Cut-out-and-keep Elvis Costello poster constructed from Stiff adverts in Melody Maker, NME and Sounds, July 1977.

As explained in Reasons To Be Cheerful, this was a result of the winning combination of Barney Bubbles’ graphic genius and commercial experience (principally with Conran) and Stiff founders Dave Robinson and, in particular, Jake Riviera’s pithy and provocative promotional nous.

Stiff Records DPS adverts, New Musical Express (top), Sounds (bottom left) and Melody Maker, all published July 23, 1977.

Jake’s progress in London’s hidebound advertising scene on leaving school in the 60s had been stymied by lack of qualifications. Come the 70s his substantial creative capabilities locked in with Barney’s arsenal of references and willingness to play games to provide series after series of individual ads for each of Britain’s music publications: the five weeklies Disc & Music Echo, Melody Maker, NME, Record Mirror and Sounds and the monthlies Let it Rock and ZigZag.

Stiff Records ad detail. Assembly instructions, July 23, 1977.

A fabulous example is the batch of three cut-out-and-keep double-page spreads announcing the release of Elvis Costello’s debut album My Aim Is True in the summer of 1977. Pieced together and clipped, these created a poster of Keith Morris’s image from the front of the album.

12in sleeve. Back and front cover, My Aim Is True, Elvis Costello, Stiff, 1977.

“Our credo was that people are more intelligent than politicians or big business gives them credit for,” says Jake. “We wanted to really engage with fans and, since there were so many music papers, why not come up with a collectable series? Better than the same old ad for the latest Genesis album; hold me back, you know?”

Jake Riviera with point-of-sale Elvis Costello cut-out figure, outside Stiff offices, 32 Alexander Street, London W2, 1977. Photo: LIFE.

This and the image on the back had been carefully selected after a photo-session in which Barney and Jake were both involved to ensure that Costello’s transformation from country-rocker DP McManus (at the time holding down a day-job as a computer operator in North Acton with cosmetics manufacturer Elizabeth Arden) was complete.

Meanwhile retailers were provided with in-store cut-outs of the back cover shot; I coveted without success the one which occupied pride of place in my local record shop, Manzi’s in Finchley Road, north London.

Full-page adverts for Bongos Over Balham, Chilli Willi And The Red Hot Peppers, Mooncrest, 1974. Left: artwork for Let It Rock. Right, artwork for ZigZag.

Barney and Jake had been finessing this approach for a couple of years; Chilli Willi And The Red Hot Peppers benefited from a wide range of stickers, cut-outs and other promotional ephemera, and, when second album Bongos Over Balham was released in 1974, it was “presented” in the music press ads by a variety of items, including a pig’s trotter and a vibrator.

Contact sheet, My Aim Is True photo-session 1977, Keith Morris. (C) Keith Morris Estate.

And the objective of introducing the then-totally unknown Costello as “Buddy Holly on acid” with a sackful of songs driven by guilt and revenge was achieved in the time-honoured fashion of maintaining tight rein over available imagery while word-of-mouth was built. 

My Aim Is True colour variations, 1977/78.

Morris’s two cover shots were used repeatedly in posters as well as ads, and Barney adopted a Warholian approach by chopping and changing the eye-popping overlaid colours of the album sleeve over the course of several print-runs.

Elvis Costello posters promoting live appearances (left) and his debut album, 1977.

With the initial pressing containing the “Help Us Hype Elvis” leaflet offering free copies for those who could turn their friends on to the album, it’s likely that there were at least 30 different coloured sleeves.

Full page adverts: (left) NME August 6, 1977, Melody Maker, August 13, 1977.

Of course it’s impossible to calculate what would have happened had Elvis Presley not died on August 16 1977 just as the My Aim Is True campaign got underway; the album’s prospects certainly weren’t hurt by the public attention directed to such elements as the near-sacriligeous phrase “Elvis Is King” Letraset-ed into the cover’s two-tone boxes by Barney.

