Punk's Dead Knot: Reflections on an Essay by Ian Trowell - Part 2: On Big Flavour Wraps and Vicious Burgers

You pays your money and you takes your choice ...

 McDonald's Big Flavour Wraps (2016) [a]

Vs Jamie Reid's Vicious Burger (1979) [b]

 

 

I. 

 

In the second part of Ian Trowell's dead knot essay, he discusses a 2016 TV ad by the "multinational fast-food franchise" [c] McDonald's for a new summer range of Big Flavour Wraps:

 

"Whilst not all of my observations and suggestions will be intentional on the part of the creative teams associated with the instigation and production of the commercial, my own intentions are to examine the ubiquitous, neutralized and atemporal representations of punk that resonate within the images and actions." [189]

 

Having established that, let's go ...

 

 

II. 

 

Via a detailed, imaginative, and theoretically-informed analysis of each scene, Trowell is very good at relaying the anachronistic tension present in an ad that seems designed to appeal to old punks on the one hand and disorientate them on the other: 

 

"How are we meant to feel, how did we used to feel, what has changed?" [190] 

 

Of course, the assimilation of punk began a long, long time before 2016: what is The Great Rock 'n' Roll Swindle (1980) if not a brutal exposure of the way in which big business indecently exploits young flesh and rapidly co-opts, commodifies, and mythologises groups like the Sex Pistols? 

 

Anyone who felt genuinely shocked and outraged by "such an unholy alliance between McDonald's and punk" [195] - or by Virgin Money's issuing of Never Mind the Bollocks and 'Anarchy in the UK' credit cards the year before [d] - clearly wasn't paying attention to what McLaren and Reid were warning about in the Swindle and clearly hadn't read their Guy Debord [e].

 

Punk - and the very word is already a misunderstanding - may have initially wished to "disrupt cultural, social and historical forms and habits through a multitude of methods" [195], but it didn't take long before the majority of punk performers were looking to build long-lasting careers in the music business. 

 

If rock 'n' roll died when Elvis joined the US Army in 1958, then perhaps we can say punk died when John Lydon decided to trust a hippie and sign an eight album deal with Virgin. McLaren and Reid fought a kind of resistance campaign operating behind enemy lines in those months following the breakup of the group - and, personally, I think the work produced in 1978-79 is some of the most provocative and amusing - but the game was basically up.         

Ultimately, no matter how much some of us wish it were otherwise, the majority of Brits like their Big Flavour Wraps [f]. And, as Trowell rightly notes, for all the faux outrage expressed from some quarters when the McDonald's 2016 campaign was launched, what we didn't hear were the voices of "disgruntled and disgusted [...] customers outraged at the linking of punk and the safe, normative environment of McDonald's" [195].

 

 

Notes

 

[a] The McDonald's Big Flavour Wraps campaign (2016) was devised by the American advertising company Leo Burnett - the home of so-called populist creativity. It featured ersatz punk imagery and also incorporated the Buzzcocks' 1978 single 'What Do I Get?', written by Pete Shelley, into a TV ad. Morrissey, like many other old punks, was not best pleased. 

      To watch the 30 second TV ad, dir. Jason Lowe, click here. For further details of the people who worked on the campaign, please click here. 

 

[b] Jamie Reid's promotional poster for the Sex Pistols' single 'C'mon Everybody', released from the soundtrack of The Great Rock 'n' Roll Swindle (Virgin Records, 1979), featuring a photo of vocalist Sid Vicious by Bob Gruen. For more details see the V&A Jamie Reid Archive: click here. 

      The Vicious Burger was just one of many imaginary products featured in a fake cinema ad in The Great Rock 'n' Roll Swindle (dir. Julien Temple, 1980): "Feeling uptight, violent, or tense? Why not take it out on a sizzling Vicious Burger; the gristle ball that gives as good as it gets!"

 

[c] Ian Trowell, 'Punk's dead knot: Constructing the temporal and spatial in commercial punk imagery', Punk & Post-Punk, Volume 5, Number 2 (2016), pp. 181-199. Page references given in the post refer to the essay as published here. 

