David Bowie (November 18, 1978) New Live Single – New Musical Express

A full‑page RCA advertisement from NME promoting David Bowie’s new live single, released in November 1978. The design features a monochrome photograph of Bowie performing on stage, paired with bold vertical typography spelling out his name.

Writer: Uncredited (advertisement copy)

Artist: David Bowie

Date: November 18 1978

Length: 1 page advertisement

The advertisement announces Bowie’s live single featuring “Breaking Glass,” “Art Decade,” and “Ziggy Stardust,” taken from the album “Stage.” The layout is split vertically: the left column lists the track details and catalogue numbers, while the right side presents a dramatic live image of Bowie mid‑performance, microphone in hand, illuminated against a dark background. The minimalist design and stark contrast evoke the aesthetic of Bowie’s late‑1970s period — precise, modern, and theatrical. The single was priced at 99p and packaged in a colour bag, reflecting RCA’s marketing push for Bowie’s live releases.

“Three tracks for 99p (rrp) in colour bag from the album ‘Stage’.”

PUBLICATION

Publication: New Musical Express (UK)

Date: November 18 1978

Country: United Kingdom

Section / Pages: Advertisement Page

Title: New Live Single

FEATURE HIGHLIGHTS

Event: Promotional advertisement for Bowie’s live single

Era: 1978 – Stage tour period

Tone: Bold and modern

Photography: Black‑and‑white live performance image

Audience: UK music press readers and Bowie collectors

THE STORY BEHIND IT

By late 1978, Bowie was touring internationally in support of his live album “Stage,” recorded during the Isolar II tour. This advertisement captures the sleek professionalism of his late‑’70s presentation — a departure from the flamboyant Ziggy Stardust era toward a more refined, minimalist style. The inclusion of “Ziggy Stardust” alongside newer material like “Breaking Glass” and “Art Decade” symbolises Bowie’s ability to bridge his past and present identities. The design’s simplicity mirrors the precision of his live performances and the controlled aesthetic of the Berlin Trilogy.

WHAT THE CLIPPING SHOWS

Event: NME advertisement for Bowie’s live single

Era: 1978

Tone: Promotional and stylised

Photography: Monochrome stage portrait of Bowie

Audience: British music readers and record buyers

CONTEXT AND NOTES

The advertisement’s vertical typography and stark imagery reflect late‑1970s graphic design trends in music marketing. RCA’s campaign positioned Bowie as both avant‑garde artist and mainstream performer, appealing to fans of his experimental Berlin work while celebrating his enduring stage persona. The image, likely taken during the Isolar II tour, captures Bowie’s poise and intensity — a visual hallmark of his transitional period between “Heroes” and “Lodger.”

“From the album ‘Stage’.”

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