Flyer distribution and serious marketing strategies go hand in hand. It is a cut throat world of promotional piracy, each sector vying for the booty and being ready to swipe the monetary maiden from the competitor. This can happen from corporate level distribution down to the local promotional ploy of leaving flyers on cafe tables. Those in the know, those who have spent years studying the psychology behind advertising strategies and branding, they have ways of making the general Joe Public desire a product without even knowing it. This is all very clever, but if I cast my mind way back yonder to the golden and hazy days of rave culture, which I must remember is now definitely so last century, catching my eye with a flyer was really quite simple. The music industry back in those days was based on a futuristic vision that the 1960s spawned. Peace, love, happiness and hugs. Light sticks at the ready and a pair of white gloves to pull some shapes in the lights of the lasers, and we were off. Every weekend was a party weekend, and we would go, en mass to the nearest rave, furthest rave, coolest rave or most illegal rave, all determined by one factor. The flyer. Yes, our every move was carefully predetermined by the clever bods that designed the flyers for the following weeks rave options. Leaving a heaving steaming club at two in the morning, we were traditionally greeted by a team, which was more like a barricade of Puffa jacketed promoters clutching piles of paper to hand to bleary eyed clubbers. There were even some people that were distributing whole packs of flyers for club nights, clothes shops and kebab houses. These would often be accompanied by a Chuppa Chupp lolly, so we quite rightly obliged and relieved the promoters of their burden, falling hook, line and sinker for the bait. Our eagerness for the flyers were not just inspired by sugary sweet gifts, there was an element of competiveness between us all for flyer collecting. This is in danger of teetering on the edge of train spotting or stamp collecting territory, and maybe there are some similarities, but I like think of it bordering on the collection of fine art. Bedroom walls were adorned with psychedelic, kaleidoscopic rainbow tinged pictures lovingly rendered by graphics geeks. Photoshop on Apple Macintosh computers allowed for slick new prints that we all wanted, and having the best ones was a sign of rave dedication. We would treasure ones for mentioning favourite DJs or friends that were playing tunes; having a flyer in the collection from an illegal rave that only a select few knew about was the ultimate for any collector. It was a great way to impress friends back then, and for a dedicated few that have kept their collection they still have wow power. I recently found myself at the home of a flyerphile and he produced a stunning collection worthy of exhibiting in the Tate. In fact, these could be museum pieces as they represent a slice of our culture, a bit of pure British heritage cira 1990. I suddenly realised that collecting flyers was not in the least bit sad, and this person was acting as a keeper of artefacts. As we leafed through, we remembered rave culture, artists and musicians. This was the evidence of an era long gone and I wonder if anyone is carrying on the cause. I wonder at the same time if there is anything other than a virtual culture for the kids today to preserve for prosperity other than MySpace screenshots.
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