 

[d] See the post of 12 June 2015: click here. 

[e] Debord used the term récupération to refer to a process by which politically radical ideas and subversive art works are defused, incorporated, and commodified within mainstream culture (usually with the full collaboration of the media). See the post of 26 June 2023, in which I discuss this idea: click here. 

 

[f] According to statista.com, 96% of Brits were aware of McDonald's as a brand in 2023 and 60% not only liked to eat there, but expressed loyalty to the company.

 

  

Musical bonus: Buzzcocks, 'What Do I Get?', (United Artists, 1978): click here for the remastered 2001 version that appears on Singles Going Steady (Domino Recording Co., 2003). And for the official video, which Trowell provides a nice reading of in his essay (pp. 191-92), click here.

To read part one of this post, click here. 

On Punks, Hippies, and the Boy in the Blue Lamé Suit

 Joe, Johnny, and Jello in their pre-punk days

 

One of the defining characteristics of punks back in the day, was that they hated the complacency, passivity, and untrustworthiness of middle-class hippies and they differentiated themselves from peace-loving flower children by their hairstyles and clothes: no long hair or beards and no flared jeans or tie-dyed T-shirts with groovy psychedelic prints. 

Having a close-cropped barnet was just as much a sign of radical militancy for the punks as it had been for the rank-and-file Roundheads and very few of them had flowing long locks covering their ears. So it's always a little disconcerting to come across old photos of figures central to the punk revolution - including Rotten, Strummer, and Biafra - and see them looking like ... well, hippies!

 

No wonder Jamie Reid later advised us to never trust a punk either (that punks were, in fact, often just hippies in disguise).

 

 

II. 

 

One is also reminded, upon seeing these pictures, that, essentially, we have Malcolm to thank for concocting an anti-hippie aesthetic and philosophy - not Johnny, Joe, or Jello. It was McLaren's provocative and fetishistic take on fashion, his anarchic politics inspired by Situationism, and a penchant for 1950s rock 'n' roll - all brilliantly expressed in the slogan Sex, Style and Subversion - out of which the look of what became known as punk developed. 

 

Vivienne Westwood would later recall just how odd looking 20-year-old Malcolm was when she met him in the mid-1960s; with his very, very pale skin and his very, very short hair he looked so unlike his contemporaries. If he was, in many regards, a typical product of his era and cultural environment, McLaren was never a hippie and only ever had scorn for them. 

 

Thus it was that, in 1971, Malcolm bought a pair of blue-suede creepers, which, as Paul Gorman notes, had by this date long gone out of fashion; street style was now defined by "feather-cut hair, the ubiquitous flared loon pants, stack-heeled boots, platform shoes and velvet suits" [1]. 

 

For McLaren, the shoes: 

 

"'Made a statement about what everyone else was wearing and thinking. It was a symbolic act to put them on. Those blue shoes had a history that I cared about, a magical association that seemed authentic. They represented an age of revolt - of desperate romantic revolt [...]" [2]             

Later, he combined the shoes with a 1950s style blue lamé suit (made by Vivienne) and a matching ice-blue satin shirt: "'I decided it would be really cool to be like Elvis, to be a Teddy Boy in a kind of defiant anti-world and anti-fashion gesture [...]'" [3]

  

And that - boys and girls - is the spirit of punk; more heroic than hippie (and it comes quiffed or spiky-topped, rather than lanky long-haired or feather-cut). 

 

Malcolm the proto-punk (1972)

 

 

Notes

[1] Paul Gorman, The Life and Times of Malcolm McLaren, (Constable, 2020), p. 119. 

[2] Malcolm McLaren, quoted by Paul Gorman, ibid.

[3] Malcolm McLaren, quoted by Paul Gorman, ibid., p. 131.

 

 

For a sister post to this one entitled 'Never Mind the Spiky Tops' (28 Nov 2023), click here.  

