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480 pages, Hardcover
First published November 3, 2016
Always from the outside: Mavericks, Innovators and Building Your Own Ark
I'm not a cynic--absolutely not. I don't hate the music business. I am very privileged to have been a working musician for twenty-odd years. I'm still a working musician now and hopefully will be for a while, so I'm happy to work and be involved with British culture.
But the British music industry has never, ever, created anything, ever, in its history. It has never innovated anything. It's done plenty of good things--it's brought great innovators to light and helped to make great records and events--but nothing of any value was ever created inside the British or American music business. It always came from the outside--from outsiders created in the real world. These people, out of necessity, rejection, frustration and talent, and with vision, built their own ark and sailed it alongside and ahead of the music industry. In doing so they created their own market. They did their own research and development. They did it, and still do it, in small clubs, playing in front of a few people, supporting other bands, going up and down the country in little vans. They do it in home-made studios. They do it on SoundCloud and on Facebook. They don't do it on The X Factor.
They were always people from the outside. Take Les Paul and his innovations in recording and for the electric guitar--he was rejected as a crank. The Beatles are the most obvious example--rejected by Decca for their four-piece guitar line-up. No one invented Bob Marley, no one invented the Sex Pistols or Kurt Cobain or Jay Z--they all invented themselves and were rejected. They were outsiders and they were necessary.
The first outsider object I ever saw was a record by Buzzcocks called 'Spiral Scratch'. This really was outsider art. I would have been thirteen or fourteen, and I remember that even just the look of it was astounding. Forty-odd years later, there isn't anything like it, which is absurd. If you look at the cover, it's a Xerox Polaroid of four freezing-cold, skinny boys from Manchester, taken in Piccadilly Gardens. This was at a time when rock stars and musicians--everybody inside the industry--was made to look like gods and everything was very reverential. The record itself is quite astonishing: stripped-down, no-nonsense, unadorned, direct. It was totally outside of everything that was going on at the time. The sound was one of the very first productions by a soon-to-be-legendary Manchester outsider, Martin Hannett.
The Manchester punk rockers were the first outsiders I connected with. The idea we have now of punks is quite cartoony, quite cuddly--the mohican, the bondage trousers and the safety pin. That came a little later--the people I was confronted with were super-hip Manchester lads. These guys were so switched on; they didn't bother reading the weekly music press, because that was a middle-class conceit. They were working-class, edgy provocateurs. Like the 'Spiral Scratch' record, they were fast and they were unadorned. These guys were from the street, and whenever I saw them they were stood outside. They were outside Virgin Records on Market Street every Saturday. I don't think they wanted to go in. The next time I saw them was at the Wythenshawe Forum when I went to see Slaughter and the Dogs. I saw them outside there as well. The next time I remember I was hanging around outside a T-Rex concert. I wanted to be inside, but I managed to do that without a ticket, by hanging out with these blokes. They were older than me, but they made an impression on me that never went away.
Over the years, I started to notice this idea of the music industry having an 'inside', a perception of the music business as being a place, or a group of physical spaces. People who want to get into it, or think that they need to get into it, think it's a place. A world that is entirely floored with shag-pile carpeting, soft lights, big silent cars, stylists everywhere every day, and lots and lots of money, of course, that goes straight in your pocket, and everything's fabulous. But what I'm describing is Simon Cowell's house--and I'm not even sure that exists. That's what people think, it's a mystical place, where you're happy. But it's a world that lasts twelve weeks and stops on Christmas Eve. There's no doorway to the music industry. There's the idea that there's a doorway, and there's a classic idea for aspiring musicians and wannabe stars of how you get in there. One way is to have a connection with a man on the inside, a Svengali. This guy is approachable because he's got one foot in the world you live in and one foot inside the door, beyond which there's a big white light. The truth of the matter is that any innovative and incredible manager who's really made a difference had never actually done it before. They were all doing it for the first time. Malcolm McLaren, Joe Moss, who managed the Smiths, and Brian Epstein--they all ran shops. As did, I think, Paul McGuiness, U2's manager.
