PRESENTATION MATTERS: The Epstein File

“When Brian Met the Beatles”

Then Brian came in one morning and told me he’d seen this poster at the bottom of Mathews Street advertising The Beatles “direct from Hamburg”, and of course Mathews Street is where the Cavern Club was. We’ve been accused of knowing they were from Liverpool. Well, we didn’t. We weren’t interested in pop music. But he said, “I’m intrigued.”

So we decided to go see them during our lunch hour. It was an awful club. There was condensation running down the walls and it smelt. There were these four guys onstage in black leather, wearing what we call bomber jackets today, black trousers, black T-shirts, and they were so loud. There was smoking onstage and they were joking with the girls in the audience and it was just like, “Oh my God, what are we sitting here watching?” I mean we were in suits. And these guys were just so awful. They really were. It was quite appalling, really.

It took about half-an-hour for Brian to decide to manage them. We went for lunch and he asked me my opinion first, and I said I thought they were awful but there was something there. He said, “They are awful but I think they’re fabulous.” And then he suddenly said, “What do you think about me managing them?” And it was as quick as that. That was 9 November 1961.

WIKI

Although Epstein had had no prior experience of artist management, he had a strong influence on their early dress-code and attitude on stage. When Epstein discovered the band, they wore blue jeans and leather jackets, performing at rowdy rock ‘n’ roll shows where they would stop and start songs when they felt like it, or when an audience member requested a certain song.

Epstein encouraged them to wear suits and ties, insisted that they stop swearing, smoking, drinking or eating onstage, and also suggested the famous synchronised bow at the end of their performances. McCartney was the first to agree with Epstein’s ideas, believing it was—in part—due to Epstein’s RADA training. John Lennon was against the idea of wearing suits and ties, but later said, “Yeah, man, all right, I’ll wear a suit. I’ll wear a bloody balloon if somebody’s going to pay me”.

Epstein began seeking publicity by “charming and smarming... the newspaper people”, as John Lennon said in 1972. According to McCartney, “The gigs went up in stature and though the pay went up only a little bit, it did go up”, and that the band was “now playing better places.”

And from Brian Epstein’s alteration of the Beatles’ presentation, the trajectory of the universe was thenceforth permanently altered. Presentation does matter.