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INTERVIEW: Apple Records A&R head Peter Asher remembers those days

Steve Marinucci's photo
Beatles Examiner

(We are pleased to present this interview we conducted with Peter Asher, who was head of A&R at Apple Records from 1968-1969. Asher, of course, was one-half of the legendary '60s duo of Peter & Gordon, which had reunited in recent years and performed continuously until Gordon Waller's death last year. Asher is about to begin touring with a new show called "Peter Asher: A Musical Memoir of the '60s and Beyond" that is dedicated to his late partner and features him telling stories about his musical career. The show is currently scheduled for the Iridium in New York City on Dec. 3, the Coach House in San Juan Capistrano on Dec. 5 and a show in Los Angeles on Dec. 7 (venue TBA) with other dates unconfirmed. As we have reported previously, 15 CDs on Apple Records are being reissued individually on Oct. 25, and also collected in a box set that includes two bonus discs.)   

Q: The image that everyone has of Apple was that it was a wild and crazy place. How did you manage to focus on creative pursuits with all that was going on?
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Peter Asher: Yes there was a degree of madness - but a lot of work got done as well. For some reason the madness seemed to be on the lower floors; the Beatles’ office and Derek Taylor’s office seemed to the focus of the more chaotic projects and surprise visitors but we worked away above it! Until maybe late in the afternoon when one might wander down to Derek’s office for a cocktail and to see what was afoot!
 
Q: What did you think the first time you heard James Taylor? Did you peg him as a star? 
Peter Asher: I can honestly say yes, I did. I was blown away by his singing, his playing and the extraordinary songs. At the same time, my expectations were still modest. Headlining and selling out the folks clubs was probably what I thought stardom meant – the cover of Time Magazine and Number One albums and Grammys were not on my agenda.
 
Q: How about Mary Hopkin? 
Peter Asher: Twiggy saw her on a TV talent show and called Paul McCartney. Paul called me and we all watched here the following week. A beautiful girl with a very beautiful voice. And Paul already had the song in mind he wanted to do with her. So all the ingredients were in place and we were off and running.
 
Q: How much input did the Beatles generally have in Apple artists?
Peter Asher: I held an A&R meeting once a week, attended by whichever Beatles were around at the time. Much general discussion but in the end they each concentrated on their own favourite artists.
 
Q: What was the most unusual project you had with Apple?
Peter Asher: Perhaps driving up North to record the Black Dyke Mills Band. Stopping in little villages en route for lunch and Paul playing the piano in the local pub. And giving brass band music (which Paul and I both love) the attention it deserves.
 
Q: What lasting image do you have of your time with Apple? 
Peter Asher: Almost every track on this new boxed set brings back particular memories – too many and too varied to recount I fear!
 
(Thanks to Peter and Jennifer Ballantyne.)
 
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© COPYRIGHT STATEMENT: This article is the original work of Steve Marinucci. Under no circumstance may any portion of this article be broadcast, copied, published, rewritten or used without the permission of the author. To purchase this or any other article by Steve Marinucci, please email beatlesexaminer@gmail.com.
Peter Asher
Peter Asher
Photo credit: 
Bruce Fuller
James Taylor, whose Apple Records album was produced by Peter Asher, performs "Fire and Rain" in this vintage performance.

Video: James Taylor

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Steve Marinucci's website, Abbeyrd's Beatles Page - http://abbeyrd.best.vwh.net - is widely regarded as the most accurate Beatle news source on the internet. A former journalist for over 30 years at the San Jose Mercury News, he has interviewed celebrities including Yoko Ono, Bruce Johnston and...

Comments

  • scousette 1 year ago

    Great interviewwith Peter. I hope his show comes to San Francisco.

  • Anonymous 1 year ago

    I hope he comes to the UK

  • Anonymous 1 year ago

    HOPE tp see him at San Juan Cap 12/5

  • Pat Mancuso 1 year ago

    I'm seeing him in all the above mentioned places!

  • Jean T. 1 year ago

    If memory serves me wasn't his sister Jane involved with Paul McCartney at one time? And I would be interested in hearing if he is going to put in a San Francisco date.

  • Steve Marinucci 1 year ago

    Jean, yes, she was.

  • Anonymous 1 year ago

    Its a wonder anything got done at Apple...no wait, that's why they fell apart! Cocktails in the office...well it was a whole different era, different world then. These days you'd get the sack for drinking on the job.

  • Anonymous 1 year ago

    Yeah......selling an expensive box set, answer 6 or 7 and then pitch it. This deffinately is a 'wourld without love!' The Lord giveth-commercialism taketh away.............

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