These are all people who changed the music business. Without them you wouldn't have heard of their bands. Most notably, Rob Gretton, manager of New Order and Joy Division, was a DJ and had never managed a band before. So this idea of the Svengali popping his head out of the music-business doorway, discovering people and making them stars and creating the Sex Pistols, The Rolling Stones or the Beatles, is erroneous. Do you think Brian Epstein created John Lennon? But without these people, who were outsiders easily as much as the musicians themselves, it wouldn't happen. They had their own vision and an agenda. They were able to see something in the band and outside of them that was worthwhile, something that the bands didn't always see themselves.
Andrew Oldham was a formidable character who managed The Rolling Stones early on. As a teen whizz kid who worked for Mary Quant, he was younger than the band, but he took this bunch of very earnest blues aficionados and created the anti-Beatles. The Rolling Stone weren't really that good at the start. I'm sure it never would have occurred to them that they could still be the anti-Beatles, as big as they are now, fifty years later. But that was down to the manager and his own agenda and vision. Epstein obviously was an outsider because of this personal life, but he too had his own unique and specific talent and agenda; he had theatrical aspirations and a flair for presentation. Sadly, his outsider status was such that, regardless of his riches and success, it probably spelled his ultimate demise.
Like a lot of people, Joy Division were inspired to take up their guitars by the Sex Pistols. Salford sons, they were pretty ordinary at first and hadn't found their sound. They're an interesting example because early on, they got an opportunity from an insider, from the establishment. They were given some money to make a record with RCA before they were ready. It was never going to work and it never does work. The Smiths had a similar scenario when we received £250 from EMI to make a demo. You need money, you need a break, and you want to get on the inside. But if you're going to subvert and do something that's truly great, it doesn't happen from the inside.
RCA gave Joy Division the money to make a record and it sucked. All the pieces had to be in place; what they did have, which the other bands around didn't, was the ultimate Manchester outsider-manager in Rob Gretton. Taking his own very sharp outsider aesthetic, aspirations and sense of cool, he identified the band's alienated outsider aspect and became the fifth member. Many years later, after the international success of New Order, he retained his attitude and remained an outsider until the day he died. If you don't just do it with the money in mind then you can stay on the outside and concentrate on being great, and being great is what it's all about. As soon as the money becomes a controlling factor, you're compromised.
One of the things I've learned about movements and the arts is that in the beginning, it's almost as important to define yourself by what you're against as by what you're for. If you can say what you're against, as Factory Records did, what you're left with is what you're for. Tony Wilson was against quite a few things, but as everyone from the north knows, the main thing he was against was London. He practically led a thirty-year movement against the perceived cultural superiority of London over Manchester. A fantastic outsider. He totally championed the outside--not slick, naff music that was going to make him a lot of money really quickly--and it worked.
The outsider label is not just a postmodern concept. Outsiderism (yes, that is a word!) is now a profitable and massive exploitable commodity, and a valid commercial position. Just look at Tamla Motown records--a corporate brand and a household name. And it was started by one lone songwriter and made in the garage of a house in a Detroit suburb. Why not? These people have to come from somewhere. More recently Def Jam Recordings was started in a dorm at New York University in 1984 by Russell Simmons and Rick Rubin. It's now worth hundreds of millions of dollars. But if you're doing it to make hundreds of millions of dollars, it won't happen. A lot of people outside of the music business, who aren't musicians, think you do it for the money. No one I have mentioned so far--and lots of other people I could mention--does it for the money. That just happens. If the people I've mentioned did it for the money, they would be disempowered, impaired, because they wouldn't have had the audacity to go out and make wacky and reckless moves, moves that work. If you do it for the money you're screwed, and it won't happen.
As well as creating The Rolling Stones, Andrew Oldham started a label, Immediate Records. He did it as an anti-establishment move, showing them how it could be done with style, guile and success. Kit Lambert and Chris Stamp, who managed The Who, also outsiders, did the same thing with Track Records. Lambert is another one of those managers who had never done it before. Older outsiders can help bands because they've got the wisdom and the capability to work from an outside position--even if it is just because they have a couple of credit cards. It makes a difference. So Oldham inspired me as much as any musician when I was getting The Smiths together. I learned from reading about him and from his interviews that no one was going to discover me. Once again, it's forgetting the idea of making it from the inside, learning to build your own ark and concentrating on being great. No one discovered Bob Marley. Sure, he signed to Chris Blackwell's Island. But Blackwell was an outside label boss. He started a little label selling Jamaican records in the UK. He might have brought Marley to the world but Marley wasn't invented, nor was Kurt Cobain, who was on Sub Pop records, also an outsider record label. The Beatles may have ended up on EMI but the reason they got on EMI was because their talent was spotted by producer George Martin, who within EMI, was considered something of a crackpot.
With The Smiths, a mate of mine got a temporary job at EMI and convinced his bosses that we were worth spending a little bit of money on. We got the money to go into the studio but we knew it wasn't going to work, that the place wasn't for us, and they rejected us. We needed to stay on the outside and to be on an outsider label. I knew we needed to be on Rough Trade Records. I was very specific about that. Rough Trade started off as a shop, run by Geoff Travis and set up to sell records that were outside of the mainstream. Rough Trade was even outside of the underground--that's how outside it was. Thanks to Rough Trade we came to the attention of John Peel. If you consider the history of broadcasting in this country, you quickly realise that the most innovative and significant person was Peel, the ultimate outsider-broadcaster. It is remarkable that he was able to operate in the way he did, championing outsiders and being an outsider for forty years at the BBC, an environment that, apart from Parliament and Buckingham Palace, is probably the most insider establishment this country has. He played some really weird, cutting-edge music that absolutely didn't want to be on the inside.
After all of these names, I'd like to mention just one song. The song is by Lou Reed. Obviously, he was always going to be legend because of his work with The Velvet Underground. But the reason Reed is a household name is because of one song: 'Walk on the Wild Side'. It's incredible: a staple, classic song which is actually a roll-call of outsiders--Candy Darling, Joe Dalessandro et al--and the world it describes and celebrates is exclusively a world of wilful, social-misfit outsiders: transvestites, transexuals, druggies, subversives. Reed got his start through another great outsider-manager--in fact, probably the biggest outsider of the day--when he hooked up with Andy Warhol. Warhol had no idea how to manage a band. He hadn't managed a band before and didn't manage a band afterwards. His MO was to make art that was derived from outside of the existing art world, which took some doing in the 1960s. (Now, we're used to it.) He had learnt as a youth from the inside, in his training in fine arts, but he couldn't ultimately change what he was--a born outsider. Everyone in Warhol's created universe was an outsider. Did any of these people, The Velvets or the others in that song, care about anyone from inside the film industry? Did they see themselves in conventional movies? No. Did anyone in the industry care about them? No. But that doesn't matter. They did it for the fun and devilment and the art of it, crossed their fingers and hoped they'd make some money. They didn't. But they also hoped they would make a difference. Which they absolutely did.
So what do these people do if it feels like they're not going to make a difference? They do it for other outsiders. Which really means, initially anyway, doing it for your friends. Jay Z says that he made his first album entirely to impress his friends. I understand that completely. When The Smiths had their first success, we found it necessary to go to London. I got no end of stick from Tony Wilson for it. We wrote some good songs in London but I knew that I had to get back the north. That was where music was going to come from, and I was missing my friends, the terra firma.
The first rule of thumb for any musician is: if your friends like it, then you're on the right track. The second rule of thumb is: you'd better make sure that your friends have got plenty good sense, or else you're scuppered. And I suppose the third rule of thumb is to make sure that none of your friends work for insider record companies. I know you can be a maverick within the music industry, but all the greats did it from the outside. And that's an inspiring thing. We live in an age of such conformity and stifling conservatism. The idea of the outsider should be identified and celebrated, cherished and encouraged. I personally would like to see more people in the music culture like those I have described.
To finish, the title 'Walk on the Wild Side' came from the 1956 novel by Nelson Algren A Walk on the Wild Side. Algren said of his book, 'It asks why lost people develop into greater human beings than those who have never been lost in their whole lives'. That song explains it all, that title explains it all--it could have been called 'Walk on the Outside'.