Fashion boutiques, shop-fitters and others advertised alongside raves on early 1990s pirate radio. Now, a new compilation is rediscovering a slice of the underground
“Have you got that record that goes ah-woo-ooo-ooh-yeah-yeah?” It’s a scene familiar to anyone who spent time in a hardcore rave record shop in the 1990s – a punter asking for a tune they’ve heard on pirate radio or at a rave but they don’t know the title of, so they mimic the riff or sample hook hoping someone behind the counter recognises it.
A relic of pre-Shazam life, the ritual is preserved in an advert for
music Power Records aired on the pirate station Pulse FM in 1992. Nick Power, owner of the north
London shop, recalls that no matter how mangled the customer’s rendition, “nearly always, you’d be able to identify the exact record they were looking for”. In the advert, Power plays the roles of both sales assistant and punter, pinching his nose to alter his voice. Almost 40 years later, the comic skit commercial has been resurrected alongside others on two volumes of London Pirate Radio Adverts 1984-1993, by audio archivist Luke Owen. Power is pleasantly bemused by this turn of events: “I can’t see there’d be a demand for radio ads, but there’s got to be someone out there who’s interested enough to buy it. I don’t see it being a platinum release, though!”