by Carter Alan
As the prophet of “The American Revolution,” Ray Riepen left a lasting impression with anyone who worked for him at WBCN or the Boston Tea Party. “[He was] an extremely intelligent man with a fair amount of W.C. Fields in him,” Joe Rogers recalled. “When I met him he was living in an apartment in Cambridge with a mattress on the floor and a stack of books almost up to the ceiling. The man had one three-piece lawyer’s suit and a couple of shirts. That was it. In the back of his Lincoln Continental was his laundry . . . in the trunk.” Tommy Hadges described him as “a most unlikely entrepreneur” who drove his Lincoln “barefoot,” also saying that his first meeting with Riepen “was in his beautiful, luxury apartment, but there wasn’t a stitch of furniture in the entire place. To sit down, there was an orange crate! This was the guy that was going to take over a radio station?” Ten years Riepen’s junior, future WBCN jock and program director Sam Kopper called him “our boss, forever in a pin-stripe blue suit; that could be daunting. But, he was a hippie in spirit, [if] not in dress or look.” The “Master Blaster,” cohost of Peter Wolf’s eventual late night WBCN radio show, added, “Ray Riepen? He was a wild dude, man; he definitely had his own style. He had this big limo and he spent more time hanging out in that car going somewhere than he did in his house! He conceptualized the whole idea of the Tea Party and WBCN when people were just starting to question authority and be free.” Truly a memorable character, Ray Riepen would shuttle in and out of Boston in barely six years, yet his tenure indelibly altered the city’s cultural landscape, even if his name is often overlooked today.
Ray Riepen, the hippie entrepreneur. Photo by Michael Dobo/Dobophoto.com.
Ray Riepen was a bright attorney who hit town from Kansas City to pursue a master’s degree at Harvard Law School. By 1966, the seeds of the counterculture had been sown and were swiftly taking root. Change electrified the air, especially in America’s college towns, where like-minded souls gathered from their diverse and staid homes across the country to collaborate and conspire freely on campus and in smoky coffeehouses, becoming part of some vast, liberal, petri dish. Riepen swiftly caught the buzz of the changing times firsthand in Cambridge and, as a voracious reader, soaked up the rich volumes of contemporary thought expressed by intellectuals all around him. There were opportunities out there for those who could visualize them, and even though he was a thirty-year-old graduate student in a scene that soon wouldn’t trust anyone over that age, he still shared a great deal of the love-your-neighbor mentality that the hippie movement would emulate. “I’ve never done anything in my life for money,” he explained. “I’ve done things antithetical to maximizing my money, because I’ve [always] wanted to do the most tasteful and innovative things.” At the beginning of 1967, after he had clumsily and quite accidentally backed himself into a deal involving a failed South End coffeehouse on Berkeley Street called the Moondial, Riepen’s entrepreneurial spirit managed to turn that disaster into a launch of the city’s eventual preeminent rock club, the Boston Tea Party. It was not without precedent. “I owned a jazz club back in Kansas City where Count Basie got started and John Coltrane played.” (This was a measure of coolness not be lost on local jazz and R & B fanatic Peter Wolf.)
Soon the Tea Party was playing host to many of the city’s hippest young bands like Bagatelle, the Lost, the Hallucinations (featuring Wolf), Beacon Street Union, and Ultimate Spinach. Riepen also began attracting smaller regional and national acts like Andy Warhol’s Velvet Underground, Country Joe & the Fish, Canned Heat, Lothar and the Hand People, and Richie Havens. The legendary gigs that most people associate with the Tea Party—Led Zeppelin, the Jeff Beck Group, Fleetwood Mac, and The Who—were at least two years down the road at this point. But Riepen, as a lawyer and entrepreneur, was not all that keen on running the place: “I don’t like to operate businesses. Once you get them and once you figure them out, it’s not very elegant to be running them, so I hire people to run them.” Steve Nelson, a Harvard-schooled lawyer who became disenchanted working in Washington (for NASA, no less, in the thick of the space race with the Russians), returned to Boston and went to see the Velvet Underground at the Tea Party to celebrate his twenty-sixth birthday. This was an extra special celebration night for Nelson: after being drafted years earlier and using his legal skills to avoid deployment, he had reached the magic age where Uncle Sam declassified him as eligible for service. “It was the end of May 1967; I went to that gig and I met Ray. A couple of months later, he said, ‘I know you went to law school, you have a business sense and you know the music scene; would you be interested in becoming the manager of the Tea Party?’ I thought, ‘Yeah! That was so much cooler than working for the federal government!’”
