Cover of HEAVY METAL, volume 12 of Origin Story

Origin Story  ·  Volume 12

HEAVY METAL

How Loud Became a Business, 1968–1983

Where it sits on the century

19151968–19832030
$14.99Paperback
about 126 pages

$13.49 each from three copies, $11.49 from sixteen, and $299.00 for all thirty-one with every ebook and audiobook included. Postage is free on every order over $79.

This is the complete story of heavy metal in about three hours: the Birmingham factory accident that detuned the guitar; the blues riffs from Chicago that London turned up until menace scaled; what a cranked valve amplifier actually does to a signal and why the tone only existed at maximum volume; the tritone, the power chord, and the physics of why distorted harmony contracts to the riff; the Shea Stadium failure that invented touring sound; and the forty-ton, eighty-city truck operation that a heavy band’s year had become by 1979 — including the real story of the brown M&Ms, which is about structural engineering, not caprice.

It takes the money seriously, because the people in it learned to the penny what it cost not to. The 90/10 gate split that made the arena the revenue centre. The support slot that lost money by design, funded by a recoupable advance. Merchandising as the margin business, from Winterland to a mascot worth more than most catalogues. And the arithmetic this book exists to work: what a platinum album actually paid the four people who made it, after everyone else in the chain was paid first — and why the two members who wrote the songs had a different year from the two who did not.

And it answers the question most books about metal decline to ask: what happened in 1983. Not a death — a fragmentation, into television, underground and establishment, with the genre’s biggest commercial years still ahead of it, in forms this book hands off to the volumes that own them.

Contains no song lyrics. Not one line. That is a deliberate rule, explained on the first page, and what replaces it is a description of what these records actually sound like — the three notes that make instability a dwelling, the stop where the band falls silent so the voice can fill it, the drum sound already shaped like the building it was aimed at.

Format
Paperback
Trim
5.5 × 8.5 in
Pages
about 126
Chapters
24 in five movements
Period
1968–1983
Audiobook
3h 03m

The playlist

ORIGIN STORY: Heavy Metal — public, and sequenced to the order the records appear in Movement Three. The book describes them; the playlist plays them.

Volume 1
BLUESthe source: the riffs, the stop-time, and the amplification insight this genre scaled by three orders of magnitude
Volume 17
PUNKconventionally, the reaction to everything this book’s arenas built; its own account of what it was actually reacting to is worth the price of admission
Volume 25
GRUNGE & ALTERNATIVEwhere the television form this book hands off meets its abrupt ending, and the underground collects

Free to read  ·  the opening

How volume 12 starts.

Origin Story · Volume 12 · HEAVY METALIntroduction

The Loudness Problem

In 1968 the loudest sound most British and American teenagers had ever chosen to stand in front of was a rock band in a club, and the club was the limit of the experience. Fifteen years later the same teenagers, older, were standing in sports arenas holding fifteen and twenty thousand people, watching bands whose equipment travelled in convoys of articulated lorries, whose shows were assembled each afternoon by rigging crews hanging tonnage from the roof girders, and whose T-shirts out-earned their records. The music that built that apparatus, and was built by it, is the subject of this book.

Here is the argument, stated plainly at the start, because it is not the argument most books about heavy metal make. The usual account is a story about darkness: doomy riffs, occult imagery, dangerous young men, outraged parents. Some of that is real and most of it is packaging, and we will take the wrapper off as we go. The important story is mechanical and economic. Heavy metal is what happened when volume itself (the physical fact of amplification, the specific and beautiful thing a valve amplifier does when it is asked for more than it can cleanly give) became the organising principle of a music. And the arena is what happened when that music discovered that the apparatus it needed to exist was too expensive to be paid for by anything except scale.

That discovery has a precise form, and it is the single most consequential thing in this book, so here it is up front rather than saved for the money movement. For every genre in this series before this one, the tour advertised the record. In this one, the record starts advertising the tour, and then, before the period is over, the tour itself turns out not to be the product either. The product is a cotton T-shirt with the band’s name on it, sold in a corridor, at a margin no record has ever come close to, on which the band keeps a share that would look like theft on a record contract and looks like generosity on a garment.

That is not a footnote about merchandising. It is a reversal of what a band is, and it happened in this genre first because this genre had no alternative: daytime radio would not play it, the press despised it, and the only route to an audience was to stand in front of them in a building large enough to pay for the equipment. A music locked out of the machinery had to build its own, and what it built (arena routing, support-slot economics, the merchandise concession, the tour as a self-financing business rather than a promotional cost) is the template every stadium act since has used, including a great many who would be embarrassed to say where it came from. Watch the direction of the money reverse. It is the plot.

