The single was released under the pseudonym band name The Poppy Fields in 2004 with an accompanying video. BBC Radio 1 DJ’s such as Mark and Lard and Steve Lamacq were taken in by the stunt. Music reviewers were raving about the Poppy Fields based on them being a bunch of punky teenagers. Record company executives desperately wanted to find out more about the unheard band.
Lead singer Mike Peters explained the decision to market the song under the Poppy Fields: “We thought we had nothing to lose. If we had put out a single by The Alarm, there would have been a negative feeling, because whether record company executives and music journalists admit it or not image is rated far higher than the music’ nowadays. I hope we’ve proved a valid point. Why must new music necessarily have to be made by new bands. I’m 44 but I’m writing new songs as fresh and as vibrant as anything I’ve ever done. In Britain we’re too quick to want to find the next big thing. If you’re over 35 you’re dismissed as over-the-hill.
POPPY FIELDS RAISE THE ALARM -Jessica Bailey – Anglo Regional Promotions
Welsh rockers The Alarm have pulled off an amazing chart comeback by entering the top 40 for the first time since 1990 with their new single 45 RPM.
However, The Alarm, who can lay claim to 14 Top 50 singles, and album sales of over 5 million worldwide, took the unusual step of releasing their new hit single as The Poppy Fields.
Many might have considered the move to be commercial suicide, but the reason behind the decision to release the ’45 RPM’ single under a pseudonym came about while the band were recording demos for the band’s forthcoming new album, titled ‘In The Poppy Fields’.
The Alarm’s lead singer, Mike Peters, explains, “We thought we’d send the demo for ’45 RPM’ to a few radio stations, but made out it was a new band so we could get some honest feedback. The reaction was so good that we were blown away! However, we were sure the reaction wouldn’t have been so positive if they knew it was The Alarm.
We noticed that a lot of bands suffered when they attempt comebacks because people generally don’t believe they can ever be as good as they once were. We wanted to make sure that we are judged purely on the strength of the music, and not by our old hairstyles!”
With ’45 RPM’ entering the Top 40 on Sunday, Mike has decided to come clean, “We’ve proved a point to ourselves more than anything, and in doing so we’re back in the charts. It’s amazing really and I’d really like to thank all the people who have supported ’45 RPM’ at radio and press across the country, and all the people who have bought it. “
The Alarm will release another single – this time as The Alarm – and will play more live dates across the UK before releasing a new album, ‘In The Poppy Fields’, in April on the Snapper Music label.
The Great Rock ‘n’ Roll Swindle Part II! : EXCLUSIVE by David Owens
Ever get the feeling you’ve been cheated?
Today we can expose a brilliant hoax dreamt up by The Alarm’s Mike Peters which has had everyone fooled – the charts included!
Sometime between 4pm and 7pm today a song will enter the top 40 by a new young punk pop outfit who have appeared from nowhere with their debut single.
The song is 45 RPM, the band is The Poppy Fields. Except The Poppy Fields are a fictional group that exist only in the mind of Welsh music legend!
The Poppy Fields aka Mike Peters and The Alarm, are expected to score their first chart hit for almost 13 years thanks to the singer, his music industry buddies and an unprecedented internet campaign by his huge worldwide following.
It means they’ve pulled a fast one on:
– Major record chains HMV and Virgin who have been selling out of the single
– Radio 1 DJs such as Mark and Lard and Steve Lamacq who have been taken in by the stunt
– Music reviewers that have been raving about The Poppy Fields based on them being a bunch of punky teenagers
– Record company executives desperately wanting to find out more about this unheard band
– Music channels who have been playing a video of a fictional group
More importantly for Mike Peters he will have felt he’s proved a point, exposing the music industry for a sham built on youth, image and hype.
By releasing the single under a pseudonym Peters had his record judged purely on its musical merits.
“We thought we had nothing to lose,” said Peters. “If we had put out a single by The Alarm, there would have been a negative feeling, because whether record company executives and music journalists admit it or not image is rated far higher than the music nowadays.
