EVERY artist needs publicity in the pop business. It may be hard to believe but even the Beatles needed it once! It’s true!

When I went to Paris with them last year, they were the biggest stars in this country and were rapidly climbing the American charts, but in Paris they were really not well known.

Backstage on their first-night appearance at the Paris Olympia theatre, there were no big guns from the Press but there were dozens of “freelance” photographers.

Our dressing-room was about the size of two telephone boxes put together.

Into it were squeezed four Beatles, two road managers, endless guitars, myself and two British journalists. What a crush!

Three or four of the photographers also pushed their way in. About 20 outside were also trying to get in.

I suddenly saw a chance to create a “story” for the papers. As it was, the first night could have passed off very noisily, very excitingly, but not a word would get printed. I told the road managers of my idea, then told the photographers to get out — in French, English, Arabic and Russian!

But they refused, so at a given signal, we threw them out. This caused a great melee outside.

This, of course, made the story and my calculated gamble came off. It made every paper next day in Britain and France and caused quite a storm. Next day I held a “peace” conference at our hotel, apologised handsomely all round, drinks were exchanged, injuries were compared and that made a second “story.” From then on we were away.

This was, of course, merely complementary to the Beatles’ marvellous performance. They entertained their audiences very well but the publicity and pictures of the melee helped arouse a tremendous interest throughout Paris which otherwise might not have happened.

Many people tend to decry gimmicks but I am sure in the pop world today they are, if cleverly thought out, essential.

The Beatles’ name was originally picked as a gimmick. But today you’d never imagine them called anything else. The Kinks is a gimmick name, thought up to attract attention, but now it is endemic to them.

The question of your gimmick must be thought over very carefully. It must fit your present and, if you’re successful, what you believe will be your future “image.”

But always remember, although a trademark may help sell the product, the product itself must be good. There is no doubt that the right song can turn a pop singer into a name overnight — or raise a fading career from the doldrums.

One of Brian Epstein’s greatest contributions to his artists’ future is his instinctive and uncanny ability to pick a good song for them.

This, of course, he doesn’t have to do for the Beatles. Most of their singles are their own compositions, and they choose much of their LP material.

But Cilla Black with “Anyone Who Had A Heart” and Billy J. Kramer with “Little Children” are perfect examples.

Peter and Gordon undoubtedly got off with the right song, “World Without Love.” How did they get it? Peter is the brother of Jane Asher, who is Beatle Paul’s girl friend. Paul and John Lennon had written the song, part of it with Peter and Gordon at the Asher home.

Their next song, “Nobody I Know,” was a Lennon and McCartney number and “I Don’t Want To See You Again” is, too.

Peter and Gordon may go along to a record company and put five numbers on tape, two or three of which may be theirs and two by Lennon and McCartney.

The recording manager picks what he feels to be the best of the lot. So far it’s always turned out to be Lennon and McCartney.

But there is a danger here — and Peter and Gordon are aware of it — that they might get stuck with a Lennon and McCartney type of song every time. So now they have recorded a Del Shannon number.

The real answer, of course, is to do a Frank Sinatra and start your own record company!

NEXT WEEK: Brian Sommerville discusses: looks, talent, and grooming that make a pop star. And tells you the secret of success behind the great artists in the pop scene.

The post How to become a pop star: how to choose the right song appeared first on THIS IS MY 1960s from Transdiffusion.