So Steve Nelson went from launching moon rockets to moonlighting, taking the day-to-day management of the Tea Party off Riepen’s shoulders. But things were perilous at best at the Berkeley Street location, and it seemed like Nelson’s exciting new job might actually end up being the shortest one of his life. The Tea Party’s bookings, although cool and hip to the underground scene, produced inconsistent results. While a pair of Country Joe & the Fish shows in August did terrific sell-out business, many other bands played to near-empty rooms. “It was a pretty small place,” Nelson acknowledged, “especially when you think about where the music business went after that.” In a nightclub of this size there was little space for error. With a legal capacity of around seven hundred patrons, the Tea Party was not the kind of spot that could turn a huge profit unless the cover charge was jacked up, which Riepen refused to do. “I never made any money at the Tea Party,” he said. “I was charging three dollars to get in [while] Bill Graham charged twelve, for the same acts!”
WBCN presents concerts at the Boston Tea Party, June 1968, original poster. Courtesy of the David Bieber Archives. Photo by Matt Dolloff.
Don Law, who would eventually replace Steve Nelson as general manager of the Tea Party and go on to become Boston’s most successful rock impresario, met Ray Riepen at Boston University (BU) where he was a student, as well as an instructor who conducted an educational workshop entitled “Evolution of the Blues.” Law’s early music education came from his quite famous father, Don Sr., who worked as a talent scout and producer for Brunswick and then Columbia Records, plying the American South for talent, which included the iconic Robert Johnson, Memphis Minnie, and even Gene Autry. Through his father, Don Jr. had developed some hefty connections on his own. He brought in blues artists to play and speak at his BU workshops, including the already-legendary Muddy Waters and his outstanding piano player Otis Spann. “[The workshop] got a lot of attention; the New York Times covered it,” Law mentioned, “and that’s how I met Riepen. At the time, he was struggling with the Tea Party; it was sort of hit or miss.” The pair shared their backgrounds, and Law filled Riepen in on his recent successes as a young player in the music business. “I considered myself somewhat of an authority because I had worked as a college [booking] agent and had gotten Barry and the Remains their recording contract with Epic.” Not only that, Law had also helped the Boston band land a spot on the road as an opening act for the Beatles. Riepen was impressed, quickly inducting Don Law into the Tea Party’s inner circle. “It’s been written that I was a lot smarter than I think I was,” Law revealed, “or more Machiavellian. But the truth is that we were just kids who wanted to be in the music business. There wasn’t any money in live entertainment anyway; it was all sort of a small business; we were doing it because we thought it was fun. Here it was: 1967 and ’68, we really didn’t have that much pressure; we were [just] having a blast. [But] then, the Earth moved!”
In the Tea Party’s daily business conundrum, accounts receivable often didn’t cover accounts payable, but the inner circle let it ride, counting on the next night’s gate receipts to save the day. However, even as 1968 arrived with more consistent bookings, the profits were never outstanding. Plus, as Don Law remembered, his boss could be a financial problem himself: “Every time I’d get myself in a g
ood position and start making money, [because] you had to have some around to make guarantees [with bands and their agents] and pay out bills, [Riepen] would just come in and take it all out to fund whatever else he was doing. I was always going, ‘Oh no! I’m down to zero again!’ I was always playing this game trying to keep the place afloat, [acting] as if I had resources . . . and I didn’t!” Riepen’s personal life also bordered on the dramatic, as Law recalled with a smile: “He was a really sweet guy, but he was just so difficult. I’d get a call at three in the morning . . . it was him: ‘I’m over here in Belmont and I’m in jail and I don’t have a license. Can you get me out of here?’ He didn’t have a license, and he would always drive without one. He had a Porsche one time and he was visiting some girlfriend on the Hill, then someone stole his Porsche. He said, ‘Aw, fuck it,’ went down the Hill and just bought himself a Volkswagen!”
