One of Alway's first castings was Simon Fisher Turner, a man whose life story includes child stardom in Tom Brown's Schooldays, taking Robert Mitchum to see Siouxsie and the Banshees, being "the new David Cassidy" on Jonathan King's record label and playing bass for Adam and the Ants. "I was making music in gallery spaces," says Turner, now a respected soundtrack composer. "But no one was really interested in a guy bagging up handmade cassettes with small bits of art and one-off collections of sweets and postcards and cheap toys. I wrote Mike a letter and sent him a cassette. He returned one to me fairly promptly and I went up to their office. He offered me a job [recording] as the King of Luxembourg there and then - I liked that. Instant. Very Jarman."
El revelled in its thrillingly sly upper-class style. His artists weren't knuckle-dragging gangs from rough backstreets: they were presented as languorous Vogue models, archbishops' daughters, royalty. There were songs about the British Empire, soufflés, choirboys and stately homes, but there was never the merest whiff of snobbery, just the crisp, lemony cologne of a delicious privilege shared.
"I used to buy lots of anachronistic magazines and trawl them for song titles," Always says. "I got the King's Turban Disturbance from a column in the Spectator. Cookbooks were good, too. People hadn't written songs about trivial things like soufflés, everything was drowned in this awful bombast. I wanted to move pop music's vernacular on a bit. We were anticipating a Britain yet to come, a more stylish place in line with the Italian and Spanish culture I loved."El Records went on to be much more influential in Japan, informing the leading lights of the Shibuya-kei movement (and even inspiring a Kahimi Karie song titled Mike Alway's Diary; incidentally, on the same EP as the Momus-penned Giapponese a Roma), though was closed some time around 1990; though it has now been reconstituted as a reissues label, dealing with lavishly eccentric old recordings:
The new incarnation of El means near-forgotten recordings by Sabu ("The Elephant Boy") and Orson Welles, Roy Budd and Al "Jazzbo" Collins, Stravinsky and the Ink Spots. The majority of these artefacts date from a time when it seemed perfectly reasonable to lavish skill and money on an LP of questionable commercial appeal, and each one feeds neatly into Always' master vision of a better world where people dress more tastefully, read more widely, think more deeply and take an interest in the world outside their immediate environs. Four wonderfully odd CDs are released every month, each selling between 1,000 and 3,000 copies. Each is a gem.
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