I Forgot More Than You'll Ever Know About Her: She Sherriff (the First Buffalo Gal)

Pip Gillard - aka She Sherriff (1981)

Photo by Janette Beckman / Getty Images

 

 

I. 

 

This year marks the 40th anniversary of the release of Malcolm McLaren's Buffalo Gals - a track which was as seminal for a generation of duck rockers and hip hoppers as Anarchy in the UK had been for the generation of punk rockers who preceded them.  

 

However, I'd like to speak here of someone who anticipates the era of scratchin' and square dancing and can justifiably lay claim to being the first buffalo gal: Pip Gillard, who some readers may vaguely (perhaps fondly) remember as She Sherriff ...

 

 

II. 

 

By the beginning of 1982, Malcolm was bored to death managing Bow Wow Wow: we might say that he didn't want Candy, but was, rather, nostalgic for mud; i.e. interested in down and dirty characters, rather than those who are so fine they can't be beat; hobos and hillbillies, rather than heroes and hearthrobs ...  

 

For McLaren, the term mud implied more than merely low-life experience or primitive culture. It was a glorious synonym for authenticity, something that he has always striven for in his work; the true look of music and the real sound of fashion. 

 

McLaren now located this authenticity in the folk music and folk dance of peoples around the word - particularly the sounds and rhythms that came out of Africa, a continent which he romanticised like many European artists before him, as a place of magical paganism and noble savagery. 

 

He identified something of the same jungle spirit in rock 'n' roll; at least in the very early days, before Elvis joined the US Army. And, more surprisingly perhaps, he was excited by what he discovered in them thar hills of the Appalachian Mountains, where people still danced barefoot to the sound of a fiddle and swigged moonshine straight from the jug.

 

If only, mused McLaren, he could find a new Skeeter Davis capable of singing country style with a pop sensibility ... And so, step forward Pip Gillard, who would be signed to Charisma Records [1] under the name of She Sherriff and release her first (and last) single on the label in 1982: a cover version of the country classic I Forgot More Than You'll Ever Know (About Him).           

 

Unfortunately, McLaren's first attempt to produce a more authentic sound by reinventing "the big-selling but middle-aged country-and-western genre for a young audience" [2], was not a huge success. For despite "a great deal of media interest, promo photos by The Face photographer Janette Beckman and a Charisma-funded video, She Sherriff failed to deliver on the promise" [3].

 

The single didn't chart and She Sherriff was swiftly dropped by Charisma. If not exactly run out of town, then she was also relegated to that dark corner of popular music history reserved for those who don't even become one hit wonders [4].    

 

 

III. 

 

I suppose, looking back, the problem was not only a poor choice of song, but the fact that for all the stylishness of her proto-buffalo gal image and the mud applied to her limbs, Pip Gillard just didn't convince or really look the part; she was just too fresh-faced - or too pale-faced, if you like. 

 

And posing her with a rocking horse on the record sleeve - was that your idea Nick? - served only to reinforce the idea that this pretty young thing with a red ribbon in her hair would never be able to wrestle a steer, or ride a bucking bronco.     

 

 

 

 

Notes

 

[1] Tony Stratton-Smith's small independent record label, Charisma, was founded in 1969 and became home to Genesis and other prog-rock favourites. In 1981, the managing director, Steve Weltman, newly arrived from RCA, was keen to shake things up and so signed McLaren to make his own album (for which he was given an initial advance of £45,000) and advise on new acts and musical trends in an unofficial capacity.

  

[2] Paul Gorman, The Life and Times of Malcolm McLaren, (Constable, 2020), p. 503. 

 

[3] Ibid.

 

[4] Note that Pip Gillard did release another single - 'Why Can't You Love Me?' - under her own name, in 1984 on +1 Records. She has also released a track in Japan, as Pippa Gee, called 'Every Time You Touch Me' (Sony, 1983): click here. The Japanese version of this song - 'Suteki My Boy' - was used in a drink commercial.  

 

Play: She Sherriff, 'I Forgot More Than You'll Ever Know About Him', (Charisma Records, 1982): click here. 

