Keith Altham, Pioneering Rock PR Legend and Journalist, Dies Aged 84
Keith Altham, the trailblazing music journalist and publicist who revolutionised rock music PR in the UK, has died at the age of 84 after a long struggle with Parkinson's disease. His career spanned decades, leaving an indelible mark on the British music industry through his work with legendary acts like the Rolling Stones, the Who, and Jimi Hendrix.
A Natural Publicist with a Flair for Headlines
Altham's journey into music publicity began organically from his roots in journalism. In 1971, he founded KA Publicity, swiftly becoming Britain's most celebrated music publicist. His client roster was extraordinary, featuring many artists he had previously interviewed as a writer, including the Rolling Stones, the Who, Marc Bolan, the Beach Boys, Slade, Status Quo, and Van Morrison.
His innate understanding of both artists and journalists made him a natural PR. Even while working at the New Musical Express in 1966, he demonstrated his knack for publicity. When approached by music entrepreneur Larry Page to suggest a stage name for Reg Ball, lead singer of the Troggs, Altham proposed Reg Presley. The name stuck, appearing in the next NME issue without Ball's prior knowledge, and the band's subsequent single, Wild Thing, became a massive hit.
Iconic Moments and Lasting Friendships
Altham's influence extended to some of rock's most iconic moments. In 1967, backstage at a Jimi Hendrix concert in Finsbury Park Astoria, he casually suggested to Hendrix's manager, Chas Chandler, that the guitarist set fire to his instrument to make a bigger impact. Hendrix famously adopted the idea, performing the stunt later that year at the Monterey Pop Festival, much to the horror of fellow musician Ravi Shankar.
Starting his career at the magazine Fabulous in the early 1960s, Altham interviewed stars like Cilla Black and Brenda Lee before moving to the New Musical Express in 1965, where he rose to features editor. He wrote extensively about major acts of the late 1960s, including the Who, the Beatles, and Hendrix, conducting the latter's final interview in September 1970.
He was present at the Beatles' final performance in 1969 on a cold London rooftop, where John Lennon, addressing him as FabsKeith, offered a coat with a teasing Tough!—the last words Lennon spoke to him. Altham forged friendships with many stars but remained unsycophantic, once describing Slade's Dave Hill as an over-decorated, perambulating Christmas tree and noting the imminent danger of interviewing the Who's Keith Moon.
Building a Legacy and Later Years
In the early 1990s, Altham retired from PR and founded the Scribblers, Pluckers, Thumpers and Squawkers lunches in Barnes, south-west London, bringing together music industry friends for storytelling. These gatherings continue today, reflecting his enduring connections. He also contributed to BBC Radio 1's Scene and Heard and appeared in TV documentaries like Channel 4's My Generation.
Instead of an autobiography, Altham shared his tales through open letters in No More Mr Nice Guy! (1999), republished as The PR Strikes Back (2001), which included candid stories, such as Van Morrison being mistaken for a minicab driver. As Parkinson's progressed, his appearances diminished, and he was cared for by family and former clients like Sting and the Who.
Sting, whom Altham publicised during turbulent years, recalled him as a true friend and mentor, offering annoyingly candid advice with a witty turn of phrase. Born in Battersea, London, on 8 May 1941, Altham initially aspired to sports journalism but found his calling in music. He is survived by two children, three grandchildren, and his sister, leaving a legacy as a legend in the British music business.
