Lost and found: tomb raiding or celebration of a legacy?

© Simon Poulter 2021

My entry to the blogosphere happened by accident: a foul mood one Monday morning resulting from England’s latest humiliating exit from a football tournament led to a 1,000-word rant written on a train and in need of an outlet. Thus, this blog’s predecessor, What Would David Bowie Do? was born. It was never meant to be about The Dame (it’s title came from a throwaway remark by a former girlfriend) but over the course of its lifetime, my love of David Bowie’s music was progressively rekindled as I found myself dipping into the extraordinary body of work he had recorded. His death on 10 January, 2016, brought that blog to an abrupt halt. It just didn’t seem right to continue with that title, which was simply a nod to a throwaway, Jägermeister-fuelled quip in a Yosemite boozer. So I wrote my own obituary and WWDBD? ended there. 

Of course, I wouldn’t stop blogging, and there was only going to be one source for the new one’s name, hence the reference you see at the top of this page. Even now, people think I’m a Bowie blogger, but I haven’t actually written anything specifically about him for a couple of years. Today might change that, as I kick off what I’ve presumptively declared David Bowie Month, for no other reason than the 26th will see the release of the latest box set of Bowie reissues, Brilliant Adventure (1992-2001). The package will feature remasters of output in a period where Bowie may have struggled, remarkably, to fit into the Britpop wave that was going on at the time, but in Black Tie White Noise, The Buddha Of Suburbia soundtrack, Outside, Earthling and Hours, still produced utterly compelling material. 

The period also covers a phase of live performances, where Bowie had a white-hot band and was seemingly comfortable in his skin performing all the old classics. Thus, a BBC Radio live recording from 2000 (originally released as part of the limited-edition three-disc Bowie At The Beeb) - a warm-up for his legendary Glastonbury headline performance - is included in the set, along with a collection of odds and sods called Re:Call 5. The true draw to the package, however, is Toy, the semi-mythical record featuring new versions of Bowie songs from the very beginning of his career, but which wasn’t deemed by the record company to be releasable in 2001. I can assure you there will be more on Brilliant Adventure nearer its release date.

© Simon Poulter 2021

Last week I indulged my fandom with a visit to the new ‘Bowie 75’ pop-up shop in London’s Heddon Street, opened (along with a sister branch in New York) to provide an outlet for devotees to gorge themselves on merchandise, music and other paraphernalia (such as a Stylophone with which to recreate the iconic middle-eight of Space Odyssey). I won’t deny that purchases were made (high-quality vinyl reissues of the ‘second’ David Bowie album and The Man Who Fell To Earth, plus the scintillating Live Nassau Coliseum ’76 recorded on the Station To Station tour - Bowie in his absolute ’70s pomp). 

In the shop’s basement you can listen to vintage songs spruced up with ‘360 Reality Audio’ (Sony’s new ‘spatial’ audio technology), as well as play around with magnetic lyrics stuck to a pillar, composing songs as Bowie once did with cut up newspaper headlines. There’s also a red telephone box in which you can have your picture taken, a hat-tip to the shop being located across the road from the building featured in the cover art for The Rise And Fall Of Ziggy Stardust & The Spiders From Mars, setting the scene for the alien Ziggy’s arrival on Earth.

If people think all this is fan gouging, then that’s up to them. After all, people appear to be paying significantly north of £80 for Adele tickets next summer, so no one has the right to judge what people spend their money on when it comes to pop music. Most of the merchandise on sale in the shops is available on the official Bowie website, but there’s more to it than simply a couple of glorified souvenir kiosks. The London and New York stores (the latter located close to Bowie’s SoHo home of 20 years) have been opened for a strictly limited period, leading up to what would have been the artist’s 75th birthday, on 8 January next year. 

“I’m really emotional,” 35-year-old fan Nikky Smart told The Times the other day while visiting the Heddon Street store. “It’s kind of like they’ve brought him back again.” I can’t say that it was really like that for me, but it was all very tasteful. And seeing most of a back catalogue of 27 studio albums, live sets and compilations on sale, alongside the T-shirts (yep, I bought one), baseball hats, jigsaw puzzles and all the rest, was a poignant reminder of the sheer body of work Bowie left behind when he succumbed to cancer in 2016.

Picture: The Rolling Stones/Bravado

The Bowie 75 shops are just the latest retail ventures opened by heritage acts to interact with fans. The Rolling Stones opened their own ‘Official UK Store’ in London’s Carnaby Street in September last year - a brave move given that it was that brief period of 2020 when normality resumed and people went shopping again, albeit tentatively. The Stones previously had a limited-period concession at Selfridges in Oxford Street to provide the template for the Carnaby Street shop, making it largely a platform to flog somewhat expensive T-shirts bearing the legendary ‘lips’ logo and various pieces of Stones album art. The Bowie shops also arrive a few weeks after Queen opened their own store, also in Carnaby Street, and dedicated to the band’s five-decade career, selling limited edition music releases, fashion collaborations with brands like Champion and Wrangler, Johnny Hoxton jewellery and other ‘lifestyle products’, whatever that means. 

