Rock's master strategist: keith altham, pr pioneer, dies at 84
Keith Altham, a name synonymous with British rock and roll promotion, has passed away at the age of 84. His death marks the end of an era for a man who skillfully bridged the gap between artists and journalists, shaping the landscape of music publicity for decades. Altham, who battled Parkinson’s disease, leaves behind a legacy of shrewd insight and an uncanny ability to anticipate the next big move in a rapidly evolving industry.
From nme feature writer to pr powerhouse
Altham’s career trajectory was anything but conventional. Beginning as a journalist for Fabulous in the early 1960s, he honed his craft interviewing burgeoning stars like Cilla Black and Brenda Lee. A move to the New Musical Express in 1965 solidified his reputation as a keen observer of the music scene. But it was his pioneering foray into public relations in 1971, founding KA Publicity, that truly cemented his place in rock History. He essentially invented the modern music PR role in Britain.
The roster of artists who entrusted their image to Altham reads like a who’s who of British rock royalty: The Rolling Stones, The Who, Marc Bolan, The Beach Boys, Slade, Status Quo, and Van Morrison, just to name a few. Remarkably, many of these were artists he’d interviewed as a journalist, demonstrating a deep understanding of their creative needs and the journalistic process.
Perhaps the most telling anecdote of Altham’s intuitive nature involves The Troggs. While working at the NME, he was tasked with suggesting a stage name for Reg Ball, a bricklayer and lead singer of the struggling band. Altham’s quick thinking produced “Reg Presley,” a name that not only stuck but propelled the band to unexpected success with the hit “Wild Thing.” The speed with which he recognized the power of a good name—and the impact it could have—was a hallmark of his career.
Hendrix, chaos, and a lighter fuel revelation
Altham’s story is punctuated by moments of pure rock and roll legend. Witnessing a Jimi Hendrix concert at Finsbury Park Astoria in 1967, he casually suggested to Hendrix's manager, Chas Chandler, a way to create more buzz for the guitar icon. “Why don’t you set fire to your guitar?” Altham proposed. The result? A now-iconic moment forever etched in rock History, repeated at the Monterey Pop Festival, much to the dismay of a horrified Ravi Shankar. This wasn't just publicity; it was a masterclass in understanding the spectacle of rock.
His relationships with the musicians he represented were complex. He wasn't a sycophant, offering sharp observations like his description of Slade's Dave Hill as