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PUBLICITYMAN ZAPPA
Frank Zappa is, apart from the leader of the Mothers Of Invention, president of an advertising agency, The Nifty Advertising Agency, and for those who
thought that both the company and the presidentship is fake, the American magazine Saturday Evening Post published a pleasant article by one mr W.H.
Manville, in which with a mix of amazement and irony, an eye-witness report of a scene in the lavishly furnished boardroom of Unicord Inc., a major
enterprise in musical instruments and amplifiers, to which Frank Zappa is connected as advisor.
SLEEPING ON THE CARPET
When mister Manville enters, Zappa lies on the thick carpet next to the mahogany desk where the president of Unicord, Mr Sidney Hack, is seated. Next
to him on the carpet lies Herb Cohen, vice-president of Nifty and manager of the Mothers, having a snooze. A quote:
"You should have listened to me eh?" His finger was pointing to the man at the desk, who apologetically plays with his revers. He says:
"I'm sorry Frank. Maybe I should have done that. When I started in this business, everybody wanted a louder sound, clear tones, small
amplifiers they can put away easily they can carry easily."
"And now you're going to that fair in Chicago," says the speaker on the floor without mercy, "and because you didn't listen
to me, you are going to sell the smallest "beautful tone" amps there are. And are you going to sell those "beautiful tone" amps?
No, you can smear the "beautiful tone" amps in your hair because you won't sell them, because the youngsters don't want your
"beautiful tone" amps. They want big, gigantic aps, and the traders know the kids won't even look at your "beautiful tone"
amps."
"I'm sorry Frank," says the man behind the desk again. "Everything has changed so suddenly. Maybe I am an old goat."
LIES
When Manville asks him about his opinion on advertising, Zappa replies: "Most societies cheat on the youth." "Our ads are true.
There's nothing wrong with ads, but there's something wrong with liars." He paused.
"I hate liars," he says suddenly. "Why would I believe that?" I asked him. "Why would I believe anything you say? The way you
are lying there, for instance, a businessman talking to his customers. Why do you wear these ridiculous clothes? Is that a pose?"
SHOCK
Again that charming gluttonous smile. "I wear these clothes on one hand because I like them, on the other hand because they are my
trademark." He paused. "And especially to shock you." I thought he was a lot nicer. "Come with me," he says, "then
I'll show you the amps they used to make here." He lead us through a passage into the factory. I felt like in Alice in Wonderland, some
weird children's dream from the sky where children are the boss and showing adults their errors.
CRYING
"When I first came here," Zappa said, pointing towards an amp, "I had to explain to them that young people don't want nice sounds;
that's something for the soft martini-generation. Kids want to hear sound. And if it sounds like screaming in your eyes, peeping, crying, the
screaming that the radio spends millions on to get rid of it? That is music to us these days. And the youth loves it, if you hate it. Go to one of
those concerts. You'll want to see what your daughter gets up to. So you go in there, you step inside and say: "The amps are so loud, I
can't even hear what the lyrics are. The youth thinks that's fantastic, because they already know the words, and know you don't know
them. The amp is their weapon of destruction."
Mr Mersky, vice-president of Unicord said: "Be reasonable Frank. It's not that bad." Zappa started to talk in a friendly tone.
"Listen Bernie, why do you work so hard in the music business, where you must tolerate people like me, customers that don't understand you?
For as far as you are concerned, they might as well be shoes, chairs or nails. Why do you work so hard in the music business?"
Mr Mersky smiles. "I have a family, Frank. I have to support a wife and kids..."
EXTERMINATOR
Zappa digs up a mag from his butt pocket and shows an ad from a competitor amp. It looked bigger than I had ever seen. "Look," he said to
Mersky, "what do they call that machine? You know how well it sells. Do they call it the Mello-Tone amp? The Beauty-sound?" He pointed at
the name. The amp was called Exterminator. Zappa turned to Mersky again and said: "Listen Bernie, you work hard and make a lot of cash here.
After work you go home and spend it on your kids. Your son buys an Exterminator for it. And why? To sound louder than you." His voice became soft
and friendly again. "So why do you all work so hard, gentlemen?" he asks. End quote.
LOVE
At the end, Manville asks Zappa what he thinks of all "the kids in San Francisco who talk about love all the time."
"If you have it, you don't need to talk about it all the time," Zappa replies.
"Do you talk about it then?"
"Have you heard even one word?"
No 26 '67
Publishes the results of a publicity poll. On one page, a photo of the '67 Mothers can be found.
MOI scores 8th with 83 votes in the Best Foreign Group, topped off by Beatles, Stones, Hendrix, John Mayall, Bee Gees, Cream and Byrds, latter two
only by a small margin. "The amazing, even rejoicing fact that bands like MOI and The Doors are in, and the Monkees aren't."
MOI leads the foreign avant garde list by a long shot with 506 votes, followed by Pink Floyd (342), Doors, Jefferson Airplane, Soft Machine, Electric
Prunes, Jimi Hendrix Exp., Velvet Underground, Country Joe & The Fish, Vanilla Fudge, Cream, Byrds, Procol Harum.
"After their incredibly successful performance in Amsterdam and their two splendid LPs, the MOI are at a by international measures unbelievable
first place.
Instrumentalist: FZ shares 12th place with Alan Price, below Jimi Hendrix, Eric Clapton, John Mayall, George Harrison, Peter Green, Brian Jones,
Charlie Watts, Jeff Beck, Mike Bloomfield, Keith Moon and Stevie Winwood. "...and by the way also Frank Zappa, who is indeed a miraculously
versatile instrumentalist."
Singer: FZ 19, result list is lead by Bob Dylan and has Tom Jones at a 10th spot.
Album: Absolutely Free comes in 3rd with 188 votes, behind Sgt Pepper (745) and Their Satanic Majesty's Service by the Stones (196).
Producers: Zappa hits 18 in a list lead by George Martin, Tom Wilson and Phil Spector.
Songwriters: FZ is 4th after Lennon/McCartney, Jagger/Richard, and Dylan.