Back in the speed-addled, black-eyelinered days of my early adolescence, the NME had bite, balls, and brio. And it still had nothing on Melody Maker. Every Wednesday lunchtime saw me, lower lip bitten with anticipation, heading into town to snag the latest issue of each; our newsagent stocked all of three copies, and I never found out who, if anyone, bought the others. For me and others like me – small-town, provincial or suburban kids beyond the pale of London’s bright lights, with mass internet access as yet untapped, gazing wide-eyed on stories of the gig-circuit – the weekly music press served as a channel of cultural discovery and as the cool older brother we didn’t have.
So scalpel-sharp was music journalism at that time that I can still recall features, reviews and even some lines from them, both the building up and the demolition jobs. Taylor Parkes skewering the Cult of Richey with a cutting You don’t deal with depression by making it the focal point of your personality – you have to rage against it, perpetually. Neil Kulkarni’s still-astonishing wrecking-ball swing at Kula Shaker and the post-Oasis consensus (Crucially, retro-accusations are less important than pointing out how deadly dull the bulk of this LP is, in a way that only true scumcunt hippies can be: “K” … shits itself in fear of the future (1973) and stinks of living death) which at the time made for what felt like genuinely revolutionary reading.
And yes, it was fucking political. NME’s former editor Neil Spencer claims the pre-Britpop music press treated music as part of a wider oppositional culture in which the angry and intelligent political consciousness of bands like S*M*A*S*H and Asian Dub Foundation was considered an asset rather than an embarrassment. Encompassing the world beyond music, as well as music beyond the mainstream, the NME and MM took on fascism, racism, sexism, Morrissey, Thatcher and Blair. More sophisticated than the sledgehammer sludge of many more overtly political publications, a certain left-wing sensibility shone through the best of their writing like sunlight through stained glass.
But, as every Libertines fan knows, the best things never last. Whereas Spencer blames IPC for the NME’s political castration, the decline and fall of Melody Maker has been generally attributed to its enforcing of what Parkes and Kulkarni identified as a ‘kid’s taste’ PR-led consensus and its aimless chasing of a demographic which already had Smash Hits. The latter half of the Nineties, with its rapid turnover of scenes and genres, saw the paper hitch its wagon to a succession of shortlived stars, including Nu-Metal and, notoriously and prematurely, RoMo, before its last-gasp glossification and eventual merger with NME.
The gulf between then and now is perhaps most apparent in the NME’s current attitude to the industry and its failure to adequately define itself against a cultural mainstream. Whereas Kulkarni trained his sights on mainstream radio and MTV as peddlers of the creativity-crushing Kids Consensus, the NME now revels in unholy commercial alliances, sponsorships and tie-in deals. The dangers inherent in this trend were exemplified in 2005 by the controversy over its Top 50 albums list. The ensuing furore both dealt a blow to what little of NME’s credibility remained, and proved that the paper had fallen prey to a system largely built on mutual backscratching where, yes, there’s only music so that there’s new ringtones.
The NME’s present incarnation – a dishwater-dull industry cum-rag with an editor who resembles a spoon in a suit – is of course merely reflective of a more widespread erosion of choice and illusion of independence which currently infects most aspects of culture and politics. The music industry in particular will always aspire to Johnny Rotten’s vision of ‘a bloated old vampire’, and nothing has filed down its fangs so much as the relocation of sharing, discussion and critical analysis of music to online publications, networks and forums. As for the NME, appearing in its pages these days is akin to standing on a moonlit Transylvanian balcony in a billowing nightdress bellowing ‘Come and get me, Vlad!’; you’ll be drained dry and thrown aside for something juicier within weeks. Hope lies in the blogs.