I DO NOT KNOW WHAT THIS IS

I found it amounst a bunch of old paper and sheet music, so I'm fairly sure it is somewhat old

It could be something Spade made up to give out, It could be somthing a fan made up, it could have come with a product. 

It is terrible quality (gainy image), it's like a somewhat mat-finish 2.5 x 3.5" wallet-size photograph (I think it faintly says Kodak on back, not sure)

has 1938 on back 

Code JSB166

from Wikipedia

Donnell Clyde Cooley (December 17, 1910 – November 23, 1969), better known as Spade Cooley, was an American Western swing musician, big band leader, actor, television personality, and convicted murderer. Cooley's career ended in 1961 when he was arrested and convicted for the murder of his second wife, Ella Mae Evans.