Ace Backwords: rock critic

For a couple of years I did a monthly record review column with my friend Mary Mayhem. It was patterned after Siskel & Ebert at the Movies — Backwords & Mayhem at the Records. And we’d both review the same records, giving them thumbs up or thumbs down. Usually I’d just tape-record me and Mary talking about the records as we listened to them. Then I’d edit the tape down to the column. Mostly it was just an excuse to hang out with Mary, drink beer, and listen to music. And you know me, I love to gas off with my opinions. So it was a lot of fun.

I’d mail the column out to various zines and alternative newspapers across the country. I think at its peak we were reaching about 100,000 readers a month. Didn’t make much money. But the real perk was, free records.

I mailed out copies of the column to every record label I could think of. And pretty soon I was getting like a hundred free records in the mail every month. I didn’t have time to listen to most of the records. Usually I’d play thirty seconds of the first track, and if it didn’t grab me by then, I’d take it off and go on to the next record. Ha ha. Half of them I would sell at the local used record store. And most of the rest of them I’d give to my friends.

With the smaller, independent record labels, I’d make an effort to plug them. Because most of them were operating on a shoe-string, and it cost them money to mail them out. But the major record labels, I just looked at as a big tit to milk. And years after I stopped writing the column, they still kept sending me their latest records every month. . . Once you get on the promo list of the major record labels, you’re on the gravy train, baby.

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