Record label that made The Smiths spills 50 years of secrets

Independent label Rough Trade Records has been at the creative forefront of the British music scene since 1976. But, as the London based label marks its golden anniversary, founder Geoff Travis reveals its remarkable success was never the goal. He explains: ”There wasn’t a plan - the only plan was avoiding getting a real job! I was brought up with The Beatles and the Stones, so music was around me as a kid and I loved it. When Rough Trade started it was a great time to be involved in music and things just evolved.” That evolution now sees Rough Trade stores found across the UK, as well as in the US and Germany, while the label is home to dozens of internationally acclaimed artists. But, back in 1976, Geoff, 74, a former teacher, had borrowed £4,000 from his dad to buy a stack of records and set up shop in the Ladbroke Grove district of West London - stomping ground of The Clash. Recalls Geoff: “It was heaven to be in a record shop, but when we opened I remember my dad thought we should be stocking suitcases - something sensible which would definitely sell. And I never did repay that loan.” He describes that early experience as “always fun and never hard work”. With punk exploding in the UK, the Rough Trade store became a creative and community hub for the movement. At one point, there was security on the door to keep a check on the numbers of people trying to get in. By 1978 it had established its own label, after French punk band Metal Urbain came in asking for help in publicising their music. That early success was compounded when the label released the debut album by Irish punk band Stiff Little Fingers, guiding it to become the first independent album to chart in the UK. The Fall signed with the label too and there were releases from Cabaret Voltaire and Scritti Politti . Co-director Jeanette Lee, who joined forces with Geoff in 1987, says that a sense of community is as important to Rough Trade now as it was then. She explains: “People still gravitate to us because of our history. It’s different to the old days - there’s the internet now, for a start - but the way we behave as a business, our honesty and what we represent remains the same.” The catalyst for change came in 1983, when Geoff was handed a tape featuring a band called The Smiths. The song, Hand in Glove, became a debut single, launching the stellar career of the band and their lead singer Morrissey. Its success catapulted Rough Trade into a major commercial player and a more professional business, replacing putting out records simply on ‘handshake deals’ and employing a sales force. Geoff, who has described Morrissey as “very pleasant” but “difficult to read” remembers: “We realised The Smiths were something special, knew the music was something really good and it turned out even better than we thought. We couldn’t be certain it would succeed - no-one can see into the future; you just have to trust your gut.” He admits he and Jeanette still work on instinct when it comes to spotting new talent, explaining: “We have a ridiculous sense of belief in our response to music - we have a high opinion of our own opinion! We don’t follow the herd and aren’t concerned with how many online followers anyone has. “It’s simple - if we respond to the sound, react to what we’re hearing and it feels powerful enough to invest in then we will.” Jeanette, a former member of the band Public Image Ltd, agrees: “The thrill of finding something different never goes away. It’s like being a kid in a sweet shop thinking ‘let’s try this’ or ‘ooh, this is different’. “We have been talking a lot about the history of Rough Trade and that’s important, but to be honest we don’t look back that often. There’s always something new to find now.” The pair heard American rock band The Strokes for the first time in 2000 and just 15 seconds of music played down the phone to them was enough. They flew to America immediately to see them. Says Jeanette: “They had an amazing rapport and they looked amazing too - they were like a gift. US audiences were initially uninterested in them - I guess there’s no accounting for taste.” It hasn’t all been smooth sailing for the label. In the late 1980s Rough Trade hit financial difficulty and its distribution arm entered bankruptcy. Geoff has described this time as “awful”, particularly the decision to sell the company’s back catalogue to pay debts. But he says there was a positive to be drawn from the experience: “The fact we had to start over meant we never got so big and successful we lost sight of what we were doing.” Rough Trade rose again. Geoff and Jeanette reacquired the rights to the name and by 2001 had signed The Libertines with its charismatic but troubled co-frontman Pete Doherty. Says Jeanette: “They were great song writers and so much fun. They were cheeky too - they’d be on the Tube doing a song and dance routine. Life was lived to the full every single day. But their rock and roll antics got the best of them. It all took a bit of a turn when Pete became really unwell. It was wonderful until it wasn’t.” Asked what he's most proud of from the past five decades, Geoff doesn’t hesitate: “Working with Jeanette for the past 40 years.” He also names Wild Combination by Arthur Russell, who was signed to the label, as the song which exemplified the soul of Rough Trade calling it "unlikely and beautiful.” And after so many decades in the business, the pair maintain they can still be in awe of some of those they meet. George laughs: “I think I’d be intimidated if Van Morrisson walked in the room. He once smiled at me when I met him on some stairs backstage - that was quite a moment.” For Jeanette it was meeting Paul McCartney: “I value the fact that I never get star struck but he said ‘hello’ and I let out a girlish giggle.” Challenges across the music industry remain, including the red tape involved in post Brexit visa and touring regulations. The music landscape is very different, too, from 1976, with vinyl having been replaced for some by streaming services. What hasn’t changed, says Jeanette, is Rough Trade’s thirst for and success in spotting the new: “Hopefully we’ll still be here in another 50 years, listening to music, even if we’re on our walking frames!”