This paper discusses the documents of The Gramophone Company's Hungarian General Agency in 1911 from various perspectives. The extraordinary size of the document collection, kept at the EMI Archives in Hayes, provides an opportunity to examine the activities of the global company in Hungary over the course of a year. Moreover, the year 1911 brought changes in the life of the company and the Budapest branch in many respects. For the first time the company planned a museum in its headquarters, and for this purpose, souvenirs were requested from the agencies established all over the world. It was also the year in which the territory of the Budapest branch was reorganised, so that the representative, Heinrich Conrad, had to explore new areas. A plan to promote the gramophone in schools in Hungary was mooted, but ultimately not implemented. In the same year, the company began to standardise the design of its advertisements, placing a considerable burden on the general agencies. In 1911, the Budapest branch also had to organise four recording sessions, and recordings were made in Budapest, Zombor [Sombor], Eszék [Osijek], Zagreb, Belgrade and Sofia. A number of fascinating and unique documents have survived in the collection, including a somewhat depressing description of living conditions in Budapest by an English accountant, a letter from Franz Hampe about a recording session in Zombor [Sombor], and a description of Hungarian folk-inspired art songs [magyarnóta] by the Budapest representative of The Gramophone Company. A particularly significant document of discological research is a detailed letter by Heinrich Conrad, in which he not only criticises the recordings made in Budapest in July 1911, but also compares them in detail with earlier recordings made in Budapest. This letter gives us an insight into the recording aesthetics of the acoustic recording era. [ABSTRACT FROM AUTHOR]