Play: Skeeter Davis, performing 'I Forgot More Than You'll Ever Know' on the Pet Milk Grand Ole Opry Show in 1961: click here. This song, written by Cecil Null, had been a number 1 country hit for Skeeter and Betty Jack Davis (known as the Davis Sisters) in 1953.

For a related post to this one on Buffalo Gals, click here. 

 

And, finally, for a post in which I discuss another track from McLaren's Duck Rock album - 'Double Dutch' - from the inside perspective of someone who worked in the press office at Charisma Records at the time, click here. 

 

Great Moments in Rock 'n' Roll History as Seen on TV: Bowie Performs 'Starman' on Top of the Pops (6 July 1972)

David Bowie performing 'Starman' on Top of the Pops 

(6 July 1972): click here to watch on YouTube

There's a starman waiting in the sky / He'd like to come and meet us 

But he thinks he'd blow our minds

 

 

Blow our minds: isn't that precisely what Bowie did with his seductively camp performance of 'Starman' on Top of the Pops on July 6th, 1972? 

 

But not only did he blow our minds, he also blew away the past and announced the coming of an alien future in which binary oppositions would become increasingly difficult to enforce and seem not just ever more untenable but artificial and restrictive [1].    

 

And it's for this reason that Bowie's performance has to be included in any short series of posts on great moments in rock 'n' roll history that, crucially, also happened to be televised and thereby becoming fixed in the cultural imagination. 

 

For whilst the song, 'Starman', would still be an excellent track with a catchy chorus even if you only ever heard it on the radio [2], it was seeing Bowie on TV looking like the most beautiful man on the planet in his brightly-coloured jumpsuit, spiky red-hair, and painted fingernails, that's key. 

 

Bowie perfectly captures the look of music and the sound of fashion, as Malcolm McLaren would say, and his appearance on Top of the Pops is - just like Elvis's second appearance on The Milton Berle Show in June 1956 - a genuine event (i.e. something that comes unexpectedly from the outside and changes everything). 

 

But whereas Elvis, however, marks the point at which white popular culture becomes black, Bowie signifies the queering of popular culture. 

 

Appearing confident and playful, Bowie drapes his arm around the shoulder of guitarist Mick Ronson and, famously, points directly into the camera lens at one point, not merely engaging with his television audience directly, but seeming to address each one of them individually. 

 

Although Bowie had been on the music scene for a number of years, experimenting with different sounds and different looks, it was this performance that made him a star and a seminal figure for many of those watching him that evening who would later go on to have careers in pop music themselves [3]. 

 

 

Notes

 

[1] Bowie doesn't just challenge sexual and gender binaries; he also, for example, curdles the division between American and British English by using slang terms from the former sung with a London accent. And he makes us think about questions of authenticity and artifice; is he a genuine rock star, or an actor merely playing the role?  

 

[2] 'Starman' was released as a single in April 1972, taken from the album The Rise and Fall of Ziggy Stardust and the Spiders from Mars (RCA Records, 1972). The song, which delivers a message of alien salvation to the world's youth, was partly inspired by 'Over the Rainbow' as sung by Judy Garland in The Wizard of Oz (1939).

      Upon release 'Starman' sold reasonably well and earned some positive reviews, though many thought it simply a space-age novelty record. It was only after Bowie performed it on Top of the Pops that it became a top ten hit and helped propel the album up the charts also. Today, of course, the song is regarded by critics as one of Bowie's greatest.

 

[3] Amongst the many viewers sat at home watching Bowie on Top of the Pops that evening were Adam Ant, Boy George, Gary Numan, Pete Murphy, Ian McCulloch, Morrissey, Robert Smith, and Siouxsie Sioux. They were all immediately placed under his spell and would often recall in later years how this performance was a major turning point in their lives. 

 

 

For another great moment in rock 'n' roll history as seen on TV - Elvis's performance of 'Hound Dog' on The Milton Berle Show (5 June 1956) - click here.