Ray Riepen asserted that he didn’t make any money off the Tea Party, but that’s only true depending on how you do the math. To his credit, he kept the ticket prices low, insanely cheap by today’s standards, and the hippies who were around then will always tell fond memories about how they saw Led Zeppelin or The Who for less than five bucks. Even so, Riepen did make money off the club, but he just spent it as quickly as he made it. Some of those expenditures, like financing his impending venture at WBCN and eventual stake in the Cambridge Phoenix newspaper, were clever and considered business endeavors. Others were more impulsive, as Don Law explained: “By 1969, 1970, there was this ‘Free the Music’ thing [in which] people thought there shouldn’t be any charges for music. There was a lot of this, so we always tried to be sensitive about it and keep the prices down. Riepen took it upon himself to buy a Mercedes 600 limo! It was as ugly and corporate as you could get: a long black box that the only other people in the world used was the Secretary-General of the U.S. or the Pope. He’d pull up in this massive limousine at the Tea Party; I’d be out there trying to run things, and people are shouting, ‘Free the music! Free the music!’ He’d get out in his three-piece suit and stand there on the curb. I’d just go: ‘Damnit!’ And you know, if you looked in that limo, you’d notice that it was stacked with books. He would spend half his life in this thing in the back seat; it was really his apartment of sorts.”
As a well-read intellectual, Ray Riepen noticed some recent developments in radio on the West Coast. In San Francisco, “underground radio” had made its debut on the FM band with a reasonable level of success. The idea began percolating in his head that the same could be accomplished in a place like Boston, with its profusion of freethinkers at the area’s multitude of colleges and universities. “There were 84,000 students here and they were all starting to smoke dope,” Riepen asserted. “They were obviously hipper than the assholes running broadcasting in America.” He knew that a significant audience was hearing the music they desired every night at the Tea Party, but they were not hearing that music on the radio. Up to that point, Boston was ruled by the format that had been dominant in America for over a decade: Top 40, with its tight playlist and hyperactive teams of shouting DJS to introduce the songs. The recipe of this winning formula was based on repetition. Since listeners remained locked on a radio station for discrete periods in the day based on their own personal schedules and preferences, it was important that while tuned in, those listeners heard the songs they absolutely loved. Relentlessly rotated on the air, that list of “40” selections ensured that the most popular songs would be heard by the highest-sized audience possible. A station programmed successfully in this manner could generate huge numbers of listeners throughout semiannual ratings periods and, as a result, demonstrate to potential clients that it was the one to purchase advertising on, then command top dollar for every commercial sold.
The Boston Tea Party schedule, May/June 1969. Courtesy of the David Bieber Archives. Photo of schedule by Matt Dolloff.
Top 40 radio stations in the sixties weren’t just marked by their choice of music; there was also a style or aesthetic behind the sounds of those frequencies. Program directors encouraged their DJS to shout with abandon into the microphone, modulate their voices up and down in exaggerated or phony exuberance, and deliver high-powered raps with machine-gun velocity. Most of what an announcer needed to say in a break between two songs could be accomplished by talking over the fading music of the first and the instrumental introduction to the second, before the singer’s voice kicked in. Radio station engineers wired up echo devices so that DJS could project their voices with the booming, amplified voice of God (or at least Charlton Heston as Moses). Inane collections of sound effects, bursts of fast-paced phrases, and clips of words snipped from comedy records were produced into short station IDS (call letters plus city of origin) to link up songs and constantly remind listeners what radio station they were listening to. DJS had their own theme music, jingles, and personalized breakers to instantly convey their identity to the audience. “Cousin Brucie” (Bruce Morrow) at WABC in New York City assembled a brief, instantly recognizable montage of voices yelling out his name, while closer to home at Boston’s WMEX-AM, celebrated announcer Arnie “Woo-Woo” Ginsburg earned his nickname by punctuating on-air raps with blasts from a train whistle.
As Lulu’s “To Sir With Love,” “The Letter” by the Boxtops, “Windy” from the Association, Bobby Gentry’s spooky “Ode to Billie Joe,” and “Groovin’” from the Rascals became the biggest AM radio hits of 1967, immense changes were afoot in the youth culture and, eventually, in the media that served it. Just as the Beatles had quickly outgrown playing neat two-and-a-half-minute pop masterpieces by absorbing fresh influences and exploring new adventures, fans began searching for more as well. Young, unsullied minds lay open to innovative approaches in art, music, spirituality, lifestyle, health, sex, and politics. The sixties became the stage upon which these great changes occurred, revolutions approaching and flying by like road signs on a highway. The specter of the Vietnam War haunted the country, uniting America’s teenagers and propelling them forward with urgency. Why would an eighteen-year-old seeker wait to experience an LSD trip or pass up a weekend retreat with some Indian guru, when he knew that the following week he might be plucked by his draft board and sent off to dodge shrapnel in Da Nang. This great injustice, visited upon the youth by political leaders seemingly ensconced on Mount Olympus, was an accelerant poured on the fire of the times.
