Keith Altham, Pioneering Rock Music PR and Journalist, Dies at 84
Keith Altham, a trailblazing figure in the British music industry, has died at the age of 84 after a battle with Parkinson's disease. He was renowned for his dual roles as a music journalist and as the founder of KA Publicity in 1971, where he became the most celebrated rock music publicist in the UK. His client list included iconic acts such as the Rolling Stones, the Who, Marc Bolan, the Beach Boys, Slade, Status Quo, and Van Morrison.
From Journalism to Public Relations
Altham's career began in the early 1960s at the magazine Fabulous, where he interviewed stars like Cilla Black and Brenda Lee. In 1965, he moved to the New Musical Express (NME), rising to features editor and covering major artists of the era, including the Who, the Beatles, and Jimi Hendrix. He conducted Hendrix's final interview in September 1970 and was present at the Beatles' last performance on a London rooftop in 1969.
His transition to public relations was seamless, thanks to his deep understanding of both artists and journalists. In 1966, while at NME, he suggested the stage name Reg Presley for Reg Ball of the Troggs, which stuck and helped propel the band to success with hits like Wild Thing. The following year, he famously advised Jimi Hendrix to set fire to his guitar for greater impact, a stunt Hendrix repeated at the Monterey Pop Festival.
A Natural Publicist with a Sharp Wit
Altham was known for his soft touch and keen sense of humor, which endeared him to clients and colleagues alike. He described Slade's Dave Hill as "coming on stage like an over-decorated, perambulating Christmas tree" and noted the chaotic energy of the Who's Keith Moon. Despite such candid observations, he built lasting friendships with many stars, including Sting, who praised him as a mentor and friend during turbulent years.
Alan Edwards, who started as Altham's assistant, recalled working in a small office near Victoria Station with just three phones, representing global rock legends. Edwards attributed Altham's success to his journalistic background, voracious reading habits, and genuine care for his clients. Chris Welch, another music writer, highlighted Altham's ability to match journalists with artists and his great sense of humor.
Later Years and Legacy
After retiring from PR in the early 1990s, Altham founded the Scribblers, Pluckers, Thumpers and Squawkers lunches in Barnes, London, bringing together music industry figures for storytelling and camaraderie. These gatherings continued for years, though his participation waned as Parkinson's disease progressed. He was cared for by his family and supported by former clients like Sting and the Who.
Altham never wrote an autobiography but shared his stories through books like No More Mr Nice Guy! (1999), republished as The PR Strikes Back (2001). He also contributed to BBC Radio 1 and appeared in TV documentaries, including Channel 4's My Generation.
Born in Battersea, London, on May 8, 1941, Altham initially aspired to be a sports journalist but found his calling in music. He is survived by his children, Nancy and Bryan, three grandchildren, and his sister, Janice. His second wife, Adelaide, died in 2020.
Keith Altham's legacy as a pioneer in rock music PR and a beloved figure in the industry endures, remembered for his wit, efficiency, and profound impact on British music culture.
