How I Fell in Love with Rock & Roll

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Led Zeppelin turned me on to rock and roll 40 years ago.

In 1976, I was 13 years old. My family had settled into a new home in Wheaton, Illinois, after moving from Battle Creek, Michigan, the year before. Music figured large in our lives. My older sister Karen enjoyed disco. I dealt with the loneliness of being a new kid in town by immersing myself in books and music. I was a huge fan of soul (especially Al Green), funk, R&B, and jazz (especially George Benson). Everything I knew about rock was based on what I could hear on singles-friendly AM radio, which meant a lot of soft rock along the lines of “Chevy Van” by Sammy Johns.

I knew who Led Zeppelin was because my older brother, Dan, owned all their albums. But Dan listened to music in the privacy of his bedroom, lost in a world defined by his collection of rock albums, black felt posters, and books about World War II fighter planes, and, it seemed, secrets I would never know. We lived in the same house but in two different rooms on different floors of the house, our doors always shut to each other.

My life changed one day when Dan and I were the only ones in the house. I was in my own room reading a book about baseball when I heard this strange, exotic, powerful tune wafting up from our family room downstairs. It sounded as though a collection of Middle Eastern musicians had decided to entertain themselves in our home. I tried to focus on studying baseball statistics. But the song just kept rising into my room like a dust storm from the desert. The tension built with each refrain, as strings, guitar, and a distorted drum complemented a man’s voice crying with angst.

I put down my book and cautiously walked downstairs. With each step toward the family room, I felt the rush of drums, guitars, and strings engulf me. Dan stood before me, his eyes locked on the vinyl record spinning on our family console stereo, a monolithic beast that housed my dad’s collection of Herb Alpert and the Tijuana Brass.

“What is this?” I asked.

Without turning his head, he replied, “Kashmir.”

We spoke no words after that exchange. We just stood together and immersed ourselves in the song.

Afterward, Dan wordlessly shared with me the album that had produced the song, Led Zeppelin’s Physical Graffiti, which had been released the year before. I was accustomed to album jackets that contained one simple pocket. Physical Graffiti was something completely different: a sepia-tinged photo of a New York tenement building with the name of the album formed by die-cut letters peeking from behind different windows. The jacket housed two albums protected by their own sleeves fashioned to look like the cover. The tenement windows were adorned with a hodgepodge of images including band members, Queen Elizabeth, a bomb dropping, and Elizabeth Taylor in Cleopatra. And the music inside would turn out to be a revelation.

I began to explore the band my brother loved. Physical Graffiti was an excellent introduction because the album destroyed every stereotype I held about the band. I had assumed Led Zeppelin was a group of heavy metal rockers, and I was quickly disabused of that notion. “Custard Pie” made me want to dance. “In My Time of Dying” felt like gospel. “Trampled Under Foot” resonated with my love of funk and soul, and the bucolic “Down by the Seaside” was certainly nothing close to hard rock. Listening to “Kashmir,” on the other hand, was like journeying to another land and time.

As a showcase of the many sides of Led Zeppelin, the album opened up my eyes to the diverse nature of album-oriented rock in the 1970s. As it turned out, my brother’s world was not as private as I thought it had been. Although he did not exactly encourage me to hang out in his room, he didn’t discourage me, either. Crucially, he allowed me to explore his album collection, including all the classics: The Dark Side of the Moon, Sticky Fingers, Who’s Next, and Fragile just for starters.

Rock and roll would loom large in my life from that point forward. I got caught up in the Doors revival of the early 1980s and visited Père Lachaise Cemetery on the 10th anniversary of Jim Morrison’s death. The music of Pink Floyd helped me endure some of life’s ups and downs and created more moments of bonding with Dan, as I discussed with the leading Pink Floyd fan website, Brain Damage. I edited a book about the history of rock and roll and began writing about music extensively on my own blog. Rock has become a lifelong passion, and I can trace that passion all the way back to the moment when my older brother and I shared Led Zeppelin for the first time.