The introduction runs on for another 7 paragraphs, and then the book starts. 24 chapters · about 126 pages · $14.99

Contents

24 chapters, five movements.

Every volume in the series runs the same five, in this order. What each movement is for.

01The Room4 chapters
  1. 1A City That Made Things
  2. 2The Blues, Turned Up
  3. 3America Was Already Loud
  4. 4Who Was Actually There
02The Machine5 chapters
  1. 5What a Valve Does When You Ask Too Much of It
  2. 6The Stack, and the Wattage Race
  3. 7The Detuned String and the Devil’s Interval
  4. 8Playing to a Building Built for Sport
  5. 9Forty Tons a Night
03The Records5 chapters
  1. 101968–1970. Loud Finds Its Shape
  2. 111970–1972. The Arena Learns the Words
  3. 121976–1979. Professionals
  4. 131980–1982. The Changing of the Guard
  5. 14The Records the Canon Dropped
04The Money5 chapters
  1. 15The Flip
  2. 16The Support Slot
  3. 17The T-Shirt
  4. 18What a Platinum Album Actually Paid
  5. 19What These Records Earn Now
05The Ending5 chapters
  1. 20What Fragmented It
  2. 21The Ledger’s Other Side
  3. 22What It Became
  4. 23What the Story Leaves Out
  5. 24Nothing Ended in 1983

Free to read  ·  reference

HEAVY METAL: the dates.

The book’s own timeline, in full and free to quote. 18 entries, 1968–1983. Where a date is contested the book says so at the point it appears; these are the ones that are not in serious dispute. All thirty-one timelines on one page.

1965
  • Tony Iommi loses two fingertips to a press on his last day at a Birmingham sheet-metal factory. The Beatles play Shea Stadium through the house announcement system, inaudibly. Marshall builds the first hundred-watt amplifiers for Pete Townshend.
1966
  • Eric Clapton records with John Mayall through an overdriven Marshall combo; Cream form. Jimi Hendrix arrives in London.
1967
  • Charlie Watkins’s WEM rig delivers a thousand watts at the Windsor festival. Lyndon Laney begins building amplifiers in a Birmingham garden shed.
1968
  • January. Blue Cheer’s Vincebus Eruptum. June. In-A-Gadda-Da-Vida. August. The Jeff Beck Group’s Truth. September. The future Led Zeppelin play their first dates; in November Peter Grant signs them to Atlantic. Earth, in Birmingham, will shortly rename themselves Black Sabbath.
1969
  • January. Led Zeppelin’s debut. August. Bill Hanley’s sound system carries Woodstock. October, Led Zeppelin II.
1970
  • 13 February. Black Sabbath. June. Deep Purple’s In Rock. September, Paranoid reaches number one in Britain; Jimi Hendrix dies in London on the eighteenth.
1971
  • Mike Saunders’s Creem review of Sir Lord Baltimore supplies the citation most often produced as the naming of heavy metal. Grand Funk sell out Shea Stadium.
1972
  • March. Machine Head, recorded in Montreux after the casino fire of 4 December 1971. December. Made in Japan.
1973
  • 5 May. Led Zeppelin play Tampa Stadium to 56,800 people on the rewritten promoter split.
1976
  • March, Sad Wings of Destiny. The RIAA introduces platinum certification. The Who take the Guinness loudness listing at a south London football ground.
1978
  • January. The American statutory mechanical royalty rises for the first time since 1909. February. Van Halen.
1979
  • May. Sounds prints the banner New Wave of British Heavy Metal. July. Highway to Hell. November. Iron Maiden self-release The Soundhouse Tapes. 3 December. Eleven die outside a Who concert in Cincinnati.
1980
  • 19 February. Bon Scott dies in London; the inquest records misadventure. April. British Steel. July. Back in Black. 16 August. The first Monsters of Rock festival at Castle Donington. 25 September. John Bonham dies; on 4 December Led Zeppelin announce in four sentences that they cannot continue. Diamond Head self-release Lightning to the Nations.
1981
  • 1 August. MTV begins broadcasting. Girlschool’s Hit and Run reaches the British top five; Mötley Crüe self-release their debut.
1982
  • March. The Number of the Beast; American church groups burn it. 19 March. Randy Rhoads dies in the Leesburg air crash. A California legislative hearing plays rock records backwards, listening for messages.
1983
  • January. Pyromania. 29 May. The US Festival’s heavy metal day draws the event’s biggest reported crowd. July. Metallica’s Kill 'Em All, on an independent label, by mail order and van. 26 November. Quiet Riot’s Metal Health reaches number one in America, by the trade’s usual accounting the first metal album to do so. The fragmentation this book ends on is complete.
  • After
  • 1985. Willie Dixon sues over Whole Lotta Love; the settlement amends the credits. 1998. Rob Halford speaks publicly about his sexuality, and the genre’s most-copied image acquires its author’s own account. 2025. Black Sabbath’s original line-up play a farewell concert in Aston, two miles from where this book began; Ozzy Osbourne dies seventeen days later.

