Bluebird Records is a sub-label

Record label

In the music industry, a record label is a brand and a trademark associated with the marketing of music recordings and music videos. Most commonly, a record label is the company that manages such brands and trademarks, coordinates the production, manufacture, distribution, marketing and promotion,...

 of RCA Victor Records originally created in 1932

1932 in music

-Events:*January 14 – Maurice Ravel's Piano Concerto is premièred in Paris.*May 1 – The music to John Alden Carpenter's ballet Skyscrapers is recorded by the Victor Symphony Orchestra, under the direction of Nathaniel Shilkret; in addition to be being issued as six sides on 78 rpm discs, the...

 to counter the American Record Company in the "3 records for a dollar" market. Along with ARC's Perfect Records

Perfect Records

Perfect Records was a United States based record label of the 1920s and 1930s. It was a subsidiary of Pathé Records, producing standard lateral cut 78 rpm disc records for the US market....

, Melotone Records

Melotone Records (US)

Melotone Records was a United States based record label. In late 1930, Warner/Brunswick Records introduced the Melotone label in the U.S. and Canada as a budget subsidiary issuing 78 rpm disc records. It then became part of the American Record Corporation collection of labels in 1932. The label was...

 and Romeo Records

Romeo Records

Romeo Records was a record label based in the United States of America in the 1920s and 1930s. It was a subsidiary of Cameo Records, manufactured to be sold exclusively at the S. H. Kress & Co. department store chain...

, and the independent US Decca

Decca Records

Decca Records began as a British record label established in 1929 by Edward Lewis. Its U.S. label was established in late 1934; however, owing to World War II, the link with the British company was broken for several decades....

 label, Bluebird became one of the best selling 'cheap' labels of the 1930s and early 1940s. (RCA pressed the "two hits for two bits" cheap Crown

Crown records (1930's label)

Crown Records was a New York based dime store label started in 1930 and survived the depression until 1933. Known as the label offering "Two Hits for Two Bits", they sold for 25 cents....

 label, independently owned in New York City, from 1930–1933, and Crown's sales probably also influenced RCA to get in on the cheaper priced market.)
RCA's first foray into the budget market was the 35c Timely Tunes.