“I hope we’ve proved a valid point. Why must new music necessarily have to made by new bands. I’m 44 but I’m writing new songs as fresh and as vibrant as anything I’ve ever done. In Britain we’re too quick to want to find the next big thing. If you’re over 35 you’re dismissed as over-the-hill.
“Look at Steve Lamacq playing The Poppy Fields single. He wouldn’t have entertained playing a track by The Alarm. There is no way he would have touched it because he would dismiss us as not being the right demographic for his show. It’s crazy that a song has to be passed over because a band is in their forties.
“I think record companies, radio stations and music publications insult the intelligence of kids. I’ve been on tour in Europe and have seen teenagers buying the latest records by The Strokes and The White stripes as well as records by Led Zeppelin and The Rolling Stones. Sadly in the UK everything has to be seen to fit into neat little boxes.
“We just wanted to open up the debate and ask why does rock ‘n’ roll music have to be invented by 17 year-olds? Novelists and artists produce some of their greatest work in later life, why not musicians?”
HOW THEY PULLED IT OFF
August 2003 – A demo of 45 RPM, a three minute killer punk pop song, is sent to rock music stations and pluggers. Nowhere in correspondence is The Alarm mentioned. Feedback is encouraging. Mike Peters is told that he could have a hit on his hands.
November 2003 – Peters attends a gig in New York by mates Rancid – one of America’s coolest punk pop bands. The next night he plays 45 RPM to an ecstatic crowd in the Big Apple and tells them about attending the Rancid gig. He is subsequently inundated with enquiries by fans abut 45 RPM, many of whom think he’s played a Rancid cover.
December 2003 – Convinced that the new song will chart, a plot is hatched to release the single using a virtual band. His record company Snapper, distributor Pinnacle and plugger Anglo Plugging decide to instigate the elaborate hoax.
January 2004 – Members of the singer’s Mike Peters Organisation are tipped off about the single. Over a thousand members of the fanbase are encouraged to pre-order the two CD formats and 7″ single versions of the 45 RPM single. Young Chester band The Wayriders – whose average age is 18, pose as The Poppy Fields and mime to 45 RPM in a video shot to promote the single. The video, single and press release about The Poppy Fields “a new young band from Chester who cite their influences as The Pistols, The Clash, The Buzzcocks, Rancid, Less Than Jake and Good Charlotte” is sent to radio stations, music media and TV channels.
February 2004 – With hundreds of pre-orders being taken by HMV and Virgin, the record receives priority positioning on record shop shelves. Staff at the MPO go out and buy singles for foreign fans at chart return shops in North Wales in order to help secure a chart position when the singles chart is announced
9th February 2004 – 45 RPM is released, a midweek chart placing puts it at number 24, with over 5000 copies sold. The single receives great reviews and a buzz begins to build among kids wondering who this new band is. The single has to be re-pressed due to phenomenal demand.
15th – 45 RPM smashes into the UK charts and heralds the return of Mike Peters to the top 40!
The Poppy Fields ’45 RPM’
What the Reviews Say…
Tiscali – Debut single ’45rpm’ is a three minute killer pop song that is destined to crash the punk party, drink all the beer and cop off with the cutest girls. Sparky, punchy and excitable, The Poppyfields are the newest, snottiest and best kids on the block.’
Dripfed – ‘The Poppy Fields are a young punk band from Chester, with an ear for a hook. They’re evidently not afraid to wear their influences on their sleeves – The Sex Pistols, The Clash, and The Buzzcocks amongst others have obviously had a huge effect of these guys’ musical direction. Less obvious is the PR company’s claim that Rancid and Less Than Jake are also big factors – the sound here is far from contemporary US Buck-Punk, ’45 RPM’ is strictly old-school. Which is ace as far as I’m concerned. 7/10.’
Indielondon – ‘It’s fast, furious and suitably geared towards joining the post-punk party, and could well set the band on the road to success.
