The label originated in 1921 from a chain of stores called McCrorys, in the USA, and initially took their masters from Emerson and Grey Gull, then Plaza-Banner, and the American Record Corporation.  Rust [R] lists four different labels. Content was mainly dance music, vaudville acts and comedy, and light classics. 

Jazz was featured , and the Dixie Jazz band was a pseudonym for several bands including Clarence Williams' Dixie Washboard Band, and the New Orleans Jazz band. 

There is another Oriole label, that issued in London by the Levy company, and which featured some of the top American jazzmen including Louis Armstrong as one of Lil's Hot Shots (actually Louis' Hot Five, with Lil Hardin on piano), as well as several well know Englsih bands, scuh as that of Stanley Dance, Harry Roy and Nat Gonella (an Amwerican in London). The Quinetette of the Hot Club of France was also featured with the ‘promising' young talent of one, Django Reinhardt. 

There appears to be no connection between the British and the American Oriol label, and why the London form used the bird trademark, a species not known in Britain, is not recorded. 

Record in collection:

L189  c3 ORIOLE Made in USA.
1627 (a) (2331) SINGIN' IN THE RAIN (Freed, Brown).  
Featured in the ‘Hollywood Revue of 1929'.  University Boys.
1627 (b) (2333) MY ROSALIE Gordon, Eddy)
Roy Collins Dance Orchestra. Vocal Chorus William Stanley.  [With original Oriole sleeve.]