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The Price of Pop Art — The Who Count the Cost

Nick Jones, Melody Maker, 28 August 1965

THE WHO stand firmly for pop art. By their terms, pop art means how they behave and dress both on and off stage. On stage, an ordinary performance can end with guitarist Peter Townshend smashing a £150 guitar on an amplifier. Off stage, it means adopting pop art techniques into the design of their clothes... and spending what to most pop fans is a small fortune every week to maintain this image. The fantastic extremes to which the four musicians have gone to foster the image of violent emotional reaction, the closest ever pop music has got to a "happening", is expensive. Here, the Who count the cost...

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