Free to read  ·  where it comes from

The sources.

This series is written from published material and its byline claims method rather than credentials, so the sources are listed. They are given as books and categories of material rather than as page citations; where a claim in the text is contested, the text says so at the point of the claim.

The first-record argument, staged as promised. The question of which record was the first heavy metal record has no answer, and this book’s obligation is to show the ballot rather than stuff it. The candidates most often entered, with their cases: Link Wray’s Rumble (1958) (the distorted power-chord slab, a decade early; the Kinks’ You Really Got Me (1964)) the riff as the whole song, through a slashed speaker; Blue Cheer’s Vincebus Eruptum (January 1968) (the earliest album on which sheer heaviness is the organising principle; the Beatles’ Helter Skelter (November 1968)) a famous band deliberately chasing maximum abrasion; Led Zeppelin’s debut (January 1969) (the blues rebuilt at metal weight by the band that scaled it; Deep Purple’s In Rock (June 1970)) the virtuosic wing’s founding document; and Black Sabbath (February 1970), the record on which every element of the eventual design language is present at once, which is why the largest bloc of the genre’s historians votes for it. Each case defines the genre as the thing its candidate did first. That is how origin arguments work, in every volume of this series, and why none of them ever closes.

Memoirs by participants, all to be read as interested accounts: Tony Iommi, Iron Man, the source for the factory accident and its consequences; Ozzy Osbourne, I Am Ozzy; Geezer Butler, Into the Void; Rob Halford, Confess, the source this book defers to on his own story; David Lee Roth, Crazy from the Heat, the source of the brown-M&M account as its teller tells it.

Histories and oral histories. Ian Christe, Sound of the Beast, the fullest single-volume history of the genre; Jon Wiederhorn and Katherine Turman, Louder Than Hell, the standard oral history; Deena Weinstein, Heavy Metal: The Music and Its Culture, the sociology of the audience this book’s fourth chapter leans on; Robert Walser, Running with the Devil, the musicology behind this book’s account of the tritone, the power chord and the genre’s harmonic language.

Led Zeppelin and their business. Chris Welch, Peter Grant: The Man Who Led Zeppelin, for the touring splits as the promoters recalled them; Mick Wall, When Giants Walked the Earth. Stephen Davis’s Hammer of the Gods, the most-read book on the band, is used here only with flags flying: it is built substantially on secondary tellings, and band members disputed it from publication.

AC/DC and Bon Scott. Clinton Walker, Highway to Hell, the fullest account of Scott’s life and death; the London inquest record as reported at the time.

The deaths and the disasters. The Cincinnati task force report on crowd management (1980) for the Riverfront Coliseum deaths; the published inquest reporting for Scott and Bonham; the federal accident investigation record for the Leesburg crash that killed Randy Rhoads. Where this book states what a coroner or investigator found, that is the document it means; where books have speculated past those findings, this book has not followed them.

The Runaways. The band members’ own divergent memoirs and interviews, and the 2015 press investigation in which Jackie Fuchs made public the allegation this book reports; the differing recollections of others present are part of that published record.

The equipment and the sound. Jim Marshall’s often-given accounts of the JTM45 and the stack, the guitar press’s substantial technical literature on valve amplification, and manufacturer histories for Marshall, Celestion and Laney; the physics of clipping, compression and intermodulation is standard audio engineering, stated in any electronics text.

The live industry. The trade press of the period (Billboard and Performance, joined from 1981 by Pollstar) for grosses, itineraries and the merchandising trade’s per-head folklore; Bill Graham Presents, the promoter’s oral-history autobiography, for the San Francisco professionalisation of both the concert and the T-shirt.

The British scene. The music weeklies (Sounds above all for the NWOBHM years, with NME and Melody Maker) for release dates, reviews, and the contemporaneous record of the argument between punk and metal as it was actually conducted.

