As detailed in REASONS, Barney Bubbles’ 1977 sleeve for punk band Generation X’s debut single Your Generation was a key inspiration for a new wave of young designers applying the principles of the early 20th century art movement Constructivism to their work.
The graphic fulfilled “a basic function of art by instructing delightfully” – as critic Michael Billington wrote recently in an entirely different context - influencing the future direction of Neville Brody, Malcolm Garrett, Peter Saville and many, many more.
Now new details have emerged about the story behind the cover. The sleeve was commissioned by Generation X‘s co-manager John Ingham, the Sounds journalist who – using the deliberate misprint “Jonh” for his first name – had trail-blazed punk coverage, publishing the first-ever interview with the Sex Pistols.
In March 1977 John and fellow manager Stewart Joseph were actively searching for distinctive art direction for the upcoming record deal with Chrysalis (the group’s founder/guitarist Tony James and singer Billy Idol were all the while designing their own t-shirts in a pop and op-art style).
The managers paid a visit to Joseph’s friend, the art historian, exhibition curator and author Michael Collins. “Michael gave us a crash-course in Constructivism,” says John. “He talked about Rodchenko, Malevich and, of course, El Lissitzky, who really nailed us because his work is so geometric. We were particular struck by Beat The Whites With The Red Wedge.”
The artist born Lazor Markovich Lissitzky in 1890 revolutionised graphic design during its formative stages. Critic Max Bill’s famous summation of Lissitzky’s book About 2 Squares – “Typography is a game that leads to communication, and it all began with Lissitzky’s tale of two squares” – had long struck a chord with Barney.
A couple of days after their encounter with Collins, John called his girlfriend Suzanne Spiro, then working at Stiff Records, where Barney had taken up residence as art director just two weeks previously.
“I was telling her about our conversation with Michael and these books I’d bought on the subject,” says John. “Suzanne repeated the name El Lissiztsky out loud. The next thing I heard was Barney’s voice shouting from the back room: ‘What’s going on? Why are you talking about El Lissitzky?'”
As detailed in a letter to his friend Lorry Sartorio, March 1977 marked Barney’s return to the fray of the music business. He struck a deal with his pal, Stiff co-founder Jake Riviera, whereby he lived at 32 Alexander Street in Paddington (which housed the label’s offices) in return for designs.
The letter refers to Riviera looking “like a public school-boy”. Riviera laughs: “That was down to a ‘Man From British Steel’ haircut I had at the time.”
In his first weeks at Stiff, Barney produced sleeves, posters, press ads and other artwork for compilation A Bunch Of Stiff Records, The Damned single Neat Neat Neat and album Damned Damned Damned and Elvis Costello’s debut Less Than Zero.
“Barney grabbed the phone out of Suzanne’s hand and demanded to know about my interest in the Constructivists,” recalls John Ingham. “I explained what was going on with Generation X and off we went; we had our art director.”
Within a few days Stewart, John and Barney were sat on the stoop outside Stiff discussing options for Your Generation. “We talked about the music we liked, “says John. ” Barney was a big Who fanatic and he told a story I’ve never heard from anybody else. He was a regular at their ’64 residency at The Marquee and talked about this bit when they went into a noise sequence with feedback sounding like bombs dropping.
“Somewhere in the middle of it Townshend would inevitably hit a member of the audience over the head with his guitar, and we laughed about how people used to fight for that particular spot. I’d heard that story but Barney was the first and only person to reveal that the ‘song’ was called World War II.”
Once they had established common ground, Barney produced an idea for the sleeve: the numerals 45 in direct reference to the rpm of a 7in single. ” We had another session sitting on the stoop on a sunny mid-day and out came the spiral-bound notebook with these precise 2in sq ideas,” says John. “One of them was exactly the front and back cover of Your Generation, down to the last detail.”
For the advert for trade paper Music Week, Barney urged the band and their managers to keep it simple: “He said that it was a waste of time trying to be clever, that we should just say: ‘Buy this record’.”
In the event they settled on “Our record in your record shops on Saturday” placed in the white space left by a trompe l’oeil rip Billy Idol appears to have torn in the photograph by Ray Stevenson. Signifying the amount of time the band had taken to reach their first release – rivals the Pistols, the Clash and The Damned had knocked out at least a couple of singles each by this stage – the ad featured a typical Barney pun: “Worth it’s wait”.
Barney adopted the more blunt approach for the August 1977 music press campaign for Elvis Costello’s My Aim Is True, with its exhortation “Buy It.”
Barney’s ad also appeared in the NME but Chrysalis replaced it in other music press titles with a spot-colour one generated by their own art department, bowdlerising Barney’s graphic and utilising corny lettering for the band name.
On the single’s release in September 1977, Generation X played a series of four gigs at The Marquee promoted by monochrome Barney-designed posters. These were based on stills from a performance clip made for a pilot music TV show directed by the veteran Mike Mansfield (who also helmed the clip for the Pistols’ God Save The Queen that summer).
“Barney and I spent a morning in an edit suite running the video,” says John. “Every so often he would freeze the frame and take a photograph. What delighted me about the final design was that he incorporated the lines of static as graphics. When all four were posted together, the lines matched.”
In December 1977 John exited the UK punk scene for the balmier climes of Los Angeles. Stewart remained as manager of Generation X. In a future post we shall explore how Barney and the band hooked up once again.
Interest in Lissitzky and early 20th century Russian design burgeoned, via the likes of Neville Brody. He was at the forefront of 80s designers channeling the movement, notably in The Face and also for his logo for music/political movement Red Wedge ( the name of which resulted from a conversation between Barney and founder Billy Bragg).
Curiously online images of the logo are currently extremely rare; we’ve scanned the one above from our archive.
As Patrick Burgoyne has pointed out, Constructivism is “the ism that just keeps on giving”. However, it’s interesting to speculate on the look of music through graphic design had Barney Bubbles not overheard a phone conversation between a young manager and his girlfriend in a mouldy Paddington basement 32 years ago.