Rock mag Creem attempts comeback after more than 30 years

Creem, once touted as “America’s only rock ‘n’ roll magazine” throughout its two-decade existence until 1989, is set to make a comeback next month. The revival is an extraordinary tale of determination by J.J. Kramer, who inherited the magazine at the age of 4 following the passing of his father, founder Barry Kramer. The magazine is making a return in a vastly different era, with a marketing strategy that even the late writer Lester Bangs or the creators of the fictitious “Boy Howdy” beer could hardly have conceived.

The inaugural issue, a glossy quarterly, is scheduled for release in September and will be exclusively available to subscribers who commit to a $79 annual subscription. Originating in Detroit, Creem was the cheeky, slightly irreverent sibling to Rolling Stone, intentionally misspelling its name as a nod to the rock band Cream, a favorite of the first editor.

While Detroit was renowned for Motown soul, it also served as a hotbed for rock ‘n’ roll, featuring artists like MC5, Iggy Pop, Alice Cooper, Mitch Ryder, and Bob Seger. The magazine’s heyday in the 1970s was fueled by hard-rocking bands and the emergence of punk.

Creem played a crucial role in nurturing writing talent, including figures like Dave Marsh, Robert Christgau, Lisa Robinson, Cameron Crowe, and Greil Marcus. Notably, it didn’t pedestalize rock stars, delivering reviews that could be harsh, sexist, and profane. Lester Bangs, known for his legendary feud with Lou Reed, was particularly formidable.

The magazine even mocked a pretentious Dewar’s scotch ad campaign by featuring artists holding beer cans adorned with a “Boy Howdy” logo drawn by cartoonist Robert Crumb. In a 2019 documentary about the magazine, former R.E.M. singer Michael Stipe reminisced about discovering Creem in high school detention, describing it as the perfect gathering of misfits.

Following Barry Kramer’s death in 1981, the magazine faced a decline, eventually ceasing publication in 1989. J.J. Kramer, named the preschool “chairman of the board,” vowed to reclaim it, a promise fulfilled after several years, aided by his background as an intellectual property attorney.

Now serving as chairman again, Kramer, along with John Martin, former Vice publisher and current CEO of Creem Entertainment, envisions a comprehensive media company centered around Creem, featuring podcasts, merchandise, and branded entertainment. Despite the changing landscape of music, dominated by genres like rap and pop, Kramer and Martin believe there’s still a niche for a publication that unites rock ‘n’ roll fans across various tastes.

The first issue, reflecting Creem’s diverse scope, includes content for nostalgists, such as an excerpt from an unpublished book on the Who, a reevaluation of a 1972 Osmonds rock album, and the revival of the “Stars’ Cars” feature with Slash. It also features stories on both established and emerging artists from various genres, emphasizing the magazine’s intention to cater to a broad audience.

Samir Husni, founder of the Magazine Media Center, expresses optimism about the reboot, emphasizing the importance of quality customers over sheer numbers. However, he cautions that magazine revivals often face challenges and suggests reconsidering the decision not to offer the magazine on newsstands or in bookstores.

Acknowledging the physical, emotional, and mental toll of the revival, Kramer and Martin remain convinced of the market for the reimagined Creem, asserting that they are not merely replicating the past but propelling the magazine and brand into the future.