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 Everett True

NME | the brand | needs a new brand | leader | a brief comment

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Florence And The Machine NME Awards

This here is a comment from the NME‘s publishing director Emily Hutchings, about the fact the NME‘s editor Krissi Murison is set to leave the title:

Everyone at NME is obviously sad to see a talent like Krissi go but due to her great achievements while working as editor she leaves NME in great health and the brand is stronger than ever. [Source: The Guardian]

Brand? BRAND?!! It’s a motherfucking music paper, you corporate assholes. Bangs wept, and they wonder why its sales are down, year on year.

Give it to me, you myopic pricks. We’d blaze a trail so brief and so glorious people’d be talking about it for decades to come.

6 Responses to NME | the brand | needs a new brand | leader | a brief comment

  1. Princess Stomper April 13, 2012 at 12:51 am

    @ Peter, the rumour I heard – and I’ll never forget this – was that the new editor (Mark Sutherland, ex-Smash Hits) said “I don’t want any more of this indie bollocks – I want pop!” and turned it into Smash Hits.

    Hard to believe that this was the magazine that once featured sell-nothing trailblazers like Skinny Puppy and Cubanate.

  2. Will Fitzpatrick April 13, 2012 at 1:47 am

    @Princess Stomper – back when i was a mere 12 year old britpop obsessive (sigh), i remember my little sister donating a supergrass poster from her copy of smash hits. it had some mini-factfiles at the bottom, containing some blether from “mark ‘king of indie’ sutherland” (direct quote, if the punctuation didn’t give that away). i’m not sure what point i’m making here though… just flexing the mundane trivia muscle, i suspect

  3. peter April 13, 2012 at 2:45 am

    Given that Everett goes back a long way with Alan McGee, I don’t think it’s too lazy a parallel to make between the paths of MM and Creation records.
    Creation were almost bankrupted by My Bloody Valentine’s ‘Loveless’ lp – about as ‘alternative’ a record that a pop/rock group could make without slipping into total avant-gardening. It seems laughable now in retrospect, that some of us expected it to go trotting up the charts ahead of Sinitta.
    No little wonder that McGee seized on Oasis – finally an indie band with ambition – and to be fair to them, it was a breath of fresh air until you realised that they hadn’t much more to offer than mersey-beat filtered through 70s low-grade glam-rock (and The La’s had already done it – god knows why they didn’t go global).
    It was a really strange feeling – supposedly underground music was going massive, but it felt like a betrayal.
    Much of what I liked about Melody Maker, aside from the quality of writing (Simon Reynolds deserves a mention) – was the way it introduced you to new, challenging music every week. It was also politically left-field, but never in a sermonising way. It was inevitable that this would suffer in the climate of brit-pop.

  4. Derek April 13, 2012 at 9:33 pm

    They are obviously still hurting from the fact that they’ve lost their taste-making ability (if they ever really had any) and have become insignificant. They aren’t even much of a “brand”, despite all the corporate award shows and snazzy tours touting the supposed latest and greatest. Besides, they have absolutely no taste – they simply latch onto whatever the hype machine is churning out and put it up on a pedestal. This is the magazine that declared, not so long ago, The Enemy & The Twang as being “The Best Bands in Britain” on their cover, not forgetting that about a year ago, they dutifully took their place in the queue of idiots claiming The Vaccines and Viva Brother as saviours of guitar music (before remorselessly slagging them off and gleefully dancing on their graves). No wonder they are irrelevant, an ability to detect which way the wind is blowing does not make for exciting/interesting music “journalism”.

  5. Robin Gibson April 14, 2012 at 9:50 pm

    Krissi’s great achievements really peaked I felt when Aqua were awarded no. 31 in the 100 great albums you’ve never heard. Every tune’s a banger!

  6. Alex Ogg April 14, 2012 at 10:52 pm

    Last ABC circulation figure was around 27,000. The NME is an irrelevance.

    “In the UK, NME sells fewer copies than any other rock music title.” (source: Media Week)

    That said, I do believe Krissi did a decent job in her time there.

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