By the autumn Costello was proving he was not only one of the greatest songwriters of his generation but also a fearsome live prospect, having hooked up with The Attractions and started to perform some of the stunning tracks to appear on follow-up This Year’s Model.

Once again, this was heralded by a campaign based on more spectacular advertising, including a music press series  of three ads (NB: we’re advised there were at least six – see note below) featuring various headings including “Drugs”, “Fads” and “Commodities”.

Barney chose not to lay the titles across the gutter (the central margin separating type and images) to increase legibility for the reader holding the paper open. Laid out flat this would be nearly 2ft wide and was often a source of discomfort for those trying to read the “inkies” on cramped public transport.

DPS advert for This Year's Model, NME, March 25, 1978.

These ads are packed with puns and inside jokes: Patti Smith is miscaptioned as Patty Hearst, Chilli Willi as “saccharine”, Troggs’ singer Reg Presley as Elvis Presley, The Attractions as much-maligned budget label K-Tel and the recently arrested Roman Polanski as Charles Manson (the man, of course, responsible for the death of his wife Sharon Tate).

DPS advert for This Year's Model, NME, March 18, 1978.

And Costello was not spared: a photograph of Buddy Holly was placed next to his name. And a banjo lying on the ground lays the ghost of DP MacManus to rest with the caption: “Elizabeth Arden Blue Grass”.

A spot of detective work has resulted in confirmation from musician, producer, engineer and now academic and orchestra leader Andy Arthurs that Barney Bubbles did indeed design the sleeve for his 1978 electropop single I Can Detect You (For 100,000 Miles).

Until now this curio has not been recognised as a Barney artwork. We were put on the trail by blog fan Mark Lungo, who put 2 + 2 together correctly, having spotted the familiar tropes and stylistic tics in Detect’s design and added in the fact that Barney was at that time in-house designer at Radar Records.

Andy, these days professor and head of music at Queensland University, confirmed that the cover was Barney’s, organised by Radar mainman Andrew Lauder. We will be featuring an interview with him shortly.

Backed with the song I Am A Machine, the sleeve was also used for the single’s release on affiliate label TDS Records, for whom Barney created “blackboard” music press adverts developing the use of faux mathematical equations. The TDS logo itself bears a resemblance to that which he produced for magazine Let It Rock a couple of years earlier.

On the TDS sleeves the label’s address is 120 Parker Street W1 – in posh Mayfair. It seems there was some playfulness afoot; Radar was based at 60 Parker Street, another thoroughfare in what was then down-at-heel Camden’s borders with Bloomsbury.

Andy had been around the British music scene for a number of years by the time of the single’s release, having started at George Martin’s AIR studios in 1971 and received engineering credits on albums such as Bryan Ferry’s These Foolish Things.

During the immediate post-punk era he produced singles and albums by such new wave acts as Tot Taylor’s Advertising, Stranglers’ spin-off project Celia & the Mutations, power-pop band Tonight (also on TDS), mod revivalists The Chords and 999. 

Barney had many connections to the latter band led by Nick Cash, who had been a one-time member of his friend Ian Dury’s pub-rock outfit Kilburn & The High Road. 

999’s designer was George Snow, who had known Barney since his days at underground paper Friends. Snow is the man credited with pioneering acceptance of computers and digital technology in British graphics and illustration circles by another Barney fan, Andy Martin.

999 were also signed to Radar, having been at Lauder’s previous label UA, and the photographer responsible for many of their sleeve shots was Barney’s friend and collaborator Chris Gabrin.

Meanwhile Andy Arthurs produced 999’s eponymously-titled debut album for Radar as well as such releases as The Soft Boys’ (I Want To Be An) Anglepoise Lamp, which also benefited from a Barney sleeve, and wrote tracks including Skin Tight for Noosha Fox.

Nowadays Andy is ultra-busy, complimenting his professorial duties at Queensland with his involvement in 18-piece orchestra Deep Blue.

And his release has now been added to our virtual exhibition of Barney’s single sleeves. 71 and counting! More to be added soon!