Letters have revealed how a record producer struggled to get a young Elvis Presley's music heard - faced with record executives and DJs who said it 'stinks'.
The startling criticism has emerged in a series of letters, never-before-seen in their entirety, due to go up for auction in Devizes, Wiltshire this weekend.
The fascinating archive, on sale for £50,000, reveal calamitous calls made by moguls who said Presley's music 'would never sell' despite his popularity in Tennessee.
Memphis music impresario Sam Phillips, of Sun Records, had written to industry bigwigs citing 'a new artist who is causing tremendous excitement' in the hopes Presley's songs could be heard further afield.
Elvis shakes hands with Sam Philips of Sun Records after signing to RCA Records for £35,000 in 1955. Also pictured is his new manager, Col Parker (right)
Memphis music impresario Sam Phillips, of Sun Records, had written to industry bigwigs citing 'a new artist who is causing tremendous excitement' (his letter is pictured)
But despite Mr Phillips' enthusiastic letter, he was met with a lukewarm reception. Nate Duroff, of the LA-based Monarch Records, said Elvis' type of music 'stinks'
He tried to win over them over by saying 'this Presley thing is tremendous' and 'we've got a big one - don't let it get away'. But his letters met a frosty reception.
They date back to July 1954 when a then 20-year-old Elvis had just released his very first single, That's All Right.
But while the song proved popular in his home state of Tennessee - selling an unprecedented 4,000 copies - record companies and radio stations from Los Angeles to Miami were less impressed.
Miami record distributor, Marvin Lieber, wrote back: 'Locals won't even touch it...as they consider it too racy.'
Nate Duroff, of the LA-based Monarch Records, said Elvis' type of music 'stinks'.
He wrote: 'Elvis Presley records would not sell in Los Angeles. I know for a fact that Western and Hillbilly out here 'stinks' as far as sales.'
The archive of 47 letters cover the 16 months Elvis was signed to Sun Records.
Despite the initial rejections, his career soon shot off and he signed with big-time RCA Records in December 1955.
The next month he released Heartbreak Hotel which was his first number one hit and he went on to become the King of rock 'n' roll.
Despite the initial rejections, Presley's career soon shot off and he signed with big-time RCA Records in December 1955. He is pictured in 1956 soon after the release of Love Me Tender
One of the first letters sent by Sun is dated July 29, 1954 to Nate Duroff of Monarch Records. Mr Philips urges Mr Duroff to 'get this record out there' after stellar sales in Memphis
The letters belong to a British collector who is now selling them through Henry Aldridge and Son Auctioneers.
Auctioneer Andrew Aldridge said they document the evolution of Elvis Presley and the birth of rock 'n' roll.
He said: 'This is one of the most important archives of letters relating to the earliest parts of Elvis Presley's career ever offered for auction.
'It chronicles the birth of Elvis' career and the genesis of the journey that would lead him on the path to stardom.
'It is being auctioned almost 65 years to the