Indigoflow – ‘It is a catchy little song that I can imagine drunkenly throwing myself around to with gay abandon, while shouting “FOUR-TEE-FIVE ARR-PEE-EMM, FOUR-TEE-FIVE ARR-PEE-EMM”.’
Manchestermusic – ‘The Poppy Fields wear their influences on their sleeves, which involves stitching on the very best of 1977 London’s brash and gutsy punk pop. Ultimately it’s pretty authentic in that The Poppy Fields manage to capture the spirit of bands like Generation X. In fact “45 RPM” was a Gen X catch phrase and “The Poppy Fields” evokes the same spirit of sneering, but almost poppy skittering punk rock. Full of the right moves and although it’s wearing retro goggles, its honed in on music that was already forward thinking.’
Music-News – ‘Reading the blurb, your led to believe that this single is delivered by a youthful punk four-piece from Chester but once it started I got that tingling sensation on the back of my neck and distant memories started flooding back. Now I know most people don’t know or care who The Alarm where/are/will be etc, but I’ll stake my life and reputation (yeah, alright I don’t have either) that this little ditty is The Alarm fronted by Mike Peters, my childhood hero. The name says it all.’
MusicOMH – ‘Since retro rock is this year’s “black”, 45 RPM neatly hitches a lift with the zeitgeist and then dashes ahead. Old farts can bask in the good ole days while young squirts can open themselves up to some real music. Still doesn’t feel right listening to it on CD though!’
Refresh – ‘45RPM is a very accessible and competent debut single that does certainly have the slight feel of late 1970’s while still sounding up to date. It fast furious and over before you know it.’
‘Oh, the music business has been fooled by 45rpm – they are actually The Alarm – an 80’s group who had a great smash way back with 68 Guns. They cameback with a false name so they weren’t pre-judged. It seems to have worked as this has gone in the Top 40 this week.’
Unbarred – 45 RPM is actually very good. Whether you’re the sort of person who bounces around the room to music or not, you sort of feel you should. Less Sex Pistols than The Clash or The Buzzcocks. Worth a listen. 7.5/10.’ Go here:
From: http://www.bbc.co.uk/news February 2004
Post-punk band The Alarm have scored a top 30 UK chart hit – with a stunt disguising themselves as an unknown younger group. Recording under the pseudonym The Poppyfields, they are at number 28 after selling more than 4,000 copies of their 1970s-style punk single 45RPM. In its accompanying video The Alarm are replaced by teenage Chester rockers The Wayriders who mime along to the song.
Singer Mike Peters said it was done to prove how much image affected sales. We wanted the song to be judged on its merits and stir up the water a little bit
Mike Peters, The Alarm “We decided we would do something where it was judged purely on its own musical value,” Peters, 44, told BBC News Online. He said The Alarm, most famous for their 1983 hit 68 Guns, were not always taken seriously by DJs because of their age and an image perceived to be outdated.
“The Alarm as an entity have been going for 20-odd years and history can go against you – we wanted to break the barrier down.
“We wanted the song to be judged on its merits and stir up the water a little bit, break the mould.” Peters said the image had become more important than the music. Peters and fellow band members James Stevenson (guitar), Craig Adams (bass) and Steve Grantly (drums) have a strong fanbase in Europe and the US. Peters said they worked largely “underground”, often avoiding the music business and using the internet to reach their loyal following. The band, whose current line-up includes former members of Stiff Little Fingers, Generation X, The Cult and The Mission, recently recorded 12 fans’ favourites for a new album.
Peters is something of a folk hero in his native Wales where he is receiving a lifetime achievement award at the Welsh Music Awards in Cardiff on Friday. In a list of 100 Welsh heroes, he is currently number seven behind Tom Jones, Richard Burton and Welsh revolutionary Owain Glyndwr.
The band have just added a further date to their UK tour at London Scala on 2 March after selling out their show in the capital the previous night.
