Film Review: Upside Down -The Creation Records Story

The deficit in England left by the Labour Government is probably the most talked about debt in the country. Yet it is the release of Upside Down: The Creation Records Story that reminds us of another huge debt we all owe and that is to Mr Alan Mcgee for changing the face of rock n’ roll with his record label, Creation Records. Alan took on the majors in the industry and turned a dream into a reality when his label went from being a hobby into a multimillion pound beast that in the end just got out of hand. He provided a platform for bands that nobody else would give a chance and this film documents the highs and the lows, right from its birth in 1983 to its implosion in 1999.

Alan Mcgee, having spearheaded the Creation Records dream is at the forefront of this documentary. He barely resembles the man that is shown in much of the archive footage. His former image is summed up in typically hysterical manner by none other than Noel Gallagher who described his first meeting with Alan at the King Tuts venue where Oasis were signed onto his label.  “He had a sky blue top, white jeans, red shoes.. what the fuck is this lunatic? he had a skinhead at the time and looked like he had been on acid for 6 months.” He probably had been…

Primal Scream’s Bobby Gillespie also features heavily in the documentary having been responsible for writing the album which gave Creation its first hit record, Screamadelica. The album’s smash hit Loaded marked the first major crossover of indie with dance and become the labels flagship anthem, giving Creation worldwide appeal. Both Bobby’s and Alan’s heavy Scottish accents may create the need for subtitles for not only overseas viewers but for anyone else too. Turn up the volume and give it your full concentration. Alan and Bobby’s friendship is highlighted and it becomes apparent that they owe much to each other for their own successes. Alan gave Primal Scream a chance when nobody else wanted to and Bobby inspired and encouraged Alan to push forward with his aspirations and colossal sense of ambition.

The film is an educational insight into an era of music that is largely overshadowed by the likes of Oasis and Primal Scream in the press. Ride – unsung heroes of the 90’s, are celebrated as signifying a huge step forward for the label and interviews with front man Mark Gardener and Andy Bell, now guitarist in Beady Eye, sat together speaking fondly of the past will please fans of the shoegazing heroes. The Jesus and Mary Chain and My Bloody Valentine are also given their fair share of the spotlight on the film as do a host of other lesser known bands such as Swervedriver, The House Of Love and The Loft. It would probably have been easier to skim over these bands and focus entirely on the label’s dinosaurs such as Oasis and Primal Scream to give the film a mainstream appeal, but they would have done themselves a dishonesty by not telling the story in detail from start to finish. These earlier bands, even if they weren’t all great, “Let’s not dress it up, there is some shit on there” says Noel in the DVD extras, all played  a part in the story and anecdotes provided by key players in Creation’s earlier years are both hilarious, touching and sometimes emotional.

The film is tinged with sadness. Much attention is focused on the chaos and partying that surrounded the label and no one partied harder than Alan himself who among others in the film gives a detailed account of his own drug breakdown in the 90’s. Its sad to learn that when Creation did become successful and achieve what it set out to do, he wasn’t even around to enjoy it as he was too ill and had to take a step back from the limelight. The film does well to encapsulate the ideology that Creation Records was less a business venture and more a non-stop party. It was all about the sex, drugs and rock n’ roll. For some, the drugs got a bit out of hand and those most affected open up in the film and don’t hold back. Noel on the other hand is in the camp of people who came out the other side in tact and speaks fondly of his entire time spent on Creation Records. The spirit encompassed by the characters in this film is not lost on them today. None of them seem to have lost the ethos that they possessed when they signed onto Creation Records. As Noel Gallagher points out, “I’m sure if you’d asked anyone today they’d love to be back on Creation Records”.

There are some impressive visuals which string all the interviews together, the most interesting being footage shot at the label’s headquarters where everyone from Gruff Rhy’s to Liam Gallaghercan be seen arsing about in the office and having a good time. Its just like discovering footage on your mates mobile phone of a messy night out, yet one that includes all of your musical heroes. Primal Scream’s live footage harks back to their Screamadelica period, which they recently went out on the road to tour again to celebrate its 20th anniversary. Yes, it has been that long.The Oasis footage from the King Tut’s gig will be nothing new to die-hard fans but is pivotal as it documents a night that Alan signed the band that changed everything for him.

Credit is due to the documentary’s producers for their attention to detail. Even the most informed music fan will learn something by watching this film. Every cog in the wheel that rolled the label forward is dissected, leaving no stone unturned and aided by input from all those involved in the business side of the label. Praise aside, the film does seem to end on an abrupt note, rather than reaching a climax it finishes unexpectedly. A sequence of live performances to a defining song from the era may have been a better way to go out. Noel Gallagher comes out on top as the film’s quote machine, proving himself yet again to be both a charismatic rock star and professional rent-a-gob.

As well as telling the story of this record label’s journey, this film also highlights how much the music industry has changed since the 90’s. You just wouldn’t get someone signing a band based on their belief in someones character today. The music business is just that now – a business. How many great bands are out there waiting to be signed? The independent record label is on its knees and its a dirty climb to the top these days. If this film inspires at least one person to have a crack at embracing the Creation records ideology or go out and buy copies of Screamadelica and Definitely Maybe, then it’s all been worthwhile.

Matt Humphrey