It was the timing which sucked me in, the timing combined with the novelty of a record made from replayed samples of existing sounds, something which then remained unknown outside the Fairlight CMI being put through its paces on an episode of Tomorrow's World. Back in 1984, I was obsessed with the Italian Futurists and felt they shared some sort of rebellious impulse in common with the music I tended to like; so when this lot turned up, openly acknowledging Luigi Russolo's Art of Noises manifesto and on a label named after one of Marinetti's concrete poems, it caught my attention; and yet something didn't quite sit right. It might have been some sort of misplaced proprietorial regard of Futurism on my part - these people were cashing in on the thing which only I knew about and only I really understood and they hadn't asked my permission; but also it was irritating how Trevor Horn, when asked about Zang Tumb Tumb, said only that it was an onomatopoeic percussive sound, adding I suppose it's rather Dada.
Next they seemed to be everywhere, and so much so that I heard every single track on this album long before I bought it, which was actually a couple of years later on a wet Saturday afternoon when I couldn't really find anything else in the record shop. By that point the thing had become so ingrained that it couldn't fail to sound good, as indeed it did, and as it still does. It's sharp, funny, and stupid, and it has all sorts of things going on, and it's beautifully produced as you would expect; but I don't know if it was ever important or even particularly ground breaking, as many have since claimed.
The samples were, so I am informed, mostly presets which came with the Fairlight CMI, so most of what Art of Noise did was in the arrangement, and presumably in Horn's ability to make it all sound as lush as a Ferrero Roche advert; because at best what we have here is what Throbbing Gristle would have been were they all nicely behaved Oxbridge graduates, which is why Paul Morley made for such a good fit. The clues are all over the place, not least in sampled bass lines playing what may as well have been Rock Around the Clock and so inadvertently foreshadowing Jive Bunny; and then more recently I rediscovered a tape of the Horn promoting the first Art of Noise record on the wireless, during which he opined:
I think the truth of it is that people don't learn how to play their instruments properly nowadays. They learn how to talk to the music press. They learn how to do their hair. They learn about what to wear and what to say, but the basic physical learning of - do you know of anybody in a group nowadays who is a good guitar player? Do you know if the guitar player in Duran Duran is a particularly good guitar player? In the old days you knew who was a good player, you knew that Eric Clapton [was a good guitar player].
Seriously, grandad, fuck the fuck off. Of course, Morley and Horn were only ever involved in the most negligible sense, at least according to J.J. Jeczalik, but it seems significant that they were able to hitch their wagons to the Art of Noise in the first place without anyone noticing a disparity. Morley dismissed later Art of Noise releases as novelty records, seemingly implying that this one should be considered high art, which doesn't really work. It's great pop music, but it was never art, which, considering how Art of Noise achieved a whole shitload of musical firsts, is quite shocking; but then you might also argue that Jive Bunny did a whole load of stuff no-one had done before.