On the business. The mechanics in Movement Four (recoupment, packaging and breakage deductions, cross-collateralisation, controlled compositions, the separation of publishing from recording income, the 1978 mechanical rate rise) are standard industry practice of the period, set out most clearly in Donald Passman, All You Need to Know About the Music Business; the specific percentages in the platinum worked example are illustrative, and the text says so where it works them.

For chart positions, certifications and release dates, the Official Charts Company (UK), Billboard and the Recording Industry Association of America certification database.

Where figures are disputed, the size of Led Zeppelin’s Atlantic advance, the Guinness loudness measurements and their theatrical garnishes, the Tampa gross, the retail value of Kiss licensing, the US Festival’s attendance and fees, the NWOBHM pressing runs, the exact cost of the first Black Sabbath album, and every per-head and buy-on figure in the money movement, the text says so rather than choosing. Those disagreements are not gaps in the record. They are the record.

What this book does not do

A short account of what is not in this book, before the part that is.

This book quotes no song lyrics. Not one line, not one phrase, not the famous bit. That is a deliberate rule and it is absolute, and song lyrics are owned, licensing them is negotiated song by song and publisher by publisher, and there is no safe word count: the copyright office says so in as many words. A book that quotes a little is a book making a legal judgement it cannot check. So this one quotes none, and instead does the harder and more interesting thing, which is to tell you what a record actually sounds like and what its words are about.

It reproduces no album art and no photographs. There is nothing to look at here but words and one flat poster on the cover.

And it cannot play you a record, which for this genre is a genuine handicap, because the whole subject is a physical sensation (air moved in quantity) and prose does not move air. What it can do is point. There is a playlist for this book, on the same app you may well be reading or listening on, sequenced to the order the records appear in these pages. It is called ORIGIN STORY: Heavy Metal. Search for it by name. Everything described in Movement Three is on it, in order, and the book is substantially better with it running. Turn it up. Quietly is the one way this music cannot be understood.

Very little is lost here. This is a music people describe by its sound, its volume and its spectacle, and all three survive description perfectly well. What the rule buys is room for the part of the story that is nothing but numbers, the whole story, start to finish, in about three hours. Where it came from, what made it possible, which records mattered and why, who got paid, who did not, and what happened in 1983, which was not an ending, and the last movement will be precise about what it actually was.

Where the record is contested, this book says so. In this genre the contests start at the very first question (which record was the first) and never stop. Where the book does not know, it says that too. Sources are listed at the back.

Shelved under

MUSIC / History & Criticism  ·  MUSIC / Genres & Styles / Heavy Metal  ·  MUSIC / Business Aspects

Identifiers

Ebook ISBN
979-8-90623-897-9
Audiobook ISBN
979-8-90623-898-6
Paperback ISBN
not yet issued

Buy it

Paperback, $14.99, posted direct. Every ebook and audiobook comes free with the complete set.

Questions

About this volume.

What is Origin Story volume 12 about?

How Loud Became a Business, 1968–1983. Heavy metal is what happened when volume itself became the point — when the beautiful failure of an overdriven valve amplifier became a sound, the sound demanded buildings built for sport, and the buildings demanded a business nobody had run before. Radio would not play it. The press despised it, at length and on the record. It became enormous anyway, through the one channel it had left: the room, the band, physically present, as loud as the wiring allowed.

What years does HEAVY METAL cover?

1968–1983. The volume is numbered 12 because that is where the genre sits in the chronology of the music, not the order the books were written in — the first three written were volumes 17, 19 and 21.

What made HEAVY METAL possible?

Amplification and the arena. Movement Two of every volume is about the technology that made the genre possible and would not have ten years earlier.

Are there song lyrics in it?

None. Not one line, in this volume or in any of the thirty-one. Lyrics are copyrighted expression, licensing is negotiated song by song and publisher by publisher, and there is no safe quantity — so the rule is zero, and a program checks the manuscript, the EPUB and the narration script against it before the volume ships. What replaces them is a description of what the record actually sounds like, what it cost, and who was paid.

How long is it?

About 30,500 words: 24 chapters across five movements, roughly 130 minutes’ reading, 126 pages in the paperback. The audiobook runs 3h 03m.

What is in the back of the book?

A dated timeline of 18 entries, a source list, and a note on what the volume does not do. All three are reproduced free on this page.

Can I buy HEAVY METAL in print?

Yes, here. It is a 5.5 × 8.5 in paperback, 60# uncoated cream, black ink, about 126 pages, and it never goes out of print.