All these band-based retail concepts appear to have two types of punter in mind: tourists that (in theory) throng to London’s West End, and in particular, social media-savvy youngsters looking to post their visits to Instagram and TikTok (that said, the Bowie shop seemed to be mostly customised by middle-aged blokes…er…like me). “We’re really looking at two things,” entertainment consultant Lawrence Peryer explained to The Times last week when talking about how the Bowie shops came about. “We wanted to create a place for the long-term Bowie fan to come in and find out something about Bowie that they didn’t know before, and have an experience they’d not had before, but also to connect with a young audience. David was always ahead of his time, always changing to connect with the younger crowd, and we’re hoping this will carry on the tradition.” 

Bowie certainly was ahead of his time: many will have seen on YouTube his highly prescient interview in 1999 with the BBC’s Newsnight in which he told a sceptical Jeremy Paxman that the Internet - then in relative infancy - would affect society beyond all recognition. “The potential of what the Internet is going to do to society, both good and bad, is unimaginable,” he declared. The year before, Laurence Peryer had helped Bowie create his BowieNet website, widely considered one of the earliest pioneers of online music. It’s just one facet of Bowie that makes him still fascinating today, even before you start delving into the myriad characters and guises he quite consciously invented as avatars for his music. That was something he effectively did up to his dying day, with the morbid, out-of-body experience that was Blackstar, with its conscious references to impending death, which eventually occurred, uncannily, two days after his 69th birthday and the album’s release.

Bowie had a history of prescience. Invariably depicted as an inveterate Mod magpie throughout his life, appropriating music and fashion from wherever and whatever took his fancy, he also kept an unearthly beady eye on technology trends. In 1997 Bowie hatched a plan to monetise the master tapes of his recordings, foreseeing the rise of online streaming services that, as we now know, would only generate paltry revenues for artists compared to what they were used to with sales of physical formats. In the end, Bowie struck a deal with insurer Prudential to issue ‘Bowie bonds’ which used future royalties from his material as collateral, effectively enabling him to borrow against his back catalogue. The deal raised $55 million - shortly before Napster and the file-sharing boom came along, heralding the online music revolution that the industry has been coming to terms with ever since.

Today, as the online platforms Bowie predicted in his Paxman interview have eaten dramatically into sales of physical music formats, many artists have turned to striking deals with companies like the investment vehicle Hipgnosis. In the last year it has bought the rights to the catalogues of artists as diverse as Neil Young, Beyoncé and Blondie. Bob Dylan and Paul Simon have also sold their songwriting for eye-watering sums. Now, the Bowie estate is looking to get in on the act, with the Financial Times reporting last week that it is negotiating a deal for the artist’s albums that could raise anything up to $200 million, to be distributed between the artist’s widow Iman, son Duncan Jones and daughter Lexi, an agreement that would complement another signed recently with Warner Music for the recorded music catalogue.

Posthumously, Bowie continues to merchandise his work with a steady stream of reissues and deluxe packages, including the compilation box sets Five Years (1969-1973), Who Can I Be Now? (1974-1976), A New Career In A New Town (1977-1982) and Loving The Alien (1983-1988), each containing respectfully tarted-up versions of original studio albums along with recordings that encapsulated Bowie’s stage magic. There has also been a series of live albums, released one by one to build up a box set of their own, Brilliant Live Adventures, and drawn from Bowie’s so-called ‘wilderness years’ in the 1990s when he was, incredibly, not in vogue (all these recordings had been officially available online previously, but lucratively making the available physically, with a limited edition slip case drew in the likes of me - and I haven’t been disappointed, either). Indeed, I’ve had no problem buying any of the these Bowie packages, even if they mean owning the same albums over and over again. Each - as will the forthcoming Brilliant Adventure - contain enough trinkets of genuine appeal to the fan and, if bizarrely, such people exist, provide an entry point to the work of one of popular music’s most richly artistic and charismatic figures. Yep, I know: I’m a record company marketing manager’s dream. Sue me.

You can always get what you want - merchandising the Rolling Stones brand

© Simon Poulter 2021

As someone lucky enough to have seen the Rolling Stones more times than any other band, and on a beautiful, sunlit morning in November 2016, was amongst the first punters through the door of New York's Industria to see their Exhibitionism showcase, you could say I’m a fan. A trawl of my T-shirt drawer reveals a disproportionate number of garments bearing the famous tongue motif, easily the most famous piece of iconography in rock’n’roll history. While it will never compete with a clothing logo like, say, Ralph Lauren's Polo, the Stones preside over a brand that, it would appear, has limitless application. 