Encyclopedia Britannica summarized this turbulent time in American history: “The 1960s were marked by the greatest changes in morals and manners since the 1920s. Young people, college students in particular, rebelled against what they viewed as the repressed, conformist society of their parents. A ‘counterculture’ sprang up that legitimized radical standards of taste and behavior in the arts as well as in life.” A potent antiwar movement poured out of the American campuses and took to the streets. Swiftly rising opposition to the U.S. Air Force bombing of North Vietnam brought a hundred thousand demonstrators into New York City in April 1967, and an October march on the Pentagon drew almost the same number. The black population, still largely unable to claim the rights won during the Civil War a hundred years earlier and guaranteed under the Constitution, had waited long enough. Simmering anger boiled over into violent action, as evidenced by race riots in dozens of American cities, particularly Watts in L.A. and other revolts in Newark and Detroit. In the latter, rampant looting and one thousand fires destroyed almost seven hundred buildings in less than a week. The nonviolent civil rights movement, led by Martin Luther King Jr., encountered stiff resistance at every turn but steadily grew, its ranks swelled by sympathetic supporters in the antiwar movement. Many young protestors also rejected the capitalist stance of their parents, instead taking it one day at a time to explore alternative lifestyles. The recreational use of marijuana and LSD soared while drug-culture gurus like Timothy Leary urged his followers to “turn on, tune in, and drop out.”
It’s no mystery, then, that music and the radio stations that played it were due fo
r a rocket ride of their own. History points a big finger at the Beatles’ June 1967 release of Sgt. Pepper’s Lonely Hearts Club Band as the flash point. There were others, and some came before, but the Beatles had the attention of the world as pop music’s number 1 spokesmen, so the group’s latest work was greeted with far more attention than any other. Paul Evans, writing in the Rolling Stone Album Guide, lauded Sgt. Pepper’s as no less than “the most astonishing single record of popular music ever released.” Never before had a band with this magnitude made such a bold artistic statement, shrugging off its monochrome past and embracing a fresh Technicolor one. The group realized this, evidenced by the cover photo featuring the waxen Fab Four replicas in charcoal-grey suits standing solemnly at their own funeral, in front of the “new” John, Paul, George, and Ringo in colorful marching-band outfits. The Beatles didn’t necessarily need the promotion of a hit song, so the band chose not to release any singles from Sgt. Pepper’s, instead presenting the twelve-inch vinyl record as a whole piece not unlike a complete classical work of old. Top 40 DJS who didn’t want to be left out of the newest Beatles project blew the dust off their turntable speed levers and moved them (maybe for the first time) from 45 rpm down to 33, and then started playing songs of the album. Sgt. Pepper’s became the largest-selling album in America from July into October 1967, ushering in an era of sophistication in popular music that hadn’t existed much before. Now, many listeners began grooving to complete albums rather than stacking up a pile of three-minute singles on their record player.
Tom Donahue, a successful West Coast Top 40 disc jockey and businessman, had read the same tea leaves as Riepen, but his vision came a year earlier. He proposed a radio show embracing some revolutionary elements: mixing album tracks, creating long sets of music drawn from many genres of music, speaking conversationally, and avoiding the wisecracking gimmicks of Top 40 delivery. He unveiled his ideas to the management at KMPX-FM in San Francisco, which featured ethnic programming at the time. Facing financial challenges, the owners decided they had nothing to lose and allowed Donahue to experiment with a free-form evening show based on folk, blues, and rock music. The new approach became an immediate sensation, especially amongst Bay Area students, and within a few months KMPX adopted the revolutionary format full time. Since that complete changeover occurred on 6 August 1967, Tom Donahue is credited with having started the very first “underground radio” station in America. Soon, the owners called on Donahue to repeat his success by extending the same type of programming to KMPX’S sister station in the Los Angeles area, KPPC-FM in Pasadena, which had previously been broadcasting classical music out of a church basement to no great financial reward. With underground radio visualized and the prototypes already flying on the West Coast, why couldn’t the same also work in Boston?