Related:

The Golden Shaman: Robert Plant’s Journey,” September 28, 2015

Would Led Zeppelin Succeed Today? ” August 3, 2015

Three Lessons I Learned from Jim Morrison,” July 3, 2015

The Marketing Genius of ‘Led Zeppelin IV,'” August 29, 2011

How a Janitor and ‘Hotel California’ Shaped Me,” July 8, 2011

From Coachella to Jimmy Fallon: Five Ways Classic Rockers Stay Relevant

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Photo credit: Matt Becker, www.melodicrockconcerts.com

A bunch of old rock and rollers are the toast of Coachella. AC/DC, rebounding after the loss of two key members, played a set April 10 that earned the band the kind of acclaim and attention that any artist would envy. Stereogum rated AC/DC the best act of Coachella’s first day, and The Guardian called the band’s return to the stage after six years a triumph. But by performing at Coachella, one of the de rigueur festivals of the millennial generation, AC/DC achieved something else important: cultural relevancy.

Being relevant to the contemporary zeitgeist is important to classic rock bands that continue performing long after qualifying for AARP membership. After all, rock and roll is supposed to be the music of youth and an influence on contemporary society, not yesterday’s news. No one wants to experience the embarrassment that U2 suffered when many people on social media asked “Who are these guys?” after Apple dropped the band’s latest album on fans via an iTunes download in 2014. Here is a rulebook for relevance that successful classic rockers usually to follow:

1. Embrace Digital

It sounds like fan branding 101 at this point, but some Baby Boomer-era legends are more willing to adopt digital than others. You can find the Rolling Stones on Spotify, but not AC/DC (proving that the band has some work to do yet earning its relevancy stripes). Although the Stones seldom release any new music, the band has effectively used digital channels ranging from the Web to mobile to maintain brand relevancy. Moreover, Joan Jett (being inducted into the Rock and Roll Hall of Fame April 18), Annie Lennox, and Robert Plant do an excellent job using digital to share their lives and music with their fans. Plant relies on Instagram, Tumblr, and YouTube, to tell a narrative of his reinvention as an artist. For instance, he recently posted a documentary on YouTube about his travels to Mali in order to participate in the Festival au Désert.

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The marketing genius of “Led Zeppelin IV”

Imagine if Apple unveiled the latest iPhone without a logo or if Lady Gaga had released Born This Way without her name, face, or album title on the cover.

That’s what Led Zeppelin did 40 years ago when the band issued its fourth album with a cover consisting solely of a dreary photo: an old man, hunched over with wood sticks stacked on his back — no title, band name, song listing, record label logo, or even a catalog number.

In doing so, Zeppelin committed a masterstroke of marketing brilliance that still resonates today.

The album many of us simply refer to as Led Zeppelin IV (or Zoso) is the subject of an August Classic Rock cover article by Barney Hoskyns, author of Led Zeppelin IV (Rock of the Ages). His article is a worthwhile introduction (although certainly not the only one) to a work that has sold 23 million copies and is ranked among the greatest rock albums of all time by authorities ranging from Rolling Stone to the Rock and Roll Hall of Fame.

Hoskyns not only documents the recording of the album and its landmark songs (“Stairway to Heaven” among them); but he and author Dave Lewis (Led Zeppelin historian and editor of Zeppelin magazine Tight but Loose) also discuss perhaps the most famous album packaging in the history of rock music – a combination of runes and puzzling artwork that inspires conversation even in a digital era that treats albums like relics.

In this post, I expand on the significance of the album design: how it complements the music of Led Zeppelin IV and influences the album’s timeless, mystical appeal. In my view, the success of Led Zeppelin IV is a lesson in creating brand mystique by not over-explaining and instead revealing a few well-chosen clues that provoke discussion.

No Title? No problem

To appreciate the impact of Led Zeppelin IV, I think it’s helpful to understand the album’s historical context. As many rock historians have reported, Led Zeppelin was at a crossroads when it released the album that would help make Zeppelin “one of the biggest bands on the planet” in Hoskyns’s words.

