>
                <p style="font-size: 15px; line-height: 140%; margin: 5px 0px 10px;">
                 He’s off to a good start: his song is already
                 <a style="-webkit-text-fill-color: #d62829; color: #d62829; text-decoration: none;">
                  <u style="color: #d62829; text-decoration: none; underline: none;">
                   set to appear
                  </u>
                 </a>
                 on Nichols music boxes, which is the best — and maybe only — way to enter the ice cream truck musical canon.
                </p>
               </td>
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