Excerpts from the chapter on Led Zeppelin in Danny Goldberg's 2008 memoir Bumping Into Geniuses
By the time of the fourth album, Robert had been goaded by his father to get some more visibility, and the band hired the elfin Irish PR maestro B. P. Fallon.
Peter said that he thought that contempt for the rock press had worked in the band's favor in the early years but that by 1973 it was time to go the other way—although he wanted to continue their practice of avoiding any TV appearances. The sound on television speakers just couldn't do the band justice, he said, but he wanted them to be much more proactive with the rest of the media. I told him that Led Zeppelin had the reputation of being barbarians on the road. Peter laughed soundlessly and answered in the gentlest version of his deep cockney growl, "Yeah, but we're just mild barbarians."
The next day, all four band members sat diligently in Peter's suite. Despite the fact that Jimmy Page was the musical and business leader of the band, it was Robert Plant who did most of the talking, and he was very clear about what they wanted.
Peter asked me to explain what he bemusedly called "the barbarian thing," and Robert airily reassured me, "Look, we were very young when we first started [excuses, excuses]. We're over all of that now [sure, Jan]."
The members of Zeppelin all had nicknames by which they were known to each other and their intimates. Robert Plant was "Percy," Page, "Pagey," Jones, "Jonesy," and Bonham, "Bonzo." Peter Grant was always almost always referred to as "G."
"Look at all the publicity the Stones got on their last tour!" Robert said, as if this was the most absurd journalistic error imaginable. He wanted mainstream fame, and while the rest of the band were not as forceful in asking for it, they certainly wouldn't mind having it either. "What you are saying," drummer John Bonham said to me earnestly at the end of the meeting, "is that you're going to get us known to people who don't know about us yet."
Despite their affability Zeppelin continued to view the rock press with suspicion. Bonzo spat contempt as he referred to reviewers who had disparaged his famously long drum solos. "Look, if Buddy Rich says I'm shit, then I'm shit, but what the fuck do those wankers know?" Page's choirboy looks and educated articulation masqueraded a deeply paranoid side. He spoke with bitterness about the bad reviews, wondering darkly if some of the critics were not clandestinely in league with Jeff Beck, who had been one of Page's successors as lead guitarist of the Yardbirds, and with whom he had some ill-defined rivalry. His dislike of the press was sufficiently well-known that the New Musical Express's Kent wrote that when I made Zeppelin accessible in 1973, "most of the journalists present seemed so shocked that one of them said: 'My first question to you, Mr. Page, is—why are you giving me this interview in the first place?'"
Notwithstanding such occasionally sweet moments the general atmosphere was one of tension, exacerbated by the huge quantities of cocaine (which, based on some cockney formulation, they referred to as "Charlie"). Both Peter and Bonham thought it amusing to grab civilians such as myself by the balls and ask, "How's your knob?" Sitting next to Peter in the back of a limo was a terrifying experience anytime the car made a sharp right turn and his three-hundred-pound bulk squashed me in an unspoken, and undoubtedly intentional, reminder of our relative power.
The morning after the Atlanta show Peter, in a moment of naive grandiosity, decided that he wanted someone to say that it was the biggest thing that had happened to the city since the filming of Gone With the Wind. I was terrified of disappointing him, so I did not confront him about the contrived nature of his request. I begged Lisa Robinson for a favor, giving her an invented quote from Mayor Sam Massell of Atlanta, who had attended the concert. I figured, accurately, that it was too trivial a concoction for the mayor to deny. Although she had her doubts, Lisa dutifully "quoted" the mayor in a puff piece she wrote for the British weekly Disc and Music Echo, which got me off the hook and immediately endeared her to Peter.
I felt wistful about these gimmicks because I soon learned that, notwithstanding their unrestrained interest in the by-products of rock stardom, the members of the band took their music enormously seriously. Jimmy and Robert personally signed off on every aspect of the sound, lights, and special effects on tours. A sprained finger for Jimmy Page or a stuffed nose for Plant was considered a crisis of epic proportions.
Both Robert and Jimmy balanced their keen sense of macho rock power, sexuality, and traditional blues with a strong emotional connection to the poetic, folkie side of rock and roll. Robert loved the Incredible String Band and Jimmy adored the Fairport Convention, whose lead singer, Sandy Denny, had sung background vocals on Led Zeppelin III. They both idolized Joni Mitchell, whom they had never met, and they had semiserious arguments about which one of them she would be more likely to fancy.
Jonesey was almost completely disengaged from the PR aspect of the band, occasionally making bitter jokes about being one of the "other guys" who did not get the attention that Jimmy and Robert did, but for the most part he was so quiet in band meetings as to seem invisible. But the fact that he was shy did not mean he wasn't paying attention. Many around Led Zeppelin did cocaine, but I did not, having grown away from drugs under the influence of various yogis. Early in my time with the band a fierce roadie offered me a line and I had a moment of anxiety, wondering if I should snort it so as not to come across as remote or judgmental. Jonesy suddenly materialized and gently chided the roadie, "He won't be wanting any of that," and smiled knowingly at me as he passed by.
What Led Zeppelin really cared about was how the tour was covered in England, where their friends and family lived. They freaked if a British music weekly ran a photo from the Rainbow in Hollywood showing the members of the band with their arms around the local L.A. groupies. I couldn't stop photographers in public places, but I was able to create some positive British press. I had originally given access to Lisa Robinson as a favor to her so she could impress her British editor of Disc and Music Echo, which typically had less access to superstars than its weekly London competitors Melody Maker and New Musical Express. However, it turned out that I was a great beneficiary of Lisa's stories. Unlike the typically adversarial and bitchy British rock writers, Lisa wrote positive stories, including whatever clever quotes the guys came up with. In future years she always got first crack at the band when they came to the States.