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“Classic Rock” magazine gets physical

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If you appreciate the lost art of LP cover design, then get thee to a newsstand and grab the September issue of Classic Rock before they sell out. The issue painstakingly reproduces the extravagant artwork for the iconic 1975 Led Zeppelin album Physical Graffiti to illustrate the lead article by Barney Hoskyns concerning the making of the album that produced such rock epics as “Kashmir.” The magazine itself slips into a specially constructed outer sleeve depicting the same New York apartment building pictured on the original Physical Graffiti album, with titles of the album’s songs visible through die-cut windows, as was the case with the LP. And the article itself provides an in-depth examination of the making of Physical Graffiti, with tasty insights from the likes of sound engineer Ronnie Nevison.

The Physical Graffiti issue is a bold celebration of the power of a tactile experience that is unique to the world of print — and a firm “piss off” to the naysayers who claim that print media are dead. According to Classic Rock Editor in Chief Scott Rowley, it’s not the first time Classic Rock has done something bold and imaginative. Through an email exchange with me,  he explains that reproducing album sleeves dates back to a September 2007 issue that was a tribute to Led Zeppelin III. (In fact, Classic Rock got the original Led Zeppelin III artist Zacron to design the issue.) He also points out that Classic Rock issue 138, which celebrated 150 albums you must hear before you die, was designed like an album inner sleeve with the cover depicted as a record with spot varnish grooves.

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Classic Rock Issue 138

According to Scott, “We try to keep the packaging fresh, and earlier this year we came up with the idea of copying the style of the L.A. Woman sleeve to go with a Doors story we were working on [the August 2010 issue about about Jim Morrison’s last days.] The Zep idea came from that — it’s the 35th anniversary of Physical Graffiti, but really it was the thought of doing the mag in tribute to the original packaging which led to the feature . . . Our Art Director Brad Merrett then had to make it happen. Which wasn’t easy, considering those guys did it originally in the days before Photoshop — and credit’s got to go to him for delivering so authentically.”

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Classic Rock Issue 148

But why invest in such extravagant packaging and expense at a time when the print industry is in apparent decline?

“The print industry is suffering, as is the music industry,” he responds. “Our answer has been to make something special — an experience that can’t be downloaded and has a nostalgic/emotive pull.” For instance, the issue on 150 essential record albums also contained goodies like a 100-page book Let It Rock, an exclusive Classic Rock mouse pad, a Classic Rock car sticker, and a 15-track CD. (The insert for the Physical Graffiti issue also doubles as a glossy mini poster.)

And is the investment paying off?

Scott answers with an unqualified “Yes.” So far newsstand sales appear to be up 10-12 percent for the Physical Graffiti and L.A. Woman issues. “Our Led Zep III issue was our biggest-selling issue at the time, and the 138 ‘inner sleeve’ is still our second best-selling issue ever.” He adds, “Obviously I don’t believe that’s just down to the packaging — in each case I think the look was backed up by a great story, and I would hate for anyone to think it’s been style over substance — but it does suggest that the overall package is pressing the right buttons.”

Classic Rock has innovated in other ways since being launched in 1998. In 2009 Classic Rock launched a first-of-its-kind online subscription service that offers readers the chance to download albums before they are available in stores. The May 2010 edition (Classic Rock 144) was guest-edited by KISS. Also in 2010, Classic Rock published Classic Rock Presents: Slash, which gave fans Slash’s solo album a month before its general release along with a 132-page magazine about Slash. The Slash issue marks the first time a magazine publisher has topped an online album chart.

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Classic Rock Presents: Slash

And Scott adds, “We’re actually working on another idea right now and have a couple more up our sleeve.”

I think Classic Rock sets a standard not just for the publishing industry but for anyone who aspires to create a successful brand. Three lessons stand out:

  • Provide a memorable experience.
  • Offer content that people care about (whether you’re creating news stories or advertisements — people will engage with great content).
  • Take advantage of the unique attributes of online and offline — don’t simply reproduce the experience in both. For instance, the Slash download ahead of retail availability is an example of the former, and the elaborate album cover sleeve art is an example of the latter.

Did someone say print is dead? I don’t think so.