Go-Set
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Go-Set was the first Australian rock music magazine, published from early February 1966 - August 1974. Founded in Melbourne by Phillip Fraser and Tony Schauble, it became an influential publication and featured many notable contributors (including Molly Meldrum, Stan Rofe, Prue Acton, Lily Brett, Vince Lovegrove, and Ed Nimmervoll). It spawned the Australian edition of Rolling Stone magazine.
[edit] History
The idea was initiated in Melbourne by two young Monash University students, Philip Fraser and Tony Schauble who were flushed with the success of founding Monash University's paper Lot's Wife. A meeting with a young aspiring photographer, Colin Beard and Rock and Roll promoter, Peter Raphael formed the initial nucleus.
Initially Go-Set was limited to Melbourne distribution. Another enterprising young man, Bill Robinson overcame resistance from established newspaper distributors to establish a secure circulation throughout Victoria. It wasn't until several months later that the magazine was introduced first to Sydney and Brisbane and then, after promotional visits by the editor, Tony Schauble and photographer, Colin Beard, it circulated nationwide.
For many weeks, there was no payrolled staff. The key personnel relied on the income of Go-Set to support them - classified ads, back issues and the purchase of pin-up photographs. The office of Go-Set was three rooms at Charnwood Crescent, St. Kilda. Fraser, Schauble and Beard all shared a house rented by Go-Set in Wellington St. St. Kilda, also with Damien Broderick. Fraser was responsible for the design of the magazine, Tony Schauble was the editor, Colin Beard was the photographer and picture editor. Peter Raphael was the principal salesman assisted, by Terry Cleary. Doug Panther was the feature writer for the first few issues before leaving for Western Australia. He was replaced by Lily Brett who got the job because she had a car. Other significant personnel were Vera Kaas-Jager, a very young and persistent assistant photographer and Honey Lea, originally a typist, who later became the fashion editor when Pru Acton dropped out.
 1st issue, Feb 1966 |
 August 1972 |
The first issue featured Tom Jones and Herman's Hermits interviewed by Doug Panther and photographed by Colin Beard at the Palais Theatre, St. Kilda. The first notable issue was Issue 3. Doug Panther and Colin Beard were flown to Sydney on Phillip Fraser's father's Ansett account. The intention was to capture original stories and photographs of The Rolling Stones prior to their arrival in Melbourne. It proved difficult. Go-Set was as yet an unknown publication, particularly in Sydney - Colin Beard was thrown out of the stadium trying to take photographs and flashing a 'made-up' press card. The Rolling Stones were staying at the Chevron-Hilton hotel in Macleay St. King's Cross. It was the last chance before they left for Brisbane but they were heavily guarded. A parcel arriving for "Mr. Jagger" was the opportunity, grabbed by Doug Panther hanging around for some opportunity in the hotel foyer he managed to talk his way past the security guards and reached Mick Jagger who agreed to give us to see us. We then had ten minutes to interview and photograph the whole group while they were packing to leave for Brisbane. These photographs dominated the 3rd issue with a brilliant written feature by Doug Panther based on a ten minute interview with Brian Jones. These photographs can now be seen on the following website - [www.cameras.net.au/gallery/colinbeard].
A key element in the popular success of Go-Set was the centre page spread called 'The Scene-The Seen'. Every Friday and Saturday night, Colin Beard and Honey Lea would visit the suburban dances throughout Melbourne photographing the local bands and singers and the teenage fans. These were Go-Set's target audience - the thousands of teenagers caught up the excitement of the swinging sixties, following their favourite local Rock group around the suburban dancehalls of Melbourne. Go-Set made them visible - the centre page spread gave them a public image and a voice.
Go-Set developed a truly international focus when, in a promotional arrangement with BOAC airlines, Lily Brett and Colin Beard were flown to London and to the USA. They spent four months in UK from January 1967. They toured with Normie Rowe, The Troggs, The Who, The Small Faces, The Easybeats and many more. In America they covered the New York scene and attended the Monterey Pop Festival, 3rd to 6 June 1967. In Los Angeles they covered intimate stories and fashion spreads with Sonny and Cher, Mamas and Papas and recording sessions with The Byrds.
The first full colour centre spread was a photograph of Jimi Hendrix taken at The Monterey Pop Festival.
In Lily Brett's absence, Molly Meldrum became the principle local feature writer while Vera Kaas-Jager covered the local photography.
Go-Set soon became the indispensable chronicle of the local scene. It featured the Australian and international charts, gig listings and record reviews.
Over its nine year history there were many siignifant contributors as well as the previously mentioned personnel. They include David Elfick who became a very effective Sydney editor in late 1967, Ian (Molly)Meldrum, Damien Broderick, Vince Lovegrove, Ed Nimmervoll, Stan Rofe, Dennis Charter, Wendy Saddington, Michelle O'Driscoll, Cleo Calvo (now singer, Clelia Adams), Doug Panther, Erril Bilson, Philip Morris (photographer), Ian McCausland (graphics), Prue Acton (fashion, early 1966), and Pat Wilson as "Mummy Cool" (1971-2).
Frazer published other counter-culture magazines such as Revolution, Gas, and The Digger. He launched the Australian edition of Rolling Stone magazine first as a 1969 supplement in Go-Set, then a fully-fledged magazine in 1972.
Ian Meldrum wrote a weekly column for Go-Set until its demise in 1974. His writing style represented his own stream of consciousness and came across in the same "bumbling" manner which was to later be a hallmark of his public persona on Countdown. His nickname "Molly" was first published and given to him in Go-Set in 1968 by fellow columnist and DJ Stan Rofe. Both Meldrum and Rofe's columns contained many camp "in jokes".
Phillip Fraser is currently publishing underground periodicals in New York, Lily Brett is a successful novelist and also lives in New York. Colin Beard has published several large format books on Australian rural culture and he has lectured for many years at Universities in Sydney. Doug Panther was recently known to be teaching at the Lightning Ridge State school and digging for opals.
Go-Set reached its peak in circulation figures around 1971. Philip Frazer left as editor in 1972 and Ed Nimmervoll took over as editor until late 1973. Go-Set was sold to Sungravure Ltd and production moved to Sydney in early 1974. Staff numbers gradually reduced after the departure of Frazer as editor and overseas content bought in from the UK & US increased during 1973 and 1974.
Ed Nimmervoll later went on to found Juke magazine to cover the Australian rock music scene. Ian Meldrum went on to become an integral part of the ABC TV series Countdown, which began broadcasting nationally in late 1974.
