Peter Grant (music manager)

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Peter Grant in 1973

Peter Grant, (April 5, 1935 – November 21, 1995) was a manager for The Yardbirds, Led Zeppelin and Bad Company, and a record executive for Swan Song Records. He is widely credited with improving pay and conditions for musicians in dealings with concert promoters.

Early life

Grant was born in the south London suburb of South Norwood, Surrey, England. He attended Sir Walter St John School in Grayshott when evacuated and returned to the secondary school in Norwood until leaving at the age of 13, when he became a sheet metal factory worker in Croydon. Grant was soon attracted to the entertainment industry, and worked as a stagehand for the Croydon Empire theatre until 1953. He worked briefly as an entertainment manager at a hotel in Jersey before working as a bouncer and doorman at London's famous Two I's coffee bar, where Cliff Richard, Adam Faith, Tommy Steele and others got their start. Grant was spotted by a professional wrestler called Paul Lincoln, who gave him the opportunity to wrestle on television as "Count Massimo". This kindled his enthusiasm for acting, and he was hired by film studios as a bit part actor, stuntman, and body double.

Acting career

Between 1958 and 1963, Grant appeared in a number of movies, including A Night to Remember (as a crew member on the Titanic), The Guns of Navarone (as a British commando) and Cleopatra (as a palace guard). He also appeared in television shows such as The Saint, Crackerjack, Dixon of Dock Green, and The Benny Hill Show. He was Robert Morley's double on many of that actor's films. The money he made from these ventures was invested in his own entertainment transport business. As the acting roles dried up, Grant made more money taking groups such as The Shadows to their concerts.

Artist management

In 1963, Grant was hired by promoter Don Arden to act as tour manager for artists such as Bo Diddley, The Everly Brothers, Little Richard, Brian Hyland, Chuck Berry, Eddie Cochran, Gene Vincent, and The Animals. By 1964, Grant had started to manage his own acts including The Nashville Teens, The Flintstones, an all-girl group called She Trinity, The New Vaudeville Band, Jeff Beck and Terry Reid. His management was established in the same 155 Oxford Street office used by his friend, record producer Mickie Most, who had previously worked with Grant at the Two I's. Most and Grant together set up the highly successful RAK Records label, which produced a string of hits throughout the 1970s.

The Led Zeppelin era

It was in late 1966 that Simon Napier-Bell asked Grant to take over management of The Yardbirds, who were constantly touring yet struggling financially. Mickie Most had suggested to Napier-Bell that Grant would be an asset to The Yardbirds, but as it eventuated, his arrival was too late to save the band. The experience, however, did give him ideas which were put to good use later with Led Zeppelin. Grant's no-nonsense approach to promoters, and his persuasive presence, were influential in The Yardbirds making money from concerts for the first time. Grant travelled closely with The Yardbirds, ensuring that all costs were kept to a minimum, that members were paid on time, and that the band retained artistic control.

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Peter Grant (right) in the film The Song Remains the Same

In 1968 The Yardbirds dissolved, with all band members departing except guitarist Jimmy Page, who promptly set about constructing a new group consisting of himself, Robert Plant, John Bonham and John Paul Jones. Originally dubbed the "New Yardbirds", the group became known as Led Zeppelin, with Grant assuming the position as their manager.

It is doubtful whether Led Zeppelin would have been as successful without Peter Grant. He negotiated their sizable five-year record contract with Atlantic Records, and his business philosophy would eventually pay off for the label. Grant strongly believed that bands could make more money, and have more artistic merit, by focusing their efforts on albums rather than singles. Live performances were deemed more important than television appearances – if one wanted to see Led Zeppelin, one had to experience one of their performances. By promoting Led Zeppelin's concerts, Grant ensured that ticket profits wound up in the hands of the band rather than in the hands of promoters and booking agents. Grant's famous dressing room scene in the film The Song Remains the Same, where he demands an explanation from concert staff about the sale of illegal posters, was typical of his no-nonsense, profanity-littered dealings with people who tried to profit at the band's expense.

Grant was instrumental in setting up Led Zeppelin's publishing company, Superhype, in 1969. In 1974 he was also the driving force in establishing Swan Song Records, which gave Led Zeppelin further financial and artistic control over its products. He also managed Bad Company and Maggie Bell, who were signed to the label. In 1975, Grant turned down a lucrative offer to manage Queen. When he was once questioned on what was the single most important thing a manager could say, Grant's response was "Know when to say 'no'". In 1977 he was asked by Colonel Tom Parker to manage a proposed tour of Europe by Elvis Presley, but Elvis died on August 16, 1977, just as negotiations had begun.

Post-Led Zeppelin

Marital problems, obesity, heroin addiction and the death of Zeppelin drummer John Bonham all took their toll on Grant's health, and after the official breakup of Led Zeppelin he virtually retired from the music business. Towards the end of his life, however, he conquered his addiction, and lost a significant amount of weight. In 1992, he appeared in the film Carry On Columbus as a cardinal.

Death

On the afternoon of November 21, 1995 while driving to his home, Horselunges Manor in Sussex, Grant suffered a fatal heart attack, his son Warren by his side. He was 60 years old. Grant was buried on December 4, 1995 at St. Peter and St. Paul's churchyard, Hellingly, Sussex. Coincidentally, it was the 15th anniversary of Led Zeppelin's official break up.

Filmography

• A Night to Remember (1958)
• The Guns of Navarone (1961)
• Cleopatra (1963)
• Carry On Columbus (1992)

Sources

Welch, Chris (2002), Peter Grant: The Man Who Led Zeppelin, London: Omnibus Press. ISBN 0-7119-9195-2.