Stiff Records: Dave Robinson’s Wild Ride

Dave Robinson has an uncanny knack for spotting raw talent and turning musical misfits into cultural icons. From managing Jimi Hendrix to co-founding the legendarily irreverent Stiff Records, this sharp-eyed Irish music maverick helped shape the sound of British punk and new wave—while keeping his sense of humor firmly intact.

“Marketing was something that a record company should be doing,” Robinson reflects, taking aim at the major labels of the 1970s. “They seemed to think that the band killing themselves on the road was the marketing plan. Their famous slogan, which they’re still using to my amazement, was ‘It’s out now.’ I didn’t think that was really sufficient.”

Instead, Robinson pioneered a revolutionary approach at Stiff Records, using wit as a weapon to cut through music industry pretension. The label’s infamous slogan—”If It Ain’t Stiff, It Ain’t Worth a Fuck”—set the tone for a marketing strategy that would help launch the careers of Elvis Costello, Ian Dury, The Damned, and countless others.

 

“Humor is the one that we all remember,” Robinson explains. “We remember the funny joke, remember the people standing on the banana skin.” This approach wasn’t just about getting laughs—it was about getting noticed. Under Robinson’s guidance, Stiff became more than a record label; it became a movement, with slogans like “We Lead, Others Follow, But Can’t Keep Up” becoming part of music industry lore.

Robinson’s path to development as a music industry pioneer began in Dublin as a teenage photographer, shooting The Beatles at the Cavern Club and the Rolling Stones’ first Irish tour. But it was his time with Jimi Hendrix that shaped his future approach to artist management. Thrust into the role of tour manager when the previous one fell ill, Robinson found himself carrying both a briefcase and a Beretta—the latter being a requirement for insurance when transporting money in America.

“Jimi didn’t seem to have any spare time of his own,” Robinson recalls. “Here was one of the greatest guitar players the world had ever known, trying to do his best without any great information.” This experience crystallized Robinson’s vision for a different kind of music business—one where “the record company would be a partner with the artist.”

This philosophy would later influence one of Robinson’s most significant achievements: the compilation of Bob Marley’s Legend album. As president of Island Records, Robinson saw an opportunity to present Marley’s music in a new light. “Bob was really a cult figure. His name was much bigger than the amount of records he was selling,” Robinson notes. He sought to showcase Marley as he truly was: “a great songwriter with a great spirit and great lyrics and great political acumen.”

The result became the best-selling reggae album of all time, though Robinson is characteristically modest about his role. He particularly enjoys one headline that read, “Dave Robinson, who made a legend out of Bob Marley,” though he’s quick to add, “I wasn’t the reason for him. I was a big fan.”

Today, Robinson views the music industry’s transformation with a mixture of concern and resilience. The streaming era has fundamentally changed the game, making it particularly challenging for emerging artists. “The way in which we were able to torment the majors and get unusual records into the charts has disappeared overnight,” he observes.

Yet Robinson hasn’t lost his passion for nurturing new talent. He’s currently managing Hardwicke Circus, a young rock band from Carlisle, taking them as far as South Africa to build their audience. “You have to believe that what you’re doing is useful,” he insists. “It’s something that you have a passion for. If you didn’t, you wouldn’t do it.”

 

Despite the industry’s evolution, Robinson maintains that authentic connection remains at music’s core. “It’s got to be exciting, it’s got to be artistic. It’s got to be about something,” he argues. “The Beatles were Liverpool folk music. Most music is folk music—I don’t mean this stuff where people have beards and go ‘shush’ all the time. I mean social music that tells us about the story of the lives of the individuals taking part.”

As the music industry continues its digital transformation, Robinson’s analog wisdom feels more relevant than ever. In an era where algorithms often dictate taste, his human-centered approach to discovering and nurturing talent offers a reminder that behind every great record is a story worth telling—preferably with a good joke thrown in.

-Staci L. Wilson

Featured photo: Dave Robinson (L) with Ian Dury. All photos courtesy of Dave Robinson