This week they've added it to confectionary, with the launch of Rolling Stones-branded chocolate bars, available for £5.95 a pop (plus £3.95 for COVID-friendly home delivery) from the band's substantial online store. Should you be so inclined, you can purchase a bar of Brown Sugar (milk chocolate) or - wait for it - Cherry Red (dark chocolate infused with cherries). There is, now, literally nothing that tongue logo won’t appear on, a trade I have willingly engaged in, given my aforementioned T-shirt collection, the socks, the limited edition Moleskine notebook and, naturally, the super deluxe edition box set reissues, like last year’s Goats Head Soup. 

Undoubtedly, I am the Stones’ target market, and partly who they had in mind last September when they opened their own “flagship” store at No.9 Carnaby Street in London. Effectively an extension of the merchandising stands you’ll see at their live shows, ‘RS No.9 Carnaby’ is an Aladdin’s Cave of Stones stuff, all bearing that tongue, and fitted out in ‘Stones Red’, now a registered Pantone colour matched to that logo. Given that Carnaby Street would normally be one of London’s biggest tourist attractions (smart marketing in the early 2000s transformed it from the somewhat shabby cove of novelty tat shops it was when I used to visit the Smash Hits offices at 52-55 in the mid-1980s), you could say that even this outlet is further evidence of the Stones’ business smarts.

Along with the limitless racks of Stones-branded clothing, ‘RS No.9 Carnaby’ will sell you tongue-branded Baccarat Crystal wine glasses (£245) and matching decanter (£535), chiffon scarves (£350), a water bottle (£30) and even an umbrella (£25). Actually, the Carnaby Street store was a tad limited when we visited last October, but then this is where retail wonks like to get into the world of “brand experiences”, whereby consumers “engage” with a brand, as opposed to just shop. Think of Apple Stores where everything from the layout to the staff is designed to the Nth degree to exude the company's considerable brand values as much as flog you things.

However, retailing is only one tip of the Rolling Stones business iceberg, which includes the band’s recording, publishing, touring and sponsorship entities. They are, in essence, every bit a corporate brand, and the lips-and-tongue is as powerful an emblem as the logos of Apple, Nike, McDonalds, Mercedes, Coca-Cola or Volkswagen. But, then, the Stones have long been rock’s most successful corporate bands. Such is their endurance on the world stage that, beyond chocolate and branded umbrellas, they remain one of music’s most profitable touring forces. Their No Filter tour, which commenced in 2017 but was postponed last year due to the coronavirus, has so far booked over $415 million at the box office; their 2005 A Bigger Bang Tour remains the fourth highest grossing concert series of all time, trousering $688 million. By the time No Filter resumes, the Stones will have a combined age of 306 (drummer Charlie Watts reaches his 80th birthday in June). Mick Jagger is said to have amassed a net worth of $360 million, with Keith Richards a little way behind on $340 million. Most of this wealth has been generated by business acumen. 

The common thought is that Jagger’s uncompleted course in accounting at the London School of Economics in the early 1960s made him the fiscal brains of the operation, but it probably owes more to Prince Rupert Loewenstein, the Bavarian count who was their business manager for almost 40 years. His legacy (he died in 2014) is that the Stones are one of the most smartly-managed companies in music - even to the extent that they exist as a Dutch “BV” (besloten vennootschap or private limited company - said to be a tax-friendly arrangement), and hold annual company meetings every year in Amsterdam, a ready source of chuckles, given the city's notorious recreational delights.

Central to all of this has been that logo. What has become one of the most lucrative emblems of all time was the result of a £50 commission from Jagger to art student Jon Pasche in 1970 to produce a poster for their European tour that year. After rejecting the first couple of designs, Jagger suggested that Pasche produced something witty that combined the simplicity of the Shell oil logo with the Hindu deity Kali for further inspiration (which actually provided the emphasis on a mouth and tongue - not, as was assumed, a conscious effort to replicate Jagger’s own prominent lippage).

The tongue made its eventual debut on the back cover of the Stones’ Sticky Fingers album in 1971, and has been part of the band’s visual language ever since. According to one intellectual property lawyer it has earned “hundreds of millions of pounds”. Pasche, on the other hand, says he probably only earned a few thousand pounds from his design, eventually selling the copyright in 1982 for just £26,000. Still, though, it has become emblematic of a form of brand marketing that students of such dark arts should and will be examining for years. Merchandising has always been a core part of rock bands' money-making, but few have taken it to the industrial levels of brand exploitation as the Rolling Stones. And they've done it with one of the most controversial and irreverent pieces of corporate imagery ever created.

Band logos have always held a fascination for me. As a schoolboy, it was fashionable to emboss the names of rock bands on the canvas, army-surplus shoulder bags that everyone carted around when I was 13. Bands like Genesis, Steely Dan, Yes and Rush generated a weird form of fan loyalty via their logos, which would be painstakingly scrawled in biro on such bags. No one, though, has ever come close to monetising a graphic identity quite like the Stones. Any band can produce T-shirts, mugs and even sleepwear, but only one band can get away with a £500 decanter or, now, a six quid bar of chocolate. It seems you can